Sun, sea, land and water - often described as the natural wonders of Port Stephens - will feature at the heart of a new tourism campaign which aims to lift the profile of a region that has been devastated in recent months by the impacts of drought, bushfires and COVID-19.
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The Incredible By Nature campaign, launched on Wednesday by Destination Port Stephens in partnership with the state government, has been designed to inspire young active couples to holiday in Port Stephens.
For Port Stephens businesses, it is hoped that the tourism campaign will lure holidaymakers in their thousands during the upcoming July school holidays.
Destination Port Stephens chairman Andrew Macdonald said that the organisation had successfully applied for matched dollar-for-dollar funding from Destination NSW under the Regional Tourism Fund (RTF) co-operative marketing program to be able to create and implement the new destination brand and marketing campaign.
Incredible By Nature is now live and will be delivered predominantly through social and digital channels, targeting active couples aged 25-40 years.
Mr Macdonald said the campaign captured the essence and spirit of Port Stephens beyond the awe-inspiring scenery.
"The seascapes and landscapes here are an idyllic backdrop for the many amazing experiences that feature in our campaign - from quad biking and sandboarding down the largest moving dunes in the southern hemisphere, to swimming with wild dolphins and hiking through bushland to the top of Mount Tomaree," Mr Macdonald said.
"This campaign celebrates not only the amazing natural environment unique to Port Stephens, but the warm and friendly nature of the people who live here."
NSW Tourism Minister Stuart Ayres said that when work on the co-operative marketing campaign commenced, they could not have anticipated the challenges that were to come in 2020 with the onset of the pandemic.
"With the recent easing of travel restrictions, we now have the opportunity to seize on the enormous appetite among holidaymakers to explore their own backyard," he said.
"NSW is recognised globally for its breathtaking natural scenery and attractions, and one of the best places to experience this is in Port Stephens with its coastal bushland, undulating sand dunes, a spectacular rocky coastline and pristine beaches.
"Driving visitation to regional NSW is one of the best ways we can help our state to recover from the crippling effects of bushfires and COVID-19 and Incredible By Nature shows just how many extraordinary experiences there are to enjoy right on our doorstep."
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Port businesses are hoping that the new campaign, combined with the relaxed health restrictions across NSW, would see similar numbers to those who visited during the recent Queen's birthday long weekend.
Traditionally a hotspot for families from the major cities and wider Hunter Valley regions, the influx of young couples would give retail businesses such as cafes, restaurants, gift and clothes stores a boost in addition to the many tourist activities and adventures on offer.
And the activities are endless from [the sea] scuba diving, whale watching and learning to surf to [the land] sliding down sand dunes, quad biking, horse riding, tackling a coastal hike, walking Tomaree summit and searching for koalas in Tilligerry Habitat Reserve.
