The Gunnedah Shire Destination Management Plan (DMP) provides the direction and framework for taking Shire’s visitor economy forward over the next five years. The primary goal of this Plan is to increase visitor expenditure within the Shire, with resultant economic and social benefits for the Shire community. The visitor economy is a broader concept than the tourism industry, incorporating all businesses and activities that benefit, both directly and indirectly, from money spent by travellers. The visitor economy is recognised as major driver of economic growth, with growth in the visitor economy a strategic priority at both Federal and State Government levels. At the local level, growing the economy of Gunnedah Shire is one Council’s core priorities, with developing the visitor economy being one of the strategies adopted by Council to stimulate economic growth.