Destination Byron Welcomes New President and Board with a Renewed Vision
Byron Bay’s visitor economy gets a boost with fresh leadership and strategic direction for 2025
Destination Byron has announced a new executive team and Board members as it refreshes its approach to advocate for the visitor economy to deliver greater benefit to the local community.
Wendy Bithell, owner of Vision Walks Eco Tours is President, supported by Vice President Sam Leo of Alloggio Group, Secretary Jeanie Wylie of Frida’s Field, and Treasurer Rick Slater publisher of ByronBay.com. New board members representing Destination Byron’s 681 members include Kevin Hunt an investor in Loft Byron Bay, Petrina Maxwell owner of Agent 86 Experiences and Sarah Anderson owner of marketing agency GTI Tourism. Returning board members include Margot Natoli and Alice Livingston and Byron Shire Mayor Sarah Ndiaye has a seat on the Board, with Destination North Coast’s Jacquie Burnside observing board meetings.
Destination Byron President Wendy Bithell says the new board participated in a strategy workshop to identify it’s 2025 strategic priorities which include attracting much-needed funding or team resources to develop a Destination Management Plan for the Byron Shire, creative marketing to tell the Byron story in a way that is authentic to the Byron Community, as well as providing educational and networking events for its members.
Wendy said:
“The Byron Shire is unique with incredible natural assets, a vibrant creative community, regular events and a rich agriculture and food scene – all things that drive visitors to our region. The Byron story needs to be told by the people of Byron, ensuring our visitor economy thrives while also protecting and nurturing the things that make this community and place so special. Tourism operators are suffering as visitation is down so we need to promote our region’s tourism product to boost economic benefit to the region plus work to shape the type of visitation we want.”
Destination Byron’s first action by the new Board was to submit feedback on Council’s draft Business, Industry and Visitor Economy Strategy. Destination Byron’s submission highlighted the importance of the visitor economy which provides jobs, experiences for locals, and supports not just the lifestyle of the local community but also provides support to other local industries such as professional services, food and beverage manufacturing and agricultural industries.
Wendy added:
“We have a lot of work to do to tell the Byron story in a way that captures the essence of the Byron Shire. In telling the Byron story, we want to convey just how special Byron is and we hope to engage visitors to Byron to also spend their time and money in ways that benefit our community. Tourism can be a force for good so the new Board intends to work hard, in partnership with our members, to achieve a thriving visitor economy that prioritises sustainable growth, aligned with community aspirations.”
The organisation reports that visitor numbers are down to 2014 levels and businesses are facing extremely challenging conditions.
To find out more about Destination Byron and its efforts to revitalise the local visitor economy, visit destinationbyron.com.au.
Destination Byron has 681 members and aims to instigate positive and sustainable change on matters related to the Byron visitor economy.