A sea of tents in Lismore for the Tropical Fruits celebrations.
A sea of tents in Lismore for the Tropical Fruits celebrations. Jacklyn Wagner

Promotions drive tourism figures

THE Northern Rivers bucked sluggish tourism trends last year with more holidaymakers choosing to explore their options online.

The new Rivers of Life website, promoting holidays in the Northern Rivers, has attracted 22,000 visits since it was launched in October.

This is twice as many as comparable tourism sites listed by Google, according to Northern Rivers Tourism chief executive Russell Mills.

“The analytics reports show that our efforts to drive traffic through targeted television advertising and search engine optimisation are working,” Mr Mills said.

National visitor surveys showed the Northern Rivers was performing well compared with national and NSW figures.

In the year to September, domestic day trip visitors were up 10.5 per cent on the previous year, twice that of the national figure of 5.1pc.

Yamba was the website’s most popular searched term of anyregion, followed by Ballina, the Tweed and hinterland, according to Mr Mills.

Much of the website’s traffic was generated by Northern Rivers Tourism’s ‘Study, Play, Byron Bay’ campaign.

While city campuses struggled with their international image since the spate of attacks on Indian students, the Northern Rivers has increased its positive exposure.

“We’re a popular place for UK, US and Canadian students, and we are starting to see an increase of interest from students in Singapore and Malaysia,” Mr Mills said.



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