Ballina: It will hope to benefit from the promotion of the Legendary Pacific Coast highway route, which was worth $5.4 billion in tourist dollars in 2008.
Ballina: It will hope to benefit from the promotion of the Legendary Pacific Coast highway route, which was worth $5.4 billion in tourist dollars in 2008.

New promo to boost Northern Rivers

A TOURISM experience already worth millions of dollars to the Northern Rivers economy will get a boost, thanks to a new promotion and the weaker Australian dollar.

The Pacific Coast Touring Route – from Sydney to the Tweed – has been rebranded the Legendary Pacific Coast.

It aims to reignite the idea of a classic Australian road trip.

Northern Rivers Tourism chief executive Russell Mills said the coastal highway was a place where ‘personal memories and legendary experiences are waiting to be created’.

“A lot of our tourist operators get visitors who have been travelling along the highway,” he said.

“This is about adding some appeal and emotion, rather than the highway just being a road.

“It stretches for more than 200km right through our region, so the rebranding and intended marketing will be of great benefit to the Northern Rivers.”

The Legendary Pacific Coast accounts for nearly 22 million visitors to NSW, and more than 33 million visitor nights.

Total expenditure was $5.4 billion in 2008.

Mr Mills, who is in Adelaide for the Australian Tourism Exchange, said a Legendary Pacific Coast road show planned for early November would start at the Sydney Harbour Bridge and finish at the Story Bridge in Brisbane.

“We will be getting right behind the road show when it reaches the Northern Rivers,” he said.

The weaker Australian dollar could also have a good impact on local tourism in coming months.

Yesterday the dollar closed at $US0.84 – a significant decrease considering it has been at the $US0.94 mark for six months.

“It is a good thing on two levels,” Mr Mills said.

“The Australian dollar is low so it discourages Australians from travelling overseas and makes them contemplate travelling within Australia.

“It also makes an Aussie holiday more appealing, and cheaper, for international tourists.

“It won’t be immediate. But if our dollar stays low we can expect to see some benefits.”



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