Central Coast Council is looking to increase its direct funding for tourism marketing for the Central Coast and will seek to engage an organisation to deliver on a three year regional strategy.

Council’s Administrator, Mr Ian Reynolds, said that the timing was right for Council to examine its approach to tourism.

“Destination NSW’s new regional tourism model and the projected population growth expected on the Central Coast has changed the tourism landscape. Council is looking to find the most effective strategy to deliver better economic returns and jobs for our growing community,” Mr Reynolds said.

“Tourism is a significant industry on the Central Coast employing over 12,500 people and generating $912 million a year for the regional economy.

“Around five million visitors are welcomed to the Central Coast each year and visitor growth trends tell us that the Central Coast also has the potential for far greater capacity, which we need to harness.

Central Coast Council is committed to investment in tourism for the region. Council currently delivers this through direct funding to the external organisation, Central Coast Tourism Incorporated, to conduct destination marketing and management activities in collaboration with the tourism industry.   Additionally, Council contributes financially towards stimulating the visitor economy through events, sponsorship, major infrastructure projects and care of the region’s natural attractions.

Council’s current funding arrangements with Central Coast Tourism are due to expire on 30 June 2017.   Council has been in discussions with Central Coast Tourism for some time about what future models might look like.

Administrator Ian Reynolds said “Tourism is most successful when there is collaboration among the private sector, industry interests and government”.

“Together with industry, Central Coast Tourism has helped support growth in the visitor economy, drive awareness and visitors to the Central Coast region, and particularly lead an increase in the Sydney short breaks market.”

Mr Reynolds added that Council was not waiting for the impacts of recent changes to Destination New Wales regional tourism model to take effect but was going to act in the best interests of the Central Coast now.

“The roll-up of the Central Coast into a collection of visitor destinations that includes the Hunter Valley, Blue Mountains, Lake Macquarie, Port Stephens, Hawkesbury, Newcastle and Penrith for consumer marketing activities, gives even more impetus for the Central Coast to continue its own strong positioning and capitalise on the projected visitor growth being driven by Destination New South Wales,” Administrator Ian Reynolds said.

Central Coast Tourism will continue to deliver activities through to June 2017, including working on the region’s next Destination Management Plan.

“I encourage the tourism industry to get involved in helping build the Destination Management Plan and help better shape the tourism potential of the Central Coast,” Administrator Ian Reynolds said.

The Expression of Interest for tourism marketing and management is open to all suitably qualified organisations including Central Coast Tourism.   Applicants will be required to demonstrate how marketing will be delivered in collaboration with industry and other partnerships; and that activities can meet performance indicators around visitor growth rates, intentions to travel and industry satisfaction.

A Question and Answer session for interested organisations will be held on Tuesday 6 December at The Entrance Visitor Information Centre from 4 to 5:30pm.

Registration for the EOI and attendance at the Q&A session is now open at  www.centralcoast.nsw.gov.au/tourism.

EOI proposals are due by 31 January 2017.