To date, the App has recorded over 6,000 downloads, with users engaging multiple times per day across more than two days on average. This pattern suggests the platform was actively used throughout visitors’ stays.
reflect not only usage, but engagement, behaviour, and business participation.
Quantitative data was drawn from in-app analytics, tracking downloads, session frequency, feature interactions, and session duration. To date, the App has recorded over 6,000 downloads, with users engaging multiple times per day across more than two days on average. This pattern suggests the platform was actively used throughout visitors’ stays rather than downloaded and forgotten.
INNOVATION IN PRACTICE: BEYOND A TOURISM APP Innovation within the App extended beyond the use of new technology to include design choices, delivery models, and an emphasis on inclusive access. The project focused on applying technology in ways that meaningfully enhanced the visitor experience and supported economic outcomes.
The introduction of seven( 7) touchscreen digital kiosks throughout the Coffs Coast complemented the mobile App by providing access for visitors without smartphones or those who prefer a physical interface. By mirroring App content, the kiosks created a consistent experience across digital and on-ground touchpoints.
Together, these innovations demonstrate how regional destinations can apply technology thoughtfully, prioritising usability, inclusion, and local relevance rather than novelty alone.
MEASURING IMPACT AND OUTCOMES From the outset, the initiative was supported by a performance framework designed to capture both outputs and outcomes. Metrics were selected to
Comprehensive analysis showed strong engagement with nature-based trails, markets, and curated itineraries, aligning with strategic priorities around dispersal and experience-led travel. Event-based activations also proved effective, with targeted promotions during major sporting events generating significant download spikes.
Business participation was measured through ATDW onboarding, with more than 50 new listings added over a 9-month period. Qualitative feedback from operators highlighted increased visibility and confidence in digital promotion.
Visitor and stakeholder feedback was collected through surveys, in-app forms, and community activations. This feedback informed ongoing updates, reinforcing a continuous improvement approach and ensuring the platform remained responsive to user needs.
One of the most distinctive features is the Coffs Coast Wildlife Quest, an AR experience designed to engage families and younger visitors. By encouraging exploration of the Botanic Garden and incorporating Gumbaynggirr language, the feature combines play, education, and cultural recognition. Importantly, it also increases dwell time and supports naturebased visitation aligned with the region’ s ECO Destination Certification.
Accessibility was another area of innovation. Audio descriptions were added to self-guided trails to support visitors with visual impairments, older travellers, and those who prefer listening over reading. This shift from text-only content broadened the platform’ s appeal and reinforced inclusive design principles.
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