It will focus the attention of 190 delegates on the natural assets of our region that form the foundation of the $150 million Manning Valley tourism industry.

Manning Valley Property and Livestock looked to the brand when establishing its business in Taree and owner, Darren Wamsley saw its potential to connect with people seeking to move to the Mid North Coast. He is now one of a growing number of people who are concerned the brand could be ditched by MidCoast Council.

The tourism industry and identity of the former Great Lakes, Greater Taree and Gloucester councils is the focus of a review by consultancy firm, Destination Marketing Store. The task is to create a destination management plan for MidCoast Council and all branding is on the table for review.

Mr Wamsley wants to be involved in the consultation process and says “economically it would be disastrous for people to try to change that branding.”

“I think it would be a backward step to try to incorporate the three areas into one brand, it would close your markets. Years and years of marketing value would be lost. It would take years to get people to realise the new identity.

“I am in favour of the council amalgamation but when it comes to tourism there must be a diverse focus. The three areas are very different in what they offer and it would be a huge bonus for tourism to show the diversity within the council area.

“I put a huge focus on the Manning Valley in the marketing of my business as it really showcases the whole area. People looking to visit or buy here are looking for a lifestyle and all aspects of village living, rural living and beach living.”

Mr Wamsley contends the ‘Manning Valley … naturally’ brand is responsible for improving public perception of the region.

“The Manning Valley doesn’t carry any negative stigma. Taree has always held a stigma but since the branding of the Manning Valley the actual stigma has been lifted ... it’s given the whole area a lift.”