On April 1, as Cowper MP Pat Conaghan was out on the campaign trail, he filmed a video with Tiga Cross, Manager of Coffs Coast Wildlife Sanctuary (CCWS).

In the video, posted to Conaghan’s Facebook page, the Nationals MP announced “some pretty big news”: if the Coalition was elected on May 3, it would stump up $850,000 for a new Visitor Information Centre to be located within the wildlife sanctuary.

So many questions

But other questions emerged in the wake of Conaghan’s pledge.

What would the $850,000 pay for? 

Was a bricks and mortar visitor information centre necessary in 2025? 

And was the location - within an established tourist attraction, and not in the CBD - the most easily accessible for holidaymakers? 

Conaghan said the new centre at CCWS would “create a one-stop-shop for visitors to pop in, get information on the full range of local attractions and ask advice and tips from knowledgeable purpose trained staff”.

But what exactly would taxpayers get for their $850,000? 

How the money would be spent

Conaghan told the Mid North Coaster the Coffs Coast Wildlife Sanctuary would use the funding to “redevelop the front area to accommodate the new facility”. 

He said the funding would also cover the hiring and training of specialised staff, but would not cover any wages, and that utility and insurance bills related to the new centre would be covered by the sanctuary.

CCWS Manager Tiga Cross, who is also a member of Coffs Harbour City Council’s Destination Coffs Coast Committee, told the Mid North Coaster the proposed redevelopment of the sanctuary’s front entrance area would include designated seating areas for discussions with staff, video displays, a retail space for souvenirs and merchandise and a visitor desk.

There would also be a connection to the onsite cafe, a cultural welcome area (designed in consultation with the Gumbaynggirr community), learning zones for children, and multipurpose education and training space for tourism-related qualifications.

“At CCWS, we are also developing a dedicated educational space that will showcase the natural and cultural highlights of the Mid North Coast and surrounding regions,” Cross said.

“This redevelopment is not just an upgrade - it’s a commitment to becoming a hub for environmental education, regional promotion, cultural respect and eco-tourism excellence on the Coffs Coast.”

The story behind the $850,000 promise

So, how did Conaghan come to offer Cross the $850,000 in funding?

"When we took over the Coffs Coast Wildlife Sanctuary, I approached Pat with a long-term master plan to better connect with and support local operators, moving away from siloed efforts and toward genuine collaboration,” Cross said.

“The idea of co-locating a Visitor Information Centre (VIC) at the Sanctuary was born out of this vision - to create a space that not only welcomes and informs visitors but actively supports our community, operators, and the local economy." 

Cross said she was “not sure if other businesses were formally considered”.

“I provided a clear business case study to demonstrate how this proposal would remain sustainable, reduce strain on council, and ensure the VIC aligns with the region’s environmental, cultural, and tourism goals.”

The thoughts of a tourism operator

Troy Saville, owner of tourist attraction The Butterfly House, has lived in Coffs Harbour all his life and has been in the tourism industry for more than 40 years.

"At the end of the day, anything that is done for tourism in Coffs Harbour is a good thing," he told the Mid North Coaster.

However, he questioned the location.

“They're currently building a bypass - you're going to have a highway where a bypass goes around Coffs Harbour and you're going to put a tourist information centre at the furthest points from the highway? The location is a curious one. If you look at all the off ramps, [it’s] going to be a struggle for people to call in.”

Saville said he was not invited to compete for the tourism centre, but added he would not have felt comfortable accepting government money.

As a registered not-for-profit charity, Cross said every dollar spent at the CCWS supports animal welfare, conservation education and community impacts rather than going to a private commercial business.

Saville also expressed concerns about whether there would be enough parking at CCWS during peak times if a VIC were to be introduced to the facility.

Sharing is caring

Saville said tourism operators, including CCWS, The Butterfly House, and The Big Banana, shared each other’s brochures, and that CCWS already acted as a visitor information centre.

Cross said a VIC was more than just brochures and pamphlets; it provided extended opening hours, knowledgeable staff, ample parking, accessible public toilets and face-to-face recommendations.

“CCWS sees itself as a hub for all regional operators, promoting the many incredible experiences on offer across the Coffs Coast and beyond,” she said.

She said the “previous VIC in Coffs Harbour undoubtedly faced challenges, but it’s important to differentiate the concept from its past execution”.

A visitor information centre on McLean Street closed in 2014, followed by one at The Big Banana in 2017. 

Difficulties in the visitor information centre space

Cross identified the previous challenges to past VICs as resourcing, visibility and opening hours.

“The sanctuary already operates seven days a week, 356 days a year, from 7am to 4pm, with existing staff on-site, making it a highlight practical and cost-effective location for a VIC,” she said.

Cross believed this model was financially sustainable, rather than placing burden on council or ratepayers. 

Conaghan says the funding would mean “breathing new life into a much-loved asset”.

Some thoughts from the community

The response to Conaghan’s Facebook post of April 1 was mixed - there were pats on the back, but also queries and criticisms.

“An absolute necessity for a location such as Coffs, however I do question the location …  Surely it would be better in the main centre of town,” wrote one.

“We had that … a purpose built info centre in a great location next to the coaches bus stop,” said another. 

“How retro. The information centre in Coffs was closed as it was no longer viable due to the internet, online bookings, and social media. The closure was supported by the council and the industry.”

Another said “any tourist information centre needs to be prominently visible on the ‘Old’ Highway, not hidden down and around from the jetty”.

“What happened to the Coffs visitor information centre we already had?” posted one commenter. “I think a study of the best place to establish a visitor centre should be done that takes into account the new bypass. Election promises need to be scrutinised properly.”

“I guess the question is who will fund this one into the future?” asked one person.

The model adapts

City of Coffs Harbour transitioned away from the classic VIC model in 2017 in response to changing visitor behaviours, declining usage and the unsustainable cost of maintaining a stand-alone centre. 

The council says it has “implemented a contemporary, distributed model of visitor servicing through a mix of digital platforms including the Coffs Coast website and explorer app dedicated to listing activities and attractions from Red Rock to Sawtell and the Hinterlands”.

There are seven digital visitor information kiosks dotted around the area in Sawtell, Jetty, Whale Tail, Woolgoolga, Coffs Central, Yarrila Place and Nana Glen.

There are also six Visitor Information Outlets co-located within businesses across the region.

There is an accredited VIC in Woolgoolga.

There are also 70 visitor information brochure racks at all major attractions including The Big Banana, Botanic Gardens and Butterfly House, at major resorts, holiday parks, shopping centres and at many accommodation providers.

Cross said a VIC at the Coffs Coast Wildlife Sanctuary would “complement digital tools, not compete with them”.

Thumbnail image: (L-R) Member for Cowper Pat Conaghan and Manager Coffs Coast Wildlife Sanctuary Tiga Cross.