CONCLUSION The City of Coffs Harbour’ s Coffs Coast Explorer App demonstrates how digital tools can move beyond promotion to actively support regional economic development. By combining smart technology, place-based storytelling, and collaborative delivery, the initiative strengthened visitor engagement while supporting local businesses and communities.
The platform continues to evolve, shaped by feedback, changing needs, and new opportunities. Its success reinforces a simple but powerful principle: when digital innovation is grounded in place, people, and purpose, it can deliver lasting value for both visitors and regions.
WHAT WORKED, WHAT DIDN’ T, AND WHY Several factors contributed to the success of the initiative. Community involvement was central, shaping content and building trust. When locals see themselves reflected in a platform, they are more likely to promote and defend it. This sense of shared ownership proved critical to uptake and advocacy.
Hands-on business support was another success factor. Onboarding operators into ATDW required more than technical instructions; it involved building confidence, explaining benefits, and providing follow-up support. This reinforced the role of economic development teams as facilitators of capability, not just project managers.
The project also highlighted the importance of layered marketing. Embedding the App across physical spaces, events, and frontline staff interactions helped normalise its use as part of the visitor experience.
Challenges included time constraints for small operators and the need for ongoing promotion post-launch. Maintenance of the kiosks is proving to be time-consuming and costly, with some units out of action from time to time due to exposure to the elements, vandalism, or connectivity issues. These lessons reinforced the importance of relationship building with the kiosk manufacturer to resolve issues along with resourcing digital tools beyond initial delivery.
WHAT’ S NEXT? Continual refinement and additional features are set to enhance the user experience into the future. The Mid North Coast of NSW is no stranger to natural disasters like bushfires and flooding, and as such, a trial is underway to include locationbased weather warnings and emergency messaging. Alongside these safety-focused developments, there is also scope to explore more playful and imaginative applications. An AR experience is currently in development to appear alongside an upcoming exhibition at the City’ s Yarrila Arts & Museum, highlighting the platform’ s versatility. Building brand reputation and trust will be particularly important with the rise in AI-based itinerary planning to ensure the App remains relevant.
IMPLICATIONS FOR ECONOMIC DEVELOPMENT PRACTICE This case study offers several insights for economic development practitioners. Digital visitor servicing should be viewed as economic infrastructure, capable of shaping behaviour, supporting dispersal, and improving yield. Success depends less on technology selection and more on engagement, usability, and long-term stewardship.
Practitioners should plan for sustained support, invest in community co-creation, and prioritise simplicity. Platforms that are easy to use and locally grounded are more likely to deliver meaningful outcomes than feature-heavy solutions with limited adoption.
REFERENCES
1. Destination NSW( 2024, September 23). Review recommends shift to experience-led tourism. https:// www. destinationnsw. com. au / newsroom / review-recommends-shift-to-experience-ledtourism
2. City of Coffs Harbour( 2023). Coffs Harbour Economic Development Strategy 2023. https:// www. coffsharbour. nsw. gov. au / files / assets / public / v / 1 / coffs-harbour-economicdevelopment-strategy-2023. pdf
3. City of Coffs Harbour( 2023). Coffs Coast Tourism Strategy 2023. https:// www. coffsharbour. nsw. gov. au / files / assets / public / v / 1 / coffs-coast-tourism-strategy-2023. pdf
4. Destination NSW( 2025). NSW Visitor Economy Strategy 2035. https:// cdn. sanity. io / files / faycjvmy / production / 3c9663f974fc468621 e7469e39908d069668ee16. pdf / Visitor % 20 Economy % 20Strategy % 20Document % 20 Accessible. pdf
ABOUT THE AUTHOR
LEWIS BELLING Lewis Belling is the Economic Development & Tourism Coordinator at the City of Coffs Harbour. With more than 15 years’ experience across the golf and hospitality industries, Lewis brings a strong customer-focused and commercial lens to place-based economic development. His career includes international roles at the Fairmont Banff Springs Hotel in Canada and The Savoy Hotel in London, providing valuable global perspective. Lewis specialises in building effective partnerships across government, industry, business and community, with strengths in stakeholder engagement, project leadership and strategic initiatives that support sustainable growth and positive regional outcomes. He holds a Master of Business Administration( MBA) through Southern Cross University and is a Certified Economic Developer( ACEcD).
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