AUGUST 2018

Visitor Economy Industry Action Plan 2030 Visitor Economy Industry Action Plan 2030

Forewords

Premier Deputy Premier

New South Wales is not just The resulting The importance of the visitor While the Australia’s international gateway, revised VEIAP economy to NSW cannot be over successes of the but a nationally and internationally identifies and stated. Latest figures show that over visitor economy recognised destination for visitors. articulates a the period from December 2016 are undeniable this number of areas to December 2017, visitors to NSW five-year review of Shortly after coming to for growth and has laid down new stayed a total of 194.5 million nights the government’s action plan is both government, the NSW Liberals & challenging targets for government and spent $29.1 billion. Importantly, timely and welcome. It affirms that we Nationals Government released and industry to drive our visitor the benefits of visitors to NSW are are on the right track, and provides the NSW Visitor Economy Industry economy to 2030 and beyond. widely spread, with regional NSW new focus to ensure NSW continues to Action Plan (VEIAP), recognising attracting 65% share of all visitors reap the benefits of the hard work put the importance of the visitor The NSW Government is committed to NSW. in by the people and businesses that economy sector to our state’s to supporting further growth of drive our visitor economy. prosperity. The results of this are tourism and ensuring the benefits These figures place the visitor plain to see, with 50.4% growth in of a thriving visitor economy are economy sector up there with our The contribution by industry to this the sector since March 2011. felt across the entire length and agricultural and resources sectors review has been most welcome, breadth of the state. as major contributors to the NSW ensuring that the new Visitor Economy This is a wonderful success, not economy. Properly managed and Industry Action Plan 2030 continues just for the industry and the I applaud the work done in supported, the visitor economy sector to provide a relevant and accessible people it employs, but also for the the review. It sets in place the will continue to deliver sustainable blueprint for the sector’s growth broader population of NSW as the foundations for continued growth jobs and prosperity for the people of and prosperity. visitor economy contributes to our and success. NSW into the future. economic success and continues to showcase our state to a global NSW Government activities strongly audience. underpin our visitor economy. Support, marketing and other As a government that is not content measures such as legislation and John Barilaro to sit back, we have recognised that Gladys Berejiklian regulation ensure the conditions the time is right for a review of the are right to deliver a supportive VEIAP; to identify lessons learned climate for continued growth and and opportunities to harness. development of the sector.

2 Visitor Economy Industry Action Plan 2030

Minister for Tourism 4200000 and Major Events international $24.8 BII visitors in 2017 50.4% domestic The NSW Visitor Economy Industry Action Plan (VEIAP) was first laid GROWTH visitor spend ‘17 down in 2012 and has helped the NSW economy to prosper. In total, the in the sector visitor economy targets set in the VEIAP have delivered some $12 billion more value in overnight expenditure than would otherwise have been created. since March ‘11 Yes! In 2017, the NSW Government appointed an independent Visitor Economy Taskforce to review the VEIAP five years after its introduction. The Taskforce set out to validate the effectiveness of the VEIAP and to ensure the plan continues to meet the needs of the sector, the NSW Government, and the people of NSW. $10.4 BILLION This VEIAP 2030 incorporates the high-level findings from the Independent Review of the international $43 MILLION NSW Visitor Economy Industry Action Plan, the lessons learned in the past five years, and visitor spend ‘17 confirms the value the VEIAP has added to the visitor economy in working toward doubling committed to overnight expenditure to $36.6 billion by 2020. With the support of the sector, significant $29.1 BILLION a new regional value has been added to the visitor economy, with the 2012 targets identified as helping tourism framework drive the sector to the outstanding successes that it is has achieved to date. overnight The taskforce review identified a number of areas for growth and recommended new expenditure targets be set to challenge industry and NSW Government. These targets are to:

—— more than triple the 2009 overnight visitor expenditure amount by 2030, aiming to achieve $45 billion by 2025 and $55 billion by 2030 —— aim to achieve $20 billion in regional overnight visitor expenditure by 2025 and $25 billion by 2030, in alignment with the overall 2030 target. 34.2 These targets will drive the continued success of the visitor economy well beyond the original 2020 target. In direct response to the Visitor Economy Taskfore review, the BILLIN NSW Government will align cross-government departments and establish an ongoing GSP to NSW 14.5 communication channel with industry through a new ‘Team NSW Tourism Taskforce’. The economy 588 Team NSW Tourism Taskforce will oversee and support the development of the visitor MILLIN economy and drive implementation of this VEIAP 2030. in 2016/17 EVENTS nights per yr The continued success of the visitor economy relies on the NSW Government providing a = $3 billion supportive legislative, marketing, and financial climate to deliver an environment supportive 57.9M day trips of continued expansion. NSW must actively compete to bring big events to the state and visitor spend maintain those already here. As Minister for Tourism and Major Events, I will be guided by this action plan when considering NSW Government support for future major events.

I wish to congratulate all involved in the review process. In particular, the participation of industry has been crucial in delivering a document that reflects the needs of the visitor 171,100 VS economy, the NSW Government and the people of NSW. people directly employed in tourism sector average in 2016/17 domestic Adam Marshall spend $16B 90.9 BS international indirectly employed regional expenditure in tourism sector visitor spend per trip regional jobs 19 new airline services, 382% attendance Cruise Development 2018 1.4M extra seats to growth to Vivid Plan launched to guide Sydney—Destination Sydney festival for the future of NSW NSW has partnered with since 2011 (2.3M cruise-based tourism We set a course. Sydney Airport Corp. and airlines attended in 2017)

40 year Tourism & Transport NSW wins Best Event State Historic memorandum of Plan launched with All 26 actions from the Australian understanding and the The plan is working. focus on completed from the Event Awards. Western Sydney Visitor supporting Aboriginal Tourism NSW: Australia’s Economy Strategy signed growth in the Action Plan 2013–16 premier event by Western Sydney 2017 NSW visitor destination Chamber of Commerce and economy the Westen Sydney In 2012, the NSW Government appointed an —— a four-year $43 million investment in the Business Connection independent Visitor Economy Taskforce to creation of six new Destination Networks $300M Regional Guangzhou China Destination NSW Regional Conferencing develop a strategy to achieve double overnight across NSW to facilitate visitor economy Growth office Strategy & Action NSW opened. 1 Environment South China Plan and website visitor expenditure to the state by 2020 . At the growth at the local level. Each Destination & Tourism BD Manager developed. Grants time, the visitor economy was growing at a rate Network has a mandate to capitalise on Fund created, appointed & pilot programs of only 2.2% a year2. tourism opportunities and deliver local programs started started visitor economy growth outcomes. In response, the NSW Government established Beijing China Destination $49M in upgrades to Sydney $1.5B ICC opens & the Six Destination Networks the 2012 Visitor Economy Industry Action Cumulative expenditure in the visitor NSW office opened. Opera House, Art Gallery of Western Sydney Airport created in economy to 2017 was $18 billion above the 2016 Yes! Plan (VEIAP). It detailed 167 actions and 48 North China NSW, State Library, plans announced place of the recommendations, with the aim to double performance baseline, including $6.5 billion BD Manager Australian Regional cumulative expenditure in 2017. appointed Museum & Tourism overnight visitor expenditure from $18.3 billion Powerhouse Organisations in 2009 to $36.6 billion by 2020. Museum Independent taskforce Transformation Plan: The $200M invested in Circular Barangaroo Point Reserve Brand NSW created To achieve this ‘stretch target’ consistent with a review of VEIAP 2012 Bays Precinct Quay upgrade to the wharf opens to the public including ‘Love Every Second’ ‘very high growth’ scenario, bold action by the released with & transport and ‘It’s On’ NSW Government and industry was required. In September 2017, the NSW Government a $250M plan interchange promotional established an industry-led taskforce to to redevelop campaign Annual average visitor economy growth of 7.1% the fish markets brands conduct a mid-term review of the 2012 VEIAP 2015 a year was needed to achieve a total 44.8% and provide recommendations and actions to increase in overnight visitor expenditure by achieve the 2020 targets. The taskforce review Historic Sydney CBD $139M committed to Walsh 2M Facebook likes China Market Toolkit launched 2020. Since 2012, 92% of all actions outlined process included: standstone buildings Bay Arts Precinct on the Sydney for tourism to be converted to in the VEIAP have been delivered and yielded in the Cultural Facebook page operators and substantial gains, including: a luxury hotel. Infrastructure businesses —— 14 regional consultation sessions across Goldfields Program ($68M serving the NSW with 180 stakeholders including House sold additionally added) Chinese market —— overnight visitor expenditure increased from for $145M local councils and community groups, $20.3 billion to $29.1 billion per year government agencies, tourism operators NSW hospitality Visitor supply China UnionPay promotion Overseas Passenger Terminal —— growth in jobs increased to 171,100 people and local businesses careers campaign and demand of Sydney and upgrades directly employed across the state and a to promote studies for NSW to 4.5B including the —— three round tables in Sydney CBD with 3 careers in accomodation UnionPay moorings for further 90,900 people indirectly 33 key industry stakeholders hospitality to in Greater Sydney, the Hunter cardholders large ships young people and Northern Rivers worldwide to dock —— 29.3% increase in overnight visitor numbers 2014 —— 55 responses to an online survey developed to 35.7 million visitors in 2017 and managed by the taskforce Jhappi Time $2.4M invested in $110M invested in rail, airports StudyNSW established and —— 27.3% increase in visitor nights comprising Bollywood the Great Walks and cruise infrastructure $47M invested —— 18 email submissions for visitor– economy campaign of NSW initiative: including 28 regional airport to attract and 100.1 million domestic and 94.4 million related opportunities. 4 inc. special Royal Coast Track upgrades retain international visitor nights travel offers and Sydney from the international The Taskforce released their Independent and an Indian Harbour Scenic RTI fund students —— $20 billion in new and upgraded Bollywood movie Review of the NSW Visitor Economy Industry infrastructure including contributions Action Plan in January 2018. Aboriginal Tourism to regional transport, tourism, cultural Chengdu China Developed NSW first Action Plan 2013–16 and sporting assets as well as critical Destination NSW office workshop program The taskforce review confirmed the significant released to support opened. West China BD to support the infrastructure such as the Western Sydney indigenous based success of the 2012 VEIAP and made 34 Manager appointed tourism industry Airport, the Sydney Light Rail and Pacific 2013 business and tourism recommendations to drive the visitor economy Highway Upgrades to 2020 and beyond. $57M invested by $21.6M Regional Destination the state into the Visitor Economy Fund management planning resources to development of a to revitalise regional 1 NSW 2021: a Plan to Make NSW Number One new White Bay tourism funding support NSW tourism 2 Corview Group economic modelling Cruise Terminal reform announced and events developed 3 Economic Contribution of Tourism to NSW 2016-17. Destination NSW 4 2012 Developed the China Tourism Strategy 2012–20 and invested $15M over four years 4 Travel to New South Wales Year ended December 2017. Destination NSW, National & International Visitor Surveys Visitor Economy Industry Action Plan 2030

Beyond 2020: Getting off the beaten track: The road to 2030 Sydney to the regions

The Visitor Economy Industry Sydney’s reputation as a global city is key to The taskforce identified regional NSW as a growing the visitor economy in NSW. Sydney stand out opportunity for the visitor economy. Action Plan 2030 consistently outperforms every other state and 32% of respondents to an online survey territory capital city in Australia. The delivery commented on how more could be done at of programs and activities that support the a grass roots level to boost visitation and NSW visitor economy will be maintained or increase economic output in regional NSW9. This Visitor Economy Industry Action Plan 2030 (VEIAP expanded to ensure Sydney and the Regions 2030) responds to the taskforce’s Independent Review continue to deliver outstanding results. of the NSW Visitor Economy Industry Action Plan and provides a reinvigorated direction for the NSW visitor Marketing of Sydney will continue to play an The visitor economy economy to the next decade. essential part of future campaigns, but there benefits regional communities will be a greater emphasis on bringing visitors VEIAP 2030 supports the Commonwealth Government’s into NSW’s regional areas by marketing Promoting the diversity our state’s regional ambition to develop Australia’s visitor economy industry to regional events, attractions and unique towns, attractions and landscapes as well a top tier sector and will complement the Commonwealth’s selling points. as encouraging visitors to explore NSW will 2030 strategy5. promote the growth of the regional visitor Customers must be at the centre of the visitor economy. The increased visitor expenditure economy strategy. Modelling shows that entering regional communities has a direct every additional dollar spent by visitors to positive impact on other sectors across NSW has the potential to return significant the community as profits and wages are profit to businesses6. This represents a reinvested or spent. significant economic benefit to be felt across both Sydney and regional NSW. Sydney is The social and economic benefits realised from experiencing 87.9% room occupancy rates, individual events and exhibitions in regional compared to regional NSW at 67.3%. locations will also be given increased focus to ensure the greatest return on investment for Regional NSW presents an enormous communities. opportunity to disperse visitor nights and expenditure and optimise visitor economy VEIAP 2030 includes a new regional target for growth across the state. the visitor economy and sets revised actions and new targets for the state to 2030. The In December 2017, NSW takings from targets detailed in this plan will be supported accommodation were the highest on record by a new Visitor Economy Index. increasing 8.4% to $1.4 billion, mainly due to revenue growth of 10.3% in regional NSW The Index will provide better information to and 8.2% in Sydney7. In addition, Tourism support progress on the new targets, produce Research Australia highlighted that in 2016– data-driven insights into a range of key 17, 43 cents of every tourist dollar went to visitor economy metrics, support responsive regional Australia8. tracking of initiatives and allow for targeted investments into the visitor economy to Many regional economies are influenced by support growth over the next 12 years visitation and tourism, with regional visitor to 2030. expenditure heavily concentrated on a 5 The Commonwealth’s 2030 strategy is currently being developed few activities. 6 Review of the Visitor Economy Action Plan- Economic Analysis - Source Corview 2018 7 Tourist Accommodation Snapshot – December Quarter 2017. Source Destination NSW. 8 State of the Industry 2016 – 2017, Tourism Research Australia 9 Stakeholder and industry consultation, Outcomes Report - Source Elton Consulting 2018 5 Targets and tracking

Driving Growth Maintain the 2020 target

The continued success of the visitor economy relies on the NSW Government The NSW Government is committed to working with closely tracking emerging markets to anticipate and respond to visitor industry to achieve the original VEIAP goal of doubling needs. International visitor markets show an incredible return on investment, overnight expenditure to $36 billion by 2020. with individual spend by international visitors 10 times above the average expenditure yielded on individual domestic trips. Target to 2030

The Indian market represents a significant growth opportunity for Sydney The NSW visitor economy will more than triple and regional NSW. Over the last five years, India has been the fastest growing 2009 overnight visitor expenditure to 2030, by aiming inbound tourism market for NSW. Since the year ending December 2012, the to achieve: number of Indian visitors to NSW grew by 120.8 per cent, with the growth in Indian visitor expenditure (+88.9%) placing second only to the growth in Chinese visitor expenditure (+161.4%). $45 billion by 2025

Visitation from China has increased to over 776,000 overnight visitors in the $55 billion by 2030 year ending December 2017. Of these overnight visitors, almost 758,000 stayed overnight in Sydney. However, only 7% of all Chinese visitors visited These targets are consistent with Treasury’s medium to regional NSW. long-term view of the NSW economy and will continue the substantial visitor economy gains since 2012. In comparison, 38% of German visitors to Sydney also stayed in regional NSW in the year ending December 2017. Increasing international visitor dispersal The 2025–30 growth targets will ensure NSW maintains presents an opportunity to optimise visitor economy benefits in regional NSW a focus on sector momentum and continued visitor by aligning regional strategies and campaigns to international visitors. The economy growth. VEIAP 2030 identifies strategies and actions to drive increased regional visitation.

To help drive growth in the Sydney and regional visitor economies, VEIAP 2030 engages and coordinates industry players. The NSW Government will invest in new ways to support the visitor economy, including in:

—— innovation and emerging sectors, including a focus on nature-based tourism —— a statewide Destination Management Plan —— critical infrastructure —— improved wayfinding and digital access to information to ensure visitors have a great NSW experience.

6 Visitor Economy Industry Action Plan 2030

Figure 1. Alternative growth paths for NSW regional overnight visitor expenditure to 2030 Target to 2030: Regional measures

$25 B

The taskforce’s independent review $20 B highlighted the opportunity to consider a broader range of measures that capture both direct and indirect $15 B visitor expenditure, its drivers and distribution across regional NSW to $10 B develop a holistic understanding of the visitor economy. Regional overnight visitor expenditure in 2017 totalled $5 B $12.4 billion. By the end of 2020, it is projected that regional overnight visitor expenditure will reach $15.6 billion.

The VEIAP 2030 introduces a bold

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028 2029 2030 2025 regional target level in line with the overall targets for overnight Actual—regional NSW Projected to 2020—regional NSW visitor expenditure, including: Hotels, cafes and restaurants (selected) Pre-VEIAP low growth (low alternative) Household financial expenditure growth State budget assumption (high alternative) $20 billion by 2025 $25 billion by 2030

The 2025–30 regional targets will be benchmarked against comparative metrics in NSW to track the state’s Figure 2. Projected hotel, cafe, restaurant and household financial expenditure growth to 2030 relative performance.

$24 B

$12 B

2017 2020 2021 2022 2023 2024 2025 2026 2027 2028 2029 2030

7 Visitor Economy Industry Action Plan 2030

Targets and tracking

Data-driven insights The Visitor Economy Inde will ... Pushing progress To date, we have focused on a single —— combine all three indices into a target (overnight expenditure) to composite measure of overall To understand how determine the success of the NSW industry health. the visitor economy visitor economy. The proposed new indices also provide is tracking against Since its introduction in 2012, the NSW Government with: the new 2025–30 the overnight visitor expenditure overnight visitor —— a means to actively track conditions target has united the sector and expenditure targets in the market, and respond more Collect uantitative ualitative live and historical data driven outcomes. However, a and complementary quickly to industry shifts more comprehensive richer story visitor economy measures, quarterly of success can be told. Moving —— the opportunity to share insights reports will be forward, we will use a number of with industry and further Industry Industry eading data 1. 2. provided to the quantitative and qualitative metrics collaborate on opportunities conditions perceptions 3. sets Team NSW Tourism will be considered in determining the and initiatives to grow the visitor Taskforce based on success of the visitor economy. These economy easures easures easures metrics will provide context for a new the three indices. overnight visitor expenditure target. —— insights based on additional data to Current capacity Economic conditions Tour bookings Each report will also drive transformation. & utilisation & role of government Airline/flights booked Stakeholder surveys, conducted by be electronically The NSW Government will establish Skills shortages & Hiring, skills & Accomodation published online the NSW Government in collaboration supply chain limits investment intentions bookings e.g. Airbnb with industry, will capture quantitative a Team NSW Tourism Taskforce that for industry use to Visitor nights and Investment programs & hotels and qualitative data. includes key industry stakeholders to provide valuable test the new index options. Following lengths of stay indicator Industry sentiment insights to the sector & perceptions The metrics will be used to establish a consultation phase, the new indices Retail sales & growth on trends and growth. three indices for the visitor economy, will be implemented using staged pilot which will be used to create a studies in each Destination Network. Each year a statement composite Visitor Economy Index. on progress under the The indices will also capture changes VEIAP 2030 will be ... to improve accountability for decisions and relationships The indices will enable the NSW over time in aspects such as regional published, and every dispersal rates or other measures of four years the VEIAP Government to track industry elierables of the Visitor Economy Inde will include ... conditions, industry perceptions and visitor composition and behaviour. 2030 will be reviewed the future industry outlook over time. The sustainability of visitation can also in line with the be monitored and tracked by new The composition of the indices will Yes! NSW Government’s also allow the NSW Government to: index metrics. budget cycle.

—— analyse differences in data The three indices will provide deeper This approach means across different industries and understanding of business conditions the VEIAP 2030 will Destination Networks and industry sentiment across remain current and regional areas. This will help the NSW responsive to major Capturing any Capturing Shedding light —— combine index datasets to Government respond to regional issues Responding to sector developments underlying feedback from differences in on benefits of conduct scenario analysis and efficiently and identify opportunities to and trends. drivers of industry regional and visitor spend support planning decisions invest in the regional visitor economy. change in visitor stakeholders & industry issues across each expenditure related sector & perspectives Destination interest groups Network

8 Visitor Economy Industry Action Plan 2030

Future focus n. e ake t s i opportunities Building on the last five years to support growth. Un der sta VEIAP 2030 builds on five years of focused effort to nd grow NSW’s position as the leading visitor economy . in Australia. . Visitor Economy A c t From 34 actions and recommendations presented to the NSW Government by the taskforce’s Independent Industry Action Plan Review of the NSW Visitor Economy Industry Action Support Plan, six key focus areas aimed at growing the visitor economy beyond 2020 have been developed for the 2030 regional VEIAP 2030: decisions. 01. Listen. Understand. Act. Yes! 02. Support regional decisions. Back Inest in regional NSW. infrastructure. 03. Put the visitor first.

04. Support, bolster and encourage Back the visitor economy. regional 05. Invest in infrastructure. SW. 06. Make opportunities to support growth. TOURIST DRIVE

Support bolster and encourage the isitor economy.

9 Visitor Economy Industry Action Plan 2030

Yes!

Focus 01. Focus 02. Listen. Support regional decisions. Understand. Act. Back regional NSW.

The feedback from industry highlighted an opportunity for the NSW Government It is almost two years since the NSW Government announced the to better understand and address the needs of the sector. The NSW Government creation of six new Destination Networks. Each Destination Network will collaborate with industry leaders and draw on the experience of the sector in is pivotal in supporting local visitor economy industries. VEIAP 2030 the development of the visitor economy to drive the implementation of the strengthens the role of Destination Networks in driving visitor economy VEIAP 2030. development in their regions.

What’s the plan? How are we going to better support the Destination Networks and increase local decision making? —— Convene a new Team NSW Tourism —— A formal agreement will be Taskforce led by the Chair of created between the Minister for —— Introduce annual funding —— Increase short term funding Destination NSW and comprising Tourism and Major Events and the agreements between each to each Destination Network industry leaders from the visitor Destination NSW Board to provide Destination Network and the to reflect resources required economy sector and the NSW clear frameworks for Destination Chair of Destination NSW to develop and implement Government. The taskforce will meet NSW: Board on behalf of the NSW destination management plans. four times a year including twice Government. with the Minister for Tourism and ¡¡ objectives and key actions —— Ensure each Destination —— Redesign Destination NSW Network has access to Major Events. It will provide advice ¡¡ Key Performance Indicators grant processes to increase Destination NSW regional to the minister on: (KPI) Destination Network staff with the necessary skills ¡¡ emerging industry trends and ¡¡ performance management participation in grant and expertise to deliver on actions needed to ensure VEIAP and evaluation. design, assessment and destination management plans. 2030 is driving the visitor funding allocations. economy —— Require the Destination ¡¡ the scope and design of the Networks to actively engage Visitor Economy Index with local councils. ¡¡ actions to reduce planning and assessment timeframes for major tourism developments ¡¡ statewide visitor economy plans such as the: • Tourism Infrastructure Strategy

• Nature Based Tourism Strategy.

10 Visitor Economy Industry Action Plan 2030

Focus 03. Put the visitor first.

Great expectations should Accessible tourism Put the visitor at Interest-based tourism be exceeded by even the heart of every greater experiences. Visitors to NSW are online, mobile and more experience Adventure, activity and interest- The visitor experience underpins each connected thanks to digital technology. based tourism are growing niche and every visit to NSW. Every visit The business case for inclusive tourism is markets as like-minded visitors join should be an unforgettable one that well established as studies by University of To maintain NSW’s position as the together to explore new places to inspires and encourages visitors to Technology Sydney have identified that in best visitor destination in Australia, enjoy their activity or interest. keep exploring and returning to 2010, accessible tourism was worth $8 billion the visitor experience has to meet our state. and represented 11% of the tourism market and exceed the expectations of every Tours and trails are popular ways in NSW. visitor every time. of packaging destinations and Developing services skills, relevant experiences, such as hiking, downhill and compelling destination Having easy access to information helps How are we supporting mountain biking and health-based information and creating unique visitors feel confident to explore the state. tours and retreats. experiences are key to making Information should be presented simply and international tourists? NSW competitive. be easy to find, with relevant information in Tours, trails and routes can help —— Promote qualifications in tourism one place. overcome geographic barriers for subsidised under the Smart the visitor economy in remote NSW and Skilled program to Chinese How will we ensure tourism regions and enable the benefits and other identified language of visitation to be more widely experiences are inclusive? speakers. dispersed. —— Get mobile. Continue the NSW —— Work with the Commonwealth Government’s $39 million contribution to address low-quality tours and What’s the next step? to roll out the Commonwealth Mobile operators. Black Spot Program from the Connecting —— Incorporate interest-based —— Expand the NSW First industry Country Communities Fund. visitation into the statewide education and webinar program Destination Management Plan. —— The Future Transport 2056 Strategy delivered by Destination NSW. outlines the pathway of connecting transport and roads to the unique NSW destinations and experiences and identifies service integration mechanisms for more inclusive destinations experiences. —— Promoting of the NSW Companion Card program. —— Accessible tourism will be a focus of the statewide Destination Management Plan.

11 Visitor Economy Industry Action Plan 2030

Focus 04. Encourage skills development Aboriginal tourism Support, bolster and The NSW Government offers a range of programs to Indigenous-based tourism has been address industry employment needs including identified as an opportunity for encourage the visitor economy. pre-apprenticeship and pre-traineeship training visitors to learn about Aboriginal programs, as well as practical training options for culture and history, especially in business operators, students and individuals from regional and remote areas of NSW. Supporting and encouraging Share insights different backgrounds. Programs include the Refugee businesses to develop Employment Support Program and Youth Employment To support growth in indigenous- Program (Smart, Skilled and Hired). based tourism, training and mentoring great products and visitor must meet sector needs. This includes experiences benefits the Powerful insights are gained through the Regional offices work closely with job network supporting operators to run their analysis of data collected on industry trends. visitor economy. providers, employers and training providers to upskill own business through appropriate Sharing data, developing detailed and targeted people for available employment (e.g. the Illawarra qualifications and training. reports and providing insights and information The sector is ready to Youth Employment Strategy). It is important that staff to industry promotes collaboration, innovation and employers in visitor economy-related businesses harness the potential of the and growth of the visitor economy. What’s next to better support are aware of, and are encouraged to engage in, skills Aboriginal tourism? visitor economy. development programs and avenues for flexible What’s the approach? learning. —— Destination NSW will lead an interagency group that will work —— The Visitor Economy Index will provide Remove barriers How will we raise awareness? with the Aboriginal tourism sector industry with additional insights through to business to: various sources such as analysis of ‘big —— Develop a consumer information strategy to data’. Insights from the Index and other promote visitor economy career paths and work ¡¡ tailor relevant, nationally sources will be provided to industry through with industry to: accredited qualifications for A number of barriers to delivering an industry portal. Information available Aboriginal tourism operators innovative products and experiences through the portal will also include relevant ¡¡ strengthen school-business relationships and have been identified. The VEIAP information such as grant funding. promote visitor economy career paths to ¡¡ expand and improve 2030 will seek to improve access to school students coordination of Aboriginal government grants, remove barriers to —— Gather evidence to develop a strategic mentoring programs and entry and reduce bureaucracy to make it framework to address skills supply issues ¡¡ develop skill sets, pre-apprenticeship, pre- funding support for product easier for businesses to innovate. and conduct research to understand the traineeship and training with funding through development across influence of demographics, student choices the Smart and Skilled program where a need Destination Networks and school offerings on employment for is identified. What’s improving? Vocational Educational and Training (VET) ¡¡ provide funding under the students. —— Continue to roll out programs including: Regional Growth Environment —— Expand the Small Business and Tourism Fund Friendly Councils and Easy to do —— Include visitor economy occupations as ¡¡ Smart and Skilled Business initiatives to target visitor ¡¡ provide opportunities for part of an interactive, real time dashboard ¡¡ Smart, Skilled and Hired—youth employment economy sectors. on occupational shortages and surpluses. Aboriginal businesses to The dashboard will show movements in ¡¡ Hospitality Program with the Hospitality Network develop cultural tourism —— Through the Team NSW Tourism unemployment, vacancy rates and wages experiences and participate Taskforce, engage with industry by across different sectors. This will inform the ¡¡ Refugee Employment Support in joint management of public listening and responding to feedback work of the Team NSW Tourism Taskforce in land. on barriers for businesses. ¡¡ The Way Ahead Program responding to skills issues. ¡¡ Aboriginal Employment and Business Advisory —— Ensure an industry training representative is Support Services. on the Team NSW Tourism Taskforce.

12 Visitor Economy Industry Action Plan 2030

TOURIST DRIVE Planning tomorrow Getting here, there and everywhere

Visitor economy planning The state’s airports, ports, roads and railways are the initiatives require whole-of- major gateways into NSW and need to support as Focus 05. government collaboration at many visitor arrivals and journeys as possible. Current a state level. Consideration infrastructure spend is dedicated to upgrading and of future sector growth and improving NSW transport networks to improve visitor Invest in infrastructure. future potential is required to experience. ensure visitor economy needs are captured What’s in the pipeline? Investing in critical infrastructure, future planning and better ways to and addressed. do business will ensure the continued growth and future prosperity of —— Review regulations that Roads and Maritime the NSW visitor economy. What’s the plan? may inhibit regional Services to enhance air services, including tourist drive signposting —— Develop a State Tourism engagement with in regional NSW. Cultural and sporting infrastructure Fast approvals Infrastructure Strategy to airport operators and guide investment in state- airlines. —— Release the Cruise owned tourism and nature- Development Plan to based, scientific, education, —— Conduct a review support the growth The state’s world class cultural and sporting infrastructure is positioned A straightforward of artificial capacity of the cruise industry to support the visitor economy. and streamlined cultural, inclusive recreation and entertainment facilities constraints at Sydney across Sydney and process for planning Airport. The review regional NSW. What’s underway? approvals and public —— Agree a NSW Government will consider issues land management will policy position on short term preventing airlines —— Implement visitor —— The NSW Government is —— The International Convention increase investment in holiday letting from introducing new economy priorities investing in stadia that better Centre (ICC) has been tourism development regional air services. under Future meet user needs and enable successful in attracting 755 and give greater —— Pilot initiatives for Transport 2056. NSW to bid for and host a world class events in the year process assurance development and promotion —— Develop and — wider range of both national since opening in December to industry, reducing of cross-tenure approaches implement a bypassed — The NSW Government’s and international events. The 2016, attracting 1.3 million perceived risk. to tourism and recreation so towns strategy and ongoing investment in Government’s stadia priorities people to the venue and the that visitors get an integrated commence pilot cultural and transport infrastructure in Greater include: Darling Harbour precinct and What’s the process? ‘experience in a region’. These programs in regional 1.5 million overnight visitor projects will focus on: destinations including Sydney, including ¡¡ a new rectangular Western stays. —— Reduce government Berry, Holbrook and the Western Sydney ¡¡ Sydney Stadium including assessment the strategic identification, Macksville. Evaluate Airport, and regional 30,000 seats at Parramatta —— Cultural investments underway timeframes for state- development and pilot outcomes and NSW underscores include: promotion of key its commitment to ¡¡ redevelopment of significant tourism potential expansion. industry development recreational and maintaining NSW as the Sydney Football Stadium ¡¡ a new wing of the Art tourism assets —— Streamline the s number one tourism and at Moore Park with up to Gallery of NSW proposals. Provide updates to the ignposting application events state in Australia. 45,000 seats ¡¡ providing improved process and work with ¡¡ renewal of the Sydney Team NSW Tourism opportunities for ¡¡ refurbishment of Stadium Opera House Taskforce on approval Aboriginal businesses Australia at Sydney timeframes for ¡ to develop cultural Olympic Park with ¡ redevelopment of the state-significant Walsh Bay Arts and tourism experiences and 70,000 seats development participate in the joint Cultural Precinct, and proposals —— The NSW Government will management of ¡ invest in major events for these ¡ the redevelopment of —— Revise environmental public land. the Riverside Theatres as stadiums to drive growth in impact assessment —— Measure the impacts of over- the visitor economy, realise part of the development guidelines to assist of a Parramatta arts and visitation and report as part of economic and social benefits site selection and the Visitor Economy Index. of a strong cultural and cultural precinct including clarify development sporting sector, and support the relocation of the proposal assessment liveability for the people Powerhouse Museum. requirements. of NSW. 13 Visitor Economy Industry Action Plan 2030

Focus 06. Make opportunities to support growth.

Strategic thinking Supporting Evidence-based Cross border Research events marketing opportunities and evaluation New strategies will reflect identified priorities for the sector, such as growing the regional visitor economy Continued investment in Effective marketing is critical Interstate cooperation Research is the basis for and emerging markets. This will ensure continued major events will help NSW for getting the word out to is needed to fully realise driving the visitor economy. growth in cultural tourism, food and wine tourism, to maintain its position as key visitor segments about the tourism potential, Insights from data and the youth and international education sectors, all of the number one tourism and wonderful travel opportunities particularly for analysis are used to prioritise which are key sectors of the NSW visitor economy. events state in Australia. NSW has to offer. Expanding regional NSW. infrastructure, develop and marketing activity will capitalise market targeted visitor What’s being done? How will we grow on all identified opportunities How will we achieve experiences and for sector growth. understand how NSW is — events? this? — Develop a nature-based tourism strategy and tracking. Decisions need increase funding for nature-based tourism —— Conduct a review of the How will we gain return on —— Destination NSW and to be guided by the best projects through the Regional Growth available information. Environment and Tourism Fund. Regional Conferencing investment? the NSW Cross Border Strategy and Action Plan. Commissioner will —— Pilot initiatives for development and promotion The findings of the review —— The Destination NSW meet annually with How will we collate of cross-tenure approaches to tourism and will be presented to the Board will lead a medium- stakeholders close to the information? recreation so that visitors get an integrated Minister for Tourism term review of marketing NSW border to progress ‘experience in a region’. and Major Events, along initiatives that target cross-border issues and —— Develop an evaluation with recommendations high-yield international identify opportunities. framework for —— Continue to develop an international investment on improvements that visitor markets, including Stakeholders could Destination NSW that attraction program to grow investment, exports, can be made to ensure those that move into include state tourism illustrates the linkages and jobs to position NSW globally as an attractive better alignment with the regional areas. organisations and between program location for trade and investment. This will include work of Business Events airports in neighbouring activities and social and the development of a: Sydney, and the findings —— Prepare a tourist drive states and territories. economic outcomes. strategy and supporting ¡¡ clear business strategy of the Visitor Economy Taskforce. marketing campaign to —— Cross-border visitor —— Publish annual progress ¡¡ new position for NSW increase regional overnight economy priority items reporting on VEIAP 2030 visitors and expenditure will be included in annual actions and against the ¡¡ digital platform for international investors and encourage regional work lists under cross- 2025–30 targets. dispersal. border agreements. ¡¡ new suite of collateral —— Maintain, track and report —— Promote regional NSW quarterly on the Visitor ¡¡ new concierge model to attract investors through media famils Economy Index. and support. and support more —— NSW Government will continue to work to drive regional events. growth in the visitor economy in Western Sydney through implementing the Western Sydney Visitor Economy Strategy. 14 Visitor Economy Industry Action Plan 2030

Attachment A Action Summary

New targets to build on the success of the sector

Taskforce report Government recommendations response # VEIAP 2030 Action Lead Support Timing

Set new statewide overnight visitor expenditure targets to more than triple 2009 Department 1 overnight visitor expenditure by 2030, aiming to achieve $45 billion by 2025 and $55 Destination NSW June 2018 of Industry billion by 2030.

In alignment with the new state target for overnight visitor expenditure, set a regional Department 2 Destination NSW June 2018 Support the continued growth of target of $25 billion by 2030. of Industry the sector and dispersal of gains across the state: Establish Visitor Economy Index of complementary measures to support the overnight visitor expenditure target. —— Maintain the NSW Government’s Visitor Economy Industry Action The index will be: Plan (VEIAP) 2020 target. Supported — —— piloted in each Destination Network Department End of — Develop a pilot benchmark study 3 Destination NSW to recognise day trip visitation, —— used to develop a baseline measure of customer satisfaction with NSW Government of Industry 2018 particularly in regional areas. action to drive the visitor economy. —— Establish a new target for It is also intended that the complementary measures will also capture changes over regional visitation. time in key underlying metrics like day trip visitation, regional dispersal rates or other [Action 1.1] measures of visitor composition and behaviour.

Conduct pilot benchmark study across Blue Mountains, Orange, Byron Bay and Hunter Destination March 4 Valley to monitor impacts of day-trip visitation. Expand pilot to include Tamworth, Dubbo - NSW 2019 and other identified regional locations following one year anniversary of pilot.

15 Visitor Economy Industry Action Plan 2030

Strong leadership, governance and accountability

Taskforce report Government recommendations response # VEIAP 2030 Action Lead Support Timing

Form a visitor economy sub- Convene a Team NSW Tourism Taskforce, led by the Chair of Destination NSW, and Destination NSW committee of Cabinet to be comprising industry leaders from the visitor economy sector and NSW Government. Supported Department December supported by a committee of 5 The taskforce will meet four times a year including twice-yearly with the minister. It will in principle of Industry Department of 2018 relevant departmental secretaries provide advice to the Minister on emerging industry trends, drive visitor economy growth Premier & Cabinet and agency CEOs. [Action 2.1] and provide input on the scope and design of the Visitor Economy Index.

Provide Destination Networks with Support Destination Networks and increased local decision making by introducing Department of the authority and funding to be annual funding agreements between the Chair of Destination NSW Board on behalf of Industry Destination December accountable for visitor economy Supported the NSW Government and each Destination Network. Each agreement will set out key NSW 2018 development in their regions. accountabilities, KPIs and milestones. The funding agreements are to be approved by the Destination [Action 2.2] minister prior to execution. Networks (all areas)

Areas for further authority and accountability for Destination Networks include: December Greater staff support in the 2018 destination areas to support the —— participation in redesigning grant processes and increased involvement in grant work of the Destination Networks, assessment, application procurement and funding allocations December with a focus on building capacity in Supported 6 2018 regional communities. Upskilling in —— requiring Destination Networks to actively engage with local councils the area of digital skills should also —— increasing short term funding to Destination Networks to reflect increased resources June 2018 be supported. [Action 2.3] Destination Office of Local required to develop and implement Destination Management Plans (DMPs) NSW Government December Require Destination Networks —— ensuring Destination Networks have access to Destination NSW regional staff with the 2018 to regularly report on outcomes necessary skills and expertise to deliver on the DMPs with local government under their Supported December —— encouraging local government, towns and regions to apply for matched funding to 2018 stakeholder engagement plans. build and maintain local websites to link to Destination NSW’s sites. [Action 2.4]

Move Destination NSW to a governance structure and business- like operational framework Destination NSW where the Board enters into a Prepare a formal statement of intent between the minister and the Destination NSW Supported Department Department of December funding agreement with NSW 7 Board, providing a framework for balancing Destination NSW’s multiple objectives and in principle of Industry Premier & Cabinet 2018 Government and is accountable to key performance metrics against which Destination NSW will be measured. the responsible minister. The CEO NSW Treasury should report to the Board. [Action 2.5]

16 Visitor Economy Industry Action Plan 2030

Greater strategic engagement and planning

Government Taskforce report recommendations response # VEIAP 2030 Action Lead Support Timing Include visitor economy criteria in all relevant NSW Government decision Supported - See actions 19, 20 & 21. - - - making frameworks e.g. planning, land in principle management and transport. [Action 3.1] Accelerate the development of a Develop and release a statewide destination management plan once the remaining two Destination December statewide destination management plan. Supported 8 - management plans have been completed. NSW 2018 [Action 3.2] Develop a nature-based tourism strategy. Develop a nature-based tourism strategy and increase funding for nature-based tourism Department OEH, DPC Regional, End of Supported 9 [Action 3.3] initiatives through the Regional Growth—Environment and Tourism Fund (RGET). of Industry Destination NSW 2018 Destination NSW to meet with the NSW Cross Border Commissioner and Destination OEH, DPC Network Chairs to proactively discuss and resolve cross-border marketing and Destination - Regional From June 10 infrastructure issues. Destination NSW to meet annually with the NSW Cross Border NSW (Cross Border 2018 Commissioner, state tourism organisations and airports close to the VIC, ACT, SA and Commissioner) Work with Tourism Australia, the cross- QLD borders to progress cross-border issues. border commissioners, state tourism bodies and adjacent local government Supported Include visitor economy priorities such as: agencies to facilitate better cross-border —— tourism opportunities and industry development marketing and infrastructure. [Action 3.4] —— joint advocacy for major infrastructure projects Cross Border End of 11 - —— identifying infrastructure constraints and public domain improvements to encourage Comissioner 2018 investment in cross-border regions in annual work lists under the cross-border agreements for publication by end 2018.

Conduct a review of the Regional Conferencing Strategy and Action Plan, following the strategy’s one-year anniversary in August 2018. The review will: —— assess implementation of the strategy Ensure the NSW Regional Conferencing —— involve broad stakeholder consultation, including with Business Events Sydney Strategy is aligned with the Destination Business Events End of 12 —— assess better alignment with Business Events Sydney and the findings of the Visitor recommendations in this report in Economy Taskforce. NSW Sydney 2018 prioritising and attracting increased Supported events and exhibitions to regional NSW, The findings of the review, including recommendations to improve, will be presented to and connect this work to Business Events the minister, along with recommendations on improvements that can be made to ensure Sydney. [Action 3.5] better alignment with the work of Business Events Sydney, and the findings of the Visitor Economy Taskforce.

Destination Destination 13 Promote regional NSW through media famils and support more regional events. June 2018 NSW Networks - See action 9. - - - Develop a public land strategy to prevent Pilot initiatives for development and promotion of cross-tenure approaches to tourism encroachment, preserve state-owned land and recreation so that visitors get an integrated ‘experience in a region’. These projects assets for visitor economy purposes and OEH (Office of Supported will focus on: Department From June reduce red tape to make it easier to do 14 Environment & —— strategic identification, development and promotion of recreational and tourism assets of Industry 2019 related business on public land. Heritage) [Action 3.6] —— providing improved opportunities for Aboriginal businesses to develop cultural tourism experiences and participate in the joint management of public land. Work with local council, chambers of commerce and industry/interest groups to monitor tourism activity and sustainability See action 3. Impacts of over-visitation will be measured and reported in the Visitor in high-visitation destination areas. Ensure Supported - - - - Economy Index. the actions are in line with environment, social and cultural attributes of the area. [Action 3.7] 17 Visitor Economy Industry Action Plan 2030

Better alignment of skills to overcome shortages

Taskforce report Government recommendations response # VEIAP 2030 Action Lead Support Timing

Develop an evidence base to inform the development of a strategic framework to address skills supply issues: From —— Provide an overview of training and education outcomes as a regular input to the December Team NSW Tourism Taskforce. 2018 Develop a strategic plan with —— Commence research to understand the influence of demographics, student choices targets to meet projected shortfall March and school offerings on employment outcomes for VET students. Department of and future demand for qualified Supported 15 Jobs for NSW 2019 Industry labour, in consultation with Jobs for —— Include visitor economy occupations as part of an interactive, real time dashboard NSW and industry. [Action 4.1] on occupational shortages and surpluses. The dashboard will show movements June 2019 in unemployment, vacancy rates and wages across different sectors. This will be provided to inform the work of the Team NSW Tourism Taskforce in responding to skills issues. From —— Include an industry training representative on the Team NSW Tourism Taskforce. December 2018 Develop a consumer information strategy to promote visitor economy careers and work with industry and Destination Networks to: —— strengthen school-business relationships and promote career pathways to Department of End of 16 TAFE NSW school students Industry 2018 Develop a range of job-ready —— develop skill set, pre-apprenticeship and pre-traineeship training with funding through programs in coordination with Smart and Skilled, where a need is identified. industry for identified target segments including youth, Supported Continue to roll out programs including: Aboriginal, mature age and migrant —— Smart and Skilled Hospitality program with the Hospitality Network resettlement to grow new jobs in the sector. [Action 4.2] —— Refugee Employment Support program Department of From May 17 TAFE NSW —— Smart Skilled & Hired Youth Program Industry 2018 —— The Way Ahead Program —— Aboriginal Employment and Business Advisory Support Services.

Destination NSW will lead an interagency group comprised of Aboriginal Affairs, the Department Support skills development and Office of Environment and Heritage, the Department of Industry, NSW Land Council, of Industry capacity building for Aboriginal TAFE NSW and the Department of Premier and Cabinet, that will work with the tourism operators by: Aboriginal tourism sector to: Aboriginal Affairs —— working with Aboriginal tour —— tailor relevant, nationally accredited qualifications for Aboriginal tourism operators operators to recognise learning Office of Environment of guiding and storytelling on —— expand and improve coordination of Aboriginal mentoring programs and funding Destination End of Supported 18 and Heritage Country through an appropriate support for product development across Destination Networks NSW 2018 qualification NSW Land Council —— provide increased opportunities for Aboriginal businesses to develop cultural tourism —— securing resources to upscale experiences and participate in joint management of public land TAFE NSW its mentoring program for —— provide funding under RGET. Department of Aboriginal tourism operators. Premier & Cabinet A forum will be held in 2018 between the working group and NATOC to progress [Action 4.3] Create NSW this action. 18 Visitor Economy Industry Action Plan 2030

Improved infrastucture

Taskforce report Government recommendations response # VEIAP 2030 Action Lead Support Timing

Infrastructure NSW Recognise the importance of Transport for NSW tourism in the creation of road, Develop and release a statewide tourism infrastructure strategy to guide investment in Department rail, intrastate aviation, cruise Department Supported 19 state-owned tourism and nature-based, scientific, education, cultural, inclusive, recreation of Planning & June 2019 infrastructure and accommodation of Industry and entertainment facilities. Environment across metropolitan and regional NSW. [Action 5.1] Destination NSW Create NSW

Improve planning frameworks by: Transport for NSW Ongoing —— implementing visitor economy priorities under Future Transport 2056 including Identify red tape and planning 20 finalising the tourism and transport plan Department - of Planning & constraints on projected visitor —— revising environmental impact assessment guidelines to assist site selection and clarify December economy infrastructure needs and Environment Supported development proposal assessment. 2018 drive the development approvals process from an evidence base. [Action 5.2] Halve NSW Government assessment timeframes for state significant tourism industry Department development proposals from November 2014 levels (298 days) to 149 days. Provide 21 of Planning & - March 2019 updates to the Team NSW Tourism Taskforce on approval timeframes for State-significant Environment development proposals.

Department of Planning & Environment

22 Agree on a NSW Government policy position on short-term holiday letting. - Ongoing Department Improve the supply of visitor of Finance, accommodation against projected Supported Services and demand by working with the private in principle Innovation rental sector. [Action 5.3]

Destination NSW will work with short term holiday letting providers to explore ways to Department of Destination 23 improve data quality and collection for the short term holiday lettings sector. Where Finance, Services and June 2019 NSW possible, this data will be incorporated in the Visitor Economy Index. Innovation

19 Visitor Economy Industry Action Plan 2030

Improved infrastucture (continued)

Taskforce report Government recommendations response # VEIAP 2030 Action Lead Support Timing Review regulations that may inhibit regional air services, including engagement Accelerate work with the with airport operators and airlines. Deregulate all intrastate routes except the routes Transport for Commonwealth Government to: Supported 24 - April 2018 connecting Sydney with Lord Howe Island and Moree. Deregulation will take effect on NSW —— address artificial capacity 29 March 2018. constraints at Sydney Airport, such as the movement cap and Conduct a review of artificial capacity constraints at Sydney Airport. The review will shoulder curfew consider issues preventing airlines from introducing new regional air services, as determined in action 24. Supported Department End of —— have new regional slots not 25 Transport for NSW in principle of Industry 2018 counted within the movement Further, the review will engage with the new Team NSW Tourism Taskforce to gauge cap. industry perspectives. A report detailing outcomes of the review will be provided to the Minister for Tourism and Major Events and Minister for Transport by the end of 2018. [Action 5.4]

Secure funding through the Restart NSW fund to develop and Infrastructure NSW upgrade regional airports as high- priority infrastructure for the visitor Supported This will be considered through the development of the Tourism Infrastructure Strategy Department 26 Department of Mid 2019 economy. This should include in principle (action 19). of Industry Premier & Cabinet upgrades to attract international Regional flights to key locations such as Newcastle. [Action 5.5]

Prepare a tourist drive strategy and supporting marketing campaign to increase regional Destination December 27 Transport for NSW overnight visitors and expenditure. NSW 2018 Work with Tourism Attraction Signposting Assessment Committee Develop and implement a bypassed towns strategy. Commence pilot program including June 2018 (TASAC) and relevant stakeholders Berry, Holbrook and Macksville. Within six months of completing implementation, evaluate pilot outcomes and potential expansion. Transport for to make it easier to showcase Supported 28 - NSW regions, visitor trails and attractions Within six months of completing implementation, evaluate pilot outcomes and potential December through streamlining requirements expansion. 2018 for signage. [Action 5.6] Streamline the signposting application process and work with RMS to enhance tourist Destination 29 Transport for NSW June 2019 drive signposting in regional NSW. NSW

Department Accelerate work to expand cruise Release the Cruise Development Plan to support the growth of the cruise industry across of Industry End of capacity within Sydney ports. Supported 30 - Sydney and regional NSW and commence implementation. 2018 [Action 5.7] Transport for NSW

20 Visitor Economy Industry Action Plan 2030

Product development and capacity building

Government Taskforce report recommendations response # VEIAP 2030 Action Lead Support Timing

Increase target activity to high-yield international visitor markets, and Destination NSW Board to lead a medium-term review of marketing initiatives that target Destination March undertake further detailed analysis to: 31 - high-yield international visitor markets, including NSW 2019 —— identify projected source markets for high-yield visitors those that move into regional areas. —— understand cultural expectations and preferences re supporting Support high-yield international tourists by: infrastructure and services—e.g. accommodation, events, leisure Supported experiences —— promoting guiding qualifications to Chinese speakers and other identified languages Department of TAFE NSW, From June —— tailor marketing campaigns and communicate messages in 32 subsidised under the Smart and Skilled program, Industry Destination NSW 2019 appropriate languages. including through the ‘EXCITE’ program Share this information with the sector to encourage alignment of —— working with the Commonwealth (Austrade) to Destination Department of NSW Industry End of product opportunities. [Action 6.1] address low-quality tours. 2018 Improve the accessibility and experience for international visitors by:

—— working with industry and regional stakeholders to support recruitment and training of tour guides fluent in Chinese (and other key source market languages) in regional NSW Supported - See actions 32 and 34. - - - —— providing information, signage and wayfinding in appropriate languages and mediums (this also links to recommendation 7.1 on digital). [Action 6.2]

Explore regulatory and commercial solutions to address factors causing Supported - See action 32. - - - consumer complaints from ‘below cost’ tours. [Action 6.3]

Engage with the NSW Small Business Commissioner to identify Expand the Small Business Friendly Councils and programs and support that could assist tourism operators in their Department of End of Supported 33 Easy to do Business initiatives to target visitor - product and business development aligned to employment growth. Industry 2018 economy sectors. [Action 6.4]

To increase the uptake and timely allocation of grants, ensure the level of administration required to apply for grants is commensurate with the Supported - See action 6. - - - amount of grant funding. [Action 6.5]

21 Visitor Economy Industry Action Plan 2030

Emphasis on customers, marketing and digital

Government Taskforce report recommendations response # VEIAP 2030 Action Lead Support Timing Develop a digital strategy to improve customer experience and The Visitor Economy Index will provide industry accelerate existing and emerging markets. The strategy could address: insights including through big data (see action C). Insights from the Visitor Economy Index and other Destination December —— capitalising on big data and analytics for the industry 34 data sources will be provided to industry through - NSW 2018 —— development of an online industry portal for access to data and an industry portal. Information available through relevant information such as NSW Government policies and grants the portal will also include access to relevant information such as grant funding. —— how to target digital marketing to domestic and international visitor Expand Destination NSW’s NSW First Program, characteristics (6.1) Supported which assists NSW tourism businesses to develop, Destination February 35 - —— embracing the regional visitor economy such as developing a digital promote and sell their tourism products through NSW 2019 web and marketing presence for regions that links content to flagship face to face workshops and online webcasts. sites such as Sydney.com Continue NSW Government $39M contribution Department —— opportunities to improve information access and wayfinding through to the roll out of Commonwealth Mobile Black of Premier 36 - June 2019 digital technology. Spot Program From the Connecting Country & Cabinet - Communities Fund. Regional [Action 7.1]

Continue to develop an international investment attraction program. This is an integrated approach to grow investment, exports, and jobs to position NSW globally as an attractive location for trade and investment. The program includes the development Accelerate the development of a whole-of-government strategy that of a business strategy, new positioning for NSW, Department of leverages public and private sector effort to elevate the competitive Supported 37 - June 2019 a digital platform for international investors, a Industry positioning of Sydney for the broader benefit of NSW. [Action 7.2] new suite of collateral and a new concierge model for investor support. It builds on earlier NSW Government efforts on Project Sydney and the recently launched Regional Investment Prospectus and website.

Incorporate interest-based visitation in the statewide Build on regional airport improvements by developing a strategy to Destination Management Plan. See action 8. Destination December Supported 38 - package major visitor economy routes and experiences. [Action 7.3] NSW 2018 See also actions 27 and 36.

Develop a customer experience program to capture customer trends, Supported - See action 3. - - - including in regional areas. [Action 7.4]

From Destination 39 Promote the NSW Companion Card program. - December NSW 2018 Actions to support the accessible tourism sector. - Include accessible tourism as a focus in the Destination December 40 - statewide Destination Management Plan. NSW 2018

22 Visitor Economy Industry Action Plan 2030

Transparent funding, reporting and evaluation

Government Taskforce report recommendations response # VEIAP 2030 Action Lead Support Timing

Maintain current funding in real terms for Destination NSW and Funding allocations for all Destination Networks for a minimum period of four years at a time Noted - NSW Government agencies are subject to decisions - - - to support longer term strategic planning, including major events in the annual NSW budget process. attraction. [Action 8.1]

Develop an evaluation framework for Destination Destination Department of End of 41 NSW that illustrates the linkages between program NSW Industry 2018 activities and the economic and social benefits. Introduce Program Logic as an evaluation tool to demonstrate the value Publish annual progress reporting on VEIAP 2030 Department of From end of investment and outcomes achieved. This should be consistent with Supported 42 Destination NSW NSW Government best practice. [Action 8.2] actions and against 2030 target. Industry 2018

From Maintain, track and report quarterly on the Visitor Destination 43 - December Economy Index. NSW 2018

23 Visitor Economy Industry Action Plan 2030

Attachment B Major Events

19th International Symposium on Australian Boardriders Battle National Final Australian Surfing Awards 2014-2016 British and Irish Lions v Electronic Art 2013 2017-2019 Combined Country 2013 Australian Surfing Awards 2017 3x3 Hustle Basketball 2018 Australian Bowl-riding Championships BWL International Convention 2019 2014-2018 Australian Swimming Championships 2015 AACTA (Australian Academy of Cinematic Canoe Slalom Junior and Under 23 and Television Arts) Awards and Screen Week Australian Deaf Games 2018, 2022 Australian Theatre Forum 2015 World Championship 2014 2012-2020 Australian Fashion Laureate 2015-2018 Australian University Games CeBIT Australia 2013-2019 AFL 9’s 2016-2017 (Sydney and Western Sydney) 2014 Australian Fashion Week 2013-2018 Centenary of ANZAC Australian National Band AFL Masters National Carnival 2018 Australian Youth Olympic Festival 2013 Championships 2015-2017 Australian Fashion Weekend Edition 2014-2018 AIS Sports Performance Awards 2016 Aviatex 2018-2019 Central Coast Sevens 2014-2017 Australian Garden Show Sydney 2013-2014 Albury Gold Cup Carnival 2013-2018 Babycare China Incentive 2017 Charlie & the Chocolate Factory 2019 Australian Hockey U15 Championships Alexander the Great: 2000 Years of Treasures (Boy’s & Girl’s) 2016-2020 Ballet Under the Stars 2016-2018 Chelsea FC v Sydney FC 2015 2012-2013 Australian Hockey U21 Championships Banjo Paterson Festival 2014 CMC Rocks the Hunter 2013-2014 American Quarter Horse Association Youth (Men & Women) 2016-2020 Barbarians v Classic Wallabies 2017 World Cup 2016 Coates Hire Newcastle 500 2017-2021 Australian Indoor Hockey Championships Barbarians v Qantas Wallabies 2017 Amway China 2017 2018-2020 Collette Dinnigan: Unlaced 2015-2017 Bathurst 12 Hour 2013-2019 Amway Taiwan 2016 Australian Junior Athletics Championships Communicating the Museum 2014 2012-2015, 2018 Battle on the Border 2013-2018 ARIA (Australian Recording Industry Corroboree Sydney 2013-2014 Association) Awards and ARIA Week Australian Junior Surfing Titles 2013, 2017 Beautiful: The Carole King Musical 2017-2018 Crowded House 25 Year Reunion 2012-2020 Australian Ladies Classic Golf 2018-2022 Bingham Cup Sydney 2014 Concerts 2016 Arsenal FC V Sydney FC & Arsenal FC v Blackmores Sydney Running Festival Culture Business 2016 Western Sydney Wanderers 2017 Australian Little League Baseball Championships 2015-2020 2013-2018 Deni Blues and Roots Festival 2013-2014 Artlands Dubbo 2016 Australian National Budgerigar Council Bledisloe Cup 2013-2021 Deni Ute Muster 2013-2018 ASTRA (Australian Subscription Television Championships 2018 Bledisloe Cup Festival 2013 Awards Association) Awards 2015 Dirty Dancing - The Musical 2014-2015 Australian National Cross Triathlon Blender Festival 2015 Australia Day 2013-2018 Championships 2016 & 2018-2020 Disney’s Aladdin 2016-2017 Blue Man Group 2013 Australian Athletics Championships 2017, Australian Open of Supercross 2015-2018 Dream Lover, the Bobby Darin Musical 2016 2019-2020 BMX Australia National Championships 2016 Australian Open of Surfing 2012-2017 Dungog Festival 2014-2016 Australian Badminton Open 2012-2017 Bowl-a-Rama Bondi 2014-2019 Australian Open Surf Boat Championships Eastern University Games 2014-2016 Australian Boardriders Battle (Regional 2013-2019 Bowral Classic 2017-2019 Egyptian Mummies: Exploring Ancient Lives Qualifier) 2013-2018 Australian Senior League Baseball Bravo Challenge 2015-2016 2016-2017 Australian Boardriders Battle (Regional Championships 2016-2020 Electronic Music Conference 2014-2016 Qualifier) 2014-2018 British and Irish Lions 2013 Australian Surf Festival 2012-2019 Ellen DeGeneres 2013 Australian Boardriders Battle National Final 2014-2016

24 Visitor Economy Industry Action Plan 2030

Major Events (continued)

Emirates Australian Open Golf Championship HSBC Sydney Sevens 2016-2019 James Cameron: Challenging the Deep Monster Jam 2013 2013-2023 2018-2019 IBF Middle Weight Title Fight: Anthony MotorWorld Sydney 2016 Evita 2018 Mundine v Daniel Geale 2013 Jersey Boys 2018 MTV Beats and Eats 2015-2017 Evocities MTB Series 2016 Ice Hockey Classic - USA v Canada 2016 Jeunesse Greater China Incentive 2018 Mumbrella 360 2014-2015 Extreme Sailing Series 2014-2015 Indoor Cricket Australian Junior June Winter Test Series 2016-2019 Championships 2016 Muriel’s Wedding - The Musical 2017-2019 FAI Junior World Gliding Championships 2015 Just for Laughs 2013 Inter Dominion Championship, My Fair Lady - The Musical 2016 Fast4 Tennis 2015-2018 Juventus v A-League All Stars 2014 Grand Final 2013-2015 NAB AFL Draft 2016-2017 Fed Cup by BNP Paribas World Play Off - International Bar Association 2017 Kaldor Public Art Project: Jonathan Jones - Australia v Netherlands 2018 barrangal dyara (skin and bones) 2016 National Cutting Horse Association Futurity International Children’s Games 2014 2013-2018 Ferrari Racing Days 2014 Kellogg’s Nutri-Grain Ironman Series and International Conference of Global Health Ironwoman Series 2013 National Touch League 2013-2022 FFA Socceroos and Matildas Football Match Security 2019 Package 2018-2020 KFC T20 International 2013-2014 National Variety Bash 2014 International Conference of the Council on Tall NCAA College Football - Stanford University v FIFA World Cup Qualifier 2014 - Buildings and Urban Habitat - CTBUH 2017 Kiama Bodyboard Slam 2018 Socceroos v Iraq Rice University Owls 2016-2017 International Council on Monuments and Sites Kidtopia Festival 2016-2017 FIFA World Cup Qualifier 2018 Netball World Cup 2015 General Assembly and Symposium - LAUNCH Startup Festival 2017 and 2018 FIGO - World Congress of Gynaecology 2021 ICOMOS 2020 Newton’s Nation 2012-2013 Les Misérables - The Musical 2015 FIM Oceania Supermoto Championships International Football Friendly - NRL ANZAC Test - 2016-2018 Matildas v Brazil 2017 L’Etape Australia by Le Tour de France Australia v New Zealand 2016 2016-2018 FIT Touch World Cup 2015 International Football Friendly - NRL City v Country 2014, 2016-2017 Socceroos v Greece 2016 Liverpool Legends v Australian Legends 2016 Football Federation Australia - National Youth NRL Grand Final 2013-2019 International Hockey Fixture 2018-2020 Liverpool v Sydney FC 2017 Championships 2015-2019 NRL Grand Final Week 2013-2019 International Hockey Series 2015 Major League Baseball Opening Series 2014 Forever Living Rally 2020 NRL Pacific Double Header 2016 International Society for Magnetic Resonance Mammoths! Giants of the Ice Age 2017-2018 Fuelarama 2013-2014 NRL Pacific Test Triple Header 2017 in Medicine (ISMRM) 2020 Mammoths! Giants of the Ice Age, 2017-2018 Game ON 2015 NRL State of Origin 2013-2019 International Trademark Association 2026 Manchester United v A-League All Stars 2013 Good Design Festival and Awards 20148-2018 NRL Test Match 2014 Ironman 70.3 Asia Pacific Championships 2017 Masters Women’s Australian Championship Grand Masters Hockey World Cup 2016 NSW Open Golf Championship 2015-2019 Ironman 70.3 Port Macquarie 2013-2015 (Hockey) 2017, 2019 Great Sydney Swim 2014 NSW Pro Surf Series - Carve Pro 2016-2018 Ironman 70.3 Western Sydney 2014-2016, 2018 Matilda - The Musical 2015 Harley Days 2016-2017 NSW Pro Surf Series - Central Coast Pro Ironman Australia Port Macquarie 2013-2021 Men’s Masters Australian Hockey Harvey Norman NRL Indigenous All Stars v Championships 2018, 2020 2016-2018 World All Stars 2017 ISA World Kneeboarding Championships 2015 Mirror Dinghy World Championships NSW Pro Surf Series - Great Lakes Pro Helpmann Awards 2012-2018 Isabella Blow: A Fashionable Life 2016 (Nationals) 2018 2016-2018 Hobie 16 World Championships 2014 ITU Cross Triathlon World Championships 2016 Mirror Dinghy World Championships (Worlds) NSW Pro Surf Series - Tweed Coast Pro 2018-2019 2016-2018 Holden Women’s State of Origin 2018 Jack Newton Celebrity Classic 2012-2015 NSW South Coast Crusade 2013

25 Visitor Economy Industry Action Plan 2030

Major Events (continued)

Nu Skin Korea 2017 Reigning Men: Fashion in Menswear Sydney International Tennis 2015-2018 Hull FC v St George Illawarra Dragons 2018 1715-2015, in 2018 Nu Skin SEA Success Trip 2018 Sydney Moderns: Art for a New World 2013 Wings Over Illawarra Air Show 2016-2019 Remix Sydney 2014-2016 NuSkin Greater China Group 2014 Sydney Opera House: 40th Anniversary 2013 Wollongong Gran Fondo and Multi Sport Rob Guest Endowment Concert 2013-2016 Festival 2012 Obstacle Course Racing World Championships Sydney Royal Easter Show 2013-2018 Long Course 2018 Robocup 2019 Women’s NSW Open Championship - Golf Sydney Surf Film Festival 2015 2018-2019 Oceania Cross Triathlon Championships 2015 Royal Australian Navy International Fleet Review 2013 Sydney Surf Pro 2018 World Angus Forum 2021 Oceania Cup Sydney (Hockey) 2017 Sail Port Stephens 2013-2019 Sydney Track Classic 2013-2015 World Baseball Classic Qualifier 2016 Offshore Superboat Championships 2015-2017 Semen Indonesia Annual Incentive 2016 Tamworth Country Music Festival 2014-2019 World Congress of Accountants 2018 Olympic Qualifiers and Australian Athletics Championships 2016 Semi Permanent Sydney 2013-2018 Temptation Reloaded 2013 World Congress on Medical Informatics (MEDINFO) 2021 Open Trans Tasman Touch Series 2014, Shotokan Karate International Federation The Big Issue Street Football Festival 2020 & 2022 (SKIF) World Championship and World 2013-2015 World Series International Mens Volleyball Congress 2012 2015 Openstack Summit 2017 The Lion King - The Musical 2013-2014 Snowies Mountain Bike Festival 2018-2020 The Rolling Stones Exhibit 2018-2019 World Surf League Junior Championships Opera in the Paddock 2015-2017 2017-2018 Southern 80 2013, 2016-2019 Top Gear Festival 2013-2014 Opera on Sydney Harbour 2012-2020 World Time Attack Challenge 2015-2017 Superfoiler Grand Prix Grand Final 2018 Tottenham Hotspur v Sydney FC 2015 Orange Challenge 2016-2018 X Media Lab: Global Media Ideas 2013 Surfest Newcastle 2013-2019 Trailblazers: Australia’s 50 Greatest Explorers Pacific Cup (Rugby League) 2013-2020 XI FIP World Polo Championships 2017 Sustainable Brands Conference 2016 2015 -2016 Paris Opera Ballet - Giselle 2013 XPD Adventure World Racing Championships Sydney 500 2013-2016 Tropfest Australia 2013-2014 & 2016 Parkes Aero Spectacular 2018 2016 Sydney Festival (Sydney & Parramatta) True Grit 2016-2018 Parkes Elvis Festival 2015-2018 XTERRA Asia Pacific Championship 2014-2016 2013-2019 Tyrannosaurs 2013-2014 Parramasala 2012-2015* Yabun Festival 2013-2018 Sydney Film Festival 2013-2019 V8 Supercars Sydney SuperSprint 2014-2017 Port Stephens NSW Pro 2017-2018 Youth Trans Tasman Touch Series 2015-2020 Sydney Gay and Lesbian Mardi Gras Parade Vanfest 2015-2017 Port to Port MTB 2014-2019 2013-2018 Video Junkee 2017 *Destination NSW invested in the 2015 event Pro Health China 2014 Sydney Harbour Challenge 2016-2018 Vivid Lights On 2012-2018 but the contract was managed through Prudential Hong Kong Convention 2017 Sydney International Art Series - Art Gallery of Multicultural NSW. NSW 2012-2019 Vivid Live 2012-2018 Prudential Korea’s Presidents Trophy Convention 2019 Sydney International Art Series - Museum of Vivid Sydney at Carriageworks 2014-2018 Contemporary Art 2012-2019 Rare Birds Con 2016 Volleyfest 2016-2017 Sydney International Piano Competition of Wigan Warriors v Hull FC 2018 Real Film Festival 2013 Australia 2016 Wigan Warriors v South Sydney Rabbitohs & Red Rooster Sydney SuperNight 300 Sydney International Rowing Regatta 2014 & 2018 2013-2019

26 Visitor Economy Industry Action Plan 2030

Attachment C Images Index

Page Title Credit Page Title Credit

1 The Living Desert and Sculptures, Broken Hill Destination NSW 16 International Convention Centre, Sydney Destination NSW Fresh Oysters, Port Stephens Destination NSW 2 Thunderbolts Lookout, Barrington Tops NP Destination NSW Canowindra International Balloon Destination NSW Challenge 3 Vivid Sydney 2017 Destination NSW 20 Paradise Fresh, Tamworth Destination NSW Upper Mekong, Spice Alley, Sydney Destination NSW Summer in Sydney Destination NSW 5 Parramasala Festival, Parramatta, 2013 Destination NSW Sea Cliff Bridge Destination NSW 6 21 Scenic Drives, New England Destination NSW Vivid Sydney 2017 Destination NSW 7 Country Sunset, Silverton Destination NSW The Zin House, Mudgee Destination NSW Australia Day 2014 Destination NSW 9 Bowral Classic 2016 Beardy McBeardy Vivid Sydney 2017 Destination NSW The Tilbury Hotel, Woolloomooloo Destination NSW 10 Farmer in Morpeth, Maitland Maitland City Council Deni Ute Muster 2013 Destination NSW 23 Taronga Zoo, Sydney Destination NSW Spell, Byron Bay Destination NSW Tropfest, Centennial Park 2013 Destination NSW Bondi Icebergs, Sydney Destination NSW 11 Montague Island, near Narooma Destination NSW Parramasala Festival, Parramatta, 2013 Destination NSW Gundabooka National Park, Gunderbooka Destination NSW Skywalk, Dorrigo NP Destination NSW Sydney Opera House, Sydney Destination NSW For more information: 13 Vivid Sydney 2016 Destination NSW Public transport, Sydney Destination NSW industry.nsw.gov.au

14 Vivid Ideas 2017 Destination NSW Bennelong Restaurant, Sydney Destination NSW © State of New South Wales through Department of Industry 2018. The information contained in this publication Australian Tourism Exchange 2017 (ATE17), Sydney Destination NSW is based on knowledge and understanding at the time of writing. However, because of advances in knowledge, users are reminded of the need to ensure that the information upon which they rely is up to date and to check the 15 2017 AWA Wagyu Expansion Conference, Albury Destination NSW currency of the information with the appropriate officer of the Department of Industry or the user’s Taronga Zoo, Sydney Destination NSW independent adviser. Sand Dune Adventures, Port Stephens Destination NSW Yalandra Fine Foods, Albury Destination NSW Disclaimer: Data referred to in this publication, unless otherwise footnoted, is based on the National Visitor Vivid Sydney 2017 Destination NSW Survey and International Visitor Survey year ending December 2017. Reported visitor statistics from the National Line of Lode Miners Memorial, Broken Hill Destination NSW Visitor Survey and International Visitor Survey are updated on a quarterly basis and new data may be available.

27 Published by the NSW Department of Industry industry.nsw.gov.au