Narrabri in spotlight for tourism summit

Narrabri was centre stage of the regional tourism map recently, hosting the 2026 Destination Country and Outback NSW Visitor Experience Summit, welcoming tourism operators, council representatives and industry leaders from across the state for an engaging 24-hour program as well as the chance to show off our beautiful and diverse region.

The summit, delivered by Destination Country and Outback NSW, rotates locations each year and gives both visitor experience and tourism operators the chance to connect, share ideas, learn from one another, network and hopefully leave feeling inspired.

This year, Narrabri was selected to showcase its landscapes, facilities, hospitality, experiences, and of course, our much-loved locals – with the positive note of ‘how the people can make a place’ highlighted and the benefits of storytelling.

Narrabri Shire Council said ‘one of the key takeaways from the summit was the reminder that while every region has its own unique identity and story to share, a visitor to one region benefits us all. Building these connections and friendships across our industry is truly invaluable.’

Mayor Darrell Tiemens said the event was an important opportunity to reinforce the role tourism plays in the local economy and to demonstrate Narrabri’s strengths as a destination.

“Narrabri Shire is incredibly proud to host this year’s Visitor Experiences Summit and to showcase everything our region has to offer,” Mayor Tiemens said.

“Tourism plays an important role in our local economy, supporting around 300 jobs – which represents 4.3 per cent of total employment in our LGA.”

Ahead of the summit, Narrabri Shire Council team members, along with Cr Tiemens and general manager Eloise Chaplain, took on the role of ‘tour guides’, taking chief executive officer of Destination NSW Karen Jones, Destination Country and Outback NSW Tourism general manager Lucy White and members of their team on an adventure to see some of the region’s key attractions. Narrabri local and council’s small business liaison officer Gillian Goddard also hosted visitors on a ‘Look Up’ walking tour of town.

It was Karen Jones’ first trip to Narrabri, and the chief executive officer of Destination NSW was a big fan.

“What’s hit me straight away is the warmth of the locals and the hospitality that’s on offer here,” she said.

“Narrabri is what you would call a hidden gem in NSW.”

Keen to discover more and also share ways to attract more visitors to town, Karen joined the group that visited a range of hospitality venues, accommodation providers and tourist hot spots, from Sawn Rocks to The Crossing Theatre. Allowing them to experience firsthand the wonders of our region.

Cr Tiemens said the feedback was overwhelmingly positive.

“Karen and her team were genuinely impressed with the quality of many of our hospitality venues and the welcoming atmosphere they experienced across the Shire,” he said.

“Attractions such as Sawn Rocks made a particularly strong impression, highlighting the natural beauty that makes our region so special,” Cr Tiemens added.

“A big thank you to Fiona Barden and Lucy White from Destination Country and Outback NSW, along with our own Gilly Goddard and Rindy Maledini, and Angie and Morgan Jones, for helping showcase the very best of Narrabri Shire during the visit.

“Karen indicated that Destination NSW is keen to work with us to attract more conferences and larger events to Narrabri in the future, which would bring additional visitors and economic activity into our community.”

Now in its fourth year, the summit focused on the social impact of tourism, highlighting how visitor economies contribute to stronger communities, cultural connection, and sustainable regional growth. Over two days, delegates participated in keynote presentations, panel discussions, workshops and immersive local experiences designed to inspire collaboration and practical outcomes for tourism businesses.

Chief executive officer of Destination NSW Karen Jones told The Courier, “It’s about bringing all the people who are involved in the visitor economy from across the region together, to learn what each other does…. and also to collaborate with each other.”

When asked to explain and expand on the term ‘visitor economy’, Karen said: “So it is all about the tourists, but also business events. It is about conferencing, it is about trying to get as many people into the region as possible, asking them to stay longer and to spend more while they’re here so that they can help support local businesses and really contribute to the regional economy.

“The idea is that you get people into the town, they might be drawn because they’ve got a conference here, or they might be drawn because they’re attending an event here, or they might be passing through as they’re on a regional road trip,” she explained. “But ideally, once they’re here, they actually understand what the region has to offer and so therefore, they want to extend their stay. They want to stay longer. They want to hear from the locals about their local stories and their local experiences and what they have on offer.

“They want to live like a local. They want to be able to experience things like agri-tourism and maybe arts and culture events.

“But also, while they’re here, you want them to reach into their pockets and also help support local businesses by eating in the cafes, going to the local theatres, having a beer at the local pubs.”

NSC said data shows visitor expenditure and length of stay have increased since 2021, with domestic overnight visitors now staying on average one additional night and increasing their expenditure from $250 to $313.

General manager Eloise Chaplain said recent visitor data reflects the growing strength of Narrabri’s tourism sector.

“The growth in visitation and visitor spend demonstrates the increasing quality and diversity of our hospitality and accommodation sector,” Ms Chaplain said.

“Events like the Visitor Experiences Summit provide a valuable opportunity for local operators to connect, collaborate and continue building a strong and sustainable visitor economy,” she added.