Tourism is often treated as an isolated industry separate from economic development. But in reality, tourism is a foundational economic driver with long-term impacts. Destinations that invest strategically in tourism don’t just attract visitors; they attract businesses, talent, and investment.
Every dollar spent by a visitor supports the local economy, supporting accommodation, dining, transport, retail, events, and cultural experiences. But beyond the direct economic injection, tourism plays an even more critical role: it shapes perceptions of place. A visitor’s experience can spark a much bigger decision that turns them from tourists into future residents, entrepreneurs, or investors.
Many councils and regions fail to leverage tourism’s full economic potential. The challenge is no longer just about attracting visitors; it’s about ensuring the tourism narrative connects to liveability and investment opportunities.
The Seek Off Beat campaign we developed for the City of Newcastle helped reposition the city and became a broader place brand narrative that showcased Newcastle as a vibrant city in which to live and work.
People don’t just visit places—they consider relocating, investing, or starting a business there.
Tourism is the first step in a longer journey, one that councils and governments need to facilitate actively:
Councils must connect the dots between tourism, relocation, business growth, and infrastructure planning. If they don’t, they risk missing out on long-term economic opportunities from their tourism investments.
We developed a digital economic prospectus and brand for Newcastle to drive relocation, business opportunities, and liveability. This ensured visitors had a clear path to becoming part of the city’s future.
We worked with Georges River Council to develop a place branding strategy beyond tourism. We focused on economic growth, cultural identity, and community pride, ensuring that the brand worked for residents, businesses, and visitors.
Councils must modernise economic storytelling to showcase their region’s full potential and ensure that the tourism → relocation → investment journeys are seamlessly connected.
Our place brand strategy positioned Lake Macquarie as a destination to live, work, and invest in—not just visit. By developing a strategic, long-term vision, the region could better engage potential residents, businesses, and investors while still supporting tourism growth.
For councils to unlock economic growth, they must:
Places that connect the dots between tourism and economic growth thrive—not just as visitor destinations but as dynamic hubs for business, investment, and community growth.
If your place brand only focuses on visitors, it’s missing the bigger picture.
Talk to The Brand Pool about how strategic place branding and digital economic prospectuses can help your region attract not just tourists—but talent, business, and investment.
Awabakal Country
PO Box 1695
Newcastle 2300
New South Wales
Australia
Wadawurrung Country
Surf Coast Shire
Victoria
Australia
We acknowledge that we work on the lands of the Awabakal and Wadawurrung nations. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Strait Islander people continue to play within our region and all of Australia.
Awabakal Country
PO Box 1695
Newcastle 2300
New South Wales
Australia
Wadawurrung Country
Surf Coast Shire
Victoria
Australia
We acknowledge that we work on the lands of the Awabakal and Wadawurrung nations. We wish to pay respect to their Elders – past, present and future – and acknowledge the important role all Aboriginal and Torres Straight Islander people continue to play within our region and all of Australia.
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