Tweed visitation strong ahead of winter tourism campaign

THE Tweed Economic Insights Report has shown steady growth in the region, with destination tourism punching above its weight.

The Tweed Tourism Co. general manager Sally Scott said the overall report was positive, and tourism was tracking well against the sector’s goals.

“The standout result was a 20.8 per cent increase in restaurant spend, showing that our celebrated culinary scene continues to attract visitors while being loved by locals,” Scott said.

“It reinforces why we created Savour The Tweed to shine a light on the region’s growing reputation as a food destination.”

The company’s new campaign encouraging visitors arriving at the Gold Coast to ‘leave the layers and turn right for a winter spell’ invites tourists and regional residents to reframe the winter season with a warm and restorative escape in Northern NSW.

Working with creative agency Fred & Co, the new campaign, There’s a Right Way to Winter, speaks to working professional couples and families that winter doesn’t have to be endured and can be enjoyed – with the sunshine, space and warmth the region offers.

Launched this month, the multi-channel campaign features visuals captured in-region by local photographer Mathilde Bouby, reflecting The Tweed’s distinct blend of outdoor lifestyle, creative culture and diverse wellness options.

Featured in a full-page ad and editorial feature in Australian Traveller’s 100 Greatest Getaways issue and a strategic partnership with QANTAS Travel Insider, the campaign sets a new standard for the region’s standing in the tourism sector.

Scott said the campaign built upon the region’s reputation for relaxed luxury and uncrowded charm.

“We wanted to reframe the idea of a winter escape,” she said.

“The Tweed is a place where you can step off the plane, feel the sun on your skin and slow down into something softer and calming.

“This campaign leans into that truth – that you don’t have to travel far to feel a world away.”

Locals from the region are also encouraged to enjoy vacations closer to home.

“From world-class art exhibitions at Tweed Regional Gallery and Margaret Olley Art Centre featuring works by Ben Quilty to the Surfing Australia Longboard Titles and Halcyon House’s 10-year celebration, winter in The Tweed is packed with memorable moments for visitors and locals alike,” Scott said.

For more information, visit visitthetweed.com.au/right-way