Today, Nimbin reflects the community spirit and history of the town, with shops and cafes, attractions, festivals, and events celebrating alternative social activities – particularly relating to environmental initiatives and cannabis counter-culture.

The town most famously associated with a counterculture drug reputation near Byron Bay is Nimbin. Located about 70 kilometers (roughly a 1 hour and 15 minute drive) inland in the lush Northern Rivers hinterland, Nimbin became the "drug capital of Australia" following the 1973 Aquarius Festival. This event transformed a dying dairy town into a hub for hippies, students, and alternative lifestyle seekers. Today, Nimbin is world-renowned for its open cannabis counterculture and the annual MardiGrass festival, a protest and celebration held since 1993 to advocate for cannabis law reform. Beyond its reputation, the town is a center for environmental initiatives, sustainability, and permaculture. While the "Rainbow Region" has deep spiritual significance for the traditional Bundjalung owners, tourists often visit Nimbin to experience its unique, colorful street art and its status as a living social experiment that remains distinct from the more polished, upscale atmosphere of modern Byron Bay.