Kiama Tourism

Name

Kiama Tourism

Legal name

Kiama Municipal Council (trading as Destination Kiama)

Website

https://kiama.com.au

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Destination Marketing and Tourism Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Full-Service Destination Management (Ground Handling & Onsite Operations) (THAHADAA)

akta.pro secondary industries

Inbound/Local Retail Travel Agencies (Destination Booking Offices) (THAKABAH), Destination & Venue Reservation Systems (DMO/MICE) (THALADAI), Venue Sourcing & Site Coordination (HSACAAAD), Venue & Special Event Site Sourcing (Unique Venues, Permitting) (THAHADAE)

Keywords

• Destination marketing services
• Visitor information services
• Accommodation booking facilitation
• Event promotion services
• Tourism partnership programs

Headquarters

HQ city

Kiama

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Infrastructure, Others

Revenue model

1. Booking Facilitation: Destination Kiama facilitates online accommodation bookings through its BookEasy platform, acting as a non-exclusive agent for tourism operators and suppliers. The organization takes bookings and receives payments on behalf of partners.
2. Event Services: Revenue generated from Kiama Highway Event Signage at $260 (incl. GST) covering both northern and southern highway signs plus installation/removal.
3. Partnership Program: Local businesses and events pay to partner with Destination Kiama, receiving benefits including dedicated website pages, inclusion in Visitor Guide, and marketing/promotion opportunities.
4. Cancellation Fees: A $22 AUD cancellation fee is charged for confirmed bookings, in addition to any cancellation fees from service providers.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Destination Kiama operates as the destination marketing organization (DMO) within Kiama Municipal Council, delivering visitor servicing, accommodation booking facilitation through the BookEasy platform, destination event coordination and funding, partnership programs for local tourism businesses, and tourism publications (including the annual Visitor Guide). The organization runs an accredited Visitor Information Centre at Blowhole Point and manages The Pavilion Kiama venue for conferences, weddings, and community events.

Product overview

Destination Kiama operates primarily as a destination marketing organization and tourism promotion body for Kiama Municipal Council, rather than a technology product company. The organization provides visitor servicing through an accredited Visitor Information Centre, an online accommodation booking platform powered by BookEasy, event management support through the Destination Event Funding Program, and marketing services via the Partnership Program. Publications include the annual Visitor Guide and supplementary dining and accommodation guides. The organization also operates The Pavilion Kiama beachside venue for conferences and events, and provides highway event signage services for local events.

Differentiator

Problem solved

Functional benefit

Brands

• The Pavilion Kiama: A beachside venue operated by Destination Kiama hosting conferences, weddings, business events, and community events.

Products and services

• Kiama.com.au Destination Website Official destination marketing website providing comprehensive visitor information about the Kiama region including attractions, accommodation, dining, events, and planning tools for visitors.
• Visitor Information Centre Accredited Visitor Information Centre at Blowhole Point providing expert advice and local insights to visitors, handling approximately 65,000 enquiries per annum.
• Online Accommodation Booking Platform Online accommodation booking platform powered by BookEasy, facilitating reservations for stays throughout the Kiama region with tourism operators.
• Visitor Guide Publications Annual visitor guide publication with 40,000 copies printed and 20,000 distributed throughout NSW, along with supplementary publications including Local Dining Guide, Accommodation Guide, and monthly What's On.
• Destination Event Funding Program Program providing funding and support for destination events that attract visitors from outside the Kiama area, including event promotion and highway signage.
• The Pavilion Kiama Beachside venue at Kiama hosting conferences, weddings, business events, festivals, and community events.
• Destination Kiama Partnership Program Annual partnership program inviting local businesses to partner with Destination Kiama for marketing benefits, dedicated website pages, and networking opportunities.
• Kiama Highway Event Signage Highway event signage boards located at Bombo Beach (north) and Gerringong/Toolijooa (south) to advertise public events in the Municipality, priced at $260 (incl. GST).

Quantifiable outcome

• Visitors to NSW Visitor Information Centres spend an additional $131 and 49% stay longer in the area

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Kiama Municipal CouncilcoreStrategic or Co-development PartnerDestination Kiama operates as the Tourism and Events Department of Kiama Municipal Council, coordinating all tourism operations, strategic marketing, industry development, partnerships, and destination events for the municipality.
• Tourism Operators and Accommodation SupplierscoreChannel Partner/ Reseller/ DistributorLocal tourism operators list accommodations and services on the BookEasy platform. Destination Kiama acts as non-exclusive agent, facilitating bookings and providing marketing through the Visitor Guide and website.
• Australian Tourism Data Warehouse (ATDW)coreChannel Partner/ Reseller/ DistributorATDW is the national tourism distribution platform. Destination Kiama promotes free listings through ATDW which feed into regional websites and kiama.com.au.
• NSW Fair TradingcoreStrategic or Co-development PartnerNSW Fair Trading administers the Code of Conduct for Short-term Rental Accommodation. Destination Kiama provides platform and marketplace information about STRA regulations for hosts in the Kiama area.
• Stayz, Airbnb, Booking.comminorChannel Partner/ Reseller/ DistributorOnline accommodation booking platforms that facilitate short-term rental accommodation. STRA hosts must register on NSW Government STRA register and can list on these platforms.
• Kiama Business NetworkcoreStrategic or Co-development PartnerThe Kiama Business Network is represented on the Tourism and Economic Advisory Committee (TEAC) which provides strategic advice to Council and represents the tourism industry.
• Kiama Visitor Information CentrecoreChannel Partner/ Reseller/ DistributorThe Visitor Information Centre welcomes visitors and promotes local businesses, events, and attractions. Open 9am-5pm daily except Christmas Day at Blowhole Point.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Others

• VisitCanberra:

Direct peers

• Visit Sunshine Coast: Regional DMO covering the Sunshine Coast region in Queensland; comparable as a destination marketing organisation combining VIC services, partner programs, event promotion, and regional campaign work for a coastal/sub-tropical destination similar in visitor profile to Kiama.
• Visit Brisbane: City-level DMO for Brisbane; operates a directly comparable model including an official destination website, VIC, event calendar, partner program, and content marketing aimed at short-break domestic travellers.
• Destination Wollongong: Regional DMO for the neighbouring Wollongong LGA on the NSW South Coast; directly comparable as a council-affiliated tourism body running an accredited VIC, accommodation booking platform, partnership program, and event calendar in an adjacent geography.
• Shoalhaven City Council Tourism: Neighbouring South Coast NSW council tourism operation; directly comparable as a council-run destination marketing body with VIC, accommodation listings, event promotion, and visitor guides serving an adjacent coastal LGA.

Broad incumbents

• Tourism Australia: National DMO for Australia; comparable in destination-marketing function and partnership-distribution model (including ATDW-style operator listings), but operates at a national scale with significantly larger budgets and a broader remit than a single-municipality DMO.
• Destination NSW: State-level destination marketing organisation responsible for promoting Sydney and NSW globally; operates at a higher tier and broader remit than Destination Kiama, with overlapping visitor-economy mandate, marketing channels, and partnership programs that funnel into Kiama.
• Visit Victoria: Victorian state DMO; comparable in destination marketing function and partnership-distribution model, with overlapping remit on regional tourism promotion across multiple LGAs in another Australian state.
• Destination Greater Sydney: Surrounding metropolitan DMO responsible for promoting Sydney and surrounds; overlaps with Kiama as a feeder source market and operates comparable booking/marketing infrastructure for the broader visitor economy.
• Destination Queensland: Queensland state DMO; operates a comparable destination-marketing and partnership-driven model across regional Queensland LGAs, providing a peer benchmark for state-level coordination with local tourism operators.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCD3nB49jiVO0Hsh84sS_7GA
• Facebookfacebook.com/kiamansw
• Instagraminstagram.com/kiamansw
• Xx.com/kiamatourism
• LinkedInlinkedin.com/company/kiama-tourism

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kiama Tourism