The New South Wales Police Association is calling on the State Government to introduce the so-called 'Newcastle solution' to Byron Bay on the far north coast, where assault rates are rising.
The popular tourist spot is bucking the state-wide trend of a decline in assaults with the latest figures showing a 20 per cent jump since 2010.
Scott Weber from the Police Association says the Office of Liquor Gaming and Racing needs to enforce the same rules it introduced in Newcastle four years ago.
"This is where OLGA - the Office of Liquor Gaming and Racing actually has to do their job," he said.
"They have to go there and make sure they put monitored restrictions in place like we saw in Newcastle. That is restrictions in trading hours.
"Why can't we do this in Byron Bay? Why aren't OLGA doing this?"
But the head of Byron Bay's Chamber of Commerce says the Police Association's media campaign is unhelpful.
President of Byron United, Paul Waters, says it does nothing to solve the problem.
"It's incredibly negative, it doesn't do us any good," he said.
"We think that there's a lot of things that can be done - we believe that police patrols, police presence can have a major affect so I think, stop the bad press and let's get some serious action and solve the problem."