Hervey Bay is a place people love. But ask ten locals what we’re known for, and you’ll get ten different answers—whale watching, retirement, tourism, affordability, lifestyle, fishing, or “close to Fraser Island.” The truth? We have an identity crisis.
That’s not unusual for a regional city in transition—but it’s a growing risk. Without a clear and unified brand, we drift. We plan short-term. We struggle to attract the right investment, industries, and talent. We fail to connect with younger generations—and often don’t even agree on who we are. Hervey Bay is technically part of the Fraser Coast, but that brand has become watered down—especially since the renaming of Fraser Island to K’Gari.
We’re also lumped into “Wide Bay” for government planning, yet Hervey Bay is the largest city in the region and still doesn’t have a strong, independent identity. So the big question is: What do we want to be known for in 10, 20, or 50 years?
Are we a lifestyle capital that balances growth with nature? A health and education hub? A launchpad for eco-tourism and creative industries? A destination for young families seeking opportunity, not just affordability? Cities with a clear brand attract the right people, projects, and policies. Look at Byron Bay, Noosa, even Newcastle—they defined who they were and built everything around it. Hervey Bay’s future branding must come from within—but it needs to be bold, ambitious, and outward-looking. It must honour our coastal charm but speak to progress and possibility. Let’s not just grow. Let’s grow into something clear. Something compelling. Something uniquely Hervey Bay. The question isn’t where we’re going—it’s who we want to be when we get there.
