Draft Destination Management Plan

Project update 22 February 2024.

Recognising how important tourism is to our local economy and after carefully listening to feedback from community and industry stakeholders, Council has voted to adopt the Tweed Destination Management Plan 2024-2030. The plan outlines our vision for tourism in the region over the next several years.

Our next priority as a Council is to create and implement a new Events Strategy along with an Events Sponsorship Policy.

The Destination Management Plan is in line with both the broader North Coast NSW Destination Management Plan 2022-2030 and the NSW Visitor Economy Strategy (VES) 2030. These plans set goals to boost visitor spending across our region. You can access the Tweed Destination Management Plan here.

“The vision is for the Tweed to be recognised as one of Australia's leading sustainable destinations celebrated for its nature and outdoor recreation, cultural, culinary and creative experiences.”

Have your say on the draft Destination Management Plan on public exhibition until 10 January 2024.

Tweed Shire Council and its tourism partner The Tweed Tourism Company have reviewed the Tweed Destination Management Plan to ensure its relevance and set clear destination goals and targets for the Tweed region until 2030. It was timely to review the 2019 DMP, recognise the recent challenges of COVID-19 pandemic, border closures and floods and consider the state government Destination North Coast DMP and NSW Visitor Economy 2030 strategies.

Feedback from local stakeholders, industry and community played a crucial role revisiting and improving this draft plan which will help us adapt to the changing needs to the Tweed region.

The aim of the plan is to protect the Tweed’s natural environment as custodians of our place by focusing on the sustainable growth of visitation, quality products and experiences. To achieve this the plan focuses on five key pillars and goals:

Beyond recovery

Goal: To create a blueprint for the Tweed region centred around rebuilding our pandemic-impacted market share, through capacity building, skills development, and wider tourism industry support.

Build the Tweed brand

Goal: To position the Tweed as a leading sustainable destination, recognised for its eco-friendly practices and unforgettable sustainable experiences.

Showcase the Tweed’s strengths

Goal: To celebrate the regions strengths of nature, outdoor recreation, cultural, culinary and creative experiences and bolster the region's appeal and attract travellers seeking authentic, eco-conscious experiences.

Invest in uniquely Tweed events

Goal: To address the challenges around infrastructure and transportation so that events that leverage and further promote the Tweed’s hero experiences can be instrumental in driving year-round tourism, offering reasons to visit, attracting new visitor markets, and driving off-peak season visitation.

Facilitate sustainable growth

Goal: The Tweed region holds tremendous potential for sustainable tourism development and infrastructure enhancement.

View the draft Destination Management Plan below

Having trouble viewing in your browser? View the draft Destination Management Plan in PDF format.

Have your say

We would like to thank those who previously contributed feedback to the development of this draft strategy.

We now invite the wider community to provide feedback on the draft Destination Management Plan until 4pm, Wednesday 10 January 2024.

Alternatively, feedback can be provided by:

• Email: tsc@tweed.nsw.gov.au Subject: Destination Management Plan
• Mail: Make a submission in writing to The General Manager, Tweed Shire Council, PO Box 816, Murwillumbah NSW 2484