We can’t stop the ever increasing flow of people coming to the South Coast, and nor should we seek to.
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Like many coastal communities affected by the decline in manufacturing and primary industries, tourism is an important piece of the economic pie.
But are we keeping pace when it comes to facilities such as car parking spaces, signage and public toilets?
It seems that on the roads, in the car parks and even, in some cases, down on the sand, we are struggling under the weight of numbers.
The small but highly popular spot of Hyams Beach perhaps provides an alarming case study.
Despite only having legal car parking spaces for 300 vehicles, Hyams Beach attracts thousands of visitors per day in the peak season.
Here, toilet paper is left strewn around the four permanent public toilets with locals saying each morning it is washed into the creek.
One local resident said, “we spend our lives picking up rubbish”.
This pressure clearly has environmental consequences for a beach which has clean, white sand as its calling card.
But council and Shoalhaven Tourism are listening.
In recent days, council rangers have been stationed at the car park, only letting one car in as one car goes out.
Tourism staff have been handing out brochures, gently reminding our visitors that there are actually 100 beaches to choose from in our area.
Most of us would agree it’s been particularly busy this year.
Visitor experience, as we know is the most powerful form of advertising.
And what we have always called “word of mouth” now translates to comments online; on twitter, facebook, instagram and Trip Adviser.
These days, if someone has an amazing time on the South Coast, the whole world can potentially hear about it. But the same goes for the bad times.
People are discovering our beautiful backyard and the visitors bring much needed money into our local economy.
But there is a tipping point.
Investment in improving facilities to make the busy season more comfortable for visitors and residents has to be money well spent.