News - Bega Merimbula Eden Bermagui Tathra Pambula

Bega Valley Shire Mayor Tony Allen has welcomed the news that Australia’s Coastal Wilderness National Landscape is the recipient of Federal funding to develop a Brand Toolkit and top class website to support the regions’ key position on Tourism Australia’s www.australia.com

“We have been advised that these two projects will be undertaken in the New Year as a pilot for all 10 of Australia’s current National Landscapes,” he said.

“The National Landscapes program will ultimately identify the top 15 Australian experiences for use by Tourism Australia in its international marketing programs and campaigns.”

Australia’s Coastal Wilderness extends from Bermagui to Lakes Entrance and was one of the first National Landscapes to be announced in 2008.  Recently Kangaroo Island and The Kimberley have been added to the program.

The Coastal Wilderness brand sets out those features that make the region one of the world’s most outstanding areas of untouched temperate forested coastline.

The Brand Toolkit will provide a range of identity and promotional material that allows businesses, agencies and local government to deliver a consistent brand message.

“It will allow all of us to sing from the same song sheet,” Cr Allen said.

“One key outcome for Council will be the capacity to roll out new signage across the Shire that reinforces our place as Australia’s Coastal Wilderness.”

Tourism Australia’s Australia.com website attracts more than one million hits per month in nine languages.

In modern tourism by far the majority of potential visitors are researching their travel decisions on the web.

“Already Australia’s Coastal Wilderness is accessed from the opening page on Australia.com

“It is critical that potential visitors can move immediately on to a top-class web page that introduces this region and through that page can access the attractions and services on the Sapphire Coast.”

Sapphire Coast Tourism Ltd discussed the projects at its board meeting this week and gave the proposals its strong support.

The budget for the projects is over $120,000 provided by Tourism Australia and the Commonwealth Department of Resources, Energy and Tourism.

The projects will be managed by the Commonwealth agencies in partnership with the Australia’s Coastal Wilderness Steering Committee.

That Committee’s local membership includes representatives from the Bega Valley, East Gippsland and Bombala Shires Councils, Sapphire Coast Tourism, the National Parks and Wildlife Service and Victorian State agencies.

“This is a terrific result for regional tourism,” Cr Allen said.

“It is already to our incredible good fortune that we are up there as one of the very limited number of the world-class best of Australia.

“These projects are timely and welcome steps to enhance what that recognition can deliver to our local economy.”

“There is increasing evidence of more international visitors to our region.

“While the program is targeted to a certain class of international visitor I have no doubt that the increasing international recognition of what the area offers will be hugely interesting to a domestic tourism market that has yet to explore the best of what their own country offers.”

More information on the work of the Australia’s Coastal Wilderness Steering Committee is available from Council’s corporate planner, Adrian Weedon on 6499 2379 or email This e-mail address is being protected from spambots. You need JavaScript enabled to view it