Bathurst has just launched a fresh destination push designed to tempt travellers inland for the rest of summer and it is leaning right into the feeling locals already know well: Bathurst is genuinely cool when the rest of New South Wales is sweltering.
The new campaign, titled Bathurst is Cool, comes from Bathurst Regional Council and positions the region as a laid back summer alternative, pairing crisp country evenings with an emerging food and creative scene.
Alongside the campaign messaging, visitors will find itineraries and a suite of travel deals encouraging longer stays and deeper exploration across the Central West.
While Bathurst’s name is often synonymous with Mount Panorama, the campaign broadens the frame. It puts the spotlight on river picnics, natural swimming spots, sundowners in historic settings and low key nights out that might surprise first timers, think rooftop bars tucked behind heritage facades and laneways dotted with art.
Bathurst is also Australia’s oldest inland European settlement and the campaign plays on that heritage swagger and frontier spirit, while pointing to what is changing now.
A growing wave of chefs, makers and tourism operators is reshaping how visitors experience the region, all within about 2.5 hours’ drive from Sydney.
At the heart of Bathurst is Cool are 20 special offers created by local accommodation providers, food and drink venues and experience operators. The range is deliberately broad, covering everything from luxe rural stays to family friendly options.
Travellers can bed down at Essington Park from Simmone Logue, make a weekend of Matt Moran’s Rockley Pub, check into the newly opened Littlebourne Guesthouse, unwind at Wilga Station, or opt for a sky focused stay with Starscape Australia’s StarDome. Bishops Court Estate is also part of the line up, while families are catered for at Bathurst Goldfields Resort.
Food and drink experiences are woven through the campaign too, including a Redground Australia truffle tasting experience at the cellar door, a behind the scenes tour at Rock Forest Vineyard and dining deals at the George Hotel.
For Matt Moran, the appeal is as much about atmosphere as it is about the plate.
“Summer out here is relaxed and genuinely welcoming, it’s the kind of place that keeps drawing you back. I’m excited to see this new summer story being told in a way that truly reflects its character,” Moran said.
The campaign highlights the kind of simple pleasures that make an inland escape feel like a reset. There are swims in local favourites including Flat Rock, Fish River, Wallaby Rocks, the Turon River and Chifley Dam, followed by unhurried afternoons roaming heritage towns and gold rush villages such as Sofala, Rockley and Hill End.
And, of course, it would not be a Central West weekend without a proper country pub stop. The pitch here is classic: pull up a stool, meet the locals, stay for one more round.
Bathurst’s summer offering is not limited to a food itinerary and a swimming hole map. The region’s culture calendar spans music, markets and gallery wandering, while leafy gardens and forest trails add a cooler option for daytime exploring.
If you prefer your summer with more horsepower, the Bathurst 12 Hour runs from 13 to 15 February, giving visitors a reason to pair countryside downtime with a high energy weekend trackside.
For campaign itineraries and offers, head to www.bathurstregion.com.au.
Featured Image: Credit Andrew Barnes.
