FOR YEARS, our region has been marketed under the broad banner of the Fraser Coast, tying together the beach lifestyle of Hervey Bay, the heritage charm of Maryborough, and the natural wonder of
K’Gari (formerly Fraser Island).
But as K’Gari sheds the Fraser” name, has the Fraser Coast identity lost its impact?
Maryborough and Hervey Bay are two vastly different destinations—one steeped in colonial history, the other defined by sun, sand, and whales.
Should we continue lumping them together, or is it time for a more targeted approach?
Melbourne brands itself across its events— “Visit Melbourne” is everywhere.
Could “Visit Hervey Bay” be our answer? Right now, Hervey Bay struggles with its identity.
It’s not even on weather maps, and it’s supposed city centre is labelled as Pialba.
Without a strong brand, how do we expect visitors to connect with it?
Meanwhile, Maryborough has a distinct character—historic streets, rich ANZAC heritage, and Mary Poppins charm.
It already has a clear identity, but does it get enough standalone promotion?
We can still retain the Fraser Coast as our overarching regional brand, but individual marketing for our two key cities could drive more targeted tourism and investment.
Hervey Bay needs recognition. Maryborough needs celebration. So, do we need to shift our focus?
It's a conversation worth having.
What do you think?
Should we be doing more to market Hervey Bay and Maryborough separately Let’s start the debate!
With GLEN WINNEY - President - FCPIA