The design, development and launch of a brand new destination website that can be viewed at www.visitthetweed.com.au, designed to target the early stages (i.e. dreaming and research) phases of the consumers path to a Tweed visit.

The launch of an Events marketing strategy under the ‘What’s On Tweed’ banner, including the development of the www.whatsontweed.com.au platform as a partnership between the Council and TTC teams in the events space.

A complete overhaul of the Communications and Media strategy, resulting in unprecedented levels of media exposure and value.

The design and implementation of a thorough and highly effective Social Media strategy (including the establishment of new assets from scratch),  with initiatives including:

• ‘Always On’ Paid Strategy: created a dramatic increase in followers, reach and engagement across all channels - the ‘always on’ strategy undertaken by Tweed Tourism Company. has been a success and is something that will be maintained to continue the growth of all destination channels. 
• ‘The Tweed’ Follower Campaign - To further increase our following on ‘The Tweed’ Facebook channel, a page likes campaign was implemented which resulted in significant engagement and growth. This campaign tested two different creatives (coastal and hinterland) in our key audiences and the hinterland creative was by far the most engaging. 

The design and launch of brand new publications including:

• The Visitors Guide as the main consumer publication for the region with a 45,000 copy print run distributed to Visitor Information Centre’s in a 5 hour driving radius and is intended to showcase the importance of driving visitors to get to the Tweed. Additionally this publication is distributed in the Gold Coast and Brisbane Airports, and at consumer shows in particular for Caravan and Campaign markets.

• The Hinterland Drives is aimed to aid dispersal of visitors throughout the region and to drive awareness of this strength for the region which has the potential to increase the length of visitor stays.

• The Foodies Guide is targeted to showcase the region’s key strength is agri-tourism with the new guide shining a light on the Tweed region’s farm-fresh produce, award-winning restaurants, evolving eateries and growing number of drink-makers, from gin and beer to tea and coffee. 
• The MICE Manual, showcasing the region’s best corporate meeting, conference and corporate facilities.

Increasing visitor numbers year on year.  The statistical period for the 12 months ending March 2020 showed the domestic overnight sector rising by 33.8% on the year prior. This is the strongest result for the Tweed in domestic overnight visitors since the National Visitor Survey commenced in 1998.

TTC independently funded in year 1, then partnered with Council’s Economic Development Unit on several successful grant applications from the NSW State government, including for a second ‘Tweed Tourism Resilient Leadership Program’ offered to both tourism and non-tourism businesses.

Conducted a mandatory review of all three VICs in early 2019 to ensure they were sustainable, optimally run, located and staffed accordingly. Moved from an old VIC site into the refurbished  Murwillumbah Rainforest Centre alongside Tweed Shire’s Ranger team.

Conducted a review and provided a revised Destination Management Plan for the Tweed.

The design and implementation of the highly successful ‘Tweed Tourism Academy’ capacity building/industry development initiative, resulting in tourism operators and members of the broader business community being able to upskill and more effectively promote themselves and the broader destination.

A trade engagement strategy was designed and implemented, resulting in unprecedented levels of trade engagement, domestically and internationally.  This included having staff of the Tweed Tourism Company attending key trade events such as the Australian Tourism Exchange.

In a regional first, a MICE strategy was developed and implemented, which included the design and distribution of the Tweed MICE Manual, and attendance at AIME.

The establishment of MOUs with key stakeholders within the Tweed region’s tourism sector.  These have been crucial in calming the landscape during the transition of services, and include MOUs with the Gold Coast Airport, Destination Tweed (our predecessor) and the Tweed Experiences Network).

The formation of the ‘Tweed Tourism Think Tank’.  This group involves representatives of Tweed Shire Council, local tourism operators, large scale stakeholders such as the Gold Coast Airport, meets on a quarterly basis. The primary focus of the Steering Group is to keep track of tourism strategies, goals and objectives outlined in the Tweed Destination Tourism Plan, and to provide recommendations, feedback and input on past, current and future initiatives.  We developed Terms of Reference for the group, and also led the process of selecting members of the Group through an Expression of Interest Process.

Click here to view an example of the Performance Report that we submit to Tweed Shire Council (public document - available on Council’s website) on a quarterly basis.  We are proud that from such a difficult start up that within two years achievements are substantial.