Go Grand winter tourism campaign drives strong results for South Coast and Southern Highlands

A recent winter tourism initiative spanning Wollongong, Shellharbour, Kiama, Shoalhaven, and the Southern Highlands was a resounding success, with the Go Grand campaign generating over 57,000 direct clicks to the campaign landing page and delivering more than 4,400 qualified leads to local tourism businesses.

Launched in late May via WISDOM, and running through to October 2025, Go Grand in the South Coast and Southern Highlands united five Local Government Areas (LGAs) under the iconic Grand Pacific Drive to position the region as NSW’s ultimate winter road trip destination. Focused on the campaign’s four themes — Grand Nature, Grand Flavours, Grand Stays, and Grand Experiences — the campaign generated significant returns for tourism operators across the coast and highlands.

Says Shannan Perry-Hall, GM, Destination Sydney Surrounds South, Spokesperson for Go Grand: “The results demonstrate what’s possible when regional destinations work together toward a shared goal. We’re incredibly proud of what the Go Grand campaign has delivered, not only in terms of economic uplift, but in the way it celebrated the diversity of our region and inspired thousands of people to explore it.

“During the campaign period, we saw a 6.5% increase in visitor spending across the five participating LGAs, with a total of $209 million injected into the local visitor economy. We also achieved an 18% increase in Grand Pacific Drive’s database, growing the email and social media audience significantly, a vital outcome that ensures we can continue engaging with potential visitors year-round. These results show the power of collaboration and the importance of promoting the region with a unified voice.”

The joint initiative was developed to strengthen regional tourism through collaboration. By working together under the established touring route of the Grand Pacific Drive, Destination Sydney Surrounds South and the LGAs were able to pool resources, align messaging, and drive greater levels of visitation than through individual campaigns. For travellers, the campaign offered a clear call to action — plan a winter getaway through some of NSW’s most picturesque and experience-rich destinations.

While the campaign provided the region with a welcome boost during the winter, the South Coast and Southern Highlands visitor economy plays a critical role for the region year-round. Both directly and indirectly supporting 21,765 local jobs and contributing $3.6 billion in visitor expenditure annually, it’s an important industry to support. Shopping local, booking a weekend away or simply choosing to dine regionally can make a real difference for small tourism operators.

Says Jeremy Wilshire, General Manager, Destination Wollongong: “The Go Grand Campaign not only showed the depth of experiences along the Grand Pacific Drive, but also brought real value to our local operators. Seeing this level of engagement from clicks to conversions to actual visitation reinforces just how powerful a collaborative regional story can be.”

Says Mayor Chris Homer, Shellharbour City Council: “Campaigns like Go Grand help showcase what makes our region truly grand. Tourism growth in Shellharbour has been exceptional, with visitor numbers and spending far above regional averages. This July, usually our quietest month, saw nearly double the tourists and a 74% increase in spend compared to last year. Shellharbour is fast becoming one of NSW’s top coastal destinations, thanks to assets like Killalea Regional Park and our growing marina.”

Says Mayor Cameron McDonald, Kiama Municipal Council: “Kiama’s winter magic is best experienced together. By joining forces with neighbouring regions, we have shown visitors that the South Coast and Highlands have wonders to discover in every season.”

Says Mayor Patricia White, Shoalhaven City Council: “Welcoming more visitors in winter helps provide a year-round sustainable economy. The Shoalhaven visitor economy provides a $1.5 million economic boost to the region each year and supports 6,000 jobs. Strategically, the South Coast and Highlands are positioned well to partner in leveraging opportunities in the future, such as the Western Sydney Airport.”

Visitors are encouraged to keep exploring, because every season offers something grand.

Discover more at: www.grandpacificdrive.com.au/grand

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