One of Shellharbour’s tourism assets – The Farm at Killalea Regional Park. Photo: Kellie O’Brien.
Shellharbour is inviting the community to help shape the city’s tourism future, as work begins on a new roadmap to guide the growth of its visitor economy over the next decade.
A new Destination Management Plan (DMP) by Shellharbour City Council will outline how the municipality’s tourism will grow, but in a way that celebrates what makes the city special, while protecting the lifestyle and environment residents and visitors value.
It comes after Shelharbour gained silver in the Top Tourism Town award for towns with a population of 5000 or more at the 2025 NSW Top Tourism Town Awards, being pipped for first by neighbouring town Kiama.
Shellharbour City Mayor Chris Homer said the plan was an opportunity to build on the region’s strengths so tourism could continue to support jobs, businesses and experiences.
“Shellharbour is a vibrant coastal city with world-class natural attractions, a thriving marina, and a growing reputation as a destination for adventure, culture and relaxation,” Cr Homer said.
“We want to hear from locals, visitors and businesses about what makes Shellharbour unique, and what opportunities they see for the future.”
The new plan will explore ways to grow tourism to allow it to support Shellharbour’s economy, community and environment; raise awareness of Shellharbour and what it has to offer; support new and improved attractions, experiences and activities; and take advantage of emerging opportunities to strengthen Shellharbour’s appeal as a destination.
An industry workshop was held earlier this month, which has now led into a community consultation period, which is open through until November.
Community input will be central to the planning process, with council inviting residents, visitors, and businesses to share their ideas and feedback via Let’s Chat Shellharbour on council’s website.
A draft Destination Management Plan will be prepared in the new year, before going before council in February and, if endorsed, going out on public exhibition next March.
It’s then expected to be adopted by council in April.
Shellharbour is known for its diverse mix of experiences, from environmental assets such as Bushrangers Bay Aquatic Reserve in Shell Cove and pristine beaches such as North Beach in Shellharbour Village, walks at Macquarie Pass National Park to Lake Illawarra’s Art Trail, to manmade attractions such as Shellharbour Marina.
It also boasts a strong calendar of art, culture and community events throughout the year and has year-round attractions such as HARS aviation museum in Albion Park through to skydiving and golf.
In August, council launched a new Shellharbour Airport “Fly From Home” campaign, highlighting its stress-free travel experience and industry-leading accessibility features.
New tourist accommodation options are also being added, including the soon to be opened Crowne Plaza Shell Cove and a 140-room hotel next to The Links Golf Course..
Council is encouraging everyone to share their thoughts on the Destination Management Plan via Let’s Chat Shellharbour. Participants will also have the chance to win a $200 Links Shell Cove gift voucher, with terms and conditions on the website.
