The New Escape, Tourism, Culture & the Experience Economy
A vision for a region that leads, not follows
HERVEY Bay has all the ingredients to become one of Australia’s most compelling coastal destinations, however, to achieve this we must think ahead and act boldly.
Blessed by nature where the calm of the Great Sandy Strait meets the ancient majesty of K’gari, Hervey Bay has long been attractive to visitors, yet natural beauty alone will not build a thriving visitor economy.
To thrive, we must evolve to become a destination which offers a range of immersive experiences that deepens connections and reflects our region’s character.
The question is not whether tourism will grow, but how that growth can enhance both environment and identity.
For too long, the region has been seen as an affordable, seasonal escape, a haven for grey nomads and budget-conscious families.
While these types of visitors will continue to choose Hervey Bay as a holiday destination and we should of course continue to welcome them, we must diversify and grow new markets to prosper.
The future belongs to destinations that offer a range of layered experiences and Hervey Bay must position itself as a place that offers something to a wide range of visitors at all ends of the spectrum.
While our competitive advantage lies in our natural and cultural assets: K’gari, the Great Sandy Strait and our family-friendly beaches, we need to expand on this in sustainable ways which act as hooks for new visitor markets.
Imagine sections of the Esplanade transformed into pedestrian-only zones, vibrant with outdoor dining, markets, art, and performance.
Think beach-level restaurants where diners enjoy local seafood and produce with their feet in the sand.
Hervey Bay’s north-facing beaches and calm waters make this not only possible, but iconic.
A light rail running along the Esplanade could provide a sustainable, convenient and memorable travel option for visitors and locals alike.
To attract visitors year-round, we must develop all-weather attractions such as museums, galleries, and immersive storytelling centres.
A World Heritage Visitor Centre for K’gari should be our flagship attraction, offering interactive education and Indigenous-led storytelling that connects people to the island’s ecological and cultural story.
Basing this centre in Hervey Bay would ensure we remain the true gateway to K’gari.
A Maritime Discovery Centre could celebrate marine biodiversity and extend whale-watching experiences beyond the season.
The development of an integrated golf course/resort and housing development in close proximity to Hervey Bay would provide an opportunity to attract new markets of visitors and residents.
Our greatest risk is growth without vision. Governments must shift from rule-based approval to visionary destination development leadership, ensuring every development aligns with a long-term strategy for making Hervey Bay a truly iconic destination.
Governments should identify developments which would fill gaps in the market then work together to fill them.
To sit back and wait, risks ending up with a poorly planned destination which has been developed by what makes money for developers, rather than what creates a quality destination.
We must aim to be recognised not as a cheap coastal stop, but as a cultural and experiential capital of regional Australia.
Regional towns across Australia show what’s possible through community-led vision.
Busselton in Western Australia, Port Douglas in Queensland, Richmond in Tasmania, Bangalow in New South Wales, and Lorne in Victoria demonstrate how to grow tourism while protecting character.
Globally, Hoi An in Vietnam, Naxos in Greece, Lucca in Italy and Chamonix in France have done the same, harnessing natural and heritage assets to build vibrant visitor economies without losing authenticity.
Their lesson: tourism done right can transform local economies while enriching community life.
A thriving visitor economy depends on accessibility and by 2050 the Maryborough bypass will improve access to Hervey Bay and ease traffic flows which is an essential element for attracting visitors from our biggest market, South- East Queensland.
Expanding air connectivity including multiple carriers on the Brisbane – Hervey Bay route and direct flights from other major centres in addition to Sydney and Melbourne is crucial.
Looking ahead, high-speed rail links to South-East Queensland and a light-rail network within Hervey Bay could transform mobility.
The sale of the former Pialba–Urangan rail corridor was a missed opportunity, a reminder that we must plan decades ahead, not year by year.
Redeveloping Urangan Harbour could redefine Hervey Bay.
Tripling its size would unlock new marinas, waterfront dining, premium accommodation, and cultural spaces.
With sustainable private investment and modern governance, the precinct could become the region’s beating heart, a vibrant place where locals and visitors gather to live, work, and play.
Tourism now extends beyond short stays, it’s about lifestyle. Well-planned residential precincts with resort-style amenities, golf courses, wellness centres, and green spaces can attract long-stay visitors and new residents alike.
Designed sustainably, these developments strengthen both the visitor economy and our quality of life.
Hervey Bay is already an extraordinary place to live with a great climate, natural beauty, and a strong sense of community.
But prosperity won’t come from complacency. To secure a vibrant future, we must look beyond convenience and short-term gains toward a bold, shared vision.
We have land, water, and sunshine. Combined with courageous leadership and planning, these assets can drive a prosperous, sustainable future.
By 2050, let us be known not just for what we have, but for what we’ve built, a place where innovation meets natural beauty, culture thrives and both locals and visitors have a variety of experiences to enjoy.
The future of the Hervey Bay will not be written by chance. It will be shaped by bold ideas, brave planning, and decisive action.
