The rural downturn and changes in the timber industry during the early 1990s had the potential to cripple the Northern Tablelands township of Dorrigo, in northern NSW. Instead, the town's businesses are now profiting from an alternative use of the region's scenic beauty and forests - "tourism", according to a study by the University of New England (UNE).
In the recent survey of Dorrigo business houses by 23 Park and Wildland Management students from UNE, the town's cash businesses reported that, on average, income had increased by 15 per cent over the past two years. Businesses with strategies for attracting the tourist trade experienced a 59 per cent increase in tourist income and performed well compared to businesses that had made no tourist-orientated changes.
The survey was the latest in a biennial series that began in 1992 with the opening of the Rainforest Centre in Dorrigo National Park, when UNE's Division of Ecosystem Management decided to assess the attitudes of Dorrigo businesses to tourism.
"From 1992 to 1998 we've been able to see the benefits of increasing tourist numbers, as local people's attitudes towards tourism have warmed," said Associate Professor Nick Reid, who is overseeing the study.
"We've now got near unanimous agreement amongst business people and service providers that tourism is necessary for Dorrigo's economic future. The town is making a successful transition because it has been able to focus on tourism and worked to ensure that tourist numbers grow."
Bellingen Shire Council Mayor Councillor Sue Dethridge agreed: "In Dorrigo we look forward to the future with a confidence which was totally lacking five years ago. Many small towns the size of Dorrigo are in severe decline, but as a community we have met the challenge of planning for the future without losing our loyalty to the past. I congratulate UNE for its interest in and commitment to Dorrigo."
Dorrigo's dynamic attitude towards tourism can also be seen in other areas. Dr Reid noted council's efforts to beautify the main street, calm traffic and improve pedestrian access, and the fact that 16 of the 60 surveyed businesses and service outlets were less than five years old. Most of the new businesses were art and craft shops or restaurants, cafes or bottle shops. And significantly for a logging town, business people believed that the area's greatest tourism drawcards were its national parks, waterfalls, State forests and other natural values.
"This is an example of where having a national park on your doorstep is an asset," Dr Reid said, adding that a 1995 study by UNE found that the presence of Dorrigo National Park had either directly or indirectly generated 52 jobs in the area. "If there is consensus on the fact that Dorrigo's natural values are its key tourist drawcards, then marketing of the region should aim to tailor products accordingly."
As well as suggesting future marketing directions for Dorrigo, the 1998 survey proved a valuable exercise for the 23 Ecosystem Management students from UNE who took part. "It was a chance for them to work with and generate results that benefit the Dorrigo community," Dr Reid said.
Copies of the "Tourism Survey of Dorrigo Business Houses, January 1998" can be obtained by contacting Dr Nick Reid on phone (02) 6773 2539, Facsimile (02) 6773 2769, email
Media contacts:
Associate Professor Nick Reid, phone (02) 6773 2539
Robyn McDougall, Publicity Office, UNE, phone (02) 6773 3402
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Last updated 23 October, 1998