Newcastle council has adopted a bold five-year plan to help "reposition" the city as a premier tourism and events destination.
The Newcastle Destination Management Plan (DMP), which was developed with industry input, aims to reset the city's tourism identity and brand by celebrating indigenous, natural and built heritage points of difference.
The plan, which was exhibited for eight weeks and adopted on Tuesday, features a number of strategies including investigating a waterfront conference centre.
"Despite world-class beaches, a thriving arts scene and small-bar culture, Newcastle isn't always thought of as a tourism destination," the council's strategy director Brett Smith said
"The DMP addresses this with a plan to debunk misconceptions and create a clear identity for the city."
Lord mayor Nuatali Nelmes said the plan would serve as a a blueprint for "collaboration across government and industry" to "achieve a shared vision for Newcastle".
"Prior to COVID-19, our tourism industry contributed $1 billion to the local economy each year," she said.
"The DMP is a blueprint for collaboration across government and industry, creating meaningful partnerships to achieve a shared vision for Newcastle as a premier visitor destination.
"Ongoing investment in events and tourism is integral to building a thriving, diverse and robust economy in order to future-proof Newcastle."
