Northern Beaches tourism: Plans to bring back visitors after COVID

The tourism industry on the northern beaches has been devastated by COVID-19, but the council has plans to bring back the visitors.

A packed pre-pandemic Manly ferry arrives in Manly Cove with hundreds of tourists on board. Northern Beaches Council has drawn up plans to attract visitors back to the whole area. Picture: Bradley Hunter

“COVID-safe” activities such as nature walks, mountain biking, outdoor dining and “glamping” are a central part of a bid to get more people to visit the northern beaches.

Concerns that tourist numbers are lagging and the loss of 3000 local accommodation and food jobs since March has spurred Northern Beaches Council to come up with plans to kickstart the peninsula’s tourism economy.

Swedish tourist Emma Engerby Jonsson, 20, on Manly Beach. The council is keen for more domestic tourists to visit the northern beaches while the number of international travellers has dropped. Picture: Bradley Hunter

Part of its proposed five-year tourism management plan — Destination Northern Beaches: Creating a Sustainable Visitor Economy — also includes a campaign to attract more overnight visitors.

And a two-year draft Destination Northern Beaches: COVID-19 Recovery Plan would help tourism businesses get back on their feet after the “devastating impact of the pandemic”.

The council has been told that the closure of international and domestic borders and social distancing restrictions have had a dramatic impact on the local tourism industry.

Almost 2.7 million domestic and international visitors used to travel to the northern beaches each year spending a total of $500 million per annum.

The draft Destination Northern Beaches Plan would encourage more COVID-safe outdoor dining. Picture: Manly Daily

A report to the council, prepared by council officers, said the local tourism industry was already suffering from the disastrous summer bushfire season before the COVID pandemic began.

It found that across the northern beaches there has been a marked drop in travel spending since December last year.

“Spend levels declined to $2.22 million in April 2020 compared to $7.32 million in April 2019,” the report said.

In August the Manly Daily reported that a Tourism and Economic Recovery Taskforce had been formed to encourage visitors from across the state to visit Manly and spend their money.

Tourists pose for pictures on Manly Beach, pre-pandemic. Picture: Damian Shaw

Manly’s state Liberal MP James Griffin, who is leading the taskforce, said the aim was to show tourists how to “enjoy Manly like a local”, as well as surrounding areas such as Freshwater and Curl Curl and further up the peninsula.

This week he revealed that Manly was to be showcased as part of Destination NSW’s Sydney Love It Like You Mean It campaign, due to launch soon.

He said Manly is the gateway to the rest of the peninsula. If they can attract the right tourists then the whole peninsula will benefit.

Mr Griffin said one of the main issues is that the majority of people continue to get off the ferry, walk down the Corso and buy fish and chips.

Tourists coming to Manly spend 40 per cent less than trouists visiting other areas of Sydney. Picture: Jonathan Ng

“The average visitor coming to Manly is spending 40 per cent less than tourists visiting other parts of Sydney,” he said.

“Part of that is because their perception of what Manly has to offer is based on what it was like 10 to 20 years ago.

“We need to illustrate that Manly is also more than just the beach, it is a place for foodies or people who want to explore nature at North Head or the Curl Curl boardwalk is another example.

“We need them to turn left and right off the Corso.”

The Freshwater class ferry is iconic in Sydney. Picture: Justin Lloyd

He said the Freshwater class ferries will hopefully play a part in tourism, although the Minister for Transport has still to make a decision on their future after he announced the new smaller Emerald class ferries will be introduced on the route next year.

Mr Griffin said at the moment the ferries are transporting around 30 people on each trip during the week and would be better utilised at weekends or in the summer, which is when tourists are more likely to use them.

As part of the council’s draft COVID-19 Recovery Plan, the whole area would be marketed as a “single unifying brand identity” and a single destination website and dedicated social media channels would be set up to target tourists.

A view of people walking on the boardwalk at Curl Curl. Coastal walks would be promoted as part of the tourism plan. Picture: Cameron Spencer/Getty Images

“The task for the Northern Beaches tourism sector is to reorientate itself to capitalise on (more people holidaying in Australia) and especially to convert day trippers (traditionally 73pc of all visitors), to overnight stays, to fill the gap left by international visitors,” the report to council said.

“High priority is to curate a COVID-safe series of experiences, from outdoor dining to top

spots to picnic and great nature walks.

“Outdoor recreation, accommodation and dining, nature-based and wellness experiences should be the highest-order priority.

“This will deliver on the COVID-19 consumer behaviour trends while also leveraging investment in key assets such as the Coast Walk.

“Glamping” — luxury camping — at Manly Dam (above) or Middle Creek at Narrabeen Lagoon could be a summer attraction. Picture: Manly Daily.

“Pilot experiences to be trialled over summer could include nature-based glamping at locations such as Manly Dam and Middle Creek.”

More money would also be spent on accommodation sites such as Currawong on Pittwater

and Lakeside Holiday Park at Narrabeen

The council vote on Tuesday night to put the tourism plans on public exhibition for 28 days.