2024/2025 Destination Management Plan
The Destination Management Plan (DMP) provides a common vision, strategic direction, and practical steps to sustainably develop and manage the Clarence Valley visitor economy for the next six years, until 2030.
Actions for 2024/2025 Council has planned the following actions to achieve the vision of the DMP. For more information, please refer to the full DMP on Council’s website, or by clicking this link: Destination Management Plan 2024-2030
The Visitor Information Hub model formally in place and expanded
Action: Expand the Clarence Valley Visitor Information service to increase access, distribution, and education of our region via key visitor centres throughout the LGA. (DMP 1.4)
What we will do: Five new Visitor Information Hubs will be developed throughout the Clarence Valley in 2024/2025, providing additional visitor information touchpoints throughout the region.
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Clarence Valley Visitors Guide developed and distributed in December 2024, supported by business investment
Action: Develop and distribute a bi-annual Clarence Valley Visitors Guide. (DMP 2.1)
What we will do: Produce and publish a Clarence Valley Visitors Guide. Expressions of interest will be sought from local businesses to advertise within the Guide, which will be designed in-house and published in December 2024. Fifty thousand copies, with a two-year shelf life, are to be distributed throughout the Clarence Valley and at Visitor Information Hubs, and a digital edition is to be accessible via the Council’s website.
Build on the My Clarence Valley (MCV) brand profile to deliver effective marketing campaigns
Action: Increase tourism brand profile through marketing and media strategies aligned with our key target markets. (DMP 2.2)
What we will do: Launch a new MCV video marketing campaign in line with the launch of our new Clarence Valley Visitors Guide.
Action: Refresh of My Clarence Valley website and collateral. (DMP 2.3)
What we will do: Priority for 2024/2025 is updating the MCV website and developing the CV Visitors Guide and Accessible Attractions brochure. All existing print and digital marketing collateral will be reviewed and updated, as required, to support Visitor Information Hubs.
Action: Work with regional and local tourism partners to establish an efficient and coordinated marketing approach. (DMP 3.2)
What we will do: We will work with Destination North Coast, Destination NSW, and Northern Rivers NSW to increase the visibility of the Clarence Valley as an attractive destination.
2024/2025 Destination Management Plan
Develop and Support Specialist Tourism
Action: Facilitate partnerships with local First Nations organisations to develop new tourism offerings. (DMP 5.4)
What we will do: Update the Lower Clarence Aboriginal Tourism Drive in consultation with First Nations organisations. The project will start in February 2025 and be completed in the first half of the 2025/2026 FY.
Action: Position the Clarence Valley as an accredited Eco Certified Destination, identifying our region as a nature-based tourism destination with an in-depth demonstration of commitment to ecotourism principles across all aspects of the tourism industry and community. (DMP 3.1)
What we will do: Work with EcoTourism Australia to begin the process of Eco Destination Certification for the 2025/2026 FY budget to be certified.
Action: Work with National Parks and Wildlife Services (NPWS) to invest in visitor facilities and signage and promote key assets and experiences such as the Yuraygir Coastal Walk. (DMP 3.3)
What we will do: Work with NSW NPWS on ongoing priority projects, including the Yuraygir Coastal Walk.
What we will do: Deliver Special Events Sponsorship Program (as per policy) - ongoing.
Action: Market events through My Clarence Valley Brand to increase visibility and attract new visitors (DMP 4.3)
What we will do: Distribute a monthly “What’s On” program and regularly update My Clarence Valley website with upcoming events.
Action: Deliver an industry development program to build organiser capacity in planning and running events, especially in the Clarence Valley (DMP 4.4) What we will do: Host an Industry Development workshop to support event organisers with planning and running events in the Clarence Valley – 1 Event Q3/4 2024/2025.
Facilitate Sustainable Growth 6
Action: Development and promotion of Clarence Valley Investment Prospectus to support attracting new businesses. (DMP 5.1)
What we will do: Development of Clarence Valley Investment Prospectus. Project start in Feb 2025 and completion in first half of 2025/2026.
Action: Develop and promote accessible tourism products, experiences, and public facilities. (DMP 5.7)
What we will do:
1. Update Accessible Attractions Brochure.
2. Promote the Accessibility Hub on My Clarence Valley website, highlighting experiences to support those with accessibility needs.
Action: Develop and deliver a Clarence Valley Events toolkit to provide a clear framework for CVC assistance to event organisers. (DMP 4.1) What we will do: Develop and deliver the Clarence Valley Events toolkit to event organisers –Q3 and Q4 in 2024/2025.
Action: Invest in major events that deliver significant economic outcomes (DMP 4.2) Support and encourage Events and Festivals
3. Provide businesses with resources to encourage accessible practices and promote tourism operators that can provide required support via Industry Newsletter.
Tourism Research Australia (TRA) Data Monitor and track results
