The strategy noted that Hawkesbury was only about 70 minutes’ drive from central Sydney – a plus and a minus affecting its tourism potential.
‘‘Whilst this [proximity] makes Hawkesbury highly accessible, it is not far enough away to be regarded as a destination in its own right,’’ it said.
The strategy stated that although council had been involved in promoting tourism, mainly through its visitor information centre, it ‘‘will need to play a greater role to help focus industry, provide visitor services and to support destination-based infrastructure’.
‘‘Industry, despite best efforts, has struggled over some time to achieve a collective way forward through co-operative marketing campaigns, regional events and other initiatives,’’ it said.
It also noted most of the region’s tourism operators were small businesses which did not operate all year round.
The report recommended a working partnership between Council and tourism operators and the development of a Hawkesbury ‘‘brand’’.
‘‘Whilst the Hawkesbury is unlikely to be a major tourism destination such as Sydney or the Gold Coast, it can be more effective in the way it responds to attract a fair share of visitors,’’ it said.
Tourism is Hawkesbury’s 12th-largest industry, generating $186 million for the region in the 2013-14 financial year and employing slightly more than 1000 people
