Destination NSW has recently launched a collaborative marketing initiative with the Caravan and Camping Industry Association, introducing the innovative ‘Feel More, Live More’ campaign. This strategic move aims to invigorate year-round tourism to the state’s 400 holiday parks. The campaign, developed in conjunction with media agency Sweeney Advertising and production agency Brightworks Creative, comes on the heels of the NSW holiday parks recording an impressive 81% average occupancy rate over the New Year week in December 2024, marking the highest rate in four years.

The primary objective of this month-long campaign is to enhance awareness of the diverse offerings available in NSW during the autumn, winter, and spring seasons. John Graham, the Minister for Tourism, emphasizes the significance of NSW as the leading destination in Australia for caravan and camping enthusiasts. He underscores the government’s commitment to supporting this sector, recognizing its pivotal role in bolstering the visitor economy and striving to achieve a target of $91 billion in annual visitor expenditure by 2035.

Tourism Research Australia data underscores NSW’s preeminence in domestic overnight caravan and camping visits, nights spent, and expenditure. In the year ending September 2024, the state attracted five million domestic overnight visitors engaging in caravan and camping experiences. CEO of the NSW Caravan and Camping Industry Association, Lyndel Gray, highlights the allure of NSW’s picturesque landscapes, positioning the state favorably for camping and caravanning activities. Gray underscores the industry’s recent surge in bookings and encourages individuals to plan their getaways to relish regional NSW during the cooler months.

Karen Jones, the Acting Chief Executive Officer of Destination NSW, acknowledges the pivotal role of caravan and camping experiences in regional tourism. She articulates how these experiences offer visitors a chance to immerse themselves in nature, unwind in scenic locales, and embrace a spirit of adventure throughout the year. The ‘Feel More, Live More’ campaign represents a concerted effort by Destination NSW to deepen its support for this thriving sector, collaborating with the Caravan and Camping Industry Association to inspire more visitors to explore the state’s exceptional holiday parks beyond the peak summer season, thereby fostering sustainable growth for regional enterprises and communities.

The campaign will be prominently featured on television in NSW, extending its reach to regional Victoria, the ACT, and Southern Queensland, with subsequent targeted social and digital content. Aligned with Destination NSW’s Feel New brand, ‘Feel More, Live More’ aligns with the Recharge Here marketing campaign, which promotes electric vehicle-friendly road trips across Greater Sydney and regional NSW.

In conclusion, this innovative campaign not only aims to boost tourism to NSW’s holiday parks but also underscores the state’s commitment to supporting the caravan and camping sector, driving economic growth and fostering a culture of exploration and adventure year-round.