The Richmond Valley Destination Management Plan 2026–2030 (DMP) was adopted by Richmond Valley Council in July 2026 and sets a clear direction for the sustainable growth of the region’s visitor economy through to 2030 and beyond. The plan builds on extensive consultation with industry, community, Aboriginal organisations and stakeholders, and aligns with Council’s Community Strategic Plan 2040.

Developed in partnership with Destination Store, Our Place, Our Future is not a plan for tourism growth at any cost. It is a place-led framework that seeks to strengthen Richmond Valley’s towns, landscapes, culture and communities while creating greater value from visitation. The plan recognises that Richmond Valley is first and foremost a working landscape, with agriculture, rivers, wetlands, coastal villages, regional events and authentic country communities forming the foundation of its visitor economy.

The DMP focuses on attracting the right visitors, encouraging longer stays, supporting local businesses and creating experiences that allow visitors to connect more deeply with the Richmond Valley. Success will be measured not only by visitor numbers, but by the value tourism contributes to local communities, businesses and the natural environment.

Key Opportunities Identified in the Plan

• Developing hero experiences across the region’s four experience pillars: Coastal Escape, River & Nature, Country & Culture, and Taste the Valley.
• Leveraging the Northern Rivers Rail Trail as a catalyst project to drive visitation, encourage investment, connect towns and support cycling-related businesses and accommodation opportunities.
• Supporting the growth of agritourism, farm hospitality and paddock-to-plate experiences, allowing visitors to connect with the region’s productive agricultural landscape.
• Strengthening Richmond Valley’s position as a destination for nature-based, river, wetland, coastal and outdoor recreation experiences.
• Encouraging investment in new and diverse visitor accommodation, including farm stays, eco-accommodation, cycling-friendly accommodation and nature-based stays.
• Enhancing visitor experiences in Evans Head as the region’s coastal anchor destination and Casino as the events, culture and agricultural hub.
• Growing a coordinated calendar of signature events and community events that drive visitation and encourage visitors to stay longer throughout the year.
• Creating stronger links between towns, villages and attractions through improved visitor journeys, itineraries, storytelling and digital visitor information.
• Supporting Aboriginal cultural stewardship, cultural partnerships and opportunities to strengthen visitors’ understanding of Bundjalung Country.  
• Encouraging stewardship-led investment that strengthens local communities, protects natural assets and supports long-term economic resilience.
• Improving destination awareness through a new place brand strategy, enhanced digital marketing and experience-led storytelling.

A Shared Vision for Richmond Valley

The vision for Richmond Valley is:

“Richmond Valley is a higher-value visitor destination, shaped by stewardship, where coast, country, culture and community work together to strengthen place.”

The DMP is guided by the principle of stewardship,  ensuring every decision about tourism, investment and development leaves the Richmond Valley stronger than it was before. It recognises that sustainable growth can only be achieved through collaboration between Council, industry, community organisations, Aboriginal stakeholders, businesses, investors and residents.

If you are a tourism operator, business owner, investor or community member interested in contributing to the visitor economy, we’d love to hear from you and discuss how we can work together. 

To download a copy of the Richmond Valley Destination Management Plan 2026–2030, click below.