The Mountain Bike Industry Growth Project was developed to identify opportunities and actions to strengthen Southern NSW’s position as Australia’s premier mountain biking 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.
Phase 1: Infrastructure Development and Strategic Marketing
The initial phase of this project focused 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 through defined work packages, ensured clear goals and measurable outcomes. A dedicated project manager and a Project Control Group (PCG) oversaw delivery and guided development, 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)
- 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.
- Investigate sustainable operating models to inform future industry development and coordination opportunities.
- 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
Phase 2: Proposed Great Southern Trails MTB Association
Phase 1 of the Mountain Bike Industry Growth Project identified the opportunity to establish a collaborative regional organisation to strengthen volunteer capability, support stewardship of community MTB assets, improve participation outcomes and provide a coordinated voice across the region’s trail networks.
The proposed Great Southern Trails MTB Association is intended to build on the findings of Phase 1. Subject to future funding and stakeholder support, the Association would operate as an independent, community-led organisation working alongside clubs, councils, schools, land managers and industry partners.
Destination Southern is currently seeking funding support to establish and implement the proposed Association model. The final governance structure, membership model and operational arrangements would be developed collaboratively with stakeholders during the implementation phase.
Project Timeline & Milestones
- December 2024: Project manager engagement
- January 2025: Project planning and scoping
- 2025: Marketing campaign launch
- 2026/2027: Proposed Association establishment and implementation (funding dependent)
Resources
View the Great Southern Trails Program overview document below (last updated October 2025)
Image: Eden Flow | Credit: Sapphire Coast Destination Marketing