A regional tourism partnership led by the City of Coffs Harbour has been recognised at the 2026 Business NSW Mid North Coast Regional Business Awards.
The Coffs Coast Aviation Partnership and Regional Visitor Economy Collective won the Outstanding Visitor & 24-Hour Economy Collaboration category at the awards, which were hosted in Coffs Harbour for the first time.
The partnership brings together the City, Coffs Harbour Airport and neighbouring councils to promote the broader region as a visitor destination and encourage aviation growth.
“The aviation partnership saw the City and the owner and operator of the Coffs Harbour Airport pool resources to fund a strategic marketing campaign for the broader area,” Mayor Nikki Williams said.
“That saw print advertising in Australian Traveller, the Qantas and Rex in-flight magazines, media opportunities with Better Homes & Gardens and Sunrise and outdoor billboards in Sydney and Melbourne plus online promotion. Along with Sydney and Melbourne, Canberra was also a focus market.”
The second stage of the initiative established a Regional Visitor Economy Collective involving Clarence Valley, Bellingen Shire, Nambucca Valley and Armidale Regional Council.
City Economic Development and Tourism Section Leader Nicole McLennan said the partnership aimed to strengthen the region’s collective tourism offering.
“The collaboration recognised that visitor attraction, regional promotion, and aviation growth cannot be effectively delivered by a single organisation acting alone,” City Economic Development and Tourism Section Leader Nicole McLennan said.
“The strategy is to promote everywhere within an hour’s drive of Coffs – and Armidale on the Tablelands – with Coffs Harbour being the visitor gateway on the back of the airport.
“Over the next 12-18 months, the collective is set to roll out some joint marketing campaigns across the region, encouraging visitors to see the deeper picture of what we have to offer.”
Independent Localis data shows searches for flights to Coffs Harbour increased 13.66 per cent over the past 12 months, from 71,379 to 81,128.
Coffs Harbour Airport figures also show annual passenger numbers increased from 249,347 in the April 2024 to March 2025 reporting period to 264,673 between April 2025 and March 2026.
That represents an additional 15,326 passengers, or year-on-year growth of 6.15 per cent.
“Partnering with the City to build awareness of the wide range of experiences on offer here for visitors helps to support our local tourism and accommodation industry through enhanced visitation,” Coffs Harbour Airport Chief Executive Officer Craig Shaw said.
“Initiatives such as this encourage airlines to add additional seat capacity to support this growing demand for travel to our region.”
Williams said the awards, held at Pacific Bay Resort, also recognised several other Coffs Harbour businesses and individuals.
“It was great to have the awards held locally, at Pacific Bay Resort, and to see so many fantastic Coffs businesses celebrated with major award wins.
“All of the category award winners are now eligible to contest the Business NSW State Awards to be announced in Sydney on 30 October.”
Other Coffs Harbour winners included ETC Employment & Training for Excellence in Diversity and Inclusion, Advance Metal Industries Australia for Excellence in Medium Business and The Social Flip for Excellence in Micro Business.
The Big Banana Fun Park won Excellence in Sustainable Tourism and Outstanding Visitor Experience, while Mid North Coast Allied Health’s Nathan O’Connor was named Outstanding Employee.
Coffs Coast Wildlife Sanctuary’s Tiga Cross won Outstanding Young Business Leader.
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