Byron Shire Draft Events Policy - Public Forum, 25 February
Tuesday 16th February 2010
The Byron Shire Council’s Draft Events Policy is the subject of a workshop/discussion on 25 February. It will be held at the Byron Bay Surf Club, Bay Street, from 6 to 8pm.
This forum will provide an opportunity for stakeholders to learn more about the policy before final submissions are due by 19 March. Council invites stakeholders to make submissions to the draft policy which is on public exhibition on its website.
Click here to download the Draft Events Policy
Survey shows positive support for NRT initiatives
Tuesday 16th February 2010
The recent Northern Rivers Tourism Stakeholder Satisfaction Survey resulted in 86 responses and the summary results are now available for all subscribers to view click here.
“I was pleased with the response and the results,” said NRT CEO Russell Mills.
There was a good mix of businesses and organisations represented with 44% accommodation providers, 16% tour or activity operators, 10% attractions, 5% transport providers and 9% being professional services.
There was also a good regional cross section and five visitor centres responded as well.
“All in all, the report is quite positive. Most people agree that we are doing a good job with communicating the participation options in our marketing programs, that a regional tourism organisation is important to the regional economy and that membership offers good value. We also got a fairly even mix of members and non-members responding.”
“There are some critical comments in relation to some of the things we've done, which is to be expected and is taken constructively, but a lot of comments as well about the importance of supporting regional tourism which is very encouraging,” added Russell.
Some highlights of the survey are:
• 66% had less than five employees in their business
• While 34% had a marketing budget between $1,000 and $5,000, 16% had a budget of over $100,000
• 82% agreed or strongly agreed that a regional tourism organisation plays an important role in achieving economic and social benefits
• 42% disagreed or strongly disaagreed with the view that there is widespread understanding of tourism as an economic driver in the community
• 66% would participate in joint membership programs run by Local and Regional Tourism Organisations (RTO) for one membership fee
• 67% agreed or strongly agreed that working with their RTO adds value to their organisation's activities.
Following a random draw of respondents, the winner of the 12 month membership of Northern Rivers Tourism was Steve Ross from Clarence River Wilderness Lodge. Congratulations Steve! Please contact NRT to claim your prize.
Click here to see the survey summary results
Northern Rivers Tourism goes international through innovative marketing partnership
Monday 15th February 2010
Northern Rivers Tourism has appointed a specialist company, Parker Travel Collection, to build awareness overseas and to market destinations in the region.
The CEO of NRT, Russell Mills said the appointment is a key element in its marketing program to build awareness of destinations, experiences, and events and convert this into new business for tourism operators in the Northern Rivers region.
"Our strategy is to expand our range of export ready products, instil confidence amongst international trade wholesalers and retailers in selling our region, as well as capitalise on the iconic profile Byron Bay enjoys to encourage international visitors to experience the wider Northern Rivers region," said Russell.
Parker Travel Collection has well-established credentials in representing Australian tourism operators and destinations in international markets for more than 12 years.
"For the past two years we have been working with some tourism operators who are active in international marketing or want to increase their distribution and promotion. The appointment of Parker Travel Collection increases our resources to target specialist wholesale and retail travel agencies and online travel companies to promote our region,” added Russell.
The Managing Director of the Parker Travel Collection, Mr Todd Parker, said it was very encouraging to see regional areas like the Northern Rivers dedicating resources to the international markets.
“Such a fabulous destination offers international travellers an authentic Australian holiday experience - beach life and water-based experiences, thriving market culture, an emphasis on health and wellness, precious natural assets in the hinterland and National Parks of the region and an incredible bounty of locally grown produce – all combined in one accessible region,” said Todd.
In the year ending September 2009, Northern Rivers received 227,200 international overnight visitors who spent more than 1.8 million nights in the region, both down marginally on the year prior. The top five countries from where the visitors came were the UK (69977), Germany (25446), USA (18630), New Zealand (16812), Scandinavia (13859). The Northern Rivers region has a 39% share of all international visitors to regional NSW, up 2% on the previous year.
NRT’s International Destination Marketing Program includes a Regional Travel Planner, featuring high quality imagery, editorial and itinerary and package suggestions featuring the product partners. It will be distributed and promoted over 12 months to key markets in Europe, North America and New Zealand.
There are 11 current product partners participating in the program including The Byron at Byron Resort and Spa, Apartments Inn Byron, Friday on the Beach, Outrigger Twin Towns Resort, Santai Casuarina Beach, Tweed Endeavour Cruises, Byron EasyBus, Gold Coast Airport, Bluesfest, Mojo Surf School and Cape Byron Kayaks.
The program is supported by the NSW Government through Tourism NSW and its Regional Tourism Partnership Funding Program.
Further information: Russell Mills, ph (02) 66886217 or 0448885453
Gold Coast Airport - one of the Northern River’s great gateways
Monday 25th January 2010
Northern Rivers Tourism welcomes the opening of the new expanded terminal at the Gold Coast Airport.
“The Gold Coast Airport makes the Northern Rivers unique in NSW as the only NSW region with an international terminal on its door step. This is proving a real asset for the growth of tourism in the region, as well as a benefit to local residents for easy travel,” says the CEO of Northern Rivers Tourism, Mr Russell Mills.
“Many people overseas and interstate don’t realise how close they are to the Northern Rivers via the Gold Coast Airport – in fact most do not realise that the runway crosses both states so sometimes they can take off or actually land in NSW!
“Over the past two years a bigger share of our international tourists have been arriving from the Gold Coast as more airlines see the opportunities offered through tourism in the region,” added Mr Mills.
The airport’s figures of a 55% increase in international visitors and 10% in domestic growth in the year to September ’09 shows clearly the growing popularity of the hub, much to the benefit of the Northern Rivers.
“We are confident that the upgraded facilities, coupled with the growth of low cost carriers such as Air Asia X, Jetstar International and Tiger Airways, will bring even more visitors to our region in the years ahead,” said Mr Mills.
The Gold Coast Airport’s own website indicates high levels of interest in access to the Northern Rivers – both for transportation and for locations.
“Northern Rivers Tourism has built a strong working relationship with the Gold Coast Airport team and we have recently welcomed International Marketing Manager, Michael Curtis, onto our Board to strengthen our ties even further.”
In addition, the organisation is also working closely with airlines to jointly promote the Gold Coast destination as a step off point to the Northern Rivers.
“For example, we are currently running a promotion with Air Asia X to attract more students to come and learn and play in the Northern Rivers,” said Mr Mills.
Further information: Russell Mills, ph (02) 66886217 or 0448885453
Fantastic interest in Northern Rivers from holiday makers
Sunday 10th January 2010
The new Rivers of Life website promoting holidays in the Northern Rivers has drawn an extraordinary number of visits since it went live in October,
“Already there have been more than 22,000 visits which is twice as many as comparable tourism sites listed by Google, so this is a great start to our campaign,” says CEO of Northern Rivers Tourism, Russell Mills.
The visits have been steadily increasing with an average 33 a day when it first went live, 220 a day in November, 410 in December and 414 in the first week of January.
“The analytics reports show that our efforts to drive traffic through targeted television advertising and search engine optimisation are working,” added Russell.
The campaign will be extended through additional TV advertising, search engine marketing and a planned press trip during late January and February. The objective is to extend the holiday season beyond the traditional Christmas/New Year break.
“The statistics are showing that the ‘Hot Deals’ and accommodation pages of the website are most popular, so we are confident that this will translate to bookings,” said Russell.
“Later in February we will consult with operators to measure just how successful the campaign has been through increased bookings.”
The Rivers of Life cooperative marketing campaign is a major initiative of Northern Rivers Tourism to support the industry and it has been aided by an additional $100,000 in flood recovery funding from Tourism NSW.
“While this funding is linked to the devastating floods in May 09, it’s very timely given we’ve had quite a wet summer holiday period so far.”
“Nonetheless, early reports from around the region are that the holiday break has been excellent for tourism operators despite some ups and downs in the weather, and I am hopeful that figures through January will indicate growth for our industry among domestic travellers,” said Russell.
Recent National Visitor Surveys released by Tourism Research Australia show that the Northern Rivers is performing well compared with national and NSW figures. In the year ending Sept 09, domestic daytrip visitors were up 10.5% on the previous year, twice that of the national figure of 5.1%.
Domestic overnight visits in the Northern Rivers were up by 1.4% for the same period – nationally the figure was down 7.1% and in the NSW Regional areas down 6% overall.
“Our region is performing well in the domestic market and our Rivers of Life campaign is helping to build an even greater momentum,” said Russell.
Further information: Russell Mills, ph (02) 66886217 or 0448885453
$1million in Tourism Development Funding to benefit Northern Rivers
Thursday 17th December 2009
The Northern Rivers region will benefit from over $1 million in grant funding toward three seperate tourism development projects announced by the Federal Tourism Minister Martin Ferguson this week.
The TQUAL Grants Program is an Australian Government initiative which puts a premium on innovation, quality and economic benefit from tourism.
$500,000 in TQUAL grants have been provided to assist the development of a strong and vibrant tourism brand for the Legendary Pacific Coast Touring Route, spanning the east coast of NSW from Sydney to the QLD border.
The Pacific Coast Touring Route is an incorporated association of four NSW North Coast Regional Tourism Organisations (RTOs) including Northern Rivers Tourism, Central Coast Tourism, Mid North Coast Tourism and Hunter Tourism.
The four RTOs will contribute financially along with the tourism industry to the project, which includes tourist signposting, website development, brand development and communications, innovation and technology development and project management.
The project outcomes will be to stimulate additional domestic travellers and deliver more international visitors to the region and encourage length of stay, yield and dispersal.
Clarence Valley Council has secured $500,000 in TQUAL grant funds to develop a series of new and distinctive product options and experiences to realize the nature/adventure tourism potential of the Clarence River, a mighty tributary of the Northern Rivers.
Funding will be used towards the development of camping and canoe access sites in the upper river, development of a kayak and canoe guide, a guide to cruising and sailing on the Clarence, the development of a riverfront precinct concept plan for Grafton and interpretive sculpture at key locations and a marketing program.
Clarence Valley Council makes up nearly 52% of the Northern Rivers region by area.
Alstonville based attraction Amaze N Place has secured $10,000 for a feasibility study to investigate the expansion of the popular and unique family attraction. The expansion is planned to include educational and entertaining hands-on displays, optical examples of mental illusions and weird science displays that will challenge perceptions of reality. It will host school excursions, tour buses and expert speakers.
These grant funds acknowledge the innovation, quality and economic benefits at the heart of these projects, says NRT CEO Russell Mills.
“The Grant funds were announced as part of the Federal Minister’s announcement of the National Long Term Tourism Strategy, so the message is clear that these are the kind of projects that are seen as contributing to the future of tourism,” Russell added.
“NRT is a financial contributor to the Legendary Pacific Coast Project so the TQUAL grants will be a significant boost to implementing our destination development and marketing strategies. This corridor is incredibly important to the livelihoods of tourism operators from Sydney to Brisbane, so we look forward to collaborating with industry partners wanting to work with us on this exciting project.”
Russell says the Clarence Valley Council should be congratulated on responding to the growing trend for nature-based and adventure tourism.
“The Clarence River Way project is very forward thinking in its emphasis on celebrating the river as a living part of the region’s culture and community. We look forward to helping the Clarence tourism industry realise this project as one of the region’s tourism experiences of the future.
“Rik and Lisa at Amaze N Place are such dedicated and passionate tourism operators. I’m delighted that their plans to expand into one of the region’s leading educational and recreational tourism experiences can be progressed through this funding,” said Russell.
The National Strategy seeks to unlock investment in tourism businesses: hotels, airports and tourism infrastructure, and is endorsed by every state and territory government.
It emphasizes skills and labour, destination competitiveness, addressing the global challenge of climate change and how the tourism industry can adapt to a carbon-constrained future and quality of product and service delivery.
Further information: Russell Mills, ph (02) 66886217 or 0448885453
$100,000 Flood recovery funds to extend TV advertising for Northern Rivers
Monday 7th December 2009
A television and online advertising campaign to attract domestic visitors to holiday in the Northern Rivers will be extended, thanks to funding provided by the New South Wales Government.
The Northern Rivers will receive $100,000 of $300,000 committed by the NSW Minister for Tourism Jodi McKay at the recent Tourism Symposium to assist tourism operators who lost business due to flooding this year. $200,000 is being provided to the Mid-North Coast which suffered considerably more devastation due to a series of floods in 2009.
“We are grateful that the money has been made available through Tourism NSW which will allow us to extend our ‘Rivers of Life’ marketing campaign through January and into February 2010 to attract further visitors past the peak summer holiday season,” says Northern Rivers Tourism CEO Russell Mills.
The advertising campaign will target families and mid-life couples in Brisbane, Gold Coast and regional areas of NSW, which make up nearly 73% of domestic visitors to the region.
“Our Rivers of Life campaign was launched in October and advertising has promoted the new consumer website, www.riversoflife.com.au which is providing unique experiences and packages in the Northern Rivers. To date there have been over 6800 unique visitors to the site, with the ‘Hot Deals’ and ‘Accommodation’ pages proving most popular. The visits are increasing so our campaign which includes advertising in print, on television and through search engines appears to be creating awareness and stimulating demand for travel to the Northern Rivers,” says Russell.
The Rivers of Life campaign has been jointly funded by more than 60 tourism operators in the region, but participation in the extended campaign will be open to all industry operators.
“I would encourage tourism operators in the region to contact us to include their deals in the Rivers of Life campaign as this campaign is aimed at converting that interest into actual travel through late January, February and March, when visitor numbers typically start to decline.
“The campaign is designed to promote the great experiences we have in the Northern Rivers - our World Heritage rainforests, beaches and surfing, organic fresh produce, markets and events, creative arts and health and wellness experiences,” says Russell.
Further information: Russell Mills, ph (02) 66886217 or 0448885453
Films and jokes each get $10,000 grants
Thursday 3rd December 2009
Two Northern Rivers festivals have been successful in gaining funding from the Tourism NSW Regional Flagship Events Program for 2010 - the Byron Bay International Film Festival and the Big Joke Comedy Festival in Bangalow.
Each will receive $10,000 towards organisational and promotion costs.
The Byron Bay Film Festival celebrates the spirit of Byron Bay and the North Coast through the universal medium of independent film. It will be held over nine days from 5-13 March.
It’s Director, J’aimee Skippon-Volke, said the funding represents genuine recognition of the commitment to grow the event so that it becomes an annual icon on the Australian calendar.
“We are extremely pleased to receive this level of support as it will allow us to reach a much broader audience and build on the reputation the North Coast has for being a serious centre for filmmakers and film making,” said J’aimee.
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It is the second year that the Big Joke Comedy Festival in Bangalow has received this funding to help it increase visitor numbers from 2,700 in 2009 to more than 4,000 in 2010. It is held from 18-23 March.
Festival Director Mandy Nolan welcomed the news. “The support of NSW Tourism last year enabled us to expand our profile and market into areas that were previously out of our reach. We are excited at the prospect of supporting Big Joke 2010 with a dynamic new approach which involves us taking on a social media campaign,” said Mandy.
Northern Rivers Tourism helps to promote and support events which are crucial for regional areas in attracting visitors.
“Especially at off peak times of the year, cultural events like the Byron Bay Film Festival and the Big Joke are a great representation of the creativity and values that contribute to our destination brand,” said NRT CEO Russell Mills.
The Minister for Tourism Jodi McKay in announcing the funding said these events attract thousands of visitors each year and reflect the identity and unique character of each region. More than $420,000 is being provided to support 20 festivals across NSW next year.
Further information:
Russell Mills, ph (02) 668886217 or 0448885453
Mandy Nolan 0422 701 680
Jaimee Skippon Volke 0427 668 717
Loss of Splendour a major blow to tourism in the Northern Rivers
Wednesday 25th November 2009
The region has lost one of its iconic events which has helped establish our unique tourism offer, says the Northern Rivers Tourism’s Chief Executive Officer, Russell Mills, of the decision to move the Splendour In The Grass Festival to Woodford, Queensland.
“It is very disappointing that organizers have been frustrated to the point of leaving our region with an event that generated nearly $6 million into our economy over a very short space of time. Organisers say it is temporary, but much will need to be done to convince them to return.
“Splendour In The Grass has added to the diversity of events within our arts and creative sector, for which the Northern Rivers is widely known in Australia and internationally. Our region is highly regarded for its cultural tourism experiences from small community-run festivals like the Lismore Lantern Parade to major iconic events like Splendour In The Grass and Bluesfest – they all play an important role in defining our destination brand,” said Russell.
“The loss of a successful and extremely valuable cultural tourism event from the Byron Shire should force the Northern Rivers region to assess and acknowledge not only the economic, but the branding value of such events.”
Splendour in the Grass Organiser, Jessica Ducrou said today that they will continue to work through the approval process for a permanent home in the Byron Shire.
Northern Rivers Tourism believes Local Government, industry and community leaders need to examine the capacity and suitability of alternative locations within the region to retain events that outgrow their locations so that one shire’s loss doesn’t mean it leaves the region altogether. A coherent regional transport policy would make it possible to consider running fringe events that spread the impacts and the benefits.
Looking at the published figures, Splendour In The Grass is known to have created 40,000 visitor nights, with more than 60% of visitors coming from interstate or overseas, at a quiet tourism time in the middle of the year. It is held on a weekend in July.
“It has been as much a tourism and cultural event as a music event for our region and the indirect returns to the community from the 17,500 people attending the festival were huge. Many young people have been introduced to our region through Splendour and I am sure have made return visits over the past eight years,” says Russell.
“With its departure we are also likely to lose momentum for programs such as SPLENDID, a collaboration between the Australia Council for the Arts, Lismore Regional Gallery and Splendour In The Grass, to workshop and showcase 10 young and emerging Australian artists,” added Russell.
Mr Mills believes that it is critical for the region as a whole to work to find solutions where conflicts arise over other events.
“The Northern Rivers has such a wonderful offering of experiences and the cultural ones are as important to our appeal as a destination as rainforests and beaches.”
Further information: Russell Mills, ph (02) 668886217 or 0448885453
Study and Play in Byron Bay
Tuesday 24th November 2009
In a regional first, Northern Rivers Tourism (NRT) has partnered with tertiary education institutions and international airlines to raise awareness of and increase interest in study and travel experiences in the Northern Rivers.
The ‘Study and Play in Byron Bay’ campaign capitalises on the international awareness of Byron Bay as a destination amongst international youth and student travel markets.
“Marketing 101 tells us that you need to lead with your strengths. For international markets, Byron Bay is a calling card for our region so it makes sense to capitalize on that awareness to introduce the wider region,” said NRT CEO Russell Mills.
With Byron Bay as an iconic Australian holiday destination, the Northern Rivers region plays host to some of the most exotic natural wonders of the world. The breathtaking beaches and stunning subtropical rainforests that stretch between the Clarence River and Tweed Heads have always attracted hoards of holidaying students and young international travellers. The ‘Study and Play in Byron Bay’ campaign recognises the lucrative education tourism market and a commitment to its development through educational and travel partnerships.
Education visitors represent 32% of the total number of ‘visitor nights’ spent in Australia, as well as the highest average expenditure of all categories of international visitors. The involvement of Southern Cross University and North Coast TAFE in this innovative campaign means that these visitors will be encouraged to extend their stay by exploring the study programs available to them.
“We have first class education institutions offering diploma to degree education in this region, so it’s really playing to our strengths,” continued Mr Mills.
“Travel isn’t purely about holiday and leisure, but nor is education simply about academic qualifications. By promoting study and travel experiences together, we think we can capture a significant share of the inbound education travel market. “
International airlines Air Asia and V Australia are partnering Northern Rivers Tourism through prize promotions offering the chance to win an airfare to the Northern Rivers in the UK and US markets respectively. The campaign promotes North Coast TAFE Study Tours in the Northern Rivers and Southern Cross University’s Study Abroad program. Itineraries are being developed as part of the prize promotions and these will add a new dimension to the study experience of international students.
Jointly funded by NRT, Southern Cross University, North Coast TAFE, Air Asia and V Australia, the campaign is proudly supported by Tourism New South Wales through the Regional Tourism Partnership Program.
With the State government identifying education visitors as a key facet of their three year tourism strategy, the ‘Stay and Play in Byron Bay’ campaign is evidence both of Northern Rivers’ creative branding and their commitment to inbound tourism to NSW and Australia.
Media interviews:
NRT CEO, Russell Mills, 66886217, or 0448885453
Brigid Veale, Southern Cross University, 02 66593006 or 0439 680 748
Released in the Northern Rivers for NRT by Green PR,
Contact: Neville Sloss 0414562010
AGM Notice and call for Board Nominations
Thursday 5th November 2009
Nominations open for Northern Rivers Tourism Board
Northern Rivers Tourism is calling for nominations for three Board positions which become vacant at the AGM on December 15, 2009.
The primary criteria for selection are experience, knowledge and skills relative to the tourism industry. In achieving balance, consideration will also be given to obtaining skills across geographical areas and different industry sectors and size of operations.
Appointees to the Board are expected to represent the broad interests of the Northern Rivers, rather than those of any particular organisation or geographical area.
The Board meets every two months and the positions are for three years.
For more detailed information click here or contact:
Ms Suzie Coulston, Chair – Northern Rivers Tourism
Ph: 0402672561
To obtain a nomination form email Ms Donna Yager
or Ph: 0412 709 331
Applications close on 23 November.
Northern Rivers Tourism Inc Annual General Meeting
Notice is hereby given that Northern Rivers Tourism Inc will be conducting its AGM on Tuesday 15 December, 2009 at the Ramada Hotel & Suites , 2 Martin St Ballina, commencing at 3pm.
Members and subscribers are invited to attend. Please rsvp your intention to attend to .(JavaScript must be enabled to view this email address) by 1 December.
Tourism Symposium a great success
Wednesday 21st October 2009
The first symposium for the tourism industry in the Northern Rivers has been an outstanding success say organizers.
“We had 115 people attend and the feedback on the quality of speakers, information and learning has been overwhelmingly positive,” says Northern Rivers Tourism CEO Russell Mills.
“Rarely does a tourism event bring together key state, national and international industry leaders, as well as a Tourism Minister, so we had a great opportunity to share insights, problems and ideas on the future of tourism and its effect on the Northern Rivers.”
Speaking were the co-founder of the world’s largest youth travel business, STA Travel’s Dick Porter from the UK, Tourism Australia’s Matthew Cameron Smith, Chief Economist with Qantas, Dr Tony Webber, Managing Director of the Australian Tourism Export Council (ATEC) Matthew Hingerty and Tourism NSW’s Regional Tourism Director, Andrew Sargant.
A highlight of the event was the NSW Tourism Minister, Jodi McKay’s attendance and announcement of an additional $300,000 in state funding for marketing of the region over the summer period.
The Symposium, entitled ‘Innovate and Prosper’ had a variety of workshop sessions which were hands-on learning opportunities for tourism operators with positive comments coming from many of those who attended.
Among those who attended, Tony McDonald from Sinecera Rainforest Retreat near Kyogle felt the networking opportunities were excellent to help him build his business.
“ The presenters were professional and it was really positive and useful all the way through the two days,” said Tony.
Clarence River Tourism Manager, Jenny Massie said the symposium was very valuable to help smaller operators.
“Workshops such as ‘sharpening the marketing toolkit’ and ‘untangle my web’ in relation to e-marketing were really beneficial to all of us in the tourism business,” said Ms. Massie
Dhinawan, one of the 15 indigenous tourism operators who attended, said it was all about re-energising.
“It reminded us that it is all about how we present and market ourselves. Bigger operators are looking for the different kinds of experiences that are available and we need to network together,” said Dhinawan, whose business, Dhinawan Dreaming, is based at Ocean Shores.
In summary Russell Mills said: “We will ask for feedback from delegates about the interest in another event next year, but early indications are such a learning opportunity should be available to tourism operators every year.”
The Symposium was held at the Byron at Byron Resort, Spa and Conference Centre and was subsidised through state and federal government flood recovery funding. Major sponsors were Southern Cross University’s School of Tourism & Hospitality Management, Industry and Investment NSW, The Northern Star, totaltravel.com, Dogwhistle Creative and Local Government Tourism Managers.
Further information: Russell Mills, ph 0448885453
New international tourism partnership a windfall for Northern Rivers
Wednesday 21st October 2009
A tourism partnership announced today by the NSW and Queensland governments is one of the most important announcements for international tourism to Australia in a decade, according to Northern Rivers Tourism.
“This recognizes NSW and QLD’s importance to international tourism to Australia, with eight out of 10 international holiday visitors visiting NSW and or QLD during their stay in Australia” said NRT CEO Russell Mills.
It’s a shot in the arm for Australian tourism and provides massive opportunities for the Northern Rivers region to grow its share of international visitor nights and expenditure.
Both Premiers Nathan Rees and Anna Bligh announced the three year, $8.8 million marketing partnership to attract more international holiday visitors to the East Coast of Australia. The $8.8 million partnership includes a number of international airlines including V Australia, Singapore Airlines, Jetstar and Emirates.
“This presents us with a vast array of opportunities including the promotion of multi-stop destination holidays like Sydney - Byron Bay – Cairns, more scope to link the coastal and hinterland parts of our region and work strategically with other regional destinations and industry partners“ says Russell.
Northern Rivers Tourism also believes it will provide a solid platform to cooperatively promote several of our tourism experiences.
“It will allow us to capitalize on our geographic positioning in the middle of the Pacific Coast Touring Route and raise awareness of Australia’s Green Cauldron, the National Landscape straddling our two states, and the established Rainforest Way touring route that traverses it,” says Russell.
The Northern Rivers region has a natural competitive advantage to benefit from this partnership, being the eastern-most region of mainland Australia and sharing the state border.
We look forward to working with Tourism NSW and Tourism Queensland to promote our region through trade and consumer marketing initiatives over the three years of the partnership and beyond.
Locally, the partnership can be linked to new initiatives such as Tourism NSW’s ‘Catching The Wave’ Surf Tourism Action Plan. It will also augment NRT's own marketing partnerships with V Australia, Air Asia X, Southern Cross University and North Coast TAFE to attract inbound study visitors.
“This is a great week for Northern Rivers Tourism. The announcement comes on top of – our cooperative marketing campaign Rivers of Life launching, a very successful Tourism Symposium that enthused more than 100 delegates from the region’s tourism industry, local government and educational institutions and extra $300,000 to market North Coast NSW domestically to families this summer,” adds Russell.
Further information: Russell Mills, ph (02) 668886217 or 0448885453
‘Rivers of Life’ campaign to build domestic tourism in the Northern Rivers
Wednesday 7th October 2009
A major campaign to promote the Northern Rivers to potential visitors from South East Queensland, regional NSW, Sydney and Melbourne kicks off this week.
A new cooperative marketing website www.riversoflife.com.au launches the Rivers of Life campaign and is being supported by extensive television, print and online advertising and destination publicity.
It is the biggest marketing initiative in 2009 for Northern Rivers Tourism.
The campaign budget is over $170,000 made up of industry, local government and other stakeholder contributions matched by Northern Rivers Tourism. It is being supported by Tourism NSW and the NSW Dept of Industry and Investment through its Regional Tourism Partnership Funding Program.
The CEO of Northern Rivers Tourism, Russell Mills, said the campaign is targeting experience-seeking travellers.
“We have great experiences to offer in the Northern Rivers. The natural amenity of our World Heritage rainforests, and beaches are enriched by our organic fresh food, regular markets and events, innovative arts scene, and health and wellness experiences. These are the themes we are highlighting in the Rivers of Life campaign” Mr. Mills said.
Over 60 operators from across the region have already come on board to benefit from the joint promotional opportunity.
“ Riversoflife.com.au features great editorial on regional destinations and experiences, a postcards section encouraging user generated content and is being supported by the advertising campaign, as well as targeted media releases and media visits.
"The site is designed to take consumers to tactical deals provided by industry partners with one click from the home page and we will track results right from the start. It is all about building business for our tourism operators and related business like restaurants, cafes, food producers, day spas and events which all benefit from tourism to our region."
“I am particularly pleased that the website and the campaign has been conceived and executed in this region and what has been achieved is outstanding,” added Mr. Mills.
The other major activity for Northern Rivers Tourism is the Tourism Symposium coming up on 19 and 20 October, at which over 100 delegates will be attending to network, develop new skills and hear from experts on a range of topics relevant to tourism.
For further information:
Russell Mills 6688 6217 or mobile 044 888 5453
Tourism industry operators need to invest in their future
Monday 21st September 2009
The tourism industry in the Northern Rivers needs to take a lead role in investing in its own success according to the Chief Executive Officer of Northern Rivers Tourism, Russell Mills.
“There is a view among some in the tourism industry that destination advertising and promotion is the sole responsibility of governments and tourism associations, but much more can be done to build individual businesses through cooperative marketing with like minded operators, local government and regional and state tourism organisations.
“The three year, $40 million tourism strategy of the NSW government makes it clear that it will continue to invest in the destination marketing of regional areas only where there is cooperative investment from industry,” says Russell.
“There is a lot of evidence that tourism regions that have industry operators who collaborate and share resources for destination promotion achieve much more than those that don’t - the Barossa, the Sunshine Coast, Margaret River and Gippsland are just a few regions that demonstrate this.
Mr.Mills believes that the activity created around the recent Repco Rally Australia by the Tweed, Murwillumbah and Kyogle business communities was an excellent example of how businesses can market themselves.
“Feedback is that those businesses that took an active part in the event have reaped considerable benefits.”
Tourism in the Northern Rivers employs over 7,000 people or nearly one in seven people and that doesn’t count all those who benefit indirectly. It generates more than $1.3 billion in revenue to the regional economy and annually the region receives 225,000 international visitors, 1.7 million domestic overnight visitors and 3.1 million daytrip visitors.
It is even more important in some shires - a recent survey in the Byron Shire showed that tourism is responsible for 30% of jobs and 35% of that shire’s revenue.
“Northern Rivers Tourism works proactively to develop and promote the region as a tourism destination. Our ‘Rivers for Life’ campaign launching in the first week of October will be vital in the promotion of the Northern Rivers to our target audiences and activities such as the first Tourism Symposium being held on 19-20 October will help our industry become more professional and proactive. Industry participation is a key ingredient for both. “
“We work closely with local tourism associations, but we need more individual businesses to participate and invest in their future as well. Tourism is crucial to sustain this region’s economy,” Mr. Mills concluded.
Travel industry pioneer to address Tourism Symposium for regional NSW
Tuesday 4th August 2009
The co-founder of one of the travel industry’s global success stories is the keynote speaker for the inaugural Tourism Symposium being held in Byron Bay in October.
Dick Porter, an Australian who co-founded STA Travel in London in the 1970’s, went on to build it to become the world's largest youth, student and budget travel business, operating in 75 countries and employing over 3,000 people.
Dick will address the Symposium’s theme 'Innovate and Prosper’. Having experienced the highs and the lows of the tourism industry he will share his experiences and his advice with industry delegates.
"We are thrilled that Dick agreed to be our keynote speaker on his upcoming trip to Australia - it will be one of the few opportunities the tourism industry in Australia will get a chance to hear him speak," says CEO of Northern Rivers Tourism, Russell Mills.
“Our theme, Innovate & Prosper, reflects our commitment to helping regional tourism businesses flourish in a volatile global environment where constant innovation can be the difference between survival and success,” says Russell.
On Monday and Tuesday 19 and 20 October, the Tourism Symposium is designed to assist travel industry operators succeed in their businesses and will be held at the Byron at Byron Resort, Spa and Conference Centre. The program has been developed with guidance from a survey of 150 tourism operators to make it as relevant as possible to their needs.
“Apart from Dick Porter, we have some other expert speakers and presenters participating, as well as opportunities for people to learn first hand from others who have made it through harder times and prospered,” says Russell.
“Through the support of our major sponsors the School of Tourism & Hospitality Management at Southern Cross University and state and federal government flood recovery funding, we have been able to keep the registration fee as low as possible. Full registration is only $295 now, which is amazing value for two days including social functions, with a significant discount on top of that for students,” adds Russell.
Full details and early bird registration are now online at http://ts.e-register.com.au
The NSW Department of State and Regional Development is also supporting the Symposium with funding through their Travelling Experts Program
Media: For interviews or more information Russell Mills, (02) 66886217 or 0448885453
Dick Porter – additional notes
Dick Porter left Perth in 1973 and travelled to the UK. A former university student, he saw a big gap in the travel market - that of youth travel and the story of STA Travel began. He retired as CEO in 2007 but remains a Director of STA Travel as well as being Chairman of Top Deck Travel, a Director of International Student House in London, Chairman of SATA and Chairman of the British Educational Travel Association (BETA).
New Air Asia X services just the ticket for splendour in the Northern Rivers
Thursday 30th July 2009
Air Asia X’s new additional services between Kuala Lumpur and Gold Coast International Airport will provide a welcome boost to inbound tourism in Northern Rivers NSW.
“Being the second international gateway to New South Wales, extra capacity into Gold Coast Airport is always welcome.’ said NRT CEO Russell Mills at a media launch held today.
“The sense of fun and youthful zest in Air Asia X’s brand is a perfect fit for the Northern Rivers region,” Russell added. “ Air Asia X has shown commitment to the region through support of events like Splendour in the Grass, a phenomenally popular contemporary music festival held in Byron Bay last weekend."
“We are working closely with Darren and the team at Air Asia X to raise the awareness of the region’s natural coastal and hinterland beauty, its arts and creative industries, health and wellbeing experiences, regional food markets, study opportunities, and of course our fantastic calendar of events,” continued Russell.
Through joint initiatives with Northern Rivers Tourism, events like Splendour in the Grass are garnering great publicity in markets served by Air Asia X like Malaysia and Singapore.
“The new services come at a great time for us as we continue to develop destination awareness and visitation from those markets” said Russell.
“Gold Coast Airport is arguably the only international airport in Australia serving two regions offering contrasting and complementary experiences for international travellers.” Russell added.
“As travel consumption patterns continue to evolve toward specific special interest areas, the demand for authentic travel experiences in regional Australia is likely to increase.”
‘Team Northern Rivers’ launches its Marketing Manifesto
Wednesday 20th May 2009
EVENT: TUESDAY 2 JUNE @ TOMMYS, LISMORE
Over the past 12 months, Northern Rivers Tourism has been planning and developing a number of important strategic marketing initiatives. Now we are delighted to share with you the results of extensive consultation, collaboration and creative input.
Join us for the first public declaration of our program - the Marketing Manifesto. It is not in any political sense - it is all about our initiatives and the tone we set for marketing this wonderful region over the next three years.
NRT's investment in these initiatives totals over $420,000. This is a significant investment in our region's tourism economy and it's time we told you, our industry participants, about this face to face. We'll also explain how you can collaborate with us in an innovative and targeted marketing program and benefit from the significant exposure we aim to generate.
This will also be an oportunity to meet "Team Northern Rivers", the people who our CEO Russell Mills has worked with over the past year to produce these initiatives. Over a fine wine or other beverage, come and be part of the unveiling of:
- The 2009 Cooperative Marketing Program - 'Rivers Of Life' to stimulate demand for travel to the region over the next 6 months
- Online Digital Image Library, with over 250 new images of iconic landscapes and experiences
- Brand new Broadcast Footage including stunning aerials accompanied by an emotive and powerful soundtrack
We've chosen a brand spanking new venue in Lismore's CBD to mark the occasion. Tommys re-opened this week, after a multi-million dollar complete overhaul and is a perfect venue for us with a sleek new winebar, outdoor areas and restaurant.
Please join us for what promises to be an excellent event!
Suzie Coulston
Chair
Northern Rivers Tourism
Venue: Tommys, 75 Molesworth St, Lismore
Time: 5.30pm - 7.30pm
Date: Tuesday 2 June 2009
Dress: Smart casual/after work
A selection of alcoholic/non-alcoholic beverages and hot and cold canapes will be served.
RSVP essential by Wednesday 27 May to .(JavaScript must be enabled to view this email address)
Two in top 10 Australian tourist destinations for Northern Rivers
Friday 3rd April 2009
The diversity of tourism experiences in the Northern Rivers region is shown by two quite different towns being selected in the top 10 for Australian Traveller magazine’s top 100 best towns in Australia. A third town in the region, Evans Head, also made the Top One 100 in 95th position.
“It is great that Yamba has been voted number one and Byron Bay number seven for different reasons – it reflects the tourism experiences we have to offer, and gives us extra strings to our bow, but it also highlights the need to manage the tourism development to maintain their attractiveness,” says CEO of Northern Rivers Tourism, Russell Mills.
“As the magazine’s editor has said, some people in Yamba may be upset that their secret is out and they may have to share. Importantly anyone involved in the tourism industry in the town - and that is most businesses - have to manage any growth that may come from the publicity such acknowledgement may bring.”
“Media coverage of the list is already generating huge awareness of Yamba, with interest coming from overseas such as the UK. As a tourism industry we cannot buy this kind of coverage, but as an industry we must be prepared to manage the likely increases in visitors expected to come from it.”
Northern Rivers Tourism is conducting cooperative marketing programs for the region and Russell believes such media acknowledgement as the Top Towns List provides a springboard for the region.
“Byron Bay is already known internationally for its tourism experiences, Yamba will now be more widely known for its different experiences and as a region, the tourism industry needs to work together to use any of these opportunities to show and market the Northern Rivers’ diversity which is suited to a wide range of travellers both domestic and international,” says Russell.
Local consultancies preferred by Northern Rivers Tourism
Wednesday 4th March 2009
Northern Rivers Tourism has appointed Northern Rivers businesses, Rare Indigo and Dogwhistle Creative to assist in developing and managing activities in its marketing and professional development programs.
“We are delighted that the two local businesses will be assisting us in our major initiatives for 2009 - our first tourism development conference and our cooperative marketing campaigns,” says CEO of NRT, Russell Mills.
Rare Indigo is the professional conference organiser business of Renae Denny and will manage the inaugural North Coast Tourism Development Conference, to be held on 4 and 5 June in the Northern Rivers.
The conference is a joint exercise of Northern Rivers and Mid North Coast Tourism offices and was one of the initiatives proposed in the flood recovery program funded by Federal and State Governments.
“We have consulted extensively with state government, local government, local tourism associations and the industry itself via an online survey to tailor the conference to our potential participants’ needs,” says Russell.
“The event will feature professionally presented case studies from keynote speakers on the issues that do and will affect our industry, opportunities to network with other people or organisations with associated professional interests and to learn about new commercial opportunities, products and services for tourism. “
Cooperative Destination Marketing
Northern Rivers Tourism will be working with Dogwhistle Creative to deliver marketing services for a series of targeted cooperative marketing campaigns in 2009.
The business is a regionally based marketing agency operated by Greg Meek who has worked on several cooperative marketing campaigns on behalf of Northern Rivers Tourism and local government and local tourism associations.
The campaigns will be co-operatively funded by NRT as part of the New South Wales government’s $40 million tourism strategy with local government, local tourism associations and industry partners who have expressed an early interest in participation.
“With domestic and international tourism forecast to contract in 2009, it’s going to be fiercely competitive. Maintaining our share of visitor nights and spend means being in the market place at appropriate times of the year to drive business when it is most needed,” says Russell. “The campaigns will also be informed by some of the recommendations of the Domesticate research we co-commissioned last year. “
The umbrella title of ‘Rivers of Life’ will apply to a series of campaigns which will utilise existing and new resources to promote Northern Rivers destinations, experiences and events to target domestic and international markets.
“The campaigns will provide an effective platform for tourism businesses to offer holiday deals during the low and shoulder seasons, when the extra business really makes a difference,” added Russell.
Promote your business better – special Northern Rivers Tourism workshop
Monday 16th February 2009
Places are still available for a workshop designed to help tourism operators and interested other business owners to work better with the media, locally and beyond.
“There are countless stories to be told about tourism experiences in our region and many businesses, from food producers to retailers don’t realise that they too are part of what we offer to visitors. This workshop will help them to get positive messages across successfully,” says CEO of Northern Rivers Tourism, Russell Mills.
The publicity workshop will cover how to write news releases, how to work with the media and how to identify good media opportunities.
A special guest will be the editor of The Northern Star, Sue Short, who will provide her advice on maximising your chances of news coverage.
The Publicity workshop will be a half day event at the Ramada Hotel and Suites in Ballina, Monday morning, 23 February. The cost is only $129, or $99 for members of Northern Rives Tourism For more information or to book contact Northern Rivers Tourism, .(JavaScript must be enabled to view this email address)
Another workshop is also planned for March 2 on media interview skills. This workshop is a full day hands-on course for a small group so that they get the best out of any interview opportunity.
Working successfully with the media – workshops to help tourism operators in the Northern Rivers
Thursday 29th January 2009
Two special media workshops are being presented by Northern Rivers Tourism to help tourism operators to improve their media coverage and present better in any media interviews.
“Our tourism industry has so many good stories to tell, but often it is a lack of skills in dealing with the media that stops them from being told,” says CEO of Northern Rivers Tourism, Russell Mills.
The first is a publicity workshop which will cover media relations, news value and news releases, publicity opportunities and how best to communicate with media, locally, nationally and beyond.
A special guest will be the editor of The Northern Star, Sue Short, who will provide her advice on maximising your chances of news coverage.
The Publicity workshop will be a half day event at the Ramada Hotel and Suites in Ballina, on Monday 23 February.
The other area of development will be in media interview skills. This hands-on workshop will be showing participants how to get the best value out of any media interview opportunity, whether it be radio, television or press.
“Getting the message across clearly and succinctly is vital to presenting your business well in an interview. This workshop provides the skills and gives the confidence to tackle media interviews,” says Russell.
The Media skills workshop is a full day courses for a small group – it is also being held at the Ramada at Ballina. The date is Monday 2 March.
Local journalists from radio and television news will participate in this workshop, including NBN’s Amanda Abate.
Experienced public relations consultant and media trainer, Neville Sloss, will be conducting both of them for Northern Rivers Tourism.
“If your business is tourism oriented, either or both of these courses provide a valuable investment in your promotion,” says Neville, who has conducted media courses for over 600 people in his career.
For more information or booking forms, contact Northern Rivers Tourism
Northern Rivers Holiday Season Off to a Cracking Start
Monday 12th January 2009
Northern Rivers tourism operators have reported a solid start to the peak holiday period, reports CEO of Northern River Tourism, Russell Mills.
“After last summer’s ‘wash-out’ our tourism industry needs a successful season. From a snap survey of visitor centres and businesses late last week, overall feedback is excellent, particularly along the coast and where events are on the calendar,” says Russell.
“Of course business should be good at this time of year, but it is encouraging to know that some resorts are reporting record bookings – Scott O’Neile from Stella Resorts reports that Mantra at Kingscliff had a record December and Peppers is on track for a record January.”
“Domain Resorts’ Cameron Arnold says that their marketing to groups has been successful with several large sporting groups including the Queensland Reds staying in their Casuarina properties”
Russell says the results are being achieved as the Tweed Coast matures as a holiday destination, particularly in the eyes of South East Queensland visitors looking for a low rise beach alternative to the Gold Coast.
Further south, Brunswick Heads Visitors Centre reports a steady stream of people looking for accommodation with most possibilities already full. The five star Byron at Byron Resort and Spa was completely booked out for December and is close to that in January, while at Yamba the new YHA Backpackers Hostel has had a boomer start.
“It was our first summer season and it far exceeded our expectations. We were fully booked and advance bookings for the rest of the season are strong,” says Melissa Henwood, manager.
“It was interesting that over Xmas/New Year most of our guests were domestic tourists, many of them trying budget accommodation for the first time – and loving it!”
Lismore Visitors Centre reported a very busy Christmas/New Year with a diverse range of events supporting tourism and other businesses in the area. The Australian Jazz Convention and the annual gay and lesbian Tropical Fruits New Years Eve Party collectively attracted nearly 3,000 people. Sporting events like baseball’s Claxton Shield drew 500 people per match and junior cricket and baseball camps have each attracted around 150 registered players, plus their supporters and families.
“Lismore has shown with a succession of popular events, beaches are not essential to make the holiday season a winner,” says Russell.
“The year ahead will be a challenging one for tourism, so a strong summer period through to the Australia Day holiday weekend will help the industry weather the tougher times ahead, particularly through the quieter autumn and winter months.”
“There is a lot of marketing work to be done collectively to attract domestic and international travellers to the Northern Rivers region in the year ahead, but this good season means a solid starting position for our industry,” adds Russell.
New board members bring diverse skills to Northern Rivers Tourism
Tuesday 2nd December 2008
Following an independent selection panel process, Northern Rivers Tourism is pleased to announce its five newly appointed board members for 2009.
They are:
Cameron Arnold – General Manager of Operations from Domain Resorts at Kingscliff -Casuarina. Cameron brings significant regional tourism experience and senior management expertise to NRT.
Jeremy Challacombe - is president of the Grafton Chamber of Commerce and has experience in tourism in other Australian states and in the South Pacific. Jeremy also brings expertise in farm and nature tourism to the Board.
Brandon Saul - Founder and Director of MI5, Brandon brings major events management and strategic planning skills to the Board and provides excellent linkages to the creative industries, an important element of this region’s destination appeal.
Mark Johnston (returning) - As Regional Area Manager of NSW National Parks, Mark provides invaluable natural asset management experience and corporate governance expertise, as well as providing the important connection to National Parks, a major partner of NRT.
Suzie Coulston (returning) – Economic Development Officer with Kyogle Council who has both local government knowledge and a strong understanding of regional tourism issues.
NRT Chair Gerd Beurich said the degree of interest in honorary Board positions with NRT was outstanding.
“The Selection Panel’s independent feedback indicated that there was a high quality of applicants so the new and returning appointees can be notably proud of their selection from such a strong field.”
“As outgoing Chair it has been my privilege to have steered the organisation’s recent restructure and worked with both the Board and our CEO Russell Mills to get to where we are today. The new Board appointments give me great confidence in the organisation’s future success,” added Gerd.
Also commenting on the announcement, CEO of Northern Rivers Tourism, Russell Mills said “having the support of a skilled and experienced Board is crucial to NRT’s success. I’m delighted with the appointments and believe the mix of skills they bring will provide a very effective platform for policy formulation and strategic direction to achieve our business, development and marketing objectives. 2009 is looking very positive indeed for Northern Rivers Tourism.,”
Existing Board members are: Gerd Beurich, (outgoing Chair); Colin Woodbry, Treasurer; Cr Jan Barham; Kristina Drapes; Lyn Parche; and John Jenkins (on temporary leave of absence).
The newly appointed board members will join the existing board members at their first meeting following NRT’s annual general meeting on 12 December. The new Board and industry will have the opportunity to meet the new Board and farewell outgoing Chair Gerd Beurich at an industry Christmas function afterwards.
New Era of Regional Tourism
Tuesday 2nd December 2008
The new funding provides nearly $600,000 over three and a half years beginning in 2009 for local regional campaigns which are also supported by local tourism - supported by local government and tourism industry operators. Read NRT’s news release about the new funding.
“It means that we can be much more effective and creates a range of opportunities for industry members through cooperative campaigns,” says CEO of NRT Russell Mills.
” All of industry will benefit from our regional marketing, but we will also be looking at some specific campaigns with first option of involvement for our Premium Members.”
Tourism Minister Jodi McKay says the Government’s increased funding is tied to strict performance targets - “We want to make sure that we are getting maximum benefit and return for our investment and that the programs will be driven by industry and those with the best knowledge of their local markets.”
Russell says, “we now need stronger commitment from our tourism operators to get behind cooperative marketing and we look forward to that in 2009 to maximise the funding available.
Brunswick Bikes, Kites and Big Bangalow Jokes
Tuesday 2nd December 2008
Minister for Tourism Jodi McKay last week announced the events to receive funding in the 2009 Regional Flagship Event Program and Northern Rivers has two ‘winners’. The Brunswick Head Kites and Bikes Festival to be held 21– 22 March 2009 has received a grant of $10,000. The community event provides ecofriendly and affordable entertainment for families and next year will also aim to set a NSW kite flying record for the number of simultaneous kites in flight.
For more information about the Kites and Bikes Festival click here.
The Big Joke Comedy Festival from 12 - 15 February 2009 in Bangalow is a stand up comedy festival which presents three nightly headline shows, alongside daily programs that include emerging talent, both local and interstate, spotlighting women in the comedy industry and the “The Little Joke”, a stand up comedy festival aimed at kids. The Festival has also received $10,000.
The funding is provided to help regional events achieve economic sustainability.
For more information about the Bangalow Big Joke Comedy Festival click here.
Gold, Silver and Bronze for Northern Rivers in NSW Tourism awards
Friday 21st November 2008
The Northern Rivers region had four of its six finalists win awards in the 2008 NSW Tourism Awards, announced last night.
A Gold Award went to Clarence River Tourism for its Clarence River and Clarence Coast Visitor Information Centres at South Grafton and MacLean.
A Silver Award went to Southern Cross University, School of Tourism and Hospitality Management, Lismore, in the Education and Training category and another to Big 4 North Star Holiday Park at Hastings Point, in the Tourist and Caravan Parks Category.
The Lismore Visitor Centre at Lismore picked up the Bronze Award in the Visitor information and services category.
“Congratulations must go to all Award winners from the Northern Rivers, particularly to Clarence River Tourism whose two centres are outstanding. This is great news and comes on the back of a most successful international tourism conference held in the Clarence region this week,” says CEO of Northern Rivers Tourism, Russell Mills.
“All finalists exhibit excellence in what they do and the awards not only provide recognition for that, but assist in marketing the tourism products and services of our wonderful Northern Rivers region”
Other finalists from the Northern Rivers were: Cape Byron Headland Reserve at Byron Bay (Heritage and Cultural Tourism); and Hillcrest Mountain View Retreat, Crystal Creek near Murwillumbah (Hosted accommodation).
Northern Rivers Tourism a winner in Mini Budget
Friday 14th November 2008
Tourism in the Northern Rivers will begin a new era in sustainable tourism development and promotion as a result of the funding announced in the State Government’s Mini Budget, according to the Chair of Northern Rivers Tourism, Mr Gerd Beurich.
“We will receive an additional $591,000 over the next three and a half years to develop industry capacity and fund a series of innovative marketing campaigns to encourage more visitors to come and to stay longer in the region.”
Previously NRT has been somewhat limited to playing an administrative role in coordinating local government involvement in Tourism NSW marketing campaigns. The funding will enable NRT to be an organisation that represents industry, local government, and community interests and effectively facilitate sustainable tourism development and promotion.
“ In an otherwise tough Mini Budget it was clear that the State Government realised how important it was to boost regional tourism funding, with the only change to the proposal being that it will now be available six months later than originally envisaged and spread over three and a half years and not three,” said Mr. Beurich.
“This funding enables us to build on the work we’ve done with this year’s flood recovery funding to return to strong growth in our tourism industry,” he said.
“Over the past 18 months we have been very proactive in preparing for this transition by appointing an experienced CEO in Russell Mills, developing a skills-based board, running industry development workshops and events and engaging more closely with our industry, as well as local government so that Northern Rivers Tourism is now well placed as the peak industry body,” said Mr Beurich.
Northern Rivers Tourism is now more actively involved in promotion of the region, having recently run marketing campaigns targeting visitors from South East Queensland and New Zealand.
CEO Russell Mills added that with the funding came the need for the Northern Rivers tourism industry itself to play a greater role in its own destiny.
“The additional funding is based on a genuine partnership with the tourism industry. That is, it will be matched dollar for dollar to the level of support which comes from our local government and tourism industry partners. The greater the collaboration the stronger our tourism industry can become,” said Russell.
New Research: Tweed Coast delivers high on expectations
Thursday 23rd October 2008
Visitors to the Tweed are more than satisfied with their holidays according to new research from Tourism Research Australia, in one of its latest Destination Visitor Surveys.
Overall, 92% of visitors were satisfied with their visit to Kingscliff/Cabarita and expectations were somewhat better or much better than expected in their visits. This was in the case of ‘spending quality time with partner/family/friends’ (66%), ‘relaxation and rejuvenation’ (64%),
‘something the kids would enjoy’ (64%), ‘luxury and indulgence’ (59%) and ‘food and wine experiences’ (56%).
The survey was based on a sample of 173 people who visited Kingscliff/Cabarita in April, May and June 2008. It was conducted by national research agency AC Nielsen on behalf of Tourism Research Australia. Northern Rivers Tourism & Tweed Tourism joined forces to help frame the research, in order to provide industry with meaningful information for their future business planning.
The CEO of Northern Rivers Tourism, Russell Mills, says the results were enlightening.
“The majority of visitors (90%) to the region were overnight visitors and 10% were day visitors, indicating that visitors see it as a true short ‘break’ destination by taking the extra step of preparing to say at least one night away from home,” says Russell.
General Manager Tweed Tourism, Phil Villiers says the high satisfaction rating is testament to the fact that the area has excellent accommodation options and the surrounding areas for attractions within easy driving distance allow for a one stop holiday destination.
“The other satisfying result is that 72% of the recipients said they would return within the next 12 months and 84% would recommend the region to their family and friends,” says Phil.
Other key information from the survey was:
• The main purpose for travel to Kingscliff/Cabarita was for holidays (71%), while 8% visited relatives and 6% visited friends.
• More people chose to stop off in other destinations in the Northern Rivers region (Byron Bay, Coolangatta Tweed Heads, Murwillumbah) after their stay than before their stay.
• The dollar spend for the average length of stay 3.6 nights is on average $453 for holiday and the $125 for day tripper.
• Over half (55%)of all visitors booking via Internet
“We know we have a great holiday destination which is popular with SE Queensland and Northern Rivers visitors - the challenge now is to target the interstate markets and promote the ease of access into The Tweed via the Gold Coast Airport with its many carriers and large amount of flights now available,” says Phil.
Russell Mills added that these surveys provided an excellent opportunity for tourism businesses in popular destinations to improve their tourism marketing utilising this research.
The full research report is available through the websites of Northern Rivers Tourism, Tourism Research Australia and Tweed Tourism.
Northern Rivers finalists in NSW Tourism awards
Thursday 9th October 2008
The Northern Rivers region has six finalists in the 2008 NSW Tourism Awards, including visitor centres for Lismore and the Clarence.
“Congratulations go to those selected as finalists – it is quite an achievement to be selected and we wish them the best when the Awards are announced on November 20,” says CEO of Northern Rivers Tourism, Russell Mills.
The finalist and categories are:
Visitor information and services:
- the Clarence River and Clarence Coast Visitor Information Centres at South Grafton and MacLean ,
- Lismore Visitor Centre, Lismore
Tourist and Caravan Parks:
- Big 4 North Star Holiday Park, Hastings Point
Heritage and Cultural Tourism:
- Cape Byron Headland Reserve at Byron Bay
Tourism Education and Training:
- Southern Cross University, School of Tourism and Hospitality Management, Lismore
Hosted Accommodation:
- Hillcrest Mountain View Retreat, Crystal Creek near Murwillumbah
“Being selected as a finalist is recognition of quality of service, presentation and professionalism and can rightly be used in any marketing activities.
“Category winners are the best of the best, and are automatically entered into the National Awards,” says Russell.
The NSW Tourism Awards this year received more than 250 entries which is an increase of 25 per cent on last year.
The Awards, which will be held on November 20, is presented by Tourism NSW in conjunction with the Tourism Industry Council NSW. It is the largest and most prestigious event on the State’s tourism calendar.
Northern Rivers Tourism Board Vacancies Arising
Wednesday 8th October 2008
Northern Rivers Tourism is now calling for nominations from interested and qualified people to join its skills-based Board.
An incorporated Association, NRT is the regional tourism authority for the Northern Rivers of New South Wales. Following its restructure in 2007, NRT appointed a skills-based board, a CEO and achieved several significant milestones in 2008.
The new Board members will be appointed by an independent selection panel based on the knowledge, skills and experience of nominees as assessed against specific selection criteria. There are four Board vacancies arising, three of which are for a three year term, one of which is for a one year term.
While the primary criteria for selection is skills based, in achieving balance consideration will also be given to securing Board members from different geographic areas, industry sectors and size of operations.
Regional consultancy Sustainable Options Pty Ltd has been appointed to convene the selection process.
For further information on the selection process or to request an information pack, including a nomination form and the selection criteria, please contact Ms Sue Ryan .(JavaScript must be enabled to view this email address) or 6621 7283.
A leading role for Northern Rivers in Australian Regional Tourism Network
Monday 15th September 2008
Mr. Rod Caldicott, the Tourism and Promotions Officer for Richmond Valley Council based at Casino, has been elected chair of the Australian Regional Tourism Network (ARTN).
The election was held at the ARTN Annual General Meeting preceding last week’s Australian Regional Tourism Convention in the Barossa Valley in South Australia. Rod steps into the role vacated by outgoing and founding Chair Wayne Kayler Thomson.
“With Rod’s involvement and keen interest from councils in our Northern Rivers region we will be better informed on issues relating to regional tourism,” says the CEO of Northern Rivers Tourism, Russell Mills.
“More importantly, Rod’s involvement will provide the Northern Rivers region with a direct opportunity to influence Federal Policy on regional tourism issues such as workforce recruitment/retention, infrastructure development and research into national visitor dispersion into regional areas,” he said, “and the national profiling that Rod will bring to the Northern Rivers through his position is unquestionable.”
Northern Rivers Tourism, four councils from Northern Rivers – Lismore, Kyogle, Richmond Valley and Tweed, and the Australian Regional Tourism Research Centre based at Southern Cross University were all represented at the Convention.
“The national convention is dedicated to issues relevant to regional tourism and is important for that reason alone. Through workshops, keynote presentations and field trips, the Convention showcased some great initiatives like Australia’s first sustainable tourism business in North Queensland, the Great Ocean Walk in Victoria and regional produce trails in South Australia,” says Russell.
“Northern Rivers Tourism will now consider how these initiatives can be applied in our region in partnership with local government and industry.”
For further information or interview: Russell Mills, (02) 66886217 or 0448885453
Released for Northern Rivers Tourism by Green PR, Neville Sloss (02) 66878939 or 0414562010
FIA World Rally Championship Promises International Benefits for Northern Rivers
Thursday 11th September 2008
Northern Rivers Tourism has welcomed news that the prestigious FIA (Fédération Internationale de l’Automobile) World Rally Championship will be staged every second year in the Northern Rivers region of New South Wales.
Five Championships will be held in September each alternate year bringing significant economic benefits to the region, with the majority of activity in the Tweed and Kyogle Shires.
“While such an event may not appeal to all residents of our region, that will be the case with any event. What is important is that it is sustainable – environmentally, economically and socially.
I am confident that the organizers recognise the importance of our region’s unique environment and will be working to protect it as part of their operations,” says CEO of Northern Rivers Tourism, Russell Mills.
“The event will provide a great opportunity to showcase Northern New South Wales internationally to the world and we will be working with Events NSW to make sure that the unique tourism experiences our region offers are featured strongly.
“The Rally Championships offer a fantastic opportunity to develop the tourism infrastructure and visitor services in the region, providing employment and long term benefits from the international exposure it will bring to the Northern Rivers,” Russell added.
NRT is also pleased that both Tweed and Kyogle Councils have been consulted and have welcomed the event to the region.
Last year more than 816 million people in 180 countries watched the World Rally with around 51 million viewers per round.
For further information or interview: Russell Mills, 0448885453
Released for Northern Rivers Tourism by Green PR, Neville Sloss (02) 66878939 or 0414562010
Northern Rivers Tourism a winner in State Tourism Strategy
Friday 15th August 2008
Increased funding for regional tourism including the Northern Rivers is a component of the draft strategy for NSW Tourism released by Tourism Minister The Hon. Matt Brown.
$10.5 million for regional tourism in additional funding over three years is long overdue, but its great news and welcomed by Northern Rivers Tourism said the CEO, Mr. Russell Mills, today. Currently Northern Rivers Tourism’s government funding is $111,000 a year and this has the potential to more than double, with the possibility of further funding where it is matched by industry and local government.
“The 13 regional tourism organisations developed for the first time a united strategy which ensures that the regions can take charge of their own destiny; this is now reflected in the draft paper and submitted to the NSW Government for approval by Cabinet.
“The funding increase is great news as in the past, regional tourism was the stepchild of tourism when it came to funding, even though over 70% of the tourism expenditure and overnight visitation in the domestic market takes place in regional NSW.
The additional funding gives us a rare opportunity to build the capacity of regional tourism organisations to develop sustainable tourism strategies. Implicit to this initiative is stronger partnerships between local, regional and state tourism organisations, as well as industry participation,” said Mr. Mills.
“No-one understands regional tourism better than the people who work and live in the regions - that’s why we have formed FORTO (Forum of Regional Tourism Organisations) and developed strategies which will improve tourism outcomes in regional NSW,” Mr. Mills added.
Other components of the tourism strategy for NSW include
• Revised State Plan Target to maintain or improve NSW’s market share
• Stronger partnerships with the tourism industry
• New ‘Brand Sydney’ for use across industries and government
• Expanded international tourism marketing, particularly into China and India
• Expanded regional tourism focus
• Greater focus on aviation, planning, National Parks and infrastructure
• New Tourism Industry Plan, replacing the Tourism Masterplan to be developed in the next
12 months
Regional tourism industry gets new website
Wednesday 6th August 2008
Northern Rivers Tourism launched a new website today, designed for both visitors and the regional tourism industry.
“The new website’s two-fold purpose will help us build a more proactive and unified tourism industry in the Northern Rivers as well as present what we have to offer to potential travellers from other parts of Australia and overseas,” says the CEO of Northern Rivers Tourism, Mr. Russell Mills.
Northern Rivers Tourism (NRT) is the peak body for the region, offering membership benefits to operators such as professional development and marketing opportunities, interpreted market intelligence, as well as providing the voice for the region on significant national and international tourism marketing issues.
The launch of the new website also sees the launch of premium membership of NRT to help expand its range of services to members.
“Our region is blessed with more what most travellers expect today - choice in accommodation, tours, restaurants attractions and activities. But to compete in tourism you need to offer unique experiences that a potential visitor can readily understand and relate to at an emotive level. Through lively editorial, our new site attempts to communicate that.
“A thriving market culture, a diverse calendar of community, cultural and entertainment events, magnificent coastal and hinterland beauty, a burgeoning organic food movement and iconic destinations are our strong points. We have tried to present a snapshot of this on the website,” Russell added.
The new premium membership offers a range of benefits to tourism businesses.
“For only a dollar a day, tourism operators in the region will have access marketing and publicity opportunities, trade and media familiarisations, professional development opportunities such as workshops, interpreted marketing intelligence and advocacy for the region’s tourism industry.”
In the past nine months NRT has been very active in fulfilling its role as the regional tourism voice.
“We have hosted visits by journalists and travel wholesalers and retailers, implemented international and domestic regional marketing campaigns and attended trade shows in Australia and New Zealand.”
Russell said NRT has also identified ways to promote both coastal and hinterland areas of the region, developed partnerships with airlines, wholesalers and other regional industry leaders, examined its responsibilities to mitigate against climate change and advocated for better outcomes for regional tourism in NSW.
“There are many challenges ahead for tourism, but there are also great opportunities. A website may not change the world, but it can help change the way the world sees us. We are confident that a progressive, strategic approach to destination development and marketing in partnership with the regional industry as its member base will yield better tourism outcomes for the Northern Rivers community in the year ahead,” concluded Russell.
For further information or interview: Russell Mills, (02) 66886217 or 0448885453
Released for Northern Rivers Tourism by Green PR, Neville Sloss (02) 66878939 or 0414562010
V Australia provides direct links for US travellers to the Northern Rivers
Wednesday 9th July 2008
The newly announced direct flights between Brisbane and Los Angeles by Virgin Blue’s international airline, V Australia, unlock huge potential for the Northern Rivers, says Northern Rivers Tourism CEO, Russell Mills.
“Brisbane airport is a key gateway to our region – last year ending March 2008 nearly 54,000 international visitors came via Brisbane airport, with over 15,000 of them coming from the United States.
“While the downturn in the US economy has impacted on recent visitation from North America, the direct flights commencing early in 2009 will help renew interest in our region from U.S. travellers. Virgin’s innovative marketing and the depth of experiences the Northern Rivers has to offer from nature-based tourism to luxury travel make for a compelling mix,” added Russell.
International visitor numbers coming to the Northern Rivers via Brisbane Airport had more than doubled in the five years from 2003 from 26,667 to 53,776 in 2008. Most still arrive via Sydney (120,786 in 2008), but the gap has been generally decreasing over the past five years.
This announcement is great timing as the new Tugun by-pass brings the Northern Rivers even closer to the Brisbane Airport gateway, closer in fact, than the Sunshine Coast.
“The Virgin brand is an amazingly good fit with the destination profile for our region and in particular, with the international profile of Byron Bay. We look forward to working with V Australia to capitalise on this new initiative and to boost our inbound tourism markets,” added Russell.
Footnote: All statistics are based upon years ending in March.
For further information or interview: Russell Mills, (02) 66886217 or 0448885453
Released for Northern Rivers Tourism by Green PR, Neville Sloss (02) 66878939 or 0414562010
National Landscape designation a major win for tourism in Northern Rivers
Friday 13th June 2008
The designation of the Mt Warning-Wollumbin caldera as a National Landscape elevates this precious national asset to a new level of significance,” says Northern Rivers Tourism CEO, Russell Mills.
“It’s significant in two ways - it raises awareness of the region as a must-do experience for travellers and also as a resource to be managed, sustained and protected for the regional community.”
Commenting on Tourism Australia’s marketing brand for the region, ‘Australia’s Green Cauldron’, Mr Mills said, “It’s evocative. People here and overseas know the ‘Red Centre’ as a general term for Central Australia, but they also know and understand the names of Uluru and Kata-Tjuta as specific landscapes within that region.
“Coupled with explanation of the specific experiences on offer like the Rainforest Way touring route and reference to the ancient volcanic geology and Gondwanan Rainforests, Australia’s Green Cauldron can really help develop and promote sustainable tourism to our region.”
Mt Warning has long been an important landscape to the traditional owners, who were engaged in the National Landscapes Steering Committee consultation process.
NSW National Parks is an important stakeholder in tourism and they acknowledge the need to better promote their assets by working with the regional and local tourism industry.
“While National Parks comes under criticism in the O’Neill Review for an alleged insular approach to tourism, NRT sees the criticism as constructive and having potential to strengthen the relationship between regional tourism and conservationists,” says Mr. Mills.
“Many of those in the Northern Rivers tourism industry are also part of the regional community and as such, are also custodians of our natural environment for present and future generations. Tourism has the potential to bring new visitor income which can greatly assist in the maintenance of natural assets like our Gondwanan Rainforests and the infrastructure required to accommodate visitors sustainably.”
The kind of visitors is also important. The O’Neill Review points to growth in educational tourism from overseas. Increasingly, international visitors are motivated to travel for a purpose; whether that is to learn, develop new skills and experience, or to ‘put something back’.
“There is plenty of evidence that there are experience-seeking travellers who value the environment they are visiting and are aware of the impact they have on it. We an also promote our region to education and other special interest travellers that are lucrative niche markets. The National Landscape designation for the Mt Warning-Wollumbin Caldera will assist us in communicating the right messages to international visitors in particular,” added Mr. Mills.
“We are blessed to have Wollumbin-Mt Warning as the dominant landscape amongst the Gondwanan Rainforests at the heart of our region. With the right approach, this can be a unique offering which is so critical to a sustainable future for the regional community.”
For further information or interview: Russell Mills, (02) 66886217 or 0448885453
Released for Northern Rivers Tourism by Green PR, Neville Sloss (02) 66878939 or 0414562010
Northern Rivers Tourism welcomes empowerment proposed in O’Neill Review
Thursday 12th June 2008
Greater autonomy for New South Wales’s fourteen regional tourism authorities to direct their own tourism future is one of the significant recommendations from the O’Neill Review into tourism in NSW, released this week..
“The report recommends the empowering of ‘self managed regions’ or SMRs in New South Wales so that we can take charge of our own futures with funding pegged to our share of the state’s visitor nights,” said the CEO of Northern Rivers Tourism, Mr. Russell Mills.
“The Northern Rivers rates third amongst regional areas with 5.5 million visitor nights in the region, or 8.6% of the state’s total This means we are well positioned to benefit from the proposed funding arrangements. Naturally with this comes increased responsibilities.
“It will be our priority to engage with the state government so that we are one of the first self-managed regions to maximize the potential benefits.”
Of interest to our region are several other recommendations including:
• Whole of Government commitment required to address the degeneration in tourism infrastructure and visitor nights in NSW
• business, employment and education tourism are sectors that are ‘holding up the fort’ for NSW, and should become a greater focus for development and promotion in partnership with other government departments and education institutions
• effective marketing, rather than increased advertising
• a devolution of autonomy to regions of NSW, set within a ‘performance’ based framework of Self-Managed Regions’ (SMRs).
• focus on better relationships with National Parks and opening up the state’s natural assets to tourism
Mr Mills added that it was of concern that the O’Neill Review did not give importance to developing and promoting sustainable tourism experiences in NSW.
“The Northern Rivers is a region of highly passionate and involved communities - it is important to us that commercial, social, cultural and environmental interests are in balance . The O’Neill Review is largely silent on this issue, however NRT believes that framework proposed to manage regional tourism in the future will be flexible enough for individual regions to determine what kind of tourism is right for them.”
We welcome the O’Neill report’s candour, which offers frank and fearless advice to those who commissioned it. While there are strong criticisms of a range of stakeholders, not the least the Government itself, constructive criticism is healthy and we applaud the state government for taking it on board.
“The critically important step now is to see through the recommendations and seriously revive the NSW tourism economy,” added Mr. Mills.
For further information or interview: Russell Mills, (02) 66886217 or 0448885453
Released for Northern Rivers Tourism by Green PR, Neville Sloss (02) 66878939 or 0414562010
TUGUN BYPASS TO CLEAR WAY FOR TRAVELLERS FROM S.E. QUEENSLAND
Monday 2nd June 2008
The opening of the Tugun Bypass today ahead of schedule is a boost for tourism in the Northern Rivers Region says CEO Russell Mills.
“It is another part of the important infrastructure upgrades that are happening to make the region more accessible, easier and safer to travel around.
“Our region receives over 43% of its interstate visitors from Queensland and 36% of the nights spent by visitors are by Queenslanders, most of whom would drive to our region. I’m sure that these visitors will welcome the removal of the bottleneck past the Coolangatta airport!” said Mr. Mills.
Mr. Mills said ease of access and good transport infrastructure are important for tourism and the Northern Rivers will reap further rewards as bypasses and Pacific Highway upgrades continue in the years ahead.
“With the Ballina and Alstonville bypasses now scheduled to begin this year, they will not only make access much easier, but improve the amenity of towns like Ballina and Alstonville and make them more popular as tourist destinations,” he said.
The current Northern Rivers Tourism flood relief promotional program is an important element to achieve increases in visitors and the SE Queensland is a major target area of the promotion.
Advertising has begun in newspapers in NSW and SE Queensland to attract domestic travelers. Full pages advertisements will be appearing in Q Weekend, the Qld Sunday Mail, the Gold Coast Bulletin and the Sunshine Coast Daily.
“With the opening of the Tugun by-pass people from Brisbane and SE Queensland now have one more reason to experience the Northern Rivers and enjoy everything our coast and hinterland has to offer,” Mr. Mills added.
For further information or interview: Russell Mills, (02) 66886217 or 0448885453
Released for Northern Rivers Tourism by Green PR, Neville Sloss (02) 66878939 or 0414562010
FLIGHT CUTBACKS CREATE OTHER OPPORTUNITIES
Thursday 29th May 2008
The CEO of Northern Rivers Tourism, Russell Mills, said this morning’s announcement by Qantas of flight cancellations into the Gold Coast were disappointing but it opened up opportunities for other carriers and other airports with expansion of the tourism market through new promotional campaigns.
“It is never good that services are reduced from a gateway airport, but it doesn’t signal disaster for the region’s tourism industry. The Northern Rivers region has the benefit of being serviced by four airports – Ballina -Byron Gateway, Lismore and Grafton as well as Coolangatta- and opportunities are there for them to share in the domestic tourism market.”
“The recently announced $2.5million upgrade for Ballina-Byron will help us retain the flow of domestic visitors and increase our presence as a major tourist destination region for NSW.”
Mr. Mills said that the 18% cut in total flights by the Qantas group on the Gold Coast –Sydney route was also more likely to affect the business traveler rather than the tourist market. “The fact remains that we still have 1.8 million domestic tourists and 225,000 overseas tourists coming and staying overnight in our region each year.”
“The regional tourism industry here needs to continue to promote the Northern Rivers as a sustainable holiday destination for Australian and international travellers. Ultimately consumer demand will give airlines the intelligence they need to appreciate the commercial return potential in serving the region.”
“Our current flood relief promotional program is an important element to achieve increases in visitors. Advertising is beginning in newspapers in NSW and SE Queensland to attract domestic travelers to fly or drive to the Northern Rivers and enjoy everything our coast and hinterland has to offer,” Mr Mills added.
Mr Mills also pointed out the need for airlines to invest the savings made into more fuel efficient aircraft and other long term measures to improve fuel economy and reduce carbon emissions.
Flood Relief Tourism Initiative Project Manager appointed
Monday 5th May 2008
Big River Consulting from the Lower Clarence has been appointed to manage the Northern Rivers Tourism led project to revitalize the domestic tourist market for the region.
The project features over three quarters of a million dollars in tourism marketing and development initiatives. $600,000 in was provided by the State and Federal Governments, with additional cooperative funds being added by local government tourism associations and operators. The objective is to bring tourists back to the region following the major impact of the summer floods.
“After a comprehensive search, the Steering Committee was convinced that Big River Consulting could bring to the project the necessary experience and local knowledge, a thorough approach and good management skills,” said Russell Mills, CEO of Northern Rivers Tourism and committee member.
Jim Critchley of Big River Consulting will manage the project. Jim is well known in the Clarence Valley and is President of the Iluka Chamber of Commerce. “Big River Consulting is delighted to be working with Northern Rivers Tourism on this project and our first task is to make sure all the streams of activity are well defined to enable a co-ordinated plan to be developed and monitored.,” said Jim.
Advertising, publicity, skills development workshops, a trade sales mission and new promotional visuals and collateral for the region will be rolled out in phases through until early 2009. Domestic advertising showcasing the coast and hinterland destinations of the Northern Rivers kicks off this month.
Russell Mills added, “While the results of this project will take a little time to kick in with consumers, we hope that through a sustained program of activities across the winter and spring months, we will be able to attract increasing numbers of visitors from South East Queensland, New Zealand, regional NSW and Sydney and offset the business losses of last summer.”
For further information or interview: Russell Mills, (02) 66886217 or 0448885453
Or Jim Critchley, (02) 99996565 or 0402060497
Released for Northern Rivers Tourism by Green PR, Neville Sloss (02) 66878939 or 0414562010
New ‘driver’ for Pacific Coast Touring Route
Friday 4th April 2008
Northern Rivers Tourism has joined forces with the Mid North Coast, Hunter and Central Coast Tourism organisations to form Pacific Coast Touring Route Inc. (PCTR Inc)
“This will allow the group to more effectively enter into commercial partnerships, seek funding and target both the domestic and international marketplace,” says Russell Mills, NRT Chief Executive.
The Pacific Coast Touring Route stretches nearly 3,000 kilometres from Sydney, through Brisbane to Cairns, showcasing the very best of Australia with a combination of magnificent coastline with spectacular hinterland.
“The route is such a unique experience for Australians and overseas travellers whether they travel the length or just enjoy sections of it.
“With Northern Rivers Tourism teaming up with our neighbouring NSW regions to the south we can continue to promote the Pacific Coast Touring route for the mutual benefit of all tourism operators in our regions,” says Russell.
PCTR Inc. is already working on a tourism development funding application which, if successful, will allow the new group to inject new life into its promotion. Tourism NSW will continue to work with PCTR Inc. helping to develop and market the route.
Representing Northern Rivers Tourism on the management committee of PCTR Inc. is Russell Mills.
A new Pacific Coast Touring Guide 2008 edition will be published soon and will include over 60 pages featuring destinations and attractions in the Northern Rivers.
As well, the route will be promoted to key international markets at one of the major tourism industry events in Australia, the Australian Tourism Exchange being held in Perth in June.
NORTH COAST NEW SOUTH WALES “OPEN FOR BUSINESS”
Friday 11th January 2008
“Negative media coverage of the heavy rains and flooding in Northern New South Wales has exacerbated the public perception that the region is closed to tourists,”
Northern Rivers Tourism Chief Executive Russell Mills said in a statement today.
“While parts of Northern Rivers NSW have been declared a Natural Disaster Area due to heavy rains causing flooding in several council and shires, an indirectly more damaging effect is the loss of earnings to tourism operators caused by cancellations and blanket coverage suggesting the entire region is affected. “ said Mr Mills.
“As the region’s tourism authority Northern Rivers Tourism has been visiting local government shires and councils, Visitor Information Centres and tourism operators across the region to assess the economic impact of the rains on tourism.
“While certain areas have certainly had flooding and require assistance in the recovery effort, others are suffering a knock-on effect from bad press when they actually haven’t been affected.
“I’ve personally visited places like Grafton, McLean, Ulmarra, Yamba, Byron Bay, Ballina, Limore and Kyogle, and I can say that businesses on the coast and rivers are not flood affected and are very much open for business. I urge the media to report detailed facts from the RTA and local town visitor centres just as resourceful travelers who are in the region have been doing,”
Lismore City Council Economic Development Manager Ms Ruth Povall said that the streets of Lismore are busy. “ Restaurants, retailers cafes and cinemas are doing good business as people seek alternative activities to traditional summer holiday activities. Tourism flows on to retailers, petrol stations as well as tours accommodation and attractions.”
In Byron Shire, Lennox Head Holiday Apartments is entirely unaffected and open to travelers. Crystal Castle, the larges Crystal collection in the southern hemisphere, report that their business for January is down 50% simply due to mis-information. Further north, Salt Village at Kingscliff is very much open for business with the resorts reporting a slowdown in forward booking inquiries.
Mr Mills added “NRT has established a Task Force (supported by the Executive Office of Mid North Coast NSW Tourism) to estimate the loss of revenue caused by the floods and storms and to devise a strategy for ensuring that the Northern Rivers tourism industry is able to recover lost current and future earnings. While the Regional Tourism Authority will be advocating for the region’s tourism industry to be considered for disaster relief funding where its needed, we are also communicating to the media and the public that Northern Rivers is still one of the best holiday experiences in Australia.”
NORTHERN RIVERS TOURISM APPOINTS NEW CEO
Monday 3rd September 2007
The Board of Northern Rivers Tourism has appointed Mr Russell Mills as its new CEO, it was announced today.
“Following a significant restructure to align and magnify the benefits and opportunities NRT delivers to the needs of industry operators, we are delighted to appoint Russell Mills to this new role”, said NRT Chairman Mr Gerd Beurich.
“Russell brings over a decade of experience in the tourism industry to Northern Rivers Tourism, most recently as the London based Regional Director UK and Europe for Tourism New South Wales. Russell is a widely-respected industry professional, whose combination of inbound tourism experience, government, media and industry contacts and marketing communications expertise will deliver tangible and significant benefits for the region and its industry.”
“The NRT Board undertook an exhaustive recruitment process and the position attracted dozens of high caliber national and international candidates from as far afield as the US, Europe and Asia. The selection panel comprised solely of experienced Northern Rivers Tourism industry operators each of who occupy senior management positions.”
“A rigorous selection process was undertaken by the selection panel and applicants underwent an extensive interview process requiring them to address the review processes NRT has undertaken and to articulate their vision as to how NRT can best serve the industry going forward.
The selection process incorporated various review documents of the organisation and input that the NRT board has received from industry stakeholders. We needed to be sure we got the right person for the job” Mr Beurich said. The announcement was received positively by various industry sectors. Jerry Bridge,founder of two specialist UK tour operators said “Russell’s commitment and passion for promoting Australia will serve the Northern Rivers region well.
”“It’s great news that NRT has brought someone with fresh ideas and solid marketing experience to lead its operations,” added Andrew Fletcher, CEO of Hunter Tourism.“I’m delighted to have been offered the opportunity to lead Northern Rivers Tourism and develop it into the peak regional tourism body it should be“, said Mr Mills from London today.
“The Northern Rivers is blessed with some of Australia’s most valuable tourism assets, including incredible natural beauty, a year round climate for tourism, spirited and passionate communities and diverse experiences for travellers to appreciate. I know from my time in Europe that the region has a real competitive advantage as a destination for domestic and international travel.
”“The global and industry developments over the past decade present big challenges and equally big opportunities for the tourism and aviation industries. My vision is to establish NRT as a conduit for intelligence, marketing expertise and sustainable opportunity for the Northern Rivers region.”
