Draft Armidale Region Destination Management Plan
The Armidale Region’s visitor economy is a key driver for economic stimulation, employment opportunities and to attract new residents to the region.
To continue to grow and develop the industry we must, as a region, understand the type of visitor experience we want to deliver, the impact we want tourism to have on the region and its role in delivering real outcomes for our residents such as employment, infrastructure and liveability.
The Draft Armidale Region Destination Management Plan (DMP) is a place-based strategy designed to guide the sustainable growth of the visitor economy across the Armidale region. It is accompanied by an Insights Report that includes a comprehensive evidence base that underpins the strategy, actions, and priorities within the main plan.
The DMP will enable the region to set tourism targets with a wider lens, ensuring tourism is managed strategically for long-term community benefit. Unlike a traditional tourism strategy, a DMP takes a holistic view, incorporating social, cultural, economic, and environmental considerations to deliver a robust, integrated framework for implementation.
The DMP includes the following Strategic Priorities:
1. Strengthen community ownership ancd leadership in tourism
Empower locals – Indigenous, youth, and enterprises – to shape tourism through leadership, business, and industry support.
2. Activate and promote distinctive experiences year-round
Build on Armidale’s creativity, nature, and seasons by enhancing and promoting events, trails, storytelling, and themed journeys to extend visitation year-round.
3. Improve access, safety, and infrastructure readiness
Invest in inclusive, accessible, connected infrastructure – facilities, signage, heritage access, inclusion, transport and visitor information – for residents and visitors alike.
4. Regenerate and steward natural and cultural assets
Ensure tourism supports preserving and regenerating landscapes, biodiversity, and cultural heritage, integrating Indigenous land care and knowledge.
5. Coordinate regional collaboration and investment readiness
Align with regional initiatives, support business and investment, and build partnerships to boost the destination’s visibility, viability, and vibrancy.
Provide your feedback
The Draft Destination Management Plan was developed through an extensive program of engagement with the community, including workshops with more than 150 people in Armidale and Guyra, and a follow-up survey. The workshops included participants from the tourism industry, community groups, residents, education institutions, local businesses, and government bodies. Following the engagement sessions, the outcomes were validated with participants and the draft documents were prepared by consultants.
Council is now seeking your feedback on the Draft Armidale Region Destination Management Plan and the future of our visitor economy.
Submissions are invited and must be addressed to the General Manager, Armidale Regional Council, PO Box 75A, Armidale, NSW 2350, or sent by email to council@armidale.nsw.gov.au and marked 'Submission on Draft Armidale Region Destination Management Plan'.
Submissions must be received by 5pm Tuesday 3 February 2026.
Please be aware that if you make a submission, other people may have access to your comments. This may be as a result of a report to a Council meeting or as part of an application under the Government Information (Public Access) Act 2009. Also, under State legislation, any person making a submission on a Draft Armidale Region Destination Management Plan must also disclose whether they or an ‘associate’ have made a ‘reportable political donation’ or gift to a local Councillor or Council employee within the period commencing two years before any submission is made and ending when the Draft Armidale Region Destination Management Plan is determined. Further details including disclosure forms are available on request from Council.
