newy.com.au – City of Newcastle is seeking proposals to develop a five-year strategy aimed at growing the visitor economy, attracting investment and strengthening the city’s events and night-time offerings.
The City Vibrancy Strategy will bring together the council’s Destination Management Plan, Economic Development Strategy, Night-Time Economy Strategy and Events Plan in a single framework.
It is expected to guide council efforts to support business growth and sustainability, encourage job creation and unlock investment opportunities during the next five years.
Lord Mayor Gavin Morris said Newcastle’s transition to a diversified economy and its growing reputation as an events and tourism destination were delivering economic benefits.
“Newcastle has become a city that delivers the complete package, from its breathtaking beaches and thriving cultural scene to its outstanding hospitality, major events calendar and experiences that continue well into the evening,” Cr Morris said.
“We’re seeing increased investment attraction across a range of sectors, more visitors choosing to stay longer, travel for major events and spending more whilst enjoying everything Newcastle has to offer. That presents a significant opportunity for our local economy and businesses.
“This strategy is about making sure we harness that momentum. We want to grow visitation, encourage investment, create jobs and continue building a city that’s vibrant every day of the week and at all hours of the day.”
The strategy will examine opportunities to strengthen Newcastle’s standing as a premium leisure destination and expand its appeal in international markets following the expansion of Newcastle Airport and the introduction of new routes and connections.
It will also review the council’s approach to attracting and facilitating major events, including the use of council-owned venues and public spaces. The work will identify opportunities for sustainable event growth and consider how events could encourage more visitors to stay overnight.
Chair of the council’s Strategy and Innovation Strategic Advisory Committee, Cr Declan Clausen, said major events had become an important tourism and economic driver.
“The calibre of events Newcastle is attracting today would have been difficult to imagine a decade ago. From international concerts to world-class sporting events, we’re proving that Newcastle can compete on the national and global stage,” Cr Clausen said.
The city’s major events pipeline includes concerts by the Foo Fighters, Robbie Williams and Guns N’ Roses, as well as Rugby League and Rugby World Cup fixtures.
“These events don’t just fill venues, they fill our hotels, restaurants, cafés and local businesses while showcasing everything Newcastle has to offer to new audiences,” Cr Clausen said.
“We’ve built incredible momentum over recent years and now is the time to think strategically about how we build on that success, working alongside industry and all levels of government to maximise every opportunity.”
Newcastle’s night-time economy will be another focus, with the strategy to investigate the feasibility of establishing one or more Special Entertainment Precincts, including in Midtown, to encourage a range of 24-hour economic activity.
The investigation follows a notice of motion endorsed by the elected council in March 2026.
The council cited the Night-Time Economy 2026 Report, released this week by the Council of Capital City Lord Mayors, which found the sector generated turnover of $2.3 billion in Newcastle in 2025. It accounted for 13,600 jobs across 1027 businesses.
Councillor Paige Johnson said Special Entertainment Precincts could create economic opportunities while supporting Newcastle’s nightlife.
“Following the Council resolution about exploring a Special Entertainment Precinct for Midtown Newcastle, the Strategy will be informed by community engagement and consultation on how SEPs could support live music, hospitality, arts and culture, while meeting the needs of residents, businesses and visitors,” Cr Johnson said.
Proposals to undertake the research and development work are open through the City of Newcastle’s eProcure website at app.eprocure.com.au/ncc and close on 25 August.
