Tourism industry stakeholders on the NSW North Coast are invited to take part in a new initiative to promote the popular touring drive along and surrounding the Pacific Coast corridor – The Legendary Pacific Coast.

Russell Mills, Deputy Chair of Pacific Coast Touring Route and CEO for Northern Rivers Tourism, said: “Collectively industry and stakeholders are encouraged to be involved in The Legendary Pacific Coast project to strengthen the vibrant brand conceptualised for the road itself and in turn maximise the economic potential for the coastal and hinterland towns and communities along this legendary stretch of road.

“Together, as part of the self-drive campaign, travellers along The Legendary Pacific Coast will be encouraged to travel at their own pace and create personal memories and legendary experiences to increase the prominence of this popular touring route, establishing The Legendary Pacific Coast as a top tourism drive in Australia.

“Partnership workshops, for the tourism industry, will be held in four locations and provide industry the opportunity to learn first-hand the innovative developments secured for this project and also take part in a ‘traveller’s technology’ presentation.”

The workshop for the Northern Rivers will be held at the Ballina Beach Resort on Tuesday, 31st August. Places are still available – call 66870695 or

The Legendary Pacific Coast project began earlier in the year and has focused on developing a new brand for the touring route, previously known as the Pacific Coast Touring Route, and developing a suite of innovative and targeted opportunities for both industry and travellers. 

These include a new website, campaign photo shoot, tourist signposting, brand communications and media and a leading role in innovation and technology.

Collectively The Legendary Pacific Coast accounts for nearly 22 million visitors to NSW, and over 33 million visitor nights.  Total expenditure was $5.4 billion in 2008.