Three months ago, Grafton accommodation businesses were facing the prospect of no visitors during the traditional busy jacaranda season. However, the word is out, Grafton is a bloomin’ beautiful city and Jacaranda season is in full swing, attracting visitors from all over New South Wales. Grafton’s Jacaranda season has been heavily promoted through a campaign implemented by the Community and Industry Engagement team at Clarence Valley Council. General manager, Ashley Lindsay was delighted to hear the good news from accommodation providers. “Even though we’ve been marketing the Jacaranda season for several years, this year’s campaign has been more important, encouraging visitors and promoting the beautiful blossoms, in spite of everything else that’s happened this year.” “It is great to see the promotional activity seems to be working.” “I’ve seen visitors wandering happily through our jacaranda lined streets.” “This is extremely heartening given all the Clarence Valley has been through in the last 18 months with the bushfires and now Coronavirus,” Mr Lindsay added. Mark Dougherty from City Centre Apartments said he is booked to a similar level as in 2019 and that most of his guests were in Grafton to see the jacaranda trees in bloom. “I had to go to the Grafton Regional Gallery to pick up some more brochures and maps from the Visitor Information Centre because even though jacaranda season has just started, I had already run out.” “My visitors love the jacaranda map and some are really pleased we have a Chinese language version too – it’s very popular!” Mr Dougherty added. Council has also partnered with the Jacaranda Festival in the promotion of the Go Purple campaign for local businesses; keeping the jacaranda spirit alive. By late October the Jacaranda trees are out in full bloom. The beauty of the 1700 trees that line the streets of Grafton mean that they put on a world famous display.