MORE than 100 operators and staff of Coffs Coast tourism businesses gathered at The Jetty Beach House on Tuesday, February 15.

‘Cheers Coffs Coast’ was an opportunity, organised by the Coffs Harbour City Council, for local tourism operators to network, celebrate successes and find out about the latest digital trends.

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Fiona Barden, Coffs Harbour City Council’s Section Leader, Industry Destination Development, said the event was to enable tourism sector people to talk face-to-face but also raise awareness of opportunities for small businesses.

Kellon Beard, from NSW Business, was on hand to present some of the many NSW Tourism Awards won by Coffs Coast businesses, in person, with a highlight being the Gold award for Excellence in Aboriginal and Torres Strait Islander Tourism won by The Giingan Experience, conducted by by Bularri Muurlay Nyanggan Aboriginal Corporation.

Liz Ward, from Tourism Tribe in Brisbane spoke about trends in digital marketing.

She said that customers have never been more digitally savvy and that online purchasing grew by 23.4 percent during Covid, with particular growth in the 50-75 year old age group.

Ms Ward said consumers have expectations of improved online experience, including that businesses understand their needs and experience.

She told the audience that Facebook, Messenger and Instagram are popular with customers, with Instagram generally garnering the highest engagement.

Ms Ward said Instagram had gone from being a photo sharing app to a video and messaging app.

Because 68 percent of marketers report that video is a better investment than Google Ads, Mrs Ward recommended that businesses operate a YouTube channel.

She also said customers respond to offers of value to them and that email gets approximately an 11 percent click rate.

Ms Ward said, “It is gratifying to help operators make some small adjustments to move forward.

“The most common changes are things like updating a Google listing or having a social media plan.”

Ms Barden said, “It has been great for local tourism operators to meet together and share and celebrate experiences from the past two years.”

She said March was Small Business Month, with the motto `Rebuild, Recharge, Renew’, and that she was looking forward to the upcoming Small Business Festival, featuring motivational speaker and surfer Layne Beachley as a guest speaker.

By Andrew VIVIAN