An Australian Route 66?

Potential tourism and heritage trail opportunities for Australia similar to Route 66. John O'Donnell 20 March 2026

There are potential tourism and heritage trailopportunities for Australia similar to Route 66, these are outlined below after US Route 66 background information.

Introduction

In the US, Route 66 has become far more than a highway, it's a cultural symbol, an economic engine and a sought after adventure. Visitors pour into towns along the route, motels, cafés, museums and gift shops. Route 66 generates over $132 million in direct tourism spending

Australia can tap into that same opportunity.

US Route 66 information

People visiting Route 66 increase tourism numbers along the route and into the country, bringing considerable additional income to local businesses on Route 66.

U.S. Route 66 or U.S. Highway 66 (US 66 or Route 66) was one of the original highways in the United States Numbered Highway System. It was established on November 11, 1926, with road signs erected the following year.[4] The highway ran from Chicago, Illinois, through Missouri, Kansas, Oklahoma, Texas, New Mexico and Arizona before terminating in Santa Monica, California, covering a total of 2,448 miles (3,940 km).https://en.wikipedia.org/wiki/U.S._Route_66

The map below highlights the route between Chicago and Santa Monica:

The USA Route 66 Economic Impact Study concluded the total annual, direct economic activity related to Route 66 from various sources amounts conservatively to about $132 million annually and millions of additional dollars in multiplier benefits including $262 million in overall (direct and multiplier) economic output, $126 million in wealth creation (or gross domestic product), and $37 million in public tax revenues.

Potential Pacific Highway scenic and historic route

There are large opportunities to set up a Pacific Highway tourist, scenic and historic route along bypassed sections of the old Pacific Highway, there are many sections of bypassed Pacific Highway between Sydney and the Queensland border.

The bypassed sections of the Pacific Highway offer important scenic and historic routes and there are long sections that are very good drives, including all the old sections bypassed by the F3 between Sydney and Newcastle ## ; Raymond Terrace #; Old highway via Stroud, Gloucester etc ##; Karuah section #; Bulahdelah to Coolongolook (O'Sullivans area) ##; Taree section #; Coopernook section #; Lansdowne, Johns River and Kew sections ##; Kempsey ##; Eungai; Warrell Creek; Macksville #; Nambucca Heads; Urunga #; Bonville #; Woolgoolga; Grafton ##; Ulmarra ##; Woodburn ##; Broadwater/ Wardell ##; Ballina #; Bangalow; Brunswick Heads # and Murwillumbah (large section) ## (( # The drives/ opportunities with high scenic and historic potential. ## The drives/ opportunities with very high potential)).

As outlined above, there are large opportunities to promote the Pacific Highway scenic attractions, heritage history, the associated tourism drives and the associated towns, bypassed or not.

Between Sydney and the Queensland border lies a ribbon of history-the old Pacific Highway, now bypassed in many sections but offering rich character, scenery, and heritage. These stretches are more than forgotten roads; they're potential tourism gold.

There are huge opportunities for travellers travelling through charming rivertowns like Raymond Terrace, Karuah, Taree, Kempsey, Grafton, Ulmarra, Woodburn and other towns; heritages towns;viewscapes; coastal lookouts around Bulahdelah, Nambucca, Urunga, and Woolgoolga and long, scenic drivesthrough Karuah, Bulahdelah, Kempsey, Grafton, Murwillumbah and elsewhere. These roads are perfect candidates for a branded tourism experience, a Pacific Highway Heritage Trail that celebrates local stories, landscapes, and communities.

Other highway opportunities

There are potential opportunities to develop an approach for the bypassed sections of the Hume Highway in NSW and Victoria, the Princes Highway and possibly other highways.

A potential path forward

In many smaller communities along Route 66, tourism related to the Mother Road is one of the most significant, if not the only, "economic game in town." The restored Route 66–themed motel, restaurant and gift shop may not have a high-dollar business volume relative to the much larger regional and state economies, but they anchor the downtown in many small communities and capitalize on a Route 66–linked past and future. This emphasises the potential for the Pacific Highway heritage and tourism corridor.

It is understood that Destination NSW promotes the Pacific Coast, often referred to as The Legendary Pacific Coast, under the statewide "Feel New" brand, launched in 2021. This visitor brand highlights natural wonders and coastal experiences, connecting visitors to feelings of joy, rejuvenation, and freedom, encouraging travel to regional NSW.

It would be a logical fit to have a specific web page just on the Pacific Highway important tourism, scenic and historic route.

There are opportunities for the Councils, tourism operators and businesses along the old Pacific Highway, Hume Highway and other applicable highways to promote the old sections of bypassed towns and highways. This could involve the use of signage, paintings on building cards, tea shirts, jumpers, hats, cups, bottles and other products. Shared approaches would be useful.

This proposal would also greatly assist in regional development, a matter receiving inadequate attention.