Reflections Holiday Parks secures industry-first certification as social enterprise

Reflections Holiday Parks secures industry-first certification as social enterprise

Hunter-based business, Reflections Holiday Parks, has become the first holiday park group in Australia to be certified as a social enterprise.

As a profit-for-purpose based business headquartered in Carrington, Reflections Holiday Parks reinvested $9.1 million in the 2022 financial year into their 36 holiday parks and 43 community Crown reserves, which are vital habitats for animals and plants, as well as being treasured playgrounds for regional communities and visitors.

This re-investment into communities and the environment saw $3.5 million allocated to Crown Land reserves managed by councils and community groups, $2.6 million to Reflections Crown Land nature reserves and $3 million to cross-subsidise the operation of inland parks and reserves – in turn creating and maintaining jobs in regional communities.

Reflections’ CEO, Nick Baker said the certification by Social Traders reflects a growing consumer movement towards businesses that exist for social and environmental good.

“An increasing number of travellers want to reduce their environmental footprint and contribute to local communities when they travel,” Nick said.

“Securing social enterprise certification demonstrates that Reflections exists for social and environmental good by investing profit into local communities and the environment across NSW.

“It also introduces a network of social enterprise businesses that we can engage as suppliers, further enhancing our social, cultural and environmental impact.

“As well as preserving vital flora and fauna habitat, we attract 2 million visitors to regional NSW each year and encourage them to spend with local businesses and tour operators, injecting $83.2 million into regional economies and supporting local jobs.”

NSW Minister for Lands and Water, the Hon. Kevin Anderson said the certification was a significant accolade for Reflections as NSW’s largest holiday park operator, welcoming 2 million visitors a year to the parks it manages on Crown land across NSW.

“Reflections has earned its honour as Australia’s first certified social enterprise holiday park group due to its unique profit-for-purpose business model,” Kevin said.

“As well as a commitment to make its parks and reserves leaders in nature-driven holiday escapes, all profits it earns are reinvested back into the 9,289 hectares of Crown land it manages and cares for on behalf of the people of NSW.”

Social Traders Head of Certification, Georgina Cohen said supporting a social enterprise business enables consumers to achieve social good and community impact through their everyday spending, including holidays.

“Reflections Holiday Parks is among a growing number of tourism focused certified social enterprises in Australia but is the first certified social enterprise holiday park,” Georgina said.

“When you buy from a social enterprise, you are purchasing quality goods and services that your business needs, while buying community impact in the same transaction.”

IMAGE | CEO of Reflections Holiday Parks, Nick Baker.

Reflections Holiday Parks

Reflections is a leading nature-driven escapes organisation, welcoming two million day visitors and overnight guests to its New South Wales holiday parks each year. 

Operating as a social enterprise, Reflections manages 36 holiday parks and 43 community reserves on NSW crown land.  Any surplus from its operations is reinvested in the 9,289 hectares of land that it cares for on behalf of the people of New South Wales.

Reflections generates approximately $89 million in economic value for regional NSW each year and aims to generate $1.3 billion in cumulative economic value to regional NSW communities by the end of 2030 (BDO, 2013).

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