The NSW Central Coast tourism sector is set to benefit from a major new destination marketing push, with Destination Central Coast officially launching its new BE. RIGHT. THERE. campaign to position the vibrant region as one of the state’s leading short-break destinations.
Running until 20 July 2026, the large-scale campaign responds directly to shifting traveller behaviours as Australians increasingly prioritise shorter, lower-effort escapes that deliver meaningful experiences without the complexity or cost of long-haul travel.
At a time when cost-of-living pressures and rising fuel prices are creating challenges across the tourism sector, the campaign leverages one of the Central Coast’s strongest competitive advantages – its accessibility. Perfectly positioned just 45 minutes from Sydney by car or train, the region is ideally placed to capture demand from high-value NSW drive markets seeking spontaneous getaways close to home.
The BE. RIGHT. THERE. campaign’s striking destination imagery and creative messaging showcase the breadth of experiences available across the region, including nature and wellness experiences, sophisticated dining and boutique accommodation, as well as family and pet-friendly itineraries, events and unique local attractions.
The timing is particularly significant for the travel industry, with regional destinations increasingly competing for a share of the growing “micro-holiday” and drive-market segments. The growing uptake of electric vehicle travel further enhances the Central Coast’s appeal as an easy‑to‑access getaway, creating new opportunities for sustainable and affordable journey options for visitors.
The campaign is supported by a high-impact, multi-channel media strategy spanning out-of-home advertising, broadcast video-on-demand platforms including 7+, 9Now, SBS On Demand, YouTube, Spotify, Google display advertising and social platforms including Facebook and Instagram.
Industry support is a major focus of the initiative, with the destination campaign complemented by a 12-month tactical co-operative marketing program designed to help local tourism operators convert increased awareness into direct bookings.
Through the co-op program, Central Coast tourism businesses can participate in tailored partner packages on a rolling basis through to March 2027, enabling operators to remain visible to consumers, strengthen resilience and capitalise on campaign momentum over the longer term.
All campaign activity directs consumers to a dedicated landing page where participating operators can feature tailored offers and experiences designed to drive bookings and visitation.
By combining high‑profile destination marketing with direct industry participation, Destination Central Coast is driving long‑term growth for the visitor economy while delivering meaningful commercial opportunities for local tourism businesses at a critical time for the sector.
The campaign hero video, Discover short breaks. BE. RIGHT. THERE. can be viewed here: Discover short breaks. BE. RIGHT. THERE.
