Five councils join forces to promote northern NSW tourism

03rd Nov 2026

Five neighbouring councils in northern NSW have joined forces to encourage visitors to explore more of the region through a new tourism campaign featuring five scenic road trips from the coast to the high country.
Known as The Ways, the campaign was launched at Coffs Harbour Airport on Wednesday, October 28, marking the first initiative of a new partnership between Armidale Regional, Bellingen Shire, Clarence Valley, Coffs Harbour and Nambucca Valley councils.
The councils have signed a Memorandum of Understanding to work together to promote the wider region, recognising that visitors often travel across several local government areas when exploring northern NSW.
Under the theme One Region. Endless Possibilities, the campaign features five touring routes connecting coastal destinations, hinterland communities and the Northern Tablelands.
The five routes are Solitary Islands Way, Orara Way, Giinagay Way, Waterfall Way and Big River Way. Two begin in Coffs Harbour, while the others connect destinations across the broader region.
Armidale Regional Council Mayor Sam Coupland said working across council boundaries would help create a stronger and more connected visitor experience.
“Tourism doesn’t stop at council boundaries, and neither should the way we promote our region. By working together, we can connect our destinations and experiences in a way that encourages visitors to explore further, stay longer and discover more of what northern NSW has to offer,” Mayor Coupland said.
Destination North Coast General Manager Michael Thurston said the collaboration reflected the way people actually travelled, with visitors rarely limiting their journeys to one council area.
The campaign aims to appeal to travellers looking for multi-stop road trips and memorable experiences closer to home, particularly as household budgets remain under pressure.
Promotion will include digital and social media channels, electronic signage and a lightbox billboard in the arrivals hall at Coffs Harbour Airport.
The longer-term vision is to strengthen the regional economy through increased visitor spending, employment, airline patronage and accommodation occupancy.
The five councils will also work with Coffs Harbour Airport, Destination North Coast, Destination NSW, NSW National Parks and Wildlife Service and other organisations to encourage longer stays and greater exploration of the region.
The partnership is the first step towards a longer-term regional tourism collaboration.
Visitors can start planning their journey at www.theways.com.au.

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Five councils join forces to promote northern NSW tourism

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