100+ tourism operators gathered at Armidale summit to target Gen-Xers and empty nesters, emphasizing storytelling and regional attractions in New England's visitor economy.

The Armidale tourism summit, organized by Country and Outback NSW, attracted over 100 operators to focus on targeting Gen-Xers and empty nesters as a new market for New England's tourism industry. The event emphasized storytelling as a way to connect with guests and showcased the region's cultural and natural attractions. The summit aims to highlight the significant value of the visitor economy to rural NSW, which attracts 4.5 million trips annually and generates $1.8 billion.