Case Study

The Tweed Tourism Company

In July 2018, DR Tourism was awarded a contract via tender by the Tweed Shire Council (TSC) involving the management of all destination marketing, industry/experience development, and visitor information initiatives for a 4 year period, commencing October 2018. We subsequently set up The Tweed Tourism Company (TTC) - the peak tourism body for the Tweed region - which is led by an in market General Manager and local Team. The DR Tourism team of Danielle Andreuzzi, Robbie Cornelius and Leigh Bennett oversee the organisation as its Executive team.

Key Partnership Considerations

Following a rigorous procurement and probity process the transition plan and start up was challenged by some strong local politics at play, hence stakeholder engagement and rapport building with the major partner (Tweed Shire Council) was a major priority within the first few months of operation. An effective stakeholder engagement plan was designed and implemented, which involved engagement with Council Executive staff and other team members, Councillors, local operators, and local chambers of commerce, and various government departments of all levels. Stakeholder engagement was and continues to be carried out through a variety of workshops, forums, and one on one meetings - both formally and informally.

The Process

Our approach was built on a foundational piece, a Preliminary Strategic Management Plan written by our team, which continues to be reviewed and refined as necessary.

Key Achievements

  • The Tweed Tourism Company was awarded GOLD for the Tourism Marketing and Campaigns category at the 2023 Australian Tourism Awards and the 2023 and 2024 NSW Tourism Awards.
  • The design, development and launch of a brand new destination website to target the early stages (i.e. dreaming and research) phases of the consumer's path to a Tweed visit.
  • The launch of the Events marketing strategy under the ‘What’s On Tweed’ banner, including the development of the whatsontweed.com.au platform.
  • The production of key publications including visitor guides, Hinterland Drive guides and the Tweed Foodie Guide.
  • Reviewed, updated, and finalised the Tweed’s Destination Management Plan in both 2019 and 2023 to guide the tourism strategy for the region up to 2030.
  • An in depth review of the visitor information services structure in the Tweed, and outlined numerous recommendations for the ongoing management of the region's VIC services.
  • The design and implementation of the highly successful ‘Tweed Tourism Academy’ capacity building/industry development initiative.
  • A trade engagement strategy was designed and implemented, resulting in unprecedented levels of trade engagement, domestically and internationally.
  • 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’ involving representatives of Tweed Shire Council, local tourism operators, and large-scale stakeholders such as the Gold Coast Airport.
Tweed Tourism Co, DR Tourism
DR Tourism, Tweed Tourism Co Case Study

Lessons Learnt

We are now 6 years into this 8 year contract and have gained profound insights and learnings, including: 

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