Tourism in the Coffs Coast region is undoubtedly the mainstay of the regions economy. The flow on effect for the region is measurable. Positive tourism strategies not only provide for return visits but also by way of people re-locating to an area and in turn; building the population and spreading the reputation of our area even wider. This in turn, helps sustain our existing business while allowing complimentary businesses to establish themselves and grow.

The national tourism industry as we know; is highly competitive with operators and local governments everywhere vying for the tourist dollar. Creating effective marketing and public relations (in particular media relations) strategies and tactics to promote a region is an on-going vital component in keeping a region ‘out there’ in the public realm.

International and national tourists visit for many reasons - it may be one element (eg: the aesthetics of a region, a particular tourist business or icon) or a combination. Each of these elements can provide the impetus for an effective campaign either individually or collectively. The important thing is that tourism and tourist operator strategies continue to change and adapt to fit with changing cultural and social values in order to identify specific(and new) target markets.

While I am sure this research is already being done, I do not know what previous or current campaign strategies and tactics have been used in marketing and public relations activities (except what I read in the press) or how these have been monitored and evaluated in the past.

I do know that tourism promotion needs to work at three levels: the individual operator, the collective operators and together with council in achieving the overall goal of a vigorous and prosperous tourism industry in the Coffs region.

I have spent many years developing campaign strategies and tactics advocating for the right of animals not to be abused and exploited, the very same campaign style used by corporations, small to medium business, governments, community groups, activist groups or anyone vying for public attention. I hold a BA in public relations (specialising in media relations) and psychology studies.

Coffs Coast Tourism Association works very hard to keep the tourism flow visiting our region and has had many successful campaigns. It is important however, to remember that some fresh eyes and ideas viewing issues objectively can also go a long way to enhancing existing campaigns.

Judi Chesney-Coward

Independent Candidate

Community Independent Group