A pitch to national and international tourists is an integral part of the Lake Macquarie City Council ‘Destination Management Plan 2018-2022’ which was adopted at Monday night’s Council meeting.

The DMP outlines Council’s Destination Direction, Vision, Mission, Key Strategic Policies and gives an Overview of the many different features that makes Lake Macquarie one of Australia’s most attractive tourist locations.

Mayor Kay Fraser said that tourism is an important part of the local economy and will play an increasing role as Lake Macquarie continues to diversify and capitalise on the opportunities presented by a superb natural environment, growing number of cultural, sporting and adventure tourism attractions, and proximity to the international gateway of Sydney.

“The Destination Management Plan will help us identify and grasp those opportunities, to package the unique qualities of Lake Macquarie and market them nationally and internationally.”

Destination Direction

The destination direction sets out the overarching strategic objectives and priorities for the DMP, setting out the pathway that Council needs to follow and providing ‘direction’ for what it needs to ultimately achieve in order to grow its visitor economy.

Vision

The vision for Lake Macquarie Tourism is to: TRANSFORM LAKE MACQUARIE INTO A RECOGNISED VISITOR DESTINATION BOTH NATIONALLY AND INTERNATIONALLY.

Mission

The mission for Lake Macquarie Tourism is to: HIGHLIGHT THE DIFFERENTIATING FEATURES OF LAKE MACQUARIE AND PROVIDE THE NECESSARY PRODUCT AND INFRASTRUCTURE TO SUPPORT THE VISITOR ECONOMY.

Key Strategic Priorities

The following strategies are designed to support growth in the Lake Macquarie visitor economy and facilitate the achievement of the DMP’s vision and mission.

  1. DELIVER UNIQUE VISITOR EXPERIENCES TO ENABLE GROWTH IN TOURISM. To achieve this strategy the focus will be on the key areas that best identify with the Lake Macquarie brand and provide a strong sense of place.
  2. DEVELOP INNOVATIVE TECHNIQUES TO INCREASE LAKE MACQUARIE’S EXPOSURE. The focus here is to promote Lake Macquarie, both domestically and internationally, using digital and social media forums and remaining open to new channels.
  3. CONSOLIDATE EXISTING VISITOR SEGMENTS AND BROADEN THE VISITOR MARKET BASE. This strategy focuses Lake Macquarie’s branding and marketing strategies, while also introducing a more comprehensive events calendar focused on developing key sites.

Overview

Lake Macquarie, covering 757 square kilometres, is a pristine coastal destination featuring magnificent natural assets including the lake, beaches and mountains. Its main natural features include:

  • The largest permanent coastal saltwater lake in the Southern Hemisphere, with a circumference of 174km
  • 32 km of coastline to the east, including four seasonally patrolled beaches
  • The Watagans National Park to the west

It is a diverse coastal destination abundant with natural assets which provide a distinct sense of place and uniqueness. The population of Lake Macquarie is dispersed across 95 communities, including nine town centres. The communities vary in size and scale, ranging from quaint and historic to large and commercial.

Words From Our Mayor

Lake Macquarie is spoilt for natural assets. Australia’s largest permanent coastal saltwater lake, 32 kilometres of pristine coastline and the vast green expanse of the Watagan Mountains are among the natural features of our City, loved and lauded by locals and visitors alike.

As a tourism destination we are attractive, welcoming, affordable and easily accessible to those living within Australia’s largest population catchment.

The same qualities that lure people here to live are those that attract visitors: the opportunity to escape the rat race; relax and unwind in glorious outdoor settings; or spend quality time with family and friends in the easy, hospitable environment of our town centres and villages.

These attributes bring more than one million tourists to Lake Macquarie each year. Most of them are domestic tourists, but the City’s delights are gaining growing recognition within the international market as well, driven by favourable word-of-mouth reviews and exposure gained from the hosting of large-scale events, such as the International Children’s Games.

Tourism is an important part of our economy and will play an increasing role as Lake Macquarie continues to diversify and capitalise on the opportunities presented by our superb natural environment, growing number of cultural, sporting and adventure tourism attractions, and our proximity to the international gateway of Sydney.

This Destination Management Plan will help us identify and grasp those opportunities, to package the unique qualities of Lake Macquarie and market them nationally and internationally. It will provide a blueprint to grow existing markets and further expand our visitor economy, using innovative marketing methods and harnessing the persuasive power of social media to tell our story to the world.

There are exciting times ahead. As our brand mantra suggests, there are endless reasons for tourists to Love the Lake.