Winners are grinners … Kiama councillors Matt Brown and Yasmin Tatrai, with Sally Bursell, are congratulated by Natalie Godward from the NSW Tourism Industry Association. Photo: Kiama Council.
The Illawarra and South Coast have made a clean sweep of the NSW Top Tourism Town Awards, with Kiama claiming the main title for the second year running.
Kiama edged out its larger neighbour Shellharbour to be awarded NSW’s top town (population of 5000 or more).
Third place went to Ballina on the Far North Coast. For the first time, a people’s choice award was given, with Newcastle claiming the win.
Further down the coast Merimbula was awarded the best small town title (population between 1500 and 5000), finally managing to unseat Berry which had held the award since 2022.
Robertson claimed silver and the people’s choice award, while Gloucester, in the Hunter region, won bronze.
For the third year running, Huskisson won the tiny town title (population under 1500). It was followed by Broke in the Hunter Valley and Milthorpe, near Orange, which also claimed the people’s choice award.
The awards were announced at the Local Government NSW Destination and Visitor Economy Conference in Tweed Heads.
Destination Kiama chair Councillor Matt Brown said the award was a testament to the collaborative efforts of tourism operators, local businesses and the wider community.
“It reinforces Kiama’s reputation as a welcoming and vibrant destination that offers authentic and memorable experiences year-round.”
Judging included an assessment of Destination Kiama’s target market segmentation, a travel itinerary to suit that market, short video production, a public vote and a secret shopper visit.
Council’s tourism and economic development manager Sally Bursell said the award strongly endorsed the work of Destination Kiama and its initiatives designed to support local tourism and grow the visitor economy sustainably.
“Tourism management has evolved and is no longer about simply increasing visitor numbers,” she said.
“In fact, it’s quite the opposite – our focus is on strategies that ease pressure on the community and maximise both economic and social benefits.
“We do this by prioritising the reduction of seasonality and targeting high-value travellers who stay longer in non-traditional times and spend more.”
Council is encouraging Kiama’s business, hospitality, cultural and tourism sectors to help shape a shared vision for a vibrant, safe and sustainable night-time economy.
“This recognition comes at a time when council is preparing a visitor economy strategy,” Sally said.
“There’s little point changing the rules for businesses that don’t want to stay open later – but for those that do, we can support that ambition.”
