Orange360 Celebrate Record Breaking Year in 2021
Orange360, the industry appointed destination marketing for the Orange region, encompassing Orange City, Blayney and Cabonne Shire Councils are celebrating a record year of achievements.
The year began with the first wave of our domestic tourism boom as Sydneysiders heading West with friends, and for the first time ever our region experienced an increase of length of stay beyond 3 nights to 3.3 nights with visitor nights breaking 550,000 resulting in an increase of 172% year on year.
Orange360 General Manager, Caddie Marshall commented, “This last 12 months has reinforced, importantly, that fundamental to our achievements is the power of collaboration, and a unified destination brand, representing the 3 Local Government Areas (LGA) of Blayney, Cabonne and Orange, and our tourism industry.”
Together the destination brand presents an authentic country escape offering the visitor a sophisticated and diverse experience, all year round. The diversity of our region’s destination appeal has led to a growth in the visitor economy with longer stays and higher spend which is now valued at just under $500m per annum.
As an industry-led membership organisation, Orange360 generated over $1m of revenue reinvesting this on behalf of their growing membership base which is now more diverse and stronger than ever to represent 300 businesses and community organisations. Funding came from a diverse mix of local council contributions, membership revenue, NSW State Government grants, Wine Australia and Newcrest Mining.
“Our achievements this year could not have been realised without the ongoing support of the Tourism Managers of our LGAs. I would also like to thank the efforts and work of the voluntary TDO Ltd Board who provide the organisation with guidance and valued strategic insight. Their commitment to a positive outcome for our industry and community is steadfast. We look forward to 2022 and the continued success of our tourism economy.” Marshall continued.
KEY ACHIEVEMENTS
- 172% increase in visitor nights
- 26% increase in visitor economy
- Over $1m worth of funding towards destination marketing
- 4.7m social reach
- 19% increase in social fans
- 920k website page views
- 13% increase in Orange360 Members
- 45% increase in website sessions
- 55k uses of #Orange360