2025 NATIONAL ECONOMIC DEVELOPMENT AWARDS FOR EXCELLENCE IN MARKETING & PROMOTION WINNER
THE COFFS COAST EXPLORER APP
A MOBILE-FRIENDLY TOURISM MARKETING SOLUTION
By Lewis Belling
Regional destinations increasingly compete for visitor attention while managing dispersal, engagement, and economic return. This article presents a case study of the Coffs Coast Explorer App( App), a smart tourism initiative developed by the City of Coffs Harbour( City) to address fragmented visitor information and limited digital visibility for operators.
Combining mobile technology, digital kiosks, and community-led storytelling, the initiative repositioned visitor servicing as an active economic development tool. Using integrated data systems, augmented reality( AR) features, and ongoing stakeholder engagement, the platform supports discovery, longer stays, and local connection. Evaluation data shows sustained user engagement, increased business participation, and early signs of shifts in visitor behaviour. This article outlines the development process, innovation approach, performance measures, and key learnings, offering practical insights for regional practitioners seeking to leverage digital tools to support visitor economies.
THE ECONOMIC DEVELOPMENT CHALLENGE Regional visitor economies are operating in an increasingly competitive and digital landscape. Visitors now expect timely, personalised and mobile-friendly information that supports independent exploration, while tourism operators rely on digital channels to remain visible and relevant. However, for many regional destinations, visitor information remains fragmented across static brochures, multiple websites, and outdated listings, limiting both discovery and economic return.
This challenge is not simply one of promotion. When visitors struggle to find experiences beyond well-known attractions, opportunities for dispersal, longer stays, and deeper engagement are lost. Smaller operators, cultural experiences, and nature-based offerings are particularly vulnerable, often lacking the resources or digital capability to maintain a strong online presence across multiple platforms. The result is an uneven visitor economy, where demand concentrates in familiar locations while other areas and experiences remain underutilised.
At the same time, visitor behaviour has shifted. Travellers increasingly favour interactive experiences, local recommendations, and place-based storytelling that helps them connect with culture, nature, and community 1. These expectations create an opportunity for destinations to rethink visitor servicing as a form of economic infrastructure rather than a supplementary marketing function. Digital tools, when designed well, can play a critical role in shaping visitor movement, spend, and length of stay.
The Coffs Coast Explorer App emerged in response to this intersection of challenges and opportunities. Developed by the City, the initiative sought to address gaps in visitor information and business visibility while aligning with broader economic development and tourism strategies. Rather than acting solely as a promotional channel, the platform was designed to support active exploration, regional dispersal, and meaningful engagement with place, positioning digital visitor servicing as a practical lever for regional economic development.
VOL 19 NO 1 2026 18 www. edaustralia. com. au