Life’s a beach for Armidale’s Australia Day Ambassador
Published on 21 January 2025
From shearing sheep in the outback to judging the best lamingtons at country fairs, Brad Farmer AM has spent the last 13 years enjoying his role as an Australia Day Ambassador.
Known as Australia’s beach ambassador, a conservationist, advocate and author, Brad has been appointed as Armidale’s Australia Day Ambassador for 2025.
The best-selling author and award-winning conservationist started his first beaches campaign at age 12 on the Gold Coast, and has voluntarily dedicated his entire life to protecting, preserving and promoting Australia’s coastline.
Brad is the founder of multiple not-for-profit initiatives including National and World Surfing Reserves, Coastcare, Surfrider Foundation Australia and Ocean Care Day, and has studied and written about Australian beaches for almost four decades and examined most of them firsthand – a very tough gig – he claims.
“This is my 13th year as an Australia Day Ambassador and it is something I very much look forward to every year, celebrating together as one nation and respecting the great legacy of First Nations peoples, who remind us of the incredibly beautiful island continent we all proudly call home,” he said.
Brad has developed a model for UNESCO to recognise significant coastal sites and is at the forefront of shaping a National Coastal Commission. He continues to regularly engage coastal audiences with his Best Australian Beaches annual study for Tourism Australia, which aims to raise the international profile of Australian beaches and inspire Australians to explore their own special shores, coastal and inland, including river and lake beaches.
Armidale Regional Council (ARC) Mayor Sam Coupland said he was looking forward to welcoming Brad to the New England and showing him around the region.
"Australia Day is a time for reflection, celebration, and community,” said Mayor Sam Coupland. “We are thrilled to be welcoming Brad as our Australia Day Ambassador.
“From dinner at Guyra to the Australia Day breakfast at Ben Lomond and Armidale’s Australia Day Ceremony, Brad is going to get a chance to see a large part of the beautiful New England region and meet many of the fantastic community members who make this such an amazing place to live.
“Brad will get a chance to meet our newest Australian citizens as well as congratulate the amazing volunteers and community members who are receiving Australia Day awards at our fabulous ceremony in Central Park.”
The Armidale Australia Day Awards and Citizenship Ceremony kicks off at 10am in Central Park, Armidale.