A COLLABORATIVE marketing initiative led by the City of Coffs Harbour was recognised with a major trophy at the 2026 Business NSW Mid North Coast Regional Business Awards.
Hosted in Coffs Harbour for the first time, the Coffs Coast Aviation Partnership & Regional Visitor Economy Collective entry took out top prize in the Outstanding Visitor & 24-Hour Economy Collaboration category.
“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 saw the establishment of a Regional Visitor Economy Collective to develop a destination awareness campaign – with buy-in by neighbouring local government areas Clarence Valley, Bellingen Shire, Nambucca Valley and Armidale Regional Council.
“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 Coffs Harbour flight searches increased by 13.66 per cent over the past 12 months, rising from 71,379 to 81,128 searches.
Annual passenger numbers supplied by the Coffs Harbour Airport showed an increase from 249,347 to 264,673 passengers between the April 2024–March 2025 and April 2025–March 2026 reporting periods. This represents an additional 15,326 passengers and 6.15 per cent growth year-on-year.
“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.”
Ms Williams said it was great to have the awards held locally at Pacific Bay Resort, and to see so many 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,” she said.
The honour roll of Coffs wins at the regional awards included:
Excellence in Diversity and Inclusion – ETC Employment & Training
Excellence in Medium Business – Advance Metal Industries Australia
Excellence in Micro Business – The Social Flip
Excellence in Sustainable Tourism – The Big Banana Fun Park
Outstanding Employee – Nathan O’Connor, Mid North Coast Allied Health
Outstanding Young Business Leader – Tiga Cross, Coffs Coast Wildlife Sanctuary; and
Outstanding Visitor Experience – The Big Banana Fun Park.
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