Two global travel brands have now looked at the Tweed and reached the same conclusion we’ve held for a long time.
Expedia has named the Tweed one of its 2027 Destinations of the Year, the only Australian destination on the list. It follows Lonely Planet’s Best in Travel 2027, where the Tweed was also Australia’s only Top Destination.
Why the Tweed made the list
Expedia’s pick comes from its Unpack ’27 travel trends report, built on booking and search data, social conversation and a survey of 26,000 travellers. The ten destinations are the places where traveller interest is climbing fastest, and searches for the Tweed rose 35 per cent. Not bad company either: South Lake Tahoe, Perugia, Busan and Sedona are all on the list too.
For a region that’s spent years being described as the bit between the Gold Coast and Byron Bay, it’s a lovely turn of events.
The bit we’re proudest of
The list is the headline, but the Smart Travel Health Check is the part that made us smile. Six of the ten destinations earned it, and the Tweed is one of them. It recognises places that look after their communities and landscapes while welcoming visitors.
Anyone who lives here knows the worry that follows a spotlight like this. The beaches, the traffic, the rent, the quiet. So it means something to be recognised for how the Tweed handles that, and not just for how it looks on a postcard.
Voices behind the recognition
We put two questions to Clinton Farlow, who has just stepped into Tweed Shire Council’s new Visitor Economy Lead role. On what the news means for local businesses and residents, he said:
“It’s a really proud moment for The Tweed and this recognition reflects the collective efforts of our local businesses, tourism operators, community organisations and residents.”
He sees travellers changing too. Fewer people want to tick off the big sights, and more want an experience that connects them with a place and its community, which he says suits the Tweed well. The 35 per cent jump in searches is an early sign, and he expects both announcements to keep that interest growing.
On what happens next, he was clear: “It’s not simply about attracting more visitors but attracting the right visitors who appreciate what makes The Tweed unique.” The Destination Management Plan is there to keep growth balanced with the community and the environment.
Mayor Reece Byrnes pointed to the same tools. Along with the Destination Management Plan, the Visitor Pledge, a voluntary commitment asking visitors to tread lightly, is how Council hopes to keep tourism supporting local jobs while protecting the lifestyle that makes the Tweed what it is.
Your Tweed checklist
If friends or family ask what to do in the Tweed, you already know the answer. Start with a morning swim or surf along the coast. Take in Wollumbin and its caldera landscape. Ride the Northern Rivers Rail Trail, then reward yourself at the cafes and bakeries, and wander the studios and galleries tucked into the hinterland towns. Kingscliff, Cabarita Beach, Pottsville and Murwillumbah each show off a different side of the region, and Gold Coast Airport is close by.
What it means for us
An accolade doesn’t change the Tweed. The surf is the same, the market stalls are the same and so are the people behind them. What changes is how many people hear about us, which makes how we welcome them matter that bit more.
So here’s our hope: that newcomers find the real thing and not just the headline. We’ll keep telling the stories of the Tweed’s businesses, makers, surfers, farmers and locals, and we’ll keep doing our bit to look after the place.
Congratulations to everyone who has helped build this. It was earned by the people who live and work here.
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