Successful regional tourism development: A case study
The rural village of Coolamon, NSW (population 2,200, and 30 minutes from Wagga Wagga, population 64,000) significantly increased visitation over a few years with a few key projects.
NEW ANCHOR ATTRACTION
Coolamon Shire Council took the initiative to offer an attractive no-rent lease arrangement for the use of a large, empty, historic building on Coolamon’s main street to a cheese factory which was looking for a new home.
Within a couple of years, the town was transformed by the visitors who visit the cheese factory’s rustic restaurant and go on its tours (offered several times per day).
With increased visitation, new shops opened on Coolamon's main street, and more shops opened on weekends, while visitation to the town’s existing attractions and museums also increased. The main street is now buzzing on weekends.
SEASONAL EVENTS CALENDAR
As a way to further increase visitor numbers and improve the benefits local businesses received from visitors, Coolamon began an ongoing marketing campaign of a seasonal calendar of events.
A system of collecting details on upcoming events was set up that is activated every three months. Each season the events are promoted via a radio ad, brochure distribution, Council and school newsletters, and social media, all with the same branding by a graphic designer. Locals are encouraged to invite family and friends to visit for events. These small events have had an impressive impact on visitation to Coolamon, as well as for awareness of Coolamon as a destination.
FURTHER DEVELOPMENT
Further developments built on the success of these initiatives and the resulting increased visitation including
expansion of the caravan park
development of a fun and safe New Year’s Eve street party for families
a drive/cycle Canola Trail that celebrates the local agriculture (beautiful yellow fields of canola), in collaboration with neighbouring Councils
Plus, never underestimate the power of a good graphic designer, an attractive user-friendly website, and effective social media!
Coolamon Shire Council was supported in several of these developments by regional tourism consultancy Tilma Group.
If your rural region would like helping planning how to increase visitor numbers, don’t hesitate to reach out to us at admin@tilmagroup.com.au
