Byron’s a destination, so why don’t we have a plan?

Byron Bay holds a unique position in tourism—a small town with a global reputation that has never needed to market itself like lesser-known destinations. Blessed with natural beauty, laid-back energy, surfing beaches and a creative community, it’s not surprising this place attracts over 1.5 million visitors each year.

Despite this, Byron Shire Council does not have a Destination Management Plan in place. Without a clear tourism strategy, Byron’s identity is suffering; and as a result, we have empty shops, shabby high street, and now the possibility of a SEP. A destination management plan creates clear messaging about who we are and what we value. It can identify our target market, guide long-term messaging, and ensure growth is aligned with community values. Natural disasters, a housing crisis, Covid-driven demographic shifts, and rapid development have placed unprecedented pressure on the town, community and environment. Without a shared vision that includes the people who live, work and love this town, Byron faces loss of character, and mounting social and ecological impacts—threatening the very qualities that make Byron, Byron.

How did we get here?
In April 2024, the Draft Business, Industry and Visitor Economy Strategy (BIVE) was publicly exhibited and widely condemned by stakeholders. This document made no mention of the Night-time Economy. In April 2025 (the same time the SEP was announced) Council decided to combine several polices and created the Vibrant Economy Strategy (VES) to serve as an overarching Economic Development Strategy for the Shire— which coincidentally included the term ‘night-time economy’.

Regardless of the strategy, there is no funding for a tourism plan (& now the visitors centre has closed). This ad-hoc approach to growth and tourism leaves Byron Bay vulnerable to increasing social impacts for visitors and residents. Where is the strategy that balances visitor demand with infrastructure capacity, climate change, environmental protection, and community values?

Community Left in Dancing in the Dark
The Council is yet to update the community on the formulation of these strategies; we should all be asking the Council why the SEP process has overridden the community’s values for a sustainable visitor economy.