Anyone who lives in Lismore knows our city has plenty to offer visitors. From the rainforests of the surrounding national parks, the character of our villages, and our vibrant arts and food culture. There’s no shortage of reasons for people to make the trip.

But it seems someone promoting the city may have stretched the Byron hinterland just a little too far… all the way to the coast.

A social media tourism advertisement from Destination NSW suggesting Lismore has its own beach has sparked confusion in State Parliament this week, after the issue was raised during NSW Budget Estimates hearings.

Upper House MLC Nichole Overall questioned NSW Tourism Minister Stephen Kamper about the promotion, which opened with footage of surfers at sunset and the caption “Lismore: unfiltered and unexpected.”

A screenshot of the ad that appeared across social media, it was soon removed after this questioning.

“Have you seen the tourism social media ad from Destination NSW promoting Lismore?” Ms Overall asked.

Mr Kamper replied: “I don’t think so, no.”

Ms Overall then pressed the point.

“It opens with Lismore beach. Do you know Lismore beach?”

“Not really well, no,” the Minister responded.

“No,” Ms Overall replied. “It seems your department doesn’t either and nor do locals, because Lismore doesn’t have a beach.”

The exchange drew a moment of humour in the hearing room, with the Minister acknowledging he had suspected a trick question.

“I didn’t think it had a beach,” Mr Kamper said. “I thought it was a trick — I knew it was a trick question.”

The discussion quickly turned from the unusual advertising choice to broader questions about the State Government’s tourism marketing budget. Ms Overall asked whether Destination NSW’s advertising funding had been reduced from $51 million to $17 million.

Mr Kamper disputed the characterisation but acknowledged there had been reductions.

“Well, I haven’t gutted it. I’m not sure if that’s a correct evaluation,” he said. “Yes, but not dramatically. There were some reductions.”

The issue also prompted criticism from the Shadow Tourism Minister Kevin Anderson questioning both the advertisement and the government’s tourism spending priorities.

In a media release issued after the hearing, Mr Anderson said it was “astonishing that the Minister for Tourism was not across one of his department’s key roles in promoting the state’s tourism industry.”

“It’s also disappointing that the Minister wasn’t aware that his department recently released a social media advertisement that claimed Lismore had a beach,” he said.

Mr Anderson added that the promotion reportedly showed “scenic shots of surfers catching waves on an unnamed beach, despite Lismore being a full 40-minute drive from the nearest coastline.”

While the ad has raised eyebrows, he said Lismore is a destination in its own right.

“Lismore is a stunning destination for tourists with incredible natural attractions, vibrant arts and culture, and famous hospitality,” Mr Anderson said.

For us locals, the exchange is more amusing than alarming. After all, while Lismore may not have its own beach, the coast is still a short drive away, and the city itself has plenty that makes it worth the trip.