Reflections Holidays lifts investment as camping sector thrives

Reflections Holidays – the only adventure camping group in NSW that reinvests profits back into the holiday parks and nature reserves in its care - is forecasting a 15% rise in tourist stays revenue in FY24 and boosting accommodation investment, as industry data reveals the public’s love for outdoor holidays remains strong.

Reflections – a Crown Land Manager and the only holiday park group in Australia that is a certified social enterprise - has invested $18 million in new accommodation in the 2024 financial year, up $3m from FY23. It has also doubled its spending on park improvements, from $2m in FY23 to $4m in FY24, including refurbishing budget accommodation and amenities, and expects to spend $6m in FY25 on existing assets.

The Minister for Lands and Property and Minister for Small Business, Steve Kamper, on Tuesday visited Reflections Corindi Beach near Coffs Harbour, where two new cabin ensuites costing $125,000 are planned alongside a $500,000 new amenity block slated at nearby Reflections Urunga.

Park infrastructure upgrades are being supported by the NSW Government with a $28 million loan to Reflections Holidays through Crown Lands, to support regional tourism and communities.

Mr Kamper welcomed the investment by Reflections Holidays, adding that affordable accommodation was important to families, the tourism industry and small businesses.

“Reflections Holidays operates 40 holiday parks and cares for 45 nature reserves on Crown Land so it’s great to see their profit-for-purpose business model delivering a range of accommodation for visitors who in turn spend in our regional communities,” Mr Kamper said.

“While new accommodation is welcome to meet demand from local and international visitors, it’s important that existing accommodation including unpowered and powered camping sites are maintained so budget options are available for all.”

The forecast rise in Reflections’ tourist accommodation revenue comes after the Caravan and Camping Industry Association NSW released data that shows a record-breaking 5 million visitor nights were recorded in the state in the 12 months to September 2023.

Reflections Holidays CEO Nick Baker said that the organisation had invested in new accommodation, ranging from premium family and accessible cabins to tiny homes and glamping tents, and upgraded facilities in its coastal and inland parks to ensure that the NSW public continued to enjoy both accommodation options and modern park facilities.

“This has included sustainability initiatives and solar panel installations, electrical switchboard replacements, upgrading water treatment plants and sewer treatment systems, refurbishing guest amenities, installing new BBQ dining deck areas, and installing a swimming pool at Reflections Jimmys Beach,” Mr Baker said.

“In partnership with Byron Bay council, we also invested in providing hot water for the showers in the amenity block at Banner Park Reserve in Brunswick Heads to provide access to basic amenities for those sleeping rough in the region.”

Mr Baker said Reflections Holidays had injected $121.5 million in economic benefit into the NSW visitor economy in the 12 months to 31 January 2024.

Reflections Holidays has recently partnered with OzFish to help recreational anglers and communities improve the health of their rivers, lakes and estuaries. The organisation will open its parks to ‘voluntourism’ and invite OzFish, the only fishing conservation charity in Australia, to run programs to restore local fish habitats, remove rubbish from waterways and educate the next generation on being a sustainable angler.

The partnership comes as Reflections marks 10 years of operations by revealing a new brand logo that celebrates its adventurous heart and goal of helping guests immerse in nature for life memories and shows its commitment to nurturing land in its care.

“We are different from other holiday parks and want to do things that make a difference for the 2 million visitors we see each year. In turn, we encourage them to be gentle to the environment and support local businesses when they are with us,” Mr Baker said.