Brewarrina Shire Destination Management Plan Brewarrina Shire destination management plan | Page 13

For product development the Plan’s positioning statement is:
‘Explore the unlimited possibilities of Country and Outback NSW, as mesmerising as the stars that stretch across the evening sky’.
The Plan has 7 strategic product themes:
1.
2.
3.
4.
5.
Celebrating culture on country: enhancing existing and developing new meaningful and immersive Aboriginal cultural tourism experiences.
Wine Lovers and Foodie Finds: food, wine and agri tourism experiences including events and be-spoke experiences.
Unlimited horizons: developing drive journeys and touring routes, flying tours and leveraging the night sky (eg camping under the stars).
Exploring Our Nature: leverage opportunities for outdoor activities and adventures – bush walking, cycling, canoeing etc – both independent and guided tours.
Revealing our Heritage: enhancing and expanding heritage experiences to bring heritage to life. This include events, trails and use of technology in storytelling and
interpretation.
6. Little Places Big Stories: leveraging small town stories and events to encourage travellers to explore and stay longer in the region.
Brewarrina Shire has products and experiences that deliver on themes 1, and 3 to 7, with the Shire’s strengths lying in outdoors and nature-based, Aboriginal and touring
experiences. The Destination Network is currently preparing product development strategies for Fossils and Night Sky experiences – both of which Brewarrina Shire could
potentially tap into.
2.2.3 Kamilaroi Highway Touring Route – DMP
The Kamilaroi Highway is a 600 kilometre east-west touring route across north west NSW. Named after the
Kamilaroi nation, the Highway runs from Willow Tree on the New England Highway through to Bourke in
Outback NSW, and passes through Liverpool Plains, Gunnedah, Narrabri, Walgett, Brewarrina and Bourke
Shires. Promoted as a journey from the ‘Great Divide to the Great Outback’ the Kamilaroi is the most
accessible and direct route between the Greater Sydney – Central Coast - Newcastle Region and the NSW
Outback.
The Kamilaroi Highway is marketed as a touring route by the Kamilaroi Highway Marketing Group (KHMG),
an alliance of the six Councils along the route. The Marketing Group is seeking to build the Kamilaroi into
one of the ‘must do’ journeys in NSW.
The KHMG is focusing on drawing visitors from the Sydney-Central Coast- Newcastle region and the long-haul
Victorian, South Australian and south-east Queensland markets, with the primary target markets being:
 Over 55’s touring market – primarily caravans and motorhomes.
 Family touring market – primarily 4WD with camper trailers.
 Special interest and activity-based markets – car and motorcycle rallies, anglers, bird watchers, aero-clubs
etc.
 Building visitation to events.
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BREWARRINA SHIRE DESTINATION MANAGEMENT PLAN 2019 - 2022