An Australian Route 66?

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.