The Southern NSW MTB Positioning Project is set to establish the region as Australia’s premier mountain biking (MTB) destination.
Attracting riders of all levels, from passionate mountain biking enthusiasts to broader cycling tourism markets and regional and interstate visitors, Southern NSW, with its world-class trails, diverse landscapes, and a growing MTB community, has the potential to become a must-visit hub for adventure seekers and outdoor enthusiasts.
This project will focus on infrastructure development and strategic marketing to enhance MTB facilities, support local businesses, and create a seamless, high-quality visitor experience. Developing a sustainable MTB ecosystem will deliver economic, social, and environmental benefits, strengthening the region’s reputation as a top-tier riding destination.
A structured approach, delivered in defined work packages, will ensure clear goals and measurable outcomes. A dedicated project manager and a Project Control Group (PCG) will oversee the rollout, guiding its development and ensuring long-term success in growing the MTB sector across Southern NSW.
Southern NSW will be widely recognised as Australia’s premier MTB destination through this initiative, with a sustainable business model driving long-term industry growth. The project is expected to significantly increase MTB tourism visitation and boost regional economic impact, with visitation and spend projected to grow by 50% within two years.
Objectives
Infrastructure & Industry Development (Supply)
- Develop a sustainable business/operational model to underpin ongoing project team viability.
- Produce a catalogue of existing MTB sector assets, including trails, associated infrastructure, accommodation providers, tourism operators, bike hire and repair providers, etc. Identify ‘ride ready’ operators.
- Identify capacity and gaps in existing assets and identify planned development.
- Develop industry awareness campaigns to address gaps and increase MTB ‘ride ready’ capacity.
- Identify pathways for operators to access product and experience development.
- Identify current business/organisation operating models and evaluate financial and CSR sustainability.
- Evaluate alternative operating models to address financial and CSR sustainability gaps.
- Develop ‘pathways to sustainability’ for businesses and organisations to address sustainability.
- Develop metrics to track the state of the industry and measure growth/impact.
Marketing & Positioning (Demand)
- Conduct competitor and market analysis
- Develop a brand framework to promote the Destination Southern NSW region as Australia’s preeminent MTB destination (URL
- greatsoutherntrails.com.au)
- Develop a marketing campaign to align current MTB assets with target market(s)
- Develop marketing assets and collateral to support marketing campaign
- Develop brand awareness and customer sentiment analysis tools and industry benchmarking metrics and monitoring tools
- Develop feedback loop to align marketing with customer feedback
Project Timeline & Milestones
- December 2024: Project manager engagement
- January 2025: Project planning and scoping
- 2025 Onward: Marketing campaign launch and industry development
Image: Eden Flow | Credit Sapphire Coast Destination Marketing