After 20 years in Financial Markets in Sydney and Hong Kong, my family and I shifted to Bellingen for a tree-change in 2003. We very naively bought 33 undeveloped acres in the most picturesque place on earth- The Promised Land, and set about regenerating the bush and building our dream existence. Part of this involved developing Aniseed Luxury Villas. This tourism venture afforded me an insight into the complex tourism industry. I became so much more aware of the need for a sustainable approach in this arena, carefully balancing the Bellingen Shire’s need for the tourism dollar with an even greater need to protect our unique part of the world. It was this understanding that led my wife and I to develop the I Love Bello Shire website & newsletter. Our goal was to inform both locals & tourist about the region in a sensitive and authentic way. The website has become the major information hub and tourism site for the Bellingen Shire. I am also serving on The Bellingen Chamber of Commerce and the Destination Coffs Coast Committee, (DCCC). The past 17 years has allowed me to appreciate the importance of true balance between lifestyle, business, tourism, community & sustainability.