In partnership with Nourish Group and Australian Regional Tourism
Overview
Destination Southern NSW has completed a regional pilot to measure the social impact of tourism and nature-based experiences across Southern NSW.
Delivered in partnership with Nourish Group and Australian Regional Tourism, the project moved beyond traditional economic indicators to understand how tourism contributes to community wellbeing, including pride of place, social connection, employment satisfaction, perceptions of safety, and active lifestyles.
By applying a place-based Social Impact Reporting framework aligned with the Australian Social Value Bank (ASVB), the pilot establishes a nationally recognised and repeatable model for measuring tourism’s broader contribution to regional communities.
Focus Areas
The pilot explored two streams:
1. Community Social Impact of Tourism
Examining how residents experience tourism in their local area, including its contribution to community pride, social connection, employment satisfaction and perceptions of safety.
2. Social Impact of Mountain Bike Trail Infrastructure
Assessing the broader wellbeing impacts of MTB trail networks, including physical activity, community engagement, local employment and place identity.
Workshops were delivered in Mogo, Eden, Jindabyne and Queanbeyan, supported by regional surveys and wellbeing modelling.
Each workshop explored a central question:
What difference does tourism or mountain biking make to people who live here?
Dana Ronan and participants at the Eurobodalla Botanic Garden Workshop | Credit Richard Everson
Project Results
The final report confirms strong community support for both tourism and mountain biking across Southern NSW when growth is managed responsibly and aligned with local values.
Community Sentiment
Regional surveys demonstrated clear endorsement of tourism and mountain biking as positive contributors to community wellbeing.
Mountain Biking (South Coast Survey)
- Approximately 89% of respondents view mountain biking positively
- Approximately 89% believe mountain biking delivers more benefits than drawbacks
Tourism – Far South Coast (Bega Valley / Eurobodalla)
- Approximately 80% view tourism positively
- Approximately 81% agree tourism brings more benefits than drawbacks
Tourism – Snowies & Southern Tablelands
- Approximately 91% view tourism positively
- Approximately 95% agree tourism brings more benefits than drawbacks
These findings demonstrate broad and consistent community endorsement of tourism and mountain biking when development aligns with local values and community priorities.
Wellbeing Outcomes Identified
Beyond sentiment, the pilot identified specific wellbeing outcomes that communities prioritised:
- Stronger neighbourhood connection
- Increased satisfaction with employment opportunities
- Improved perceptions of safety
- Increased participation in physical activity
- Greater pride of place
Rather than attempting to measure everything, the pilot focused on the outcomes communities themselves identified as most meaningful.
Indicative Annual Wellbeing Values (Per Person)
Using the Australian Social Value Bank methodology, the pilot identified indicative annual wellbeing benefits experienced by individuals in each location:
- Southern Tablelands (Tourism): $14,443
- Far South Coast (Tourism): $36,593
- Snowy Monaro (Mountain Biking): $29,370
- Mogo / Batemans Bay (Mountain Biking): $18,675
These values represent the estimated annual wellbeing benefit experienced by an individual when positive outcomes such as stronger community connection, increased physical activity, improved perceptions of safety, or higher employment satisfaction are present.
The figures are derived using nationally recognised wellbeing valuation methodology, which links survey responses to established Australian datasets to estimate the social value of defined outcomes.
Each location’s figure reflects place-specific outcomes identified through workshops and validated through regional surveys. The modelling incorporates locally relevant data inputs sourced through the pilot process. As a result, values differ by location and reflect the specific context in each area.
The figures are intended to support strategic discussions about tourism’s broader social contribution and are not designed for direct comparison between regions.
Summary of Indicative Annual Wellbeing Values
| Stream | Location | Outcomes included in valuation | Per-person social impact value (annual) |
| Community Social Impact of Tourism | Southern Tablelands (Queanbeyan workshop + regional survey) | Good neighbourhood (neighbours help each other); Employment satisfaction | $14,443 pp |
| Community Social Impact of Tourism | Far South Coast (Eden / Bega Valley workshop + survey) | Personal safety: Good neighbourhood (neighbours help each other); Employment satisfaction | $36,593 pp |
| Social Impact of Mountain Biking | Snowy Monaro (Snowy Mountains / Jindabyne Workshop + survey) | Frequent moderate physical activity; Feeling part of the local community; Employment satisfaction | $29,370 pp |
| Social Impact of Mountain Biking | Mogo / Batemans Bay (Mogo/Batemans Bay Workshop + survey) | Personal safety: Good neighbourhood (neighbours help each other); Increased physical activity | $18,675 pp |
Why This Matters
As destinations across Australia face increasing scrutiny around tourism’s social licence, measuring community wellbeing is critical.
For the first time in NSW, both tourism and mountain biking have been assessed through a social impact lens using nationally recognised wellbeing valuation tools.
This pilot positions Destination Southern NSW among the early regional adopters of measurable social impact reporting. It provides:
- A clear baseline for tracking tourism’s contribution beyond economic metrics
- Stronger alignment between tourism growth and community values
- A defensible evidence base for funding and investment discussions
- A repeatable framework that can be embedded into long-term destination planning
Most importantly, it ensures that tourism in Southern NSW continues to grow in ways that benefit the people who live here.
Industry Leadership
The Social Impact of Tourism Pilot supports the NSW Government’s priority to transform how success in the visitor economy is measured. By demonstrating a values-aligned, evidence-based approach to shaping the future visitor economy, the Pilot aligns directly with Action 34 of the NSW Visitor Economy Strategy 2035 (VES2035), which aims to create unified metrics and tools to reinforce the primacy of the economic contribution of the visitor economy, along with social, cultural and environmental impacts and benefits.
Destination Southern NSW will continue to embed social impact measurement into future planning and investment decisions, strengthening confidence in tourism as a positive force for regional communities.
Additional Resources
Find out more about Social Impact via the Australian Regional Tourism Social Impact webpage and the Social Impact Discussion Paper.
This work strengthens the evidence base for tourism investment and builds on previous initiatives, including the Value of Tourism and Value of Tourism to Councils projects.
Listen to Destination Southern’s General Manager, Richard Everson, speak with Eddie Williams about the Social Impact Project on ABC South East NSW Breakfast here.