Tourism operators told to embrace change in a competitive market

Rhonda Taylor.

Rhonda Taylor.

OBERON tourism operators have been urged to “keep moving forward and embrace change” to achieve their goals.

Destination Country and Outback general manager Rhonda Taylor was the guest speaker at the Oberon Business and Tourism Association monthly meeting last week.  

She told the meeting it was vital for tourism stakeholders and supporters to work together with their local council to grow the industry.

Ms Taylor said she was pleased to hear Oberon mayor Kathy Sajowitz was committed to the tourism industry and spoke about ways to promote Oberon in the very competitive tourism market.

“Destination NSW’s doors are open to any partnership you wish to bring to the table,” Ms Taylor said.

“The NRMA and Rex Airlines are currently involved in a campaign, which is about to be launched, promoting tourist routes in NSW.

“Work together, develop a business case with a budget and apply for funding. Many partnerships are possible, both within and without the region. An Oberon to Orange cycle route, perhaps?”

Ms Taylor told tourism operators to “identify what is going to give you a lift”.

“Determine the area’s unique selling point, whether it’s snow, gardens, truffles or turning off from the digital world and work together to develop it,” she said.

“You need to be export ready. You need to package what you have on offer to appeal to the international market.” 

Ms Taylor also talked about the appeal of “experiences” like the proposed 160km Great Western Walk, a project on the Destination NSW drawing board.

The route will run from Emu Plains to Bathurst and follow as closely as possible the original line of William Cox’s 1814/1815 road, Australia’s first inland European road.

Similarly, the successful promotion of the Tablelands Way as a touring route will be achieved with the emphasis on the experiences to be enjoyed along the way.

Ms Taylor concluded with some information about how Central West tourism is working with the Central Region of Councils (CENTROC) to promote the Central West “story”, which includes promoting local attractions.