Wollongong launches ‘Operation: Plug the Blowhole’ in bid to claim NSW’s top tourism title

Wollongong has today launched a cheeky (and slightly mischievous) campaign aimed at toppling two-time champion Kiama, as voting opens for the 2026 NSW Top Tourism Town Awards.

Dubbed “Operation: Plug the Blowhole,” the initiative acknowledges Kiama’s recent dominance, while encouraging Wollongong locals, visitors and businesses to rally behind their city in this year’s public vote.

Kiama has taken out the NSW Top Tourism Town title for the past two years and claimed bronze at the national awards, cementing its reputation as one of the state’s most recognisable coastal destinations.

But now, Wollongong is ready to have a crack.

Destination Wollongong General Manager Jeremy Wilshire said the campaign was designed to inject some personality into a friendly coastal rivalry, while reminding people of the depth and diversity of Wollongong’s offering.

“Kiama has set the benchmark, no question, and they’ve done an incredible job to earn that recognition,” Mr Wilshire said.

“But every now and then, you’ve got to have a crack at the title. We’ve had a bit of fun with this campaign, but the message behind it is serious: Wollongong is one of the best tourism destinations in the state.”

Leaning further into the rivalry, Mr Wilshire didn’t shy away from a playful comparison between the two destinations’ most iconic drawcards.

“That spluttering blowhole is a bit like the English cricket team ... mightily impressive when it goes off once in a while, but sporadic, unreliable and often underwhelming,” he said.

“Give me the Sea Cliff Bridge any day, with its imposing scale, sexy curves and undeniable grandeur.”

While the campaign playfully references Kiama’s iconic Blowhole, Mr Wilshire was quick to clarify there are no actual engineering works planned.

“We’re not actually plugging anything,” he said.

“What we are doing is encouraging people to take a fresh look at Wollongong, from our beaches and coastal drives to our escarpment, dining scene and vibrant local experiences.”

Voting for the NSW Top Tourism Town Awards opened today and runs until May 3, with public votes forming a key part of the judging process.

The awards recognise destinations that deliver outstanding visitor experiences, strong community engagement and a thriving local tourism economy.

Mr Wilshire said the campaign was ultimately about community pride.

“If you’ve ever loved Wollongong, whether it’s an early morning swim, a drive across Sea Cliff Bridge or a long lunch by the water, this is your moment to back it,” he said.

“This recognition belongs to the entire community, the businesses, operators and locals who make Wollongong such a special place.”

Destination Wollongong is encouraging locals, visitors and businesses to cast their vote and help secure the title for 2026.

Click here to vote for Wollongong

Note: The Illawarra Flame is a member of Destination Wollongong.