THE tourism sector is reporting strong holiday trade as destination marketing pays off.
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Greater Port Macquarie Tourism Association president Janette Hyde said it was wonderful to see people out and about and having fun.
"The marketing that has been done for the area has brought our area to top of mind again," she said.
"I think there's more holidaymakers in town this year than I've seen in a long time and I've been here 40 years."
Mrs Hyde said overall it was a great Christmas and a great new year.
"This is a time when people capitalise on the amount of tourism trade and it holds them in good stead for the rest of the year," she said.
Blackfish Coffee owner Justyn Hope is experiencing his first post-Christmas rush after opening the William Street business nine weeks ago.
"For me, it's fantastic," he said about booming tourist time.
"We have basically doubled our targets every day for the last 10 days."
Rydges Port Macquarie director of sales and marketing Kate Wood-Foye said there was a mix of repeat and first-time visitors.
"It has been a really, really strong Christmas and holiday period for us," she said.
"The holidaymakers have been in really fine spirits and we are chock-a-block."
Sydneysiders Michael Wright and Keescha Brown are visiting friends during a four-day getaway to Port Macquarie.
"It is close to Sydney and it is a good place to come to," he said.
"Port Macquarie is nice and relaxing."
Billabong Koala and Wildlife Park's Mark Stone said business had been fantastic after the rain and traffic congestion cleared.
"After that we have been smashing it," he said.
"The last few days in particular have been extremely good."
Mr Stone said visitor numbers at the park were made up of locals and tourists.
Mid North Coast NSW Business Chamber regional manager Kellon Beard said it appeared business, particularly retail, was doing well.
"There are a lot of crowds in a lot of the shops, and a lot of people walking around with shopping bags," he said.
"The traffic has been the busiest I have seen it for a number of years."
He said the earlier wet weather had brought people back into the shopping centres.
