Glen Innes Highlands will be our new destination name.
The change was unanimously accepted at the last council meeting after a lengthy branding process.
It’s an evolution of branding rather than a complete new direction and an umbrella that encompasses everything the region has to offer, Glen Innes Severn mayor Steve Toms said.
“Glen Innes Highlands is a very descriptive and emotive name that clearly says how we stand out from other regions.
“Council unanimously resolved to adopt the destination name brand based on very strong tourism industry and community feedback.”
Celtic Country is still valid as it sits under Glen Innes Highlands as a “tag name” to promote Celtic history, the Australian Standing Stones, the Australian Celtic Festival and all things Celtic.
Mr Toms said Glen Innes Highlands was also more acceptable to our Aboriginal people and welcomes a sub-umbrella that details the concept of “adventure country” that includes activities such as hiking and fossicking.
The change was initiated at the request of the Glen Innes Severn Tourist Association and Business In Glen as part of the 2015 Economic Development Strategy to better represent everything the region has to offer.
Two workshops were undertaken to engage with around 20 people representing different locations and interests across the Local Government Area including representation from Glen Innes, Deepwater and Emmaville villages.
Peter Lisberg from the Glen Innes Severn Tourist Association said “Glen Innes Highlands” was regarded as being more socially inclusive and reflects our altitude.
“It will ensure we are on the right track to continue to drive the visitor economy,” BIG president Jim Ritchie told the Examiner last year.
The next step is for council to prepare branding guidelines that can be used by all organisations and businesses to promote our region.