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The upcoming Coffs Harbour bypass is expected to remove around 35,000 vehicles a day from the city's main highway route, prompting local businesses, including the iconic Big Banana, to adapt their tourism strategies.
Businesses in Coffs Harbour are preparing for a major change to local traffic patterns as the $2.2 billion Pacific Highway bypass nears completion. The new road is expected to open before Christmas 2026, allowing motorists travelling between Brisbane and Melbourne to avoid the city's 12 sets of traffic lights.
The bypass is designed to ease congestion along one of Australia's major east coast transport routes. However, its opening will also divert a significant amount of passing traffic away from businesses that have traditionally relied on motorists stopping during long-distance journeys.
One of the most recognisable businesses affected is the Big Banana , which has stood beside the old Pacific Highway since 1964. The tourist attraction currently sees around one million visitors stop at the landmark each year, according to its chief executive, Michael Lockman. An estimated 35,000 vehicles pass the site daily, providing visibility to travellers heading along the coast. ABC News
The Big Banana has invested up to $20 million over the past decade in attractions, including rides and a water park, as it prepares to attract visitors who make a deliberate trip to the site rather than simply stop while passing through. The business employs about 170 staff during peak season and is seeking to strengthen its position as a destination in its own right.
The impact of the bypass is a concern for other local businesses too. Cafes, shops and tourism operators that benefit from passing motorists may need to adjust their marketing, services and business models to attract customers who are no longer travelling through the city centre.
More than 50 local business owners have attended workshops focused on preparing for the change. These sessions have included discussions about the experience of Geelong, where a ring road diverted traffic away from the city centre. Investment in public infrastructure, attractions, cultural facilities and the waterfront helped Geelong build its profile as a destination for visitors.
Some travellers have welcomed the prospect of a faster journey between major cities, while others have expressed concern that bypasses can reduce the economic activity experienced by smaller towns. For some, stopping at roadside landmarks such as the Big Banana is part of the Australian road-trip tradition.
The Coffs Harbour bypass is funded by the federal and New South Wales governments. Transport for NSW expects it to open in December, although drivers will continue to encounter the city's traffic lights until the new route becomes operational.
As the opening approaches, the challenge for local businesses will be to encourage visitors to plan a stop in Coffs Harbour, rather than rely on incidental traffic. The project is expected to change how motorists travel through the region, while the long-term effect on local tourism and trade will become clearer after the bypass opens.
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Businesses in Coffs Harbour are preparing for a major change to local traffic patterns as the $2.2 billion Pacific Highway bypass nears completion. The new road is expected to open before Christmas 2026, allowing motorists travelling between Brisbane and Melbourne to avoid the city's 12 sets of traffic lights.
The bypass is designed to ease congestion along one of Australia's major east coast transport routes. However, its opening will also divert a significant amount of passing traffic away from businesses that have traditionally relied on motorists stopping during long-distance journeys.
One of the most recognisable businesses affected is the Big Banana , which has stood beside the old Pacific Highway since 1964. The tourist attraction currently sees around one million visitors stop at the landmark each year, according to its chief executive, Michael Lockman. An estimated 35,000 vehicles pass the site daily, providing visibility to travellers heading along the coast. ABC News
The Big Banana has invested up to $20 million over the past decade in attractions, including rides and a water park, as it prepares to attract visitors who make a deliberate trip to the site rather than simply stop while passing through. The business employs about 170 staff during peak season and is seeking to strengthen its position as a destination in its own right.
The impact of the bypass is a concern for other local businesses too. Cafes, shops and tourism operators that benefit from passing motorists may need to adjust their marketing, services and business models to attract customers who are no longer travelling through the city centre.
More than 50 local business owners have attended workshops focused on preparing for the change. These sessions have included discussions about the experience of Geelong, where a ring road diverted traffic away from the city centre. Investment in public infrastructure, attractions, cultural facilities and the waterfront helped Geelong build its profile as a destination for visitors.
Some travellers have welcomed the prospect of a faster journey between major cities, while others have expressed concern that bypasses can reduce the economic activity experienced by smaller towns. For some, stopping at roadside landmarks such as the Big Banana is part of the Australian road-trip tradition.
The Coffs Harbour bypass is funded by the federal and New South Wales governments. Transport for NSW expects it to open in December, although drivers will continue to encounter the city's traffic lights until the new route becomes operational.
As the opening approaches, the challenge for local businesses will be to encourage visitors to plan a stop in Coffs Harbour, rather than rely on incidental traffic. The project is expected to change how motorists travel through the region, while the long-term effect on local tourism and trade will become clearer after the bypass opens.
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