With Newcastle Airport opening its International Terminal next year, the sky’s the limit for tourism operators in the region.

That’s the opinion of the Hunter Joint Organisation (HJO), who released its much-anticipated Hunter Tourism Strategy – and supporting business case – at the Williamtown precinct on Wednesday 12 June.

The HJO, which represents 10 Local Government Areas (LGAs), unveiled the NSW Government-funded blueprint in partnership with Newcastle Airport and Destination Sydney Surrounds North.

And, it has strong backing from destinations, and industry, within Newcastle, Lake Macquarie, Maitland, Hunter Valley and Port Stephens.

They see the advantage of working together, under a regional identity, to provide more offerings to the jet-setting global tourist.

“This ambitious plan marks a pivotal moment in our tourism industry, outlining how the Hunter can bring substantial economic and cultural benefits to the local community,” HJO chair and Singleton mayor Sue Moore said.

“It focuses on leveraging the region’s unique attractions, world-renowned vineyards, rich cultural heritage, breathtaking landscapes and some of Australia’s, if not the world’s, finest beaches to captivate international guests.

“Other recommendations include local business grants and mentoring programs, especially supporting first nations, and aims to unlock the full potential of our tourism sector.

“We’re extremely keen for the Hunter to be a globally-connected and economically thriving city-region, serving as an international gateway while providing its communities with a vibrant and unique lifestyle.”

Hunter Joint Organisation deputy chair and Cessnock City mayor Jay Suvaal said the initiative was about more than just boosting tourism numbers.

“It’s about enriching our community, supporting local businesses and creating a sustainable future for the region,” he explained.

“But, it’ll also catalyse a wave of economic and social benefits that will uplift the entire area.”

Destination Sydney Surrounds North general manager Glen Caldwell agreed.

“By working together across the broader Hunter, we can enhance our appeal to international visitors and invite the world to experience the beauty and vibrancy of the region,” he said.

That was backed up by Newcastle Airport CEO Dr Peter Cock.

“The launch of the Hunter Tourism Strategy and supporting Business Case is a testament to the commitment to elevating the region’s global presence,” he added.

“This is a once-in-a-generation opportunity for connectivity… and set to unlock significant economic and cultural benefits.

“This collaborative effort will drive international visitation and enrich the community.

“Together, we aim to showcase the Hunter’s unique attractions and enhance its reputation as a premier destination for international tourists.”

The recommendations in the Hunter Tourism Strategy are a result of a collaborative effort between the HJO, Newcastle Airport, Destination Sydney Surrounds North and key players in the industry, reflecting a shared commitment to the sustainable growth of the sector.

The Newcastle Tourism Industry Group will also host an event on 19 June to explain the initiative further.

Hunter Joint Organisation project lead Kim Carland, Dr Cock and Port of Newcastle’s CEO Craig Carmody are expected to give an overview of the region’s international gateway opportunities.

Key messages and expected benefits from increasing international tourism:

Support for Local Businesses and Jobs: The initiative highlights the critical role of tourism in supporting a wide array of local businesses – from cafes, restaurants, and retail shops to taxi services, hotels, and travel agencies, emphasizing the creation of local jobs for local people

Economic Multiplier Effect: Echoing findings from the Australian Trade and Investment Commission’s June 2021 report: “Opportunities for the Visitor Economy”, this initiative underlines tourism’s powerful economic multiplier effect. For every dollar earned from tourism, 82 cents are generated in other parts of the economy, showcasing the enormous opportunity that tourism can play in supporting the region’s economic evolution

Comprehensive Benefits: The business case anticipates a range of benefits for the Hunter, including:

• Local jobs for local people with Increased visitation and spending, enhancing economic flow throughout the region;
• A boost in mid-week bookings, contributing to a more stable and consistent tourism market;
• Attraction of external investment, driving further development and growth;
• Improved lifestyle for residents through enhanced local facilities and services; and
• Improved regional accessibility, making the Hunter more connected and easier to explore for both visitors and locals.

The investment required to implement the strategy is $3.85 million over three years and is expected to increase international visitation by at least 1%, providing an additional $268 million flowing through the Hunter once funded.

As the region prepares to welcome an influx of international tourists, the future looks bright, promising a stronger economy, more jobs and an improved quality of life for its residents.

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