Tourism is a $181.4 million industry in the Clarence Valley, creating almost 2000 local jobs. To ensure a common vision and strategic direction to sustainably develop and manage the visitor economy, Council has developed the Clarence Valley Destination Management Plan (CVDMP) 2024 – 2030.
The CVDMP, which was adopted unanimously at the August Ordinary Council Meeting, will ensure Clarence Valley Council continues its work to maximise the benefits of tourism for the region while preserving and enhancing its natural and cultural assets for local communities and businesses today and into the future.
Clarence Valley Council's Coordinator Economic Development and Tourism, Katee Blizzard, says she's excited to have the plan adopted outlining the future direction for sustainable tourism development.
"The CVDMP 2024 – 2030 aligns with the Destination North Coast Destination Management Plan, NSW Visit Economy Strategy 2030, as well as the aspirations of our community.
"We held drop-in sessions as well as an online survey so that we could hear from our local communities and businesses and find out what they think the future of tourism is and where they would like it to go."
A range of strengths and opportunities were identified during the development of the CVDMP.
"Our region offers pristine beaches, meandering rivers like the Clarence River, expansive national parks, and lush forests, offering a myriad of activities such as fishing, hiking, kayaking and camping.
"We also have opportunities to enhance immersive First Nations cultural experiences, showcasing local history and stories that resonate with visitors.
"Recent infrastructure enhancements in towns, such as the Grafton Waterfront Precinct and the Ulmarra Riverside Precinct, have improved amenities, enhancing visitor experiences."
Council has planned the following actions to achieve the vision of the DMP:
- 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)
- Develop and distribute a bi-annual Clarence Valley Visitors Guide. (DMP 2.1)
- Increase tourism brand profile through marketing and media strategies aligned with our key target markets. (DMP 2.2)
- Facilitate partnerships with local First Nations organisations to develop new tourism offerings. (DMP 5.4
- Develop and deliver a Clarence Valley Events toolkit to provide a clear framework for CVC assistance to event organisers. (DMP 4.1)
- Development and promotion of Clarence Valley Investment Prospectus to support attracting new businesses. (DMP 5.1)
To view the Clarence Valley Destination Management Plan, visit www.clarence.nsw.gov.au/Business-and-infrastructure/Clarence-Valley-Destination-Management-Plan-2024-2030
Economic Data Source: National Institute of Economic and Industry Research.
