Manly tourism group: Push on to bolster area’s ‘brand’ in Australia and overseas after Covid setbacks

Manly’s tourist businesses were savaged by Covid, but a new tourism body will push to bolster the area’s brand in Australia and overseas.

A new local tourism body has been launched to attract visitors back to Manly to help struggling businesses fight back after a two-year battle with Covid.

Not-for-profit Experience Manly is now a registered tourism organisation that is eligible for government financial support to revitalise the visitor economy on the northern beaches.

It has already been successful in gaining a substantial grant towards events and is applying for more cash to help fund a series of marketing campaigns designed to highlight Manly’s “brand’ in Australia and overseas.

The Corso at Manly in December, 2020, during a Covid wave. Experience Manly, a new local tourism body launched in Wednesday, will work to attract visitors back to the area.. Picture: Jenny Evans/Getty Images

In pre-Covid data from the state government’s tourism body, Destination NSW, figures reveal that in the 12 months to December 2020, there were close to one million “international, domestic overnight and daytrip travellers who visited Manly”.

But that figures represents just 4 per cent of the total visitors to Sydney.

Experience Manly chairman and co-founder, Matt Clifton, a prominent Manly hospitality operator with venues including The Cumberland and Donny’s Bar, said that had to change.

“It’s about bolstering the Manly brand,” Mr Clifton said.

Matt Clifton at his venue Market Lane Live in Manly, struggled due to Covid lockdowns. Picture: Adam Yip

“Our brand is not yet aligned internationally with what Bondi is.

“We’ve got just as much over here to offer as Bondi does.

“If you're staying at Circular Quay, it’s 20 minutes to get to Darling Harbour but it’s also 20 minutes to get to Manly

“We need to bridge that gap in communication. That’s what Experience Manly is here for.”.

Mr Clifton and the group’s other three co-founders: Manly Business Chamber president Charlotte Rimmer; partnerships manager at Athas Group (a private commercial property business which is a major landlord in Manly) Tracey Mietzke and; vice-president of Manly Business Chamber and general manager tourism development for NRMA, Michael Betteridge, launched the organisation at the Manly Greenhouse in Wednesday night.

The founders of "Experience Manly ", a local tourism organisation, at the Manly Greenhouse on Wednesday. (Left to right) Charlotte Rimmer, Matt Clifton, Tracey Mietzke and Michael Betteridge. Picture: Experience Manly

As well as being attended by tourism and hospitality business operators, State MP for Manly James Griffin; Federal MP for Warringah Zali Steggall; Northern Beaches mayor Michael Regan, deputy mayor Candy Bingham and Manly Ward councillors Sarah Grattan and Georgia Ryburn were there.

At the launch of "Experience Manly ", a local tourism organisation, at the Manly Greenhouse on Wednesday March, 16 2022:, were (Left to right) Charlotte Rimmer (founder), MP for Manly James Griffin, Northern Beaches Councillor Georgia Ryburn, Deputy Mayor Candy Bingham, Northern Beaches Councillor Sarah Grattan, Matt Clifton (founder), Tracey Mietzke (founder), Mayor Michael Regan and Michael Betteridge (founder). Picture: Experience Manly

They were told that Experience Manly would work to support “core initiatives around

tourism, the arts, culture, business and community support” and “align” with the tourism objectives of Mr Griffin and Northern Beaches Council.

“Today marks a milestone in the continued growth of Manly’s modern economy,” Mr Griffin said. “Experience Manly will help build a sustainable, year round local economy that will benefit businesses and locals.”

The launch of the "Experience Manly " local tourism organisation, at the Manly Greenhouse on Wednesday. Picture: Experience Manly

At the launch of "Experience Manly ", were (Left to right) Charlotte Rimmer (founder), Matt Clifton (founder), MP for Warringah Zali Steggall, Tracey Mietzke (founder), and Michael Betteridge (founder). Picture: Experience Manly

Ms Bingham and Mr Griffin and were named as Experience Manly’s first patrons.

In early 2020 Mr Griffin established a Tourism Economic Recovery Taskforce, made up of industry leaders, local operators, the Manly Business Chamber, and council representatives to help local businesses through the Covid crisis.

Mr Clifton said while the taskforce had great ideas it struggled to get the cash needed to execute them.

“We had some great marketing campaigns that we were going to roll out … but the hardest part was how can we even do this without the cash.”

Speaking at the launch of "Experience Manly ", a local tourism organisation, at the Manly Greenhouse on Wednesday, one of its founders, Matt Clifton. Picture: Experience Manly

Mr Clifton said he and Mr Griffin and Ms Rimmer “brainstormed ideas” to create an organisation linking the community and businesses to tourism initiatives.

“Experience Manly is now eligible to access local, state sand federal funding on behalf of the Manly community.”