Penrith Valley tourism

In 2004 we conducted stakeholder consultation for Penrith City Council, including 2 large workshops designed to identify a co-operative approach to developing tourism in the Penrith Valley.

At the time there was a general misconception that a non-existent organisation called ‘Penrith Valley Tourism’ had a leadership role in developing and marketing tourism. Our work identified the fact that tourism operators had interpreted Penrith City Council’s active role as brand custodian and developer of promotional material to mean that Council was leading local tourism development.

Our Plan Forward literally identified ‘who should be doing what for tourism in the Penrith Valley’ , recommending specific strategies for industry participants including the Penrith Valley Economic Development Corporation, Penrith City Council, the Tourism Task Group, and individual tourism operators.