Central Coast Council has undertaken a strategic shift in how it presents tourism products to locals and guests – and the results have been recognised on a global scale.
The NSW Central Coast continues to achieve global recognition for its innovative work in sustainable tourism, most recently awarded first place in the global Green Destinations Story Awards 2024 at one of the world’s leading travel trade shows, ITB Berlin.
This award follows the Central Coast region achieving ECO Destination certification in 2022, one of the first Australian destinations to do so. The successful new path was launched in 2020 by the region’s strategic shift in its Tourism Management Model.
By winning first place in the world’s most prestigious sustainable destination awards ceremony, the Central Coast has been confirmed as one of several regions leading the way on a global scale for successfully implementing sustainable tourism strategies within its local industry.
Notably, the Central Coast was the only Australian destination selected in this year’s international competition, as well as the only Australian destination to achieve ‘hat trick’ finalist status in the Green Destinations Top 100 List in 2021, 2022, and 2023, showcasing a consistent commitment to sustainable tourism management in action.
Central Coast Council Communications Marketing and Customer Engagement Unit Manager Sue Ledingham said the international recognition of the Central Coast is an incredible achievement, and is a great example of how a Council, working together with their local tourism industry, can achieve both economic and sustainable outcomes.
“Taking home this award is testament not only to Central Coast Council’s ability to lead tourism management for the region, but to the benefits of collaborating with local industry who are leading with sustainability in their tourism offerings,” Ms Ledingham said.
Ms Ledingham said Council’s winning sustainability story focused on the region’s commitment to building an ecotourism community known as ‘Eco Advocates’, prompted by a strategic shift in the way it promotes tourism products to both locals and guests.
The entry titled, ‘A Destination of Eco Advocates with Whales, Alpacas and Wheels’ received high praise from independent judges, with the story focusing on growing high-quality, ECO Certified tourism experiences, including immersive coast and hinterland adventures.
“There are currently nine ECO Certified tourism experiences on the Central Coast, with an additional 17 operators expressing interest in starting their sustainability journey by joining a funded pathway program,” Ms Ledingham said.
“Council’s 2023 Eco Advocate initiative gave operators the choice of financial support with a discounted membership fee for their first year pursuing certification, or resource support with one-on-one mentoring available during the application process. The incentive followed feedback from local industry that either lack of time or money were key reasons for not prioritising sustainability in their businesses.”
Since Council launched the Eco Advocate initiative in mid-2023, three new Central Coast tourism operators have already achieved national ECO Certification; a family-run oyster farm, luxury seaside lodges, and a botanical winery. Additionally, since operating under its new Tourism Management Model from 2020 until present, the Central Coast region has been recognised in an admirable list of industry awards at the regional, state, national and international level, including Winner in the NSW Local Government Excellence Awards 2023, Gold Winner in the NSW Tourism Awards 2023, and Finalist in the National Banksia Sustainability Awards 2023.
Ms Ledingham had the privilege of receiving the latest Green Destinations Story Award on behalf of Central Coast Council in Berlin. She said the Central Coast’s ecotourism portfolio has never been stronger, more diverse, or better placed to showcase the value in promoting sustainable tourism best practice.
“The global award demonstrates how it’s the people-powered partnerships that really drive change in local government. In just four years, we’ve seen Council’s tourism team proactively work with local industry and tourism partners to become a world-class ecotourism destination.
“This journey to sustainability has been made possible by first establishing a new regional tourism management model as a launch pad for such change.
“Since 2020, a Council-led, hybrid local tourism organisation (LTO) model has supported a regional perception change campaign and the growth of a new destination brand that celebrates our natural and cultural assets, appealing to both local pride and visitor interest.”
Since moving from its previous externally-sourced, paid-membership model to a free membership LTO focused on sustainable destination management, the Central Coast’s refreshed approach to tourism has been led at a destination management and marketing level by a dedicated localised tourism team, based within local government, and contingent on partnerships.
Ms Ledingham said this has resulted in a more hands-on approach for Central Coast Council, with the Destination Marketing and Visitor Services section, known as Destination Central Coast, leading the rebrand and renewed tourism management model adopted by Council. This includes managing destination assets, industry support services, destination PR, content production, digital marketing and social media strategy, strategic tourism planning, research and reporting.
Central Coast Council CEO David Farmer said the region has suffered through bushfires, coastal erosion, flooding and the pandemic over the last four years, so a clear path to recovery was vital to support the community from within.
“As all local government authorities know, for real success to be achieved in a region, understanding what the local business sector needs for success, and how Council can help as a partner, is paramount in building sustainable economic and community growth and benefits,” Mr Farmer said.
“By promoting ECO Certified experiences through destination marketing campaigns, Destination Central Coast is giving conscious guests a clearer choice of the best eco-friendly, nature-based experiences, attractions and accommodation the Central Coast has to offer, with responsible tourism embedded at a destination level.”
Mr Farmer said Central Coast Council’s investment in promoting a business environment where ecotourism thrives is reflected in the latest visitation data to the region, where guests are staying longer and spending more.
“For the year ending March 2024, the Central Coast hosted 5.5 million domestic visitors, who spent a total of $1.5 billion, which is a 12.1 per cent increase when compared to March 2023.
“Additionally, a total of 4.7 million nights were recorded in March 2024, reflecting a 4.1 per cent rise since March 2023.
“We are extremely proud of our success, and we hope that Council’s investment in the tourism sector on the Central Coast offers inspiration to other regions who might be looking at similar innovative approaches where the management model can serve as a springboard for success.”
The latest Central Coast Eco Adventures tourism campaign showcases the region’s destination brand at its finest, with green appeal – including the global award and accreditation to back it up.
Featured image: Copacabana headland on the Central Coast. Image credit: Destination Central Coast.
