Coffs Harbour is about to disappear from the Pacific Highway, and the city is fighting to make sure tourists still find it.
When the Bypass opens in late December, Coffs will be off the national highway. The City of Coffs Harbour wants a “modest” boost in tourism signage to keep the visitors rolling in, and it will keep lobbying the state to get it.
The City has been in talks with Transport for NSW and the relevant Minister about signage since early 2026. So far, those conversations and letters have not led to any agreement for extra signs beyond the standard package.
That package is a green sign warning drivers they are bypassing Coffs Harbour on the southern and northern approaches, and a blue billboard-style location sign with icons for services and facilities, to the south and north. It is similar to those for Woolgoolga, Urunga, and Nambucca Heads. There will also be a brown Tourist Drive 18 sign on the northern approach.
Council says that is not enough for a place that plans to stay a top holiday spot.
“Council’s Highway Bypass Integration Committee and City staff have worked hard to mount a case for a small increase in tourism signage as we will remain a premier visitor destination after the Bypass,” said Mayor Nikki Williams.
“Together with committee chair and Deputy Mayor George Cecato, General Manager Murray Wood and City Infrastructure Director Andrew Beswick, I met with (Roads and Regional Transport) Minister Jenny Aitchison where we received a good hearing – and we’ll continue to advocate on behalf of the community.”
An audit of the existing highway through the heart of Coffs found signs for almost 20 significant places of interest. They include the National Marine Science Centre, The Clog Barn, Sealy Lookout, Park Beach Plaza, and the airport and hospital.
There is one win so far. Transport has agreed to new highway signage for The Big Banana.
“Transport has agreed to new highway signage for The Big Banana due to its state significance,” said City Infrastructure Director Andrew Beswick.
But Coffs has noticed its neighbours doing better.
“We’ve noted that areas to our south and north have been permitted brown attraction signage, including for Ricardoes Tomatoes, Cassegrain Winery and Billabong Zoo at Port Macquarie, and up north for New Italy Museum, the Byron Bay Wildlife Sanctuary and The Farm at Ewingsdale,” Mr Beswick said.
The City wants to see:
Brown tourist signage north of Coffs include “Jetty and Marina” and “Scenic Walks and Beaches”, plus associated icons.
Blue services and facilities signage for “Resorts” and “Coffs International Stadium”.
Formalisation of the Orara Valley Tourist Trail. Through Destination NSW, the City will seek to have an official route defined and then apply for a Tourist Drive number.
“We are seeking a modest increase in signage and will continue to work with Transport and other agencies to achieve an improved outcome which supports Coffs Harbour as a destination as well as the broader visitor economy,” Mr Beswick said.
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