2024/2025 Destination Management Plan The Destination Management Plan (DMP) provides a common vision, strategic direction, and practical steps to sustainably develop and manage the Clarence Valley visitor economy for the next six years, until 2030.
Actions for 2024/2025 Council has planned the following actions to achieve the vision of the DMP. For more information, please refer to the full DMP on Council’s website, or by clicking this link: Destination Management Plan 2024-2030
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The Visitor Information Hub model formally in place and expanded
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Build on the My Clarence Valley (MCV) brand profile to deliver effective marketing campaigns
Action: Expand the Clarence Valley Visitor Information service to increase access, distribution, and education of our region via key visitor centres throughout the LGA. (DMP 1.4) What we will do: Five new Visitor Information Hubs will be developed throughout the Clarence Valley in 2024/2025, providing additional visitor information touchpoints throughout the region.
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Clarence Valley Visitors Guide developed and distributed in December 2024, supported by business investment
Action: Increase tourism brand profile through marketing and media strategies aligned with our key target markets. (DMP 2.2) What we will do: Launch a new MCV video marketing campaign in line with the launch of our new Clarence Valley Visitors Guide. Action: Refresh of My Clarence Valley website and collateral. (DMP 2.3)
Action: Develop and distribute a bi-annual Clarence Valley Visitors Guide. (DMP 2.1) What we will do: Produce and publish a Clarence Valley Visitors Guide. Expressions of interest will be sought from local businesses to advertise within the Guide, which will be designed in-house and published in December 2024. Fifty thousand copies, with a two-year shelf life, are to be distributed throughout the Clarence Valley and at Visitor Information Hubs, and a digital edition is to be accessible via the Council’s website.
What we will do: Priority for 2024/2025 is updating the MCV website and developing the CV Visitors Guide and Accessible Attractions brochure. All existing print and digital marketing collateral will be reviewed and updated, as required, to support Visitor Information Hubs. Action: Work with regional and local tourism partners to establish an efficient and coordinated marketing approach. (DMP 3.2) What we will do: We will work with Destination North Coast, Destination NSW, and Northern Rivers NSW to increase the visibility of the Clarence Valley as an attractive destination.
www.clarence.nsw.gov.au