Visitor numbers to Orange for holiday, family or business purposes have increased steadily in the past three years. Orange City Council has been working closely with Explorer Country Tourism, the regional tourism organisation, and Tourism NSW to ensure that Orange and other areas in the Central West are developing the appropriate tourism product to meet the demands of visitors.
Over the past 18 months, Explorer Country Tourism has conducted the most comprehensive visitor research program ever undertaken in the Central West. The research with a net sample size of 7,300 has provided much needed market data for the region on which all marketing and development decisions at local or regional level are based.
An upcoming regional action plan and associated business prospectus for each LGA in the region will develop and encourage further activity within the tourism industry.
The growth of tourism in Orange in recent years can be attributed to the strategic direction set by the Orange Tourism Review conducted by Orange City Council in 2001. This review set long and short term strategic objectives for the development of the local tourism industry and subsequent marketing strategies. The review involved a range of industry stakeholders at local, regional, state and national level and has lead to the development of key partnerships with organisations, including See Australia, Tourism NSW, the Department of Transport and Regional Services and NSW Department of State and Regional Development.
Orange’s tourism attraction is built on the back of a strong calendar of annual events including the following.
- F.O.O.D Week – April
- Winefest – October
- Australian National Field Days – October
- Farmers Markets – 2nd Saturday each month.
- Regional, State and National sporting events
Visiting Orange to experience the local food and wine is increasingly becoming the City’s main drawcard. The viticulture industry continues to grow and drive economic diversification. Over 20 wineries are now operating in the Orange district, all producing award winning cool climate wine of unique and distinct character.
Coupled with a reputation for producing quality local food and first class restaurants, Orange is known as a place to enjoy world class culinary delights.Local farmers, producers and orchardists are increasingly aware of their role in the marketing of tourism in Orange. More and more producers are value adding to their existing products, such as producing jams, juice and so forth, in an effort to attract greater exposure and interest in the region to potential visitors.In conjunction with Council, a Produce Trail is being developed to further promote these enterprises.
The recent change in domestic travel patterns is also driving more tourism business to the City. International instability has had a positive impact on regional destinations as people are now opting to travel within Australia rather than travel overseas. The trend for people to take shorter holidays closer to home is a great outcome for Orange given its proximity to Sydney and Canberra.With continued development of tourism focused facilities and segment based marketing strategies the future of tourism in Orange looks strong.
For more information contact Council’s Manager Tourism and Promotions, Jason Bourke, on (02) 6393 8228.
