Culture, community and tourism: the transformation of a regional coastal town

The transformative influence tourism has had on Byron Bay (Byron); a regional coastal town in Northern New South Wales, Australia, is widely acknowledged. This article examines the perceptions and attitudes of community members to understand context-specific aspects affecting the development of a regional cultural economy in place. Findings underscore Byron’s grassroots origins and the transformative capacity of its alternative community to position the town as an attractive tourism destination. It also finds social media, and a celebrity culture further contributes to its global appeal, although tourist influx strains infrastructure and affordability. Increasingly, the effect of tourism on the local community is evident. As a regional cultural economy, Byron’s cultural vibrancy and attractiveness are primarily sustained by residents’ creativity and initiative. The article concludes in noting recent pressures on the community affect local cultural forms that shape and define the attractiveness of this destination.