Byron Bay, Australia: Destination Marketing and Tourism Report

This report provides a comprehensive analysis of Byron Bay as a tourist destination. It begins by highlighting the town's attractiveness, emphasizing its unique shopping, beaches, dining, community spirit, and world-class festivals. The report details various attractions, including the lighthouse, beaches, Nimbin, local markets, and opportunities for scuba diving. It presents visitor data, including domestic, international, and day visitors, illustrating the positive image Byron Bay has cultivated. The report also discusses the weaknesses of Byron Bay, such as seasonal downturns and the potential for an atmosphere not suitable for all visitors. The conclusion summarizes the key findings, reinforcing the destination's strong tourism appeal while acknowledging areas for improvement. The report references several academic sources to support its findings.

1
Destination Marketing and Management

2
Table of Contents
Introduction......................................................................................................................................3
Byron bay and its attractiveness......................................................................................................3
Weaknesses of Byron bay................................................................................................................5
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

3
Introduction
Tourism is the growing industry and in that there are various places which gain attraction. The
destinations image plays an important role in creating the tourism market. The report will be
considering such attraction for the Byron bay. This is the coastal town which is situated in the
southeastern Australian state. There are various positive and negative aspects in relation to this
destination which needs to be considered and they will be provided in the report presented
below.
Byron Bay and its attractiveness
Byron bay is a beautiful place which is located in Australia and is famous for its unique
shopping, beaches, and dining facilities. There is a great community spirit and also the world-
class festivals are celebrated at this place (Byron bay, 2019). This is the place where all love to
come whether they are families or couples. The place is luxurious and also budget-friendly.
There are various unique things which can be done here and makes this place more special. The
sunrise can be watched from the lighthouse which looks amazing and attracts many people.
There are various beautiful beaches which can be explored in this destination (Jones, 2017).
Nimbin is also attractive place and day trip can be made here. The local markets provide a good
place to shop and are prepared in a creative manner. The scuba dive lovers can do the same at the
Julian rocks where grey nurse shark is protected. Various species of fishes can also be found here
and the nightlife of the place is rocking and provides enjoyment to all the visitors.
The majority of the visitors come for leisure purpose and accounts for around 80% of the total
tourists. This is the place where all the families, young people, and children come to travel. The
night visitors for this place are very high and this can be understood in better manner from the
data provided below:

4
(Source: economy, 2019)
The image shows the number of visitors who travel to Byron every year. In this all the
international, national and day visitors are taken into consideration (Buultjens, White and Neale,
2012). This shows that the place is attractive and has created a positive image among all (Kim
and Perdue, 2011). The graphical presentation of the data is provided below:
(Source: economy, 2019)

5
With time there is an increase in the number of people who visits the place and this shows that
there is a different level of image which is developed. Most of them are the domestic visitors and
then international night visitors come. Less number of people comes for day trips in comparison
to night visitors.
(Source: economy, 2019)
The visitors who prefer to visit at night come to Byron only and this can be noted from the graph.
It shows that most of the domestic night tourists like to visit Byron and the international once
comes after that. The day trips in the New South Wales are more than the Byron shire.
The accommodation of the place is luxurious and the hotels are available at this location in
affordable prices (Bushell and Bricker, 2017). This makes the place even more convenient for al
to visit and they prefer it over other locations.
Weaknesses of Byron bay
Although the place has created a good image and is popular among the famous tourist
destination, there are certain weaknesses which are faced by it. The main is due to the seasonal
downfall which is to be borne by the tourism department of this place. The period of May is
considered to be the weakest as less number of people come at this time. Various types of people
visit the place and in that drinkers, surfers and weirdoes are involved and they make such

6
atmosphere which is not suitable for all especially families (Groundwater, 2019). These factors
lead to the downfall in the number of visitors at this place who come every year. The place is in
the coastal regions and so is suitable to be visited for a limited time period. It will not be
favorable to visit the place in mid-year as the weather is hot. This is the time when the cheap
flights and other facilities are easily available.
Conclusion
From the discussion which is made on the Byron Bay, it is clear that the place has good tourism
attractions and has created a strong image in the minds of people. The life there is different and
people usually visit the place to relax on the beaches and enjoy other beautiful scenes. There are
several attractions and all of them have been identified. The visitors’ data has been collected to
evaluate the position of destination. The negative aspects of the destinations have also been
presented which gives the true picture of the place.

7
References
Bushell, R. and Bricker, K. (2017) Tourism in protected areas: Developing meaningful
standards. Tourism and Hospitality Research, 17(1), pp.106-120.
Buultjens, J., White, N. and Neale, K. (2012) Collaborative destination management planning: A
case study of Byron Bay, Australia. Journal of Travel and Tourism Research (Online), 12(1),
p.18.
Byron Bay. (2019) Enjoy your free guide to Byron Bay. [Online] Available at:
https://www.byron-bay.com/ [Accessed 25 August 2019]
Economy. (2019) Byron Shire Tourism visitor summary. [Online] Available at:
https://economy.id.com.au/byron/tourism-visitor-summary [Accessed 25 August 2019]
Groundwater, B. (2019) Byron Bay, it's not a coastal Australian paradise anymore. [Online]
Available at: http://www.traveller.com.au/byron-bay-more-queues-more-traffic-more-expensive-
gnl19f [Accessed 25 August 2019]
Jones, A. (2017) Top Ten Things to Do in Byron Bay. [Online] Available at:
https://nomadsworld.com/things-to-do-byron-bay/ [Accessed 25 August 2019]
Kim, D. and Perdue, R.R. (2011) The influence of image on destination attractiveness. Journal of
Travel & Tourism Marketing, 28(3), pp.225-239.