Bellingen Shire campaign encourages visitors to explore responsibly
Published on 14 January 2025
Every year, the Bellingen Shire welcomes large numbers of visitors eager to experience its breathtaking landscapes, vibrant communities, and rich cultural heritage. This time of year buzzes with excitement as friends and family reunite, and travellers from all walks of life find accommodation and experiences to suit their tastes. This visitiation provides a significant boost to the local economy after a challenging year for businesses marked by rising economic pressures and the increasing cost of living. The fabulous holiday weather has encouraged outdoor activities and fun in the sun. However, such popularity also brings pressure to the Shire’s cherished natural spaces.
Bellingen Shire Council has been working proactively to address these challenges by creating resources that attract visitors who share the values of connection, creativity, and sustainability. In April 2024, the Shire joined an elite group of just eight Australian destinations by achieving ECO Destination Certification through Ecotourism Australia. This prestigious accolade reflects the Council’s ongoing commitment to global sustainability standards and adherence to criteria set by an independent body.
“Our ECO Destination Certification is more than an award; it’s a commitment to preserving the natural beauty and cultural significance of our region while creating sustainable tourism opportunities,” said General Manager Mark Griffioen. “We are constantly learning and evolving, and proud to lead by example. Our focus remains on developing initiatives that benefit our community, enhance visitor experiences, and protect our natural environment."
Since achieving certification, the Council has developed a suite of tourism brand assets, including township logos and a photo library accessible to community groups and businesses for promotional purposes. A recent Bellingen Shire advertising campaign encourages visitors to treat the Shire like their home, reminding them to slow down, appreciate the small things, and explore the full breadth of the region’s offerings—from mountains to valleys and the ocean.
The strategy aims to disperse visitors across the Shire to alleviate pressure on popular spots like swimming holes during the summer. A key element of this strategy is the VisitBellingenShire.com.au website, launched last September. The website is a one-stop shop showcasing the “eat”, “play”, and “stay” experiences available in the Shire. Thanks to the Australia Tourism Data Warehouse (ATDW) plugin, local businesses can create free profiles to display their offerings, events, and photos, ensuring their information is easily accessible to visitors.
Visitors can use the website to plan their trips, explore activities, and discover the Shire’s highlights, including walks, waterfalls, shopping, markets, arts, and culture. The site also hosts responsible visitor tips, prominently featured in the "Go Before You Go" campaign. This initiative encourages visitors to plan ahead, especially since many natural recreation areas lack toilet facilities. Digital boards at township exits and a social media campaign reinforce this message, which includes these key tips:
In addition, the Council commissioned local artist Crystal Tate to create beautifully designed flow maps that highlight key areas to visit, amenities, and parking options. These maps, available at Visitor Information Centres and online, are designed to disperse visitors across the Shire while promoting positive contributions to local communities.
“Tourism is essential to many regional areas as beautiful as ours. Through Council's commitment to eco-tourism, we’re taking steps to attract visitors who share our community’s care for the environment.,” said Deputy Mayor, Cr Ellie Tree. “The collateral created for our tourism brand has been sourced regionally, supporting local artists and reflects the authentic nature of Bellingen Shire. This approach not only gives the tourism brand a genuine identity to showcase our Shire, it also celebrates the creativity and talent within our region.”
While iconic locations such as the Promised Lands in Gleniffer continue to feel the strain of increased visitation during the peak season, Council is actively working with stakeholders to develop sustainable management solutions. In the meantime, improved access to information about alternative destinations and how to be a responsible visitor aims to reduce pressure on these beloved spaces.
“Our goal is to strike a balance between welcoming visitors and protecting the natural beauty that makes our Shire so special,” Mr Griffioen added. “It’s an ongoing journey, and one we’re proud to lead.”