Tourism has been Wollongong's shining light during the economic downturn, with major attractions building on record numbers from last year and eateries reporting patronage up by 30 per cent.
A visit to any beachside strip or holiday attraction this summer shows the region defying national tourism trends.
Years of extensive marketing by Tourism Wollongong, combined with good weather, cheaper fuel, government handouts and location have made Wollongong top-of-mind for those who put off big travel plans.
Mudcat Cafe's Brett Rodwell said that even though school had gone back and there were economic concerns, business was up 20 per cent.
"The Novotel has been a drawcard for international visitors and I have never seen so many foreigners and interstate people.
"Sea Cliff Bridge was a big attraction for tourists driving down from Sydney. Many interstate travellers have seen the bridge and our coastline on national advertising campaigns and compare it to the Great Ocean Road. They all comment on how pristine the beaches are."
In Shellharbour, Ocean Beach Hotel's Michael Dennis said Addison St and the tourist park were still buzzing and his trade had rose 20 per cent.
Scarborough Hotel general manager Phil Burchall said business generated by Sea Cliff Bridge was up, with the good weather enticing more people out of Sydney.
Towradgi Beach Bowling Club had 10 per cent growth and Illawarra Fly's Sean Haylan said January was a record month, boosted by a two-park pass with Jamberoo.
Jamberoo Action Park's Gai Swords said 150,000 visited the attraction in January, up 5 per cent on last year's record, and daily attendences exceeded 9000 over the Australia Day long weekend.
She said extensive promotion was helping the Illawarra grow as a destination of choice for people in Sydney and Canberra and all the marketing Tourism Wollongong had initiated around Grand Pacific Drive was creating a new image of Wollongong.
In-park surveys this summer are showing nearly 70 per cent of Sydneysiders consider the trip to be shorter or as they expect.
Minnamurra Rainforest enjoyed 5 per cent growth in January and Symbio Wildlife Park had record attendances.
Skydive the Beach's Tamahra Prowse said business was jumping, with 1800 skydives in January, up 40 per cent. Some 35 per cent were international travellers.
Novotel Northbeach general manager Walter Immoos said many had put off booking big holidays and looked for appealing destinations close to home instead.
He said the Grand Pacific Drive campaign, linked to the M7 and accommodation packages built around the new two-park pass had definitely produced results, with more Sydney people looking south.
Wollongong council could take credit for supporting an industry that helped generate business, jobs and skills development.
"It is the biggest employer of school leavers and low-skilled labour," Mr Immoos said.
Wollongong Science Centre director Glen Moore said the number of visitors was up 15 per cent.
Wollongong TAFE Tourism Hospitality and Event Management teacher Robert Long said TAFE and the University of Wollongong were attracting more students interested in studying the joint Bachelor of Business Administration Diploma.
He said with jobs growth in conferences, meetings and hospitality, more people wanted qualifications in events.
Employment in the Shoalhaven Coast wine region grew by 20 per cent in the past six months, when it was the only wine region in Australia to experience double-digit growth in visitors.
Wine association president Rajarshi Ray said this incentive was driving more investment and having a multiplier effect on other industries.
2T Hotel Services director Matt Davidson said the effort being put into developing the tourist industry meant the best was still to come for the region.
He said Best Western Wollongong and Sebel Kiama had enjoyed a good January.
"We are well poised to capture a greater share of the domestic tourist dollar but ... Wollongong needs to truly understand the value of tourism and embrace it," he said.
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