Our Ethos
We exist to work with the industry and our members to ensure we navigate through the challenges and opportunities facing regional tourism. Our aim is to bridge the gap between generic destination marketing campaigns and essential B2B / B2C marketing and sales activities that create measurable conversion for our members.
"Resilient tourism businesses are those that continually innovate to stay ahead of market trends, look for efficiencies to reduce costs, diversification opportunities to increase income, whilst retaining a strong customer focus"
About Us
Why?
The South Coast Tourism Industry Association (SCTIA) was initiated in January 2020 post the NSW South Coast bush fires. Since SCTIA's inception our tourism industry has faced ongoing impacts of the Covid-19 pandemic and further natural disasters. The association recognised the need for the tourism industry to have an independent voice, to ensure cohesion between government tourism bodies and the needs of tourism businesses on the South Coast, NSW. The South Coast Tourism Industry Association aims to recognise, develop and implement new strategies for our tourism industries future. Our aim is to identify opportunities for members and their communities to benefit from recovery funds and grants that support future tourism growth and the promotion of the South Coast, NSW. The association was formed to provide a platform for advocacy, education, marketing and networking opportunities.
The South Coast 2020 bushfires and subsequent pandemic and natural disasters, exposed a number of key issues that need to be addressed:
- The industries reliance on peak holiday visitation - at the time of the bushfires, we discovered that 80% of revenue was gained from 20% of the year during peak holiday seasons, with no strategy to encourage visitation throughout the year. We need to address seasonality issues and create a sustainable year round strategy.
- Many products were not 'market ready' which impedes acceptance and promotion of our region through traditional tourism distribution channels, in addition to Local, State and Federal government marketing channels.
- We should encourage tourism businesses to see the benefits in working alongside Industry organisations, businesses, local, state and federal government departments to maximise opportunities to promote the South Coast region as a tourist destination.
- Promote collaboration and shared visions between tourism businesses rather than seeing each other as competitors in their own destinations - working together makes a destination stronger.
- Most recently, the South Coast has been marketed as four distinct regions; Illawarra, Shoalhaven, Eurobodalla and Bega. A tourist does not see local government boundaries. By promoting the whole of the South Coast, we can be competitive in domestic and international markets, not only against other NSW regions such as Central Coast, North Coast, Hunter Valley but with other other regional destinations across Australia.
- Whilst there are many government tourism organisations that support the development and promotion of products in our region, due to the current environment, there is insufficient support on the ground for businesses to be educated about developing market ready destination experiences and implement new forward thinking strategies.
In short, it is time for our tourism industry to engage and collaborate, to recover from the impacts of 2020 and 2021, to come up with new concepts and ideas that enable greater resources and funding support to rebuild and secure our place, as a desirable tourism destination to domestic and international markets. We aim to create a resilient and more economically sustainable industry on the South Coast, NSW.
What and who we are
- Totally South Coast focussed
- Independent industry led and focussed
- Implementation and action oriented
- Led by key South Coast industry figures
- Not for profit
Member Benefits
- Independent representation to industry and distribution channels
- Increased visitation
- Development of a more diverse visitor base
- Securing grant support
- Increased profile of the South Coast as a highly desirable destination
- Development of more consistent and sustainable income throughout the year
Enquire about membership
Visit the membership page or email us here