Strategic Plan

Our Vision

'For Eurobodalla Coast Tourism to be globally recognised for leading the industry in developing and jointly promoting unforgettable and sustainable natural experiences'.

Our Role

The role of ECT is to lead the industry by:

  • Creating new knowledge and understanding for industry by delivering research, analysis and insights.
  • Establishing, communicating and maintaining the Brand ‘Eurobodalla’ and the Brand essence, values, benefits and attributes through all marketing activities.
  • Addressing the barriers of conversion, in particular on-line.
  • Establishing a cooperative marketing program.
  • Developing strong and mutually beneficial relationships with neighbouring Regional Tourism Organisations (RTOs), Tourism NSW, and Tourism Australia and industry associations.
  • Being innovative, flexible and responsive - but most of all, getting the job done.


The Strategic Overview

Working to achieve the agreed ECT objectives and in view of ECT’s limited physical and financial resources, a Strategic Value Chain has been developed. This is the model from which all detailed strategic plans are developed to deliver sustainable tourism growth.

ECT’s Strategic Value Chain is based on seven key strategies:

  • Know our Customers
  • Competitive Destination Brand
  • Experience Rich Product
  • Connect with Customers
  • Convert Customers


  • Inspire Leadership
  • Meet Council (ESC) requirements

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