NSW Visitor Economy Strategy 2030 A ROADMAP FOR GROWING THE NSW VISITOR ECONOMY PREMIER’S FOREWORD
The visitor economy This has prompted the NSW Government to is one of NSW’s major revisit our strategic planning for the sector, exports, contributing including a refresh of our 2030 Visitor Economy $38 billion to our Industry Action Plan. Our ambitions for the Gross State Product sector have not changed but we are updating and employing almost the roadmap to achieve them. 300,000 people. This relaunched 2030 Visitor Economy Strategy The presence of positions us proudly on the world stage, ready visitors adds to the to capture a global market when international State’s prosperity and travel resumes. liveability, enhancing the vibrancy of our public Our aim is to make NSW the premier visitor spaces and the lifestyle economy of the Asia Pacific. After all, our State of local residents. has many great assets and an agile tourism industry - a winning combination that brings that While NSW has long been – and remains – goal well within our reach. Australia’s top performing state for visitor numbers, nights and expenditure, the 2019/20 summer bushfires and the COVID-19 pandemic Gladys Berejiklian have greatly impacted the tourism sector. Premier of NSW
Sydney Harbour in Summer
NSW VISITOR ECONOMY STRATEGY 2030 MINISTER FOR CONTENTS TOURISM’S FOREWORD Premier’s Foreword...... 3 Minister for Tourism’s Foreword...... 4
Acknowledgment of Country...... 6 The NSW Government There are many exciting innovations underway issued its first Visitor or in planning – from new brands for Sydney and Highlights...... 8 Economy Industry NSW to a new data-driven, visitor-first approach Action Plan in 2012 to visitor economy planning, and a new 24-Hour Vision for the NSW Visitor Economy to 2030...... 10 and set a target for Economy Strategy to create a vibrant, world-class overnight visitor night time economy across Greater Sydney. Other The Strategy at a Glance...... 12 expenditure of $36.6 innovations include a fast-tracked approach to billion by 2020. A new digital transformation; a laser focus on promoting The Visitor Economy Explained...... 14 plan for 2030 was our strengths and investing in new visitor issued in late 2018 experience assets; and the largest ever investment Strategic Context...... 16 which set ambitious in securing new sporting, cultural and business new targets of tripling events to become known worldwide as the events overnight visitor capital of the Asia Pacific. Vision for the NSW Visitor Economy in 2030...... 18 expenditure to $55 Regional NSW will be key to the future of the billion. With overnight visitor expenditure at Visitor Expenditure Targets...... 20 state’s visitor economy and a focus of the record levels of $35 billion in 2019, NSW was on strategy. The Government will strengthen its track to achieve the 2020 target and on a steady Guiding Principles...... 28 commitment to the regions with dedicated trajectory to 2030. funding programs and industry support and As 2019 drew to a close, no one foresaw the continuing investment in visitor economy Strategic Pillars...... 30 disruption of the visitor economy that would result infrastructure through Special Activation Precincts from the catastrophic bushfires over summer like the one in the Snowy Mountains to create a • Strategic Pillar 1. Road to Recovery...... 32 and the spread of COVID-19. Following years of new alpine and adventure tourism playground. drought in some parts of NSW, these events dealt We will continue to invest in the evolving • Strategic Pillar 2. Build the Brand...... 34 the visitor economy a crippling blow. The NSW visitor economy of Western Sydney with the Government acted quickly with targeted stimulus development of the Western Parklands City, • Strategic Pillar 3. Showcase Our Strengths...... 36 packages assisting those most affected. Western Sydney Aerotropolis and new Western At the time of writing in late 2020, the visitor Sydney International (Nancy-Bird Walton) • Strategic Pillar 4. Invest in World-Class Events...... 44 economy of NSW is deep in crisis and the roadmap Airport. These assets, when completed in the to 2030 is neither linear nor tracking as originally next few years, will transform the visitor economy • Strategic Pillar 5. Facilitate Growth...... 46 expected. This new and uncertain world requires a of Western Sydney, becoming a drawcard for fresh, new strategy to aid recovery in the near term visitors to NSW and a major source of visitor Focus on Outcomes...... 50 and turbocharge visitor economy growth when economy jobs. travel patterns resume their normal rhythm. Despite the current challenges, the future is bright Optimism for the Future...... 53 The new Visitor Economy Strategy for 2030 for the NSW visitor economy and this strategy will has been developed against this background. be a key enabler of its recovery and growth. The Appendix 1 - Delivering on the Strategy...... 54 It is a considered yet ambitious plan to achieving investments we make and the actions we deliver the 2030 targets with a bold new vision for NSW particularly over the next three to four years will Appendix 2 - Domestic and International Markets Profile...... 66 to become the premier visitor economy of the restore confidence in the visitor economy and set Asia Pacific. the course for a prosperous and vibrant future to Appendix 3 - Visitor Infrastructure Framework ...... 68 2030 and beyond. These goals are both challenging and aspirational but entirely achievable if Government and industry On behalf of the NSW Government I would like to Destination NSW...... 70 work together in a new spirit of partnership express my gratitude to the Board of Destination to chart a shared future. Key to this will be the NSW and the VEIAP 2030 Taskforce who have Destination Networks...... 71 establishment of a new Visitor Economy Senior helped shape this new strategy as well as the Officers Group which will be led by Destination many stakeholders in Government and industry NSW to ensure the visitor economy is central to who have contributed to its development. decision making within government and that it grows in a coordinated and sustainable way. Stuart Ayres Minister for Jobs, Investment, Tourism and Western Sydney Naru Beach, Lake Macquarie
NSW VISITOR ECONOMY STRATEGY 2030 6 7
ACKNOWLEDGMENT OF COUNTRY We pay respect to the Traditional Custodians of the land we now call New South Wales and acknowledge their enduring culture and continued connection to Country.
We extend our respect to Elders, past We acknowledge visitors from across We acknowledge the significant and present, and acknowledge future Australia and around the world are contribution made by Aboriginal generations of Aboriginal people. made welcome on Aboriginal lands people to the development and by the Traditional Custodians of NSW. promotion of the visitor economy.
Barkindji People, Wilcannia
NSW VISITOR ECONOMY STRATEGY 2030 8 9
HIGHLIGHTS
> NSW aims to be the premier visitor > The strategy is flexible and principles economy of the Asia Pacific by 2030. based. It puts visitors first, accelerates digital innovation, focuses on our > The target for 2030 is $65 billion in competitive strengths, fosters total visitor expenditure. collaboration and will be delivered with agility. > Regional NSW is key to the future contributing $25 billion to the total. > The five core strategic pillars are Road to recovery, Build the brand, Showcase > The day trip market, worth an estimated our strengths, Invest in world-class $10 billion by 2030, is a new focus. events, and Facilitate growth. > The strategy has three phases – > Destination NSW will lead a coordinated, Recovery Phase to 2024, Momentum whole of government approach to Phase to 2026, Accelerate Phase to 2030. achieving the targets and vision. > The domestic market will be the > The strategy will deliver economic primary focus until international prosperity, create new jobs and enhance travel resumes. the lifestyles of the people of NSW.
Kosciuszko National Park, Kosciuszko
NSW VISITOR ECONOMY STRATEGY 2030 10 11
VISION FOR THE NSW VISITOR ECONOMY TO 2030 The NSW Government’s vision is to be the premier visitor economy in the Asia Pacific contributing $65 billion in total visitor expenditure by 2030, with $25 billion in regional expenditure.
AMBITIONS
Economic prosperity, jobs and A compelling destination brand Sustainable visitor destinations Vibrant tourism, transport, retail, Globally connected business lifestyle opportunities for the and iconic and world-renowned and world-class infrastructure sports, events, 24-hour economy, and education sectors people of NSW visitor experiences arts and creative industries
OUTCOMES
Grow the 8% +10% NSW visitor Contribution to Gross State Visitor economy job growth economy Product (GSP) by 2030 by 2030 (6% in 2019) (296,000 jobs in 2019)
VISITOR EXPENDITURE TARGETS
Total Visitor Domestic Overnight Total Domestic Regional Overnight Total International Expenditure Day Trips Visitor Expenditure Visitor Expenditure Visitor Expenditure Visitor Expenditure $65 Billion $10 Billion $55 Billion $47 Billion $25 Billion $17 Billion by 2030 by 2030 by 2030 by 2030 by 2030 by 2030 From $43 billion in 2019 From $8.3 billion in 2019 From $35 billion in 2019 From $31.9 billion in 2019 From $20.5 billion in 2019 From $11.4 billion in 2019
Houseboat, Hawkesbury River NSW VISITOR ECONOMY STRATEGY 2030 12 13
THE STRATEGY AT A GLANCE Strategic Pillars Phases of the strategy
RECOVERY The focus of this phase is to assist businesses and the industry to rebuild. BUILD THE BRAND PHASE The goal is to return total visitor expenditure to pre-COVID levels TO 2024 ($43 billion in 2019). ROAD TO RECOVERY SHOWCASE OUR Compelling new brands will STRENGTHS MOMENTUM A number of major infrastructure projects will be completed during this period, be developed for Sydney PHASE including the new Western Sydney Airport in 2026. This will provide a major and NSW to provide a strong stimulus to grow and expand the visitor economy in NSW. Visitor expenditure A comprehensive program foundation for differentiation, NSW is a state of breathtaking TO 2026 is expected to grow strongly during this time to reach over $50 billion by 2026. of marketing and industry consumer messaging, local diversity and bucket list visitor development will ensure pride and competitiveness attractions and experiences. We NSW recovers quickly from to turbocharge recovery and will focus on existing strengths ACCELERATE By 2030, the momentum gained through the increased capacity and the impacts of COVID-19, accelerate future growth. and develop new opportunities to PHASE investment in the visitor economy over the previous phases will accelerate bushfires, drought and floods ensure place making, destination and elevates its status as the marketing, events and visitor TO 2030 growth, with visitor expenditure targeted to reach $65 billion. Key result areas premier visitor economy in the experiences drive visitation. › Greater brand awareness in Asia Pacific. target markets Key result areas › Increased demand to visit › Increased average length of stay Key result areas Sydney and NSW › Return visitation and and yield (spend per visitor) › Improved response to expenditure to pre-COVID › Growth in visitation and campaign activity levels by 2024 expenditure for regional › Sustainable and resilient › Increased community destinations satisfaction visitor economy businesses › Higher levels of repeat visitation
INVEST IN FACILITATE GROWTH Guiding Principles WORLD-CLASS EVENTS
PUT THE ACCELERATE LEAD MOVE FAST, COLLABORATE An accelerated investment in Investing in infrastructure, job VISITOR DIGITAL WITH OUR BE RESPONSIVE WITH INDUSTRY signature sporting and cultural creation, industry resilience and FIRST INNOVATION STRENGTHS AND AGILE AND GOVERNMENT events such as the 10 World sustainability, future planning, Cups and Vivid Sydney as well as and better ways to do business business events will help position will ensure the continued We have put We will use We will focus We will build We will Sydney and NSW as the events growth and future prosperity of the visitor front technology on the distinctive agility into the foster greater capital of the Asia Pacific, drive the NSW visitor economy. and centre of to deliver character and way we operate engagement and visitation and enhance the social this strategy. personalised features of NSW so we can take cooperation with wellbeing of NSW residents. A greater marketing to and our people to advantage of the industry to Key result areas: understanding of potential visitors, help us stand out opportunities as deliver the vision › Increased public and private potential visitors streamlined in a crowded they emerge and and take a whole- Key result areas: sector investment in visitor by segment interactions market. adapt to changing of-government › Increased economic impact and infrastructure will deliver high between conditions. approach to visitor attendance at events › Improved access to visitor performance government and growing the NSW › Greater promotion of Sydney destinations and visitor marketing industry, and visitor economy. and NSW as an events attractions solutions and to enhance the destination › Increased visitor satisfaction improve the visitor experience. › Increased community and with accommodation and visitor experience. visitor satisfaction with events experiences
Bushrangers Bay, Shell Cove NSW VISITOR ECONOMY STRATEGY 2030 14 15
THE VISITOR ECONOMY EXPLAINED The visitor economy The visitor economy encompasses the direct and indirect contributions to the economy is everyone’s business resulting from a person (a visitor) travelling outside their normal place of residence. Visitors come to NSW for many reasons: to holiday; visit family and friends; The visitor economy supports In NSW, the visitor economy The visitor economy is a major source to attend an event; experience arts and culture; to study or learn; more than supports more than 107,115 of income for many – particularly for businesses and over 296,000 women and young people who make to participate in sport, entertainment, employment, business meetings; jobs. It is the state’s fifth largest up a significant proportion of the for presentations and conferences and work incentives or rewards; 107,115 employment group, accounting workforce. Visitors, especially in the for shopping or health purposes. for approximately seven per cent business and scientific communities, of total jobs. In 2018/19, the visitor add intellectual capital to the state, businesses economy contributed $38 billion which enhances our ability to thrive and over (6 per cent) to NSW Gross State in other sectors of the economy. Product (GSP). The economic benefit of the visitor 296,000 The activity of the visitor economy economy to NSW is clear, but it The visitor economy provides direct revenue for is also important to highlight the jobs businesses in NSW, and tax revenue social benefit delivered through benefits many for governments to spend on a vibrant visitor sector. Positive industry sectors services for the community. The travel experiences and connections Tourism Gross State Product was community also benefits through with community are important equivalent to job creation, investment in public contributors to social wellbeing, amenities and services, and lifestyle as are the shared experiences that enhancements. The visitor economy come with entertainment, hospitality not only sustains existing businesses, and events from sporting to cultural. 6% it also creates new businesses and population growth, and supports The visitor economy of NSW is not NSW GSP cultural activities and the arts. owned by any one stakeholder or business sector. It is co-owned and The visitor economy is the lifeblood curated by a range of stakeholders of many regional communities including visitors, businesses, contributing $7 billion to NSW Gross governments, residents, hosts and Regional Product (GRP). the community. Only when all these Planes, trains, Events from major to Accommodation $7billion stakeholders work together can the marine transport, local festivals, from from major chains to Contribution to NSW Gross potential of the visitor economy be car hire, taxis, coach conferences to sport. short term rentals, Regional Product (GRP) fully realised. and bus services, Attractions across the restaurants and cafes roads, airports, range of experiences. from 5-star to the wharves, cruise Services such as corner coffee shop. terminals, transport travel agents, visitor Shops from luxury hubs, event stadia, information centres, brands and centres venues and facilities. local and state to the local grocer. governments and Educational institutions financial institutions. from universities, schools, colleges to private learning centres. Health from formal medical facilities to wellness and wellbeing businesses. Workplaces and businesses that employ visitors or otherwise service their needs.
Murramarang National Park, South Durras, Eurobodalla Outback Astronomy, Broken Hill
NSW VISITOR ECONOMY STRATEGY 2030 16 17
STRATEGIC CONTEXT The visitor economy is central to the NSW Government’s economic plans.
The NSW 2040 The importance of the visitor RESPONDING TO EVOLVING TRENDS AND MARKET CONDITIONS economy is highlighted in a number Economic Blueprint of NSW Government strategies and COVID-19, BUSHFIRES, The Need for Health and Safety The Ageing Population provides direction for plans, as follows, as well as the plans AND DROUGHT Following COVID-19 we expect visitors to feel an increased Australia’s ageing population will present workforce need for health and safety. With its vast land mass and challenges but also opportunities for the visitor of many local governments statewide. Years of drought and bushfires in continued economic wide-open spaces, NSW has a wealth of options for economy through an increase in older travellers. the summer of 2019-20 had already travellers who want to avoid crowds and heavily populated Destinations, products and services need to adapt to success in a changing › Global NSW Strategy disrupted the visitor economy and areas. The state also offers an abundance of world-class be more inclusive and accessible to all people. This will communities across NSW when, in world. It sets out the › 20-Year Economic Vision for health and wellness experiences. A heightened global be addressed through the principle of ‘visitor first’; a March 2020, the COVID-19 pandemic Regional NSW concern about climate change and environmental issues focus on visitor needs, their safety and wellbeing, and vision for NSW to created a global health and economic will increase visitor demand for more eco-friendly, green investment in infrastructure that makes it easier for become Australia’s › The Greater Sydney Region Plan: crisis. Around the world, borders A Metropolis of Three Cities and sustainable destinations and experiences. older visitors to explore and enjoy more of NSW. first trillion-dollar closed, halting international travel. › 24-Hour Economy Strategy Restrictions were imposed on domestic travel and state borders were The Acceleration to Digital The Growing Middle Class state by 2030 and The adoption of digital technology and e-commerce The world’s middle-class is growing rapidly, particularly › NSW Infrastructure Strategy shut. Cruise ports were closed and was rapid even before COVID-19, and this trend has in China and India, driving increased demand for its first $2 trillion 2018-2038 bans were placed on mass gatherings. state after 2040. The accelerated since the onset of the pandemic. This type international travel. New markets, consumer trends, › Future Transport Strategy 2056 of disruption will continue to drive innovation and the preferences, needs and aspirations will be identified The NSW and Commonwealth visitor economy is emergence of new enterprises, business opportunities through a program of strategic research, data analytics › Smart Places Strategy Governments responded quickly and ways of operating like we have seen in the sharing and new commercial partnerships. key to realising this by providing support to individuals, › Study NSW International economy in recent years. Tourism businesses will need households and businesses. Despite vision. It is and will Education Strategy to innovate, adapt, and transform, as they have in the unprecedented levels of public past, but at a much faster rate. Distribution channels continue to be a major funding and tax breaks, the future for and the delivery of visitor experiences will also need The NSW Government has outlined many NSW citizens will be difficult contributor to economic to evolve to keep pace with technology changes and its vision for the visitor economy in without a clear strategy to reboot the consumer behaviour. prosperity, encouraging two consecutive Visitor Economy visitor economy. investment, creating Industry Action Plans – one for the period to 2020 and a subsequent The uncertainty created by COVID-19 jobs and enhancing plan to 2030. However, due the means we need to establish a new the lifestyle of COVID-19 pandemic, the visitor strategic framework for the visitor economy is facing an unprecedented economy in NSW; a clear roadmap NSW residents. challenge. This means the growth for recovery that enables Government trajectory to 2030 will be vastly and industry to act with urgency different from the previous decade, and confidence, while not being so and the original 2030 plan requires prescriptive as to constrain innovation a total refresh. and fresh thinking. Consumer trends and market conditions need to be Revitalising the state’s visitor considered differently. New market economy will require strong opportunities will need to be pursued. leadership from the NSW Government. This new strategy articulates how the Government will RISKS lead the coordinated response to For the NSW Government to today’s challenges and drive visitor achieve the aspirations and targets economy growth into the future. in the Visitor Economy Strategy 2030, it will need to continually monitor the external environment for changes in economic conditions in Australia and overseas. It will also need to respond in an agile way to other factors such as natural events or epidemiological and geopolitical crises. The Government will proactively monitor the environment for such occurrences and respond rapidly to mitigate their impact on the visitor economy. Brokenwood Wines, Pokolbin
NSW VISITOR ECONOMY STRATEGY 2030 18 19
VISION FOR THE NSW VISITOR ECONOMY IN 2030 The vision is to be the premier visitor economy in the Asia Pacific contributing $65 billion The NSW Government’s strategy The vision will be realised through Furthermore, as the NSW for the visitor economy reflects a new visitor-centric and data-led Government’s tourism and major in total visitor expenditure by 2030, with $25 billion in regional overnight expenditure. this bold vision and aspiration. The strategy that will revitalise the events agency, Destination people of NSW are at its heart. That industry, enable its recovery, and NSW will take a leadership role NSW is already the leading visitor NSW will remain the number is, the visitor economy will deliver then accelerate growth. Deeper in ensuring NSW Government economy in Australia in terms one visitor economy in Australia AMBITIONS significant social as well as economic engagement with commercial agencies, the Commonwealth and of domestic and international and seek to increase its lead, benefits for the people of NSW. partners and visitor economy local government and industry visitation and total value. It has the to become the premier visitor stakeholders, at home and collaborate to grow the visitor largest number of visitor economy- economy in the Asia Pacific. Growing the visitor economy of overseas, will help cement the economy sustainably. The visitor related businesses and supports Our leadership position will be regional NSW is also key to the state’s leading position. In a economy will be understood and the most sector-wide jobs. measured in terms of growth vision. Regional NSW is already world of continual disruption and valued by all levels of government in visitor expenditure, visitor the largest, most diverse regional uncertainty, the visitor economy and the community. satisfaction, economic contribution economy in Australia, and further will need to become more and job creation. It will also be Economic prosperity, jobs Government investment in the visitor resilient and sustainable. The evident in the achievement of and lifestyle opportunities economy will accelerate its growth NSW Government will support these ambitions. for the people of NSW and diversification. New products businesses to weather natural and experiences based on the unique disasters and other crises through character of each region will create additional services to help improve distinctive and compelling visitor operational performance, mitigate destinations throughout the state. risk and achieve business continuity.
THE TARGETS A compelling destination brand and iconic and world- renowned visitor experiences $65billion in total visitor expenditure by 2030
Sustainable visitor destinations and $25billion world-class infrastructure in regional overnight expenditure by 2030
Vibrant tourism, transport, retail, sports, events, 24-hour economy, arts and creative industries
Globally connected business and education sectors
Bondi Icebergs, Bondi Beach
NSW VISITOR ECONOMY STRATEGY 2030 20 21
PHASES OF ASSUMPTIONS FOR Overall, in 2019, international markets accounted for 26 per cent of Total VISITOR EXPENDITURE TARGETS THE STRATEGY THE TARGETS Visitor Expenditure in NSW while the Current modelling indicates A number of assumptions have been intrastate market (i.e. NSW residents) The original Visitor In the early stages of recovery there that visitor numbers and visitor made in setting the targets and accounted for 50 per cent and the will be a focus on the domestic expenditure may take three to determining the phases of the strategy: interstate market 24 per cent. Although Economy Industry market, while restrictions on Total Visitor four years to recover, depending › that visitor numbers and the value of domestic markets is large, international travel remain in place Action Plans set targets on the duration and impact of the expenditure will return to it could be larger – up to $10 billion – if and the future for inbound is unclear. Expenditure COVID-19 pandemic. This strategy pre-COVID levels by 2024 we were able to convert expenditure on focused on growing A particular focus will be Australians has been developed, and will be international travel to holidays in NSW › that subsequent pandemics or Overnight Visitor who would typically travel overseas reviewed, in three distinct phases. while travel restrictions are in place. This geopolitical events will not disrupt enticing them to holiday at home $65 Billion could replace some of the lost value from Expenditure (OVE) from domestic and international travel and explore NSW. by 2030 the slow return of international visitors $18 billion in 2019 to › that the appeal of Sydney and NSW during the Recovery Phase up to 2024 $36.6 billion in 2020 and VISITOR EXPENDITURE From $43 billion in 2019 will continue to strengthen and and consequently, will be a focus of this marketing of the destination will be strategy over the next three to four years. $55 billion in 2030. The TARGET highly effective initiatives in those plans In this strategy, the 2030 target has Domestic › that airlines and travel and tourism More information for the various market been expanded to cover both day providers will survive the pandemic groupings is in Appendix 2. focused on high yield trips visitors and overnight visitors, Day Trips international markets to capture the full value of all visitors to NSW. The target for Total Visitor $10 Billion and increased length Expenditure is $65 billion by 2030. RECOVERY The focus of this phase is to assist businesses and the industry to rebuild. of stay. The impact of by 2030 PHASE The goal is to return total visitor expenditure to pre-COVID levels TO 2024 ($43 billion in 2019). COVID-19 requires a REGIONAL TARGET From $8.3 billion in 2019 fresh approach. The regional target has been retained to reflect an enduring MOMENTUM A number of major infrastructure projects will be completed during this period, focus on growing the visitor Overnight Visitor PHASE including the new Western Sydney Airport in 2026. This will provide a major economy of regional NSW. The stimulus to grow and expand the visitor economy in NSW. Visitor expenditure target for Regional Overnight Expenditure TO 2026 is expected to grow strongly during this time to reach over $50 billion by 2026. Visitor Expenditure is $25 billion by 2030. $55 Billion ACCELERATE By 2030, the momentum gained through the increased capacity and by 2030 PHASE investment in the visitor economy over the previous phases will accelerate TO 2030 growth, with visitor expenditure targeted to reach $65 billion. From $35 billion in 2019
Regional Overnight Actual data 2009 to 2019 Phases of the strategy 2020 to 2030 Visitor Expenditure 70 Domestic International Total Recovery Momentum Accelerate Phase Phase Phase to 2024 to 2026 to 2030 $25 Billion 60 by 2030
From $20.5 billion in 2019 50
40
30 $ Billion
20
10
0 YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028 2029 2030 Kayaking, Hawkesbury River NSW VISITOR ECONOMY STRATEGY 2030 22 23
VISITOR EXPENDITURE TARGETS DOMESTIC MARKETS Domestic markets contribute Queensland and Victoria are, and will the largest share of Total Visitor continue to be, core markets with INTRASTATE CORE MARKETS EMERGING STRATEGICALLY IMPORTANT Expenditure in NSW. They are each state generating more than 35 targeted to generate $47 billion in per cent of the domestic interstate Total Domestic NSW residents Queensland and Victoria Western Australia and ACT Total Visitor Expenditure by 2030. market for NSW. Residents of both Visitor Expenditure South Australia There will be a heavy reliance on states have a high visit rate and these markets in the Recovery Phase. a high propensity to return. This strategy will target Queenslanders $47 Billion The intrastate market (i.e. NSW and Victorians to make NSW their residents) has been, and will destination of first choice. by 2030 continue to be, a core market as it is larger in volume and value than Western Australia and South Australia From $31.9 billion in 2019 all the interstate markets combined. are markets of growing importance to We will deliver compelling holiday- NSW despite the barriers of distance, at-home marketing campaigns as time, and cost. ACT is a strategically part of this strategy especially in important market with a high repeat the Recovery Phase. This will include visitation. These markets will continue the activation and promotion of to be a focus. unique night-time economy hubs across Greater Sydney as part of the 24-Hour Economy Strategy.
Coolangatta Estate, Shoalhaven Heads
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VISITOR EXPENDITURE TARGETS
INTERNATIONAL MARKETS CORE MARKETS EMERGING 1 While the domestic markets account However, NSW cannot rely for the largest share of Total Visitor exclusively on traditional markets Total International Top 10 core markets + Indonesia, Canada, France, Vietnam Expenditure in NSW, international continuing to send travellers its way. Visitor Expenditure Germany, Malaysia markets are expected to grow at a While Indonesia, Malaysia, Germany, faster rate after the Recovery Phase, France and Canada currently sit EMERGING 2 WATCH LIST to contribute $17 billion by 2030. outside the top 10, they have the potential to grow in both volume $17 Billion Brazil, Italy, Philippines, Thailand, Fiji, Ireland, Netherlands, Spain, New China, USA, UK, South Korea, and value to the state. by 2030 Scandinavia, Switzerland. Caledonia, Belgium, South Africa, India, New Zealand, Japan, Hong Argentina, Bangladesh, Nepal, Kong, Taiwan and Singapore Additional opportunities in India, From $11.4 billion in 2019 Sri Lanka, Israel, Austria, Poland, have traditionally been the top South East Asia, South and Central Pakistan, Chile, United Arab Emirates, 10 markets for NSW. We expect America and Europe will be Colombia, Saudi Arabia, Mexico, these will continue to be core explored, especially new high value Cambodia, Russia, Qatar. markets over the next 10 years, consumer segments. This is also subject to economic conditions and a cluster of second tier emerging INTERNATIONAL geopolitical factors. and watch list markets that could EDUCATION be targeted in the future. Other The international student market Our data science capabilities long stay visitor markets such as is big business for NSW. In 2019, will identify the optimal mix of international students and Working the state welcomed more than source markets, most appealing Holiday Makers will be crucial in 245,000 international students propositions and most effective the Recovery Phase. who stayed more than 29 million communication channels to reach nights and spent $4.7 billion. At potential visitors from each market. 41 per cent of total international visitor expenditure they account for the largest share. NSW is also proud to be the number one choice for international students to Australia with the largest share of total international education visitors at 38 per cent. International students choose NSW for its dynamic and multicultural education sector, world-class teaching, infrastructure and research facilities and global connections as well as the enviable lifestyle and natural beauty it offers. Their friends and families also contribute to the visitor economy when they visit NSW and explore the state together. Through close engagement with Study NSW, our universities, Technical and Further Education (TAFE) institutions and other community-based and private registered training organisations, NSW will continue to grow this market segment. The positive experience international students will have of studying in NSW will nurture a deep personal connection to the state that will encourage them to become regular visitors to Sydney and NSW for leisure and business in the years to come. Lighthouse Beach, Port Macquarie
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VISITOR EXPENDITURE TARGETS At 75 million visitors and over $8.3 billion in value the day tripper segment is significant for NSW.
DAY TRIP VISITORS To reflect its contribution, day trip Day trip visitors are particularly expenditure will be included in Total important for regional NSW. In 2019, Visitor Expenditure in future visitor regional NSW recorded about 47 economy reporting. This will expand million or 57 per cent of domestic Domestic the metrics for the visitor economy day trip visitors. This visitation was Day Trips beyond the single measure of worth about $5.2 billion to the visitor Overnight Visitor Expenditure used economy of regional NSW. in previous Visitor Economy Industry $10 Billion Action Plans. The NSW Government recognises the importance of day trip visitation by 2030 to the visitor economy as a whole From $8.3 billion in 2019 and will work with stakeholders to develop initiatives to grow the value of this segment.
Countryside, Ardlethan
NSW VISITOR ECONOMY STRATEGY 2030 28 29
GUIDING PRINCIPLES Five Guiding Principles inform the NSW Government’s policy and investment in the “A strong sense visitor economy. They focus the coordinated effort and resources of Government on of community those areas that will have the greatest impact. pride and a clear articulation PRINCIPLE 1 PRINCIPLE 2 PRINCIPLE 3 PRINCIPLE 4 PRINCIPLE 5 PUT THE VISITOR FIRST ACCELERATE DIGITAL LEAD WITH OUR MOVE FAST, BE COLLABORATION of the unique We have put visitors front and INNOVATION STRENGTHS RESPONSIVE AND AGILE, BETWEEN THE INDUSTRY centre of this strategy to enable We will use technology to deliver We will focus on the distinctive WHILE TAKING AND GOVERNMENT characteristics better targeted marketing, personalised marketing to potential character and features of NSW A LONGER-TERM VIEW We will foster greater cooperation experience design and industry visitors, streamlined interactions to help us stand out in a crowded and experiences Being proactive, responsive, and and engagement with the industry to support through a greater between government and industry, market and drive visitation. quick to market will enable us to deliver the vision and take a whole- understanding of potential visitors. and to enhance the visitor available in NSW adapt to changing consumer trends of-government approach to growing experience. Competition from other destinations and market conditions and take the NSW visitor economy. Every visit should be an will be intense as they try to recover will be critical” advantage of new opportunities as unforgettable one that inspires In the contemporary economy, the visitation lost due to COVID-19. they emerge. Now more than ever, the visitor and encourages visitors to keep digital innovation is key to Even destinations previously economy of NSW needs strong exploring and returning to NSW. competing successfully. The NSW grappling with ‘over-tourism’ will The world is changing at a rapid leadership from Government. Consumer trends and visitor needs Government will invest in and be vying for share post COVID-19. pace. The destabilising effects of the Collaboration, coordination and will inform experience design, deploy best-in-class digital and Travellers will align their values COVID-19 pandemic and geopolitical communication across the NSW event development, infrastructure data science thinking and practice. with those of the destinations situation will heighten uncertainty Government, with local councils, investment and marketing. This This will be done across three they plan to visit, seeking out about the future. It is more important the Commonwealth Government, visitor-centric approach will involve: categories of activity: authentic experiences based around than ever to adopt a more agile Tourism Australia, the Destination communities, arts, screen and culture. and innovative approach, enabling Networks, the industry and › A deep understanding of the needs › On the demand side, develop speed and efficiency in responding community is crucial for NSW to and aspirations of potential visitors a strong understanding of core The NSW Government will identify to these changes. Adjustments to remain competitive and on top. visitor markets, then communicate potential new markets and visitor › Tracking and analysis of evolving the Government’s visitor economy As the lead agency for the NSW the visitor experience offering segments (those interested in our consumer preferences and trends plans will be guided by foresight and visitor economy, Destination NSW through contemporary digital signature experiences and wide-open scenario planning, aimed at achieving has engaged with industry and › A dynamic market prioritisation channels (web, social media, and spaces), effectively communicate the longer-term targets. government stakeholders in the and segmentation approach emerging channels) the appeal and diversity of the development of this strategy and state’s offering and support the › Working with industry to deliver › On the supply side, make it will continue to engage extensively industry to deliver exceptional visitor exceptional visitor experiences easier for industry stakeholders throughout its implementation. experiences. › Personalised marketing and to do business with the communications to guide visitors NSW Government through A whole-of-government approach to experiences in NSW that match a streamlined single portal will be embedded in visitor economy their specific interests and needs ‘one-stop shop’ approach to planning with the establishment and encourage them to return. information, funding, and services of a new Visitor Economy Senior Officers Group, to ensure visitor › In terms of digital infrastructure, economy strategies are coordinated develop and deliver tailored across government, to monitor programs to guide and support performance against targets, and industry stakeholders to respond to emerging issues. New improve their own digital approaches to industry engagement competency, product design and consultation will inform and experience delivery. the development of new NSW Government initiatives and programs for the visitor economy.
Mutawintji National Park, Mutawintji
NSW VISITOR ECONOMY STRATEGY 2030 30 31
STRATEGIC PILLARS Unprecedented times like the present demand a smart and agile response.
Five Strategic Pillars underpin the NSW Government’s vision to be the premier visitor economy in the Asia Pacific.
A detailed list of strategies and Funding and resourcing for actions relating to each Strategic initiatives will be prioritised at each Pillar is in Appendix 1. They aim phase of the strategy to deliver the to address the following Key biggest impact across these areas. Result Areas and, in doing so, will contribute to realising the vision and achieving the visitor expenditure targets.
ROAD TO RECOVERY BUILD THE BRAND SHOWCASE OUR INVEST IN FACILITATE GROWTH STRENGTHS WORLD-CLASS EVENTS
A comprehensive program Compelling new brands will NSW is a state of breathtaking An accelerated investment in Investing in infrastructure, job of marketing and industry be developed for Sydney diversity and bucket list visitor signature sporting and cultural creation, industry resilience and development will ensure and NSW to provide a strong attractions and experiences. We events such as the 10 World sustainability, future planning, NSW recovers quickly from foundation for differentiation, will focus on existing strengths Cups and Vivid Sydney as well and better ways to do business the impacts of COVID-19, consumer messaging, local and develop new opportunities to as business events will help will ensure the continued bushfires, drought and floods pride and competitiveness to ensure place making, destination position Sydney and NSW as growth and future prosperity of and elevates its status as the turbo-charge recovery and marketing, events and visitor the events capital of the Asia the NSW visitor economy. premier visitor economy in the accelerate future growth. experiences drive visitation. Pacific, drive visitation and Asia Pacific. enhance the social wellbeing of Key result areas Key result areas Key result areas NSW residents. › Increased public and private Key result areas › Increased demand to visit › Increased average length of stay sector investment in visitor › Return visitation and Sydney and NSW and yield (spend per visitor) Key result areas infrastructure expenditure to pre-COVID › Greater brand awareness in › Growth in visitation and › Increased economic impact and › Improved access to visitor levels by 2024 target markets expenditure for regional visitor attendance at events destinations and visitor › Sustainable and resilient › Improved response to destinations › Greater promotion of Sydney attractions visitor economy businesses campaign activity › Higher levels of repeat visitation and NSW as an events › Increased visitor satisfaction destination › Increased community with accommodation and satisfaction › Increased community and experiences visitor satisfaction with events
Glasshouse Rocks, Narooma
NSW VISITOR ECONOMY STRATEGY 2030 32 33
STRATEGIC PILLAR 1. ROAD TO RECOVERY A targeted and agile response to the cumulative effects of the COVID-19 pandemic, drought, floods, bushfires on the NSW visitor economy is WHAT WE WILL DO essential for NSW to recover quickly and elevate its status as the premier visitor economy in the Asia Pacific. › Deliver a suite of consumer Current modelling indicates that It will take a coordinated whole-of- Destination NSW will lead the Road and industry programs to it may take three to four years to government effort to achieve the to Recovery program, working reboot the visitor economy. achieve a full visitor economy reset. visitor economy reset. This includes closely with NSW Government › Promote Sydney and We expect the Road to Recovery a mix of supply and demand driving departments and agencies, the NSW through striking new strategy will evolve over this time programs and industry development Commonwealth Government, local marketing campaigns, in response to market conditions, initiatives encompassing Sydney councils, Destination Networks, world-class events and a tracking and analysis of consumer and regional NSW. The program will industry, and the community. renewed focus on the 24-hour trends and new opportunities that focus initially on opportunities in the economy. may arise. domestic market, while borders are The NSW Government’s roadmap for › Support visitor economy closed and plans for international rebooting the visitor economy covers businesses to adapt, recover markets are refined. five key areas, as follows. and flourish by providing a comprehensive suite of grants, training and business advice programs delivered Key Areas through a new one-stop shop. › Bolster visitor destinations 1. SUPPORT 2. DRIVE 3. RESTORE 4. DEVELOP 5. INFRASTRUCTURE through the largest BUSINESSES DEMAND ACCESS AND GROW investment in transport and THE VISITOR ECONOMY visitor infrastructure and WORKFORCE access in Australia.
› Grants and funding › New Sydney and › Expanded › Needs-based › Infrastructure NSW brand intrastate and industry planning › Digital ‘one-stop interstate air development shop’ portal › Omnichannel services programs › Infrastructure marketing funding › Specialist business programs › Resumption of › Programs that advisory services international enhance the › Investment and toolkits › Conversion air services, appeal of a attraction campaigns with commencing with career in the › Customised industry partners bi-lateral travel visitor economy › Streamlined training and on- bubbles approval demand delivery › PR and Visiting › Hospitality and processes Media programs › Improved road tourism skills and › Support regional infrastructure service delivery development › Expanded and wayfinding training through regional road signage Destination trips program › Quality assurance Networks › Improved programs › New digital multimodal › Helping businesses assets (stills and transport services › Working Holiday develop crisis video) and connectivity Maker dispersal and business to regional NSW continuity plans › Investment in metro and regional events
› 24-Hour Economy Strategy Illawarra Fly Treetop Adventures, Knights Hill
NSW VISITOR ECONOMY STRATEGY 2030 34 35
STRATEGIC PILLAR 2. BUILD THE BRAND Compelling new brands will be developed for Sydney and NSW. They will provide a strong foundation for differentiation, consumer messaging and competitiveness, turbocharging the recovery and growth of the visitor economy. The brands will be the essence of why domestic and international visitors choose to visit NSW.
A new family of brands will be The brands (and potential strong appeal to the target visitor designed to give the Sydney and sub brands) will showcase the segments. The brands will be visitor regional destination brands the people, places, culture and visitor centric, data-led and informed by flexibility to complement each experiences that express their comprehensive consumer research. other yet accommodate their true personality. They will build an individual identities and appeal to emotional connection with the target In developing the brand, the NSW different target audiences. They audience and help overcome travel Government will address the will also help support the growth of barriers (time, distance, cost). They following five key areas. other industries, trade and exports will serve as a badge of identity identified in theGlobal NSW Strategy. that fosters local pride and has Key Areas
1. BRAND 2. BRAND 3. BRAND 4. BRAND 5. BRAND PERCEPTION REPUTATION IDENTITY PROMISE SYMBOLS
Is in the mind of The individual What Sydney and The experiences The visual reference visitors, based and collective NSW stand for visitors can expect for Sydney and on their previous opinions about and want to be to get every time NSW (logo, experience and Sydney and NSW known for they visit Sydney wordmark, lock- engagement with and how we try and NSW ups, co-branding, Sydney and NSW to influence them colors, style guide, tone of voice, tag lines, etc.) WHAT WE WILL DO
› Develop and launch a compelling new brand for Sydney and NSW based on robust consumer research and data analysis. › Consistently use the new brand to promote Sydney and NSW as an exciting place to visit, invest, do business and study. › Work with industry and across government to ensure that all aspects of the visitor journey deliver on the brand promise, including products, experiences and events.
Tropical Fruit World, Duranbah BridgeClimb Sydney
NSW VISITOR ECONOMY STRATEGY 2030 36 37
STRATEGIC PILLAR 3. SYDNEY AND NSW: A DIVERSE AND DISTINCTIVE DESTINATION STUNNING BEACHES AND AUTHENTIC AUSTRALIAN A GLOBAL ICON SHOWCASE COASTAL COMMUNITIES EXPERIENCES
OUR STRENGTHS Sydney is Australia’s only global NSW is a water lovers’ playground As Australia’s most geographically city: it’s the international gateway with inner-city coves, epic surf diverse state, NSW offers a NSW is a state of breathtaking diversity and bucket list visitor experiences. to our nation and a powerhouse breaks and boating on Sydney spectacular range of outdoor metropolis of Aboriginal and Harbour. The state has myriad nature experiences like hiking We will focus on our existing destination marketing, events and technology by tourism operators colonial history, architectural running routes along the water, through coastal bushland, diving strengths and develop new visitor experiences drive visitation. will ensure NSW continues to deliver icons, urban beaches, dynamic through bushland and edging amongst fur seals, skiing the alpine opportunities to ensure place making, Increasing adoption of digital world leading visitor experiences. dining and the sparkling Sydney the harbour. In coastal hubs like slopes, having a picnic amongst Harbour. Beyond the tourism Wollongong and Newcastle, the vines or marvelling at the favourites, visitors can discover the city-side beaches buzz with stars in the outback. Keen beach urban wilderness in the Royal intimate bars and waterside goers and surfers love NSW too, Botanic Garden, thrilling surf dining. Only in NSW is marine with around 890 ocean and bay Our Strengths Today breaks at Bondi, edgy art life so close to major towns, beaches in the state. For wine galleries, warehouse breweries, with whales breaching off Eden, connoisseurs, NSW is home to 1. ICONS AND 2. SMALL-TOWN 3. VIBRANT 4. RECONNECT 5. WORLD-CLASS world-renowned dining and a dolphins diving off Port Stephens over 14 wine regions, notably HIDDEN GEMS CHARM CONTEMPORARY IN NATURE FOOD AND DRINK vibrant 24-Hour Economy. Only and sea turtles in Byron Bay. You Australia’s oldest wine region, CULTURE in Sydney can you dine under the can even dive with sharks in the the Hunter Valley. The state of soaring sails of the Opera House, heart of Sydney. The sparkling NSW also boasts a vibrant events › Iconic Sydney › Small towns › Living Aboriginal › National Parks › From the explore the Blue Mountains beaches in NSW are often hedged calendar — from truffle hunting destinations and with soul culture › Bush and outback producers National Park on the fringe of by lush hinterland, rolling farmland in New England to the Tamworth attractions › Beach and the › Significant stargazing (paddock to plate the city, and see the cityscape and quaint villages to explore. Country Music Festival and the and agri-tourism) transform into an outdoor light Deni Ute Muster where people › Secret precincts hinterland cultural › Up close with gallery for Vivid Sydney. bring their utes to celebrate Aussie and places › Events with infrastructure marine life › Winery, brewery, distillery culture on one of the flattest plains › World-class events personality › Art, music, › Iconic walks, rail experiences on earth. and festivals › Self-drive tourism screen and live and mountain › Vibrant retail (road trips) performance bike trails and › World-class dining in spectacular precincts › History and › LGBTQIA+ culture cycling settings heritage and events › Changing colours
of the seasons › Coastal cruising STRONG, VIBRANT › Local, handmade › Luxury stays/ AND DIVERSE and artisinal glamping ABORIGINAL CULTURE › Caravan and THE NUMBER ONE camping EDUCATION AND BUSINESS DESTINATION IN AUSTRALIA NSW is home to the largest A DINING DESTINATION Aboriginal population in Australia represented by more than 80 Sydney is one of the most popular different tribal groups each cities in the world for international with a unique story to tell. With students to gain their degrees. The produce of a place shares such cultural diversity on offer, In fact, almost 40 per cent of all the story of a destination, and NSW can guide visitors on international students choose NSW has a rich food culture, some of the most authentic and to study in Sydney and regional from oysters to lamb and accessible adventures in the NSW. This is partly due to the orchards. From mouth-watering nation. Throughout Sydney and wonderful lifestyle on offer, but plates prepared harbourside by regional NSW, Aboriginal tourism also reflects the number of some of Australia’s top chefs operators offer visitors deep universities we have here, along to paddock-to-plate and and diverse experiences that are with their reputation for academic agri-tourism experiences in potentially life changing — from excellence and global standing. country towns statewide, NSW ancient Songlines and Dreaming Sydney is Australia’s hub of bursts with flavour. To enhance stories to medicinal plants and finance, commerce and media, it’s the foodie experience, there are bush tucker. With connections to home to large corporations and cool climate wines, inner-city generations of Aboriginal people host to large-scale international brewed beers and botanical who have access to thousands of business events. More than 64 per spirits crafted in the hinterland. years of accumulated knowledge, cent of all Australia’s tech start-ups NSW is uniquely positioned wisdom and lore, NSW’s also begin their lives in Sydney. to deliver a world-class Aboriginal tourism operators offer Cinco, Sydney Dance Company. Image: Wendell Teodoro (Source: NSW Government). culinary experience. visitors unique cultural encounters.
Stand-up Paddleboarding, Lord Howe Island NSW VISITOR ECONOMY STRATEGY 2030 38 39
STRATEGIC PILLAR 3. SHOWCASE “ OUR STRENGTHS REGIONAL NSW Regional NSW has something Ironically, the COVID-19 pandemic Strategic investments by the NSW When international borders re-open, for every traveller’s taste with an is creating a positive legacy for the Government, local councils and the regional NSW will be poised to abundance of attractions that reflect visitor economies of regional NSW private sector in visitor infrastructure, leverage this investment to attract “Regional NSW is its people, geography, history and by encouraging Sydneysiders and transport and destination marketing new visitor segments or a greater diversity. Destinations like the North NSW residents to explore their own now and into the future will further share of traditional markets. The uniquely located to Coast, Blue Mountains, Hunter Valley, backyard and return time and again. enhance the appeal of regional NSW, continuing success of regional NSW reimagine tourism for Southern Highlands and South Coast Offering the safety of its wide-open aid its recovery in the near term is key to achieving the visitation and attract millions of visitors each year. spaces and uncrowded towns with and lay the foundation for richer expenditure targets for 2030 as well thousands of travel But there is so much more to see and distinctive local charm, regional NSW economic and social benefits for as the vision of this strategy. ready Australians experience in regional NSW and so is well placed to take advantage of decades to come. much more still to discover. this unprecedented situation. who are making plans to holiday inside our borders. As Australians prepare to break free from restrictions regional NSW is preparing to welcome them back into wide-open spaces. We are waking up out of a pandemic and into a regional renaissance where regional tourism will feature as a key pillar to economic recovery. Our record investment in regional infrastructure combined with the natural beauty of our state makes regional NSW a great place to visit and even harder place to leave..”
John Barilaro Deputy Premier and Minister for Regional NSW Hot Air Ballooning, Mudgee
NSW VISITOR ECONOMY STRATEGY 2030 40 41
24-HOUR ECONOMY STRATEGIC PILLAR 3. STRATEGY Sydney is Australia’s only truly SHOWCASE global city. A renewed focus on Sydney nightlife, live music and entertainment is being fostered OUR STRENGTHS through the NSW Government’s 24-Hour Economy Strategy – activating the city throughout Emerging strengths the day and night. A vibrant and flourishing 24-hour tempo To further grow the visitor economy, New strengths will be developed in heritage assets, and new consumer will drive tourism, create jobs the NSW Government will focus line with evolving trends and market positioning. The new strengths will and support new businesses on developing new strengths to conditions through innovation in elevate the competitive positioning The new brands for Sydney and augment the state’s existing range visitor experience design, new of NSW and create new business NSW will showcase the city’s of visitor experiences. infrastructure or adaptive reuse of opportunities and job growth. world-class hospitality, culture, arts and live music scene. New major events and activations will breathe new life into our NEW ICONS ECO-WELLBEING EVERYONE’S INVITED entertainment precincts. A 24-Hour Economy › Western Sydney Airport, Western › Eco-tourism › Accessible products and places Parklands City and the Aerotropolis Coordinator-General will drive › Sustainability › Liveable, connected cities collaboration between the NSW › 24-Hour Economy › Volun-tourism and regions Government, local government › New visitor attractions statewide › Wellness tourism and industry, and a Neon Grid › New event infrastructure and content will connect entrepreneurs with › New urban and regional precincts visitor economy opportunities and places across Greater Sydney.
WHAT WE WILL DO
› Prioritise funding and industry support for new products and experiences that reinforce the strengths. › Implement new needs-based industry development programs to facilitate the digital transformation of visitor economy businesses, enhance the quality of visitor experiences, and sustainability and resilience of visitor economy businesses. › Deliver marketing and PR campaigns that emphasise and reinforce the distinctive character and features of NSW visitor destinations. Lentil As Anything, Newtown Winston Surfshirt, Enmore Theatre. Image: Jordan Munns
NSW VISITOR ECONOMY STRATEGY 2030 42 43
Jetpack Adventures, Penrith WESTERN STRATEGIC PILLAR 3. PARKLANDS CITY The NSW Government is SHOWCASE committed to delivering transformative change in the Western Parklands City OUR STRENGTHS through expanding and fast- tracking opportunities at the Aerotropolis and surrounding local government areas. The A METROPOLIS OF THREE CITIES Western Parklands City Authority will bring a renewed focus on To meet the needs of a growing Central River City and Eastern destination in its own right, with investment and collaboration and changing population, the NSW Harbour City. Most residents will a diverse and appealing range between local, state and Government has a bold 40-year live within 30 minutes of their jobs, of visitor experiences on offer in federal governments. The vision to develop the Greater education and health facilities, addition to the icons and outdoor visitor economy is pivotal to Sydney region into three distinct services and great places. Each lifestyle for which Sydney is the future economic prosperity cities – the Western Parklands City, city will become a distinct visitor globally renowned. of the Western Parklands City with the new Western Sydney International (Nancy-Bird Walton) Airport opening in 2026.
Innovation Quarter Westmead, render
“In a rapidly changing region, the pandemic “ has intensified the need to adapt and plan for long-term prosperity. NSW is ahead of the curve. Our extraordinary people, instinct for innovation, and secure, diverse economy will cement our place as Australia’s global gateway, and we will keep bringing the best of Australia to the world - and the world to NSW.” Dominic Perrottet, NSW Treasurer
NSW VISITOR ECONOMY STRATEGY 2030 44 45
STRATEGIC PILLAR 4. INVEST IN
WORLD-CLASS EVENTS WHAT WE WILL DO Signature sporting, arts, screen and cultural events such as the 10 World Cups, the Sydney Biennale and Vivid will help position Sydney and NSW as the › Secure and host world-class events capital of the Asia Pacific. business, sports, arts and cultural events that appeal The people of NSW will enjoy the › enhance the reputation of Sydney contribute to achieving the vision and to high-value travellers and social and economic benefits of the and NSW as flourishing knowledge Visitor Expenditure Targets. Business position Sydney and NSW Government’s investment in events economies. events will enhance the state’s profile as the events capital of the and the world-class infrastructure as a vibrant knowledge economy on Asia Pacific. built to stage them. Events make a significant the global stage. › Invest in and nurture iconic contribution to the NSW economy home-grown events that The NSW Government will continue and support thousands of jobs. The NSW Government will curate reflect the vibrancy of NSW to invest in events and event During the Recovery Phase events and promote an unrivalled events visitor destinations. infrastructure that: will play a critical role in bringing and entertainment calendar for › Provide the best events visitors back to Sydney and regional Sydney and NSW covering the facilities in Australia, and › directly contribute to and grow the NSW for day trips and extended following categories of events. a whole-of-government NSW visitor economy stays. Major infrastructure upgrades approach, making it easy to › drive increased visitation from and new builds including sporting produce events in NSW. domestic and international stadiums, cultural institutions and target markets entertainment facilities will also Key Areas
2. REGIONAL 1. VENUE 3. MAJOR 4. BUSINESS 5. GLOBAL MEGA AND LOCAL PROGRAMMING EVENTS EVENTS EVENTS EVENTS
Compelling Events that bring Regular or one- Events that One-off, large-scale content and local or interstate off large-scale contribute to the events that attract a productions that visitors and help events that attract state’s visitor, significant number draw regular to define the local domestic and knowledge, of international patrons to character of a international visitors and industry visitors and position the venue. town or region. and underpin the economies, Sydney and NSW Sydney and and provide on the global stage. NSW brand. opportunities to showcase local capability and attract investment and talent to NSW.
Vivid Sydney
NSW VISITOR ECONOMY STRATEGY 2030 46 47
STRATEGIC PILLAR 5. FACILITATE GROWTH Investing in world-class infrastructure, future planning, and better ways to do business will ensure the continued growth and future prosperity of WHAT WE WILL DO the NSW visitor economy. The NSW Government will implement programs and initiatives in the following five areas to facilitate long-term growth. › Make it easier for businesses to establish and expand in NSW through streamlined Key Areas licensing and planning approval processes. 4. BUSINESS 1. REGULATION › Prioritise planning and 2. TRANSPORT 3. VISITOR CAPACITY 5. SKILLS AND AND PLANNING investment in major projects AND ACCESS INFRASTRUCTURE BUILDING AND WORKFORCE REFORM that will have the most impact SUPPORT on the visitor economy. › Enhance the capacity, › Local government › Multi-modal › Infrastructure › Business advice › Future workforce productivity and professionalism responsibilities transport planning planning and › Industry needs of the visitor economy › Regulation and › Airports and air land banking standards and › Career pathways workforce with technology and licensing services › Major projects professionalism › Visas / migration new training programs. › Major event › Roads and road pipeline › Product innovation › Taxation and facilitation signage › Project funding and adaptation industrial relations › Planning approvals › Cruise ports and facilitation › 24hour economy › Land use planning › Public transport › Investment attraction › Technology solutions
As the lead NSW Government They will continue to play an important The NSW Government will use the agency for the visitor economy, role in delivering regional funding and Visitor Infrastructure Framework, Destination NSW will coordinate and industry development programs, and summarised below, and the criteria amplify delivery of these programs in identifying infrastructure needs and in Appendix 3 to guide infrastructure and initiatives across all levels of investment opportunities. planning and prioritise investment Government. Destination NSW will be in visitor economy infrastructure at supported in this facilitation role by the Different levels of government a state-wide, regional and local level Destination Networks which act as a intervention will be required depending where it will make the most impact. conduit between the NSW Government on the nature of the infrastructure. and the local governments and tourism businesses in their regions.
LOW INTERVENTION REQUIRED * HIGH INTERVENTION REQUIRED
HIGHER IMPACT ON THE › Campgrounds › Airports and airport facilities VISITOR ECONOMY › Caravan parks › Cruise and marine › Hotels and motels › Cultural and sporting facilities › Tourist attractions › Digital infrastructure › Telecommunications › Natural attractions
LOWER IMPACT ON THE › Cafes, restaurants and bars › Public toilets and car parking VISITOR ECONOMY › Entertainment facilities › Public transport › Tourism activities › Road transport › Wineries › Urban public spaces Dangar Falls, Dorrigo
* Higher levels of intervention may be required depending on the project, precinct, land availability and proponent. NSW VISITOR ECONOMY STRATEGY 2030 48 49
STRATEGIC PILLAR 5. FACILITATE GROWTH
EXPERIENCE DEVELOPMENT AND INVESTMENT ATTRACTION TO GROW THE VISITOR ECONOMY Many of the best-known icons, The NSW Government is accelerating The NSW Government’s investment The NSW Government’s investor NSW is home to many of Australia’s venues and natural attractions that the recovery of the visitor economy attraction strategy targets industries concierge service and investment leading technology enabled draw visitors to Sydney and NSW through significant investment in that grow the economy and leverage attraction experts help businesses industries. There is scope to are owned and managed by the new infrastructure and product and NSW’s natural endowments. Planning to establish, innovate and grow. attract foreign investment and state government. Thousands of tour experience development, and by is well advanced for the first tourism There is a strong focus on expand capability in the tourism operators and commercial businesses fast-tracked planning assessments Special Activation Precinct (SAP) Lighthouse Precincts, such as the and travel tech sector building help to activate these assets through for major projects such as the in the Snowy Mountains, creating Western Sydney Aerotropolis and on NSW’s existing strengths in the operation of tours, activities and new Sydney Fish Market. This will Australia’s premier alpine and Tech Central, and opportunities media, film, Artificial Intelligence, events, providing the world-class help rebuild business confidence, adventure tourism playground. for investment in new visitor machine learning and robotics. visitor experiences for which Sydney encourage private sector investment The NSW Government will plan, attractions and hotels. This will expand the range of job and NSW is world renowned. and support new and expanded coordinate and deliver the SAP by opportunities for NSW residents, products and services that enhance making land ready for investors and improve productivity and the appeal of Sydney and regional building enabling infrastructure. innovation, and facilitate compelling NSW. Funding programs and new visitor experiences. business advice will help businesses to ‘build back better’, innovate and adapt to changing market conditions.
Dubbo City Regional Airport
NSW VISITOR ECONOMY STRATEGY 2030 50 51
FOCUS ON OUTCOMES The NSW Government introduced outcome-based budgeting into the 2018-19 Budget to ensure it focuses on delivering strong outcomes for the people of NSW.
Outcome-based budgeting drives Government and industry on VISITOR ECONOMY INDEX a performance-based culture that growing visitor expenditure to WHAT WE WILL DO puts the needs of the citizens of achieve economic growth and jobs. A recommendation of the Visitor NSW at the centre of Government Economy Industry Action Plan decision-making. A key part of this strategy also 2030, the Visitor Economy Index › Drive alignment of funding involves improving the data (VEX) is a new way to assess and resources for the visitor Growing the NSW visitor economy analytics capability of the NSW the performance of the visitor economy to achieve economic is an important outcome of the Government, Destination NSW and economy that complements the growth and job creation. NSW Government’s economic the industry in order to: ongoing tracking of the visitor › Report annually on progress development plans and vision. expenditure targets. It is a new against the Key Results Areas › Identify and understand By achieving the targets in this approach being piloted by the and the Visitor Expenditure target markets strategy, the state’s economy and NSW Government that considers a Targets and review this its citizens will benefit from the › Deliver compelling marketing and range of variables: strategy after three years. advocacy messages contribution of the visitor economy › Industry conditions understood › Complete the Visitor Economy to Gross State Product (GSP), the › Collaborate in an effective through existing publicly Index and investigate new ways job creation, place making and manner across government and available data of measuring the impact of the social wellbeing. with industry › Industry perceptions explored visitor economy and the issues › Determine whether the actions through a new industry that businesses are facing. Economic growth and job creation we are taking have impact and sentiment survey in the visitor economy are respond accordingly. underpinned by visitor expenditure. › Creation of new leading data sets The targets for Total Visitor to understand the future outlook. Expenditure outlined in this plan The NSW Government will continue focus the efforts of the NSW to develop the Visitor Economy Index to explore new ways of measuring the impact of the visitor economy and guide future decision-making.
Sydney Harbour in Summer
NSW VISITOR ECONOMY STRATEGY 2030 52 53
OPTIMISM FOR THE FUTURE While the immediate future remains uncertain and recovery is likely to take some time, the visitor economy has proven to be resilient and has bounced back from crises in the past.
The NSW Government is optimistic The NSW Government is the visitor economy will rebound fully committed to ensuring our stronger and more resilient from industry returns to the record levels this challenge and will take forward of visitation it has enjoyed prior what we have learnt from it, to these crises and will grow even including innovation, transformation, stronger to 2030 and beyond. entrepreneurship and diversification. Special thanks are extended to those The NSW Government values stakeholders who provided input the important contribution of all and advice to develop this strategy. stakeholders to the visitor economy, especially in these tough times. Their role will be central to the recovery.
Wentworth Falls Track, Blue Mountains National Park
NSW VISITOR ECONOMY STRATEGY 2030 54 55
APPENDIX 1 – Strategic pillar 1. Road to recovery DELIVERING ON THE STRATEGY: NO. STRATEGIES AND ACTIONS LEAD AGENCY SUPPORT PARTNERS TIMING DETAILED ACTION PLAN Support businesses 1.01 Develop and deliver a program of business Destination NSW › NSW Treasury 2021-2024 support and industry development › Destination Networks comprising grants and funding, business NO. STRATEGIES AND ACTIONS LEAD AGENCY SUPPORT PARTNERS TIMING planning, training and other tools to assist › Office of Local businesses to recover, be resilient and Government sustainable, improve digital capability and Focus on outcomes › Tourism Australia encourage investment in new product and 0.01 Publish an annual report card on the Destination NSW › All lead agencies 2021-2030 experience design. › Austrade implementation of the Visitor Economy › Department of Strategy actions and review this strategy Regional NSW after three years. › National Parks and 0.02 Establish a Senior Officers Group to Destination NSW › Relevant NSW 2021-2030 Wildlife Service coordinate visitor economy policy, programs Government (NPWS) and initiatives across the NSW Government. agencies › Department of Planning, Industry and Environment 0.03 Drive alignment of funding and resources Destination NSW › Destination 2021-2030 for the visitor economy to achieve economic Networks growth and job creation. 1.02 Attract increased private sector investment NSW Treasury › Destination NSW 2021-2024 in visitor economy infrastructure. › Department of Regional NSW 0.04 Complete the Visitor Economy Index and Destination NSW › Destination 2021-2030 investigate new ways of measuring the Networks › Destination impact of the visitor economy and the issues Networks that businesses are facing. 1.03 Create a dynamic digital one-stop shop Destination NSW › NSW Treasury 2021-2022 for all NSW Government information and › Office of Local resources about the visitor economy Government including data and insights on target markets and visitor segments. › Department of Customer Service › Department of Regional NSW › Transport for NSW › Department of Planning, Industry and Environment › NPWS › Destination Networks
NSW VISITOR ECONOMY STRATEGY 2030 56 57
NO. STRATEGIES AND ACTIONS LEAD AGENCY SUPPORT PARTNERS TIMING NO. STRATEGIES AND ACTIONS LEAD AGENCY SUPPORT PARTNERS TIMING
1.09 Deliver the NSW Government’s 24-Hour NSW Treasury › Department of 2021-2030 Drive demand Economy Strategy to grow the night-time Premier and economy. Cabinet 1.04 Create marketing campaigns that showcase Destination NSW › Department of 2021-2024 our strengths to grow visitation to Sydney Regional NSW › Destination NSW and regional NSW. › NPWS › Create NSW › Destination Networks › Transport for NSW › Industry › Department of Regional NSW 1.05 Secure new festivals, sporting events, Destination NSW › Office of Sport 2021-2024 › Department of blockbuster musicals, exhibitions and Planning, Industry › Venues NSW business events for Sydney and regional and Environment NSW to accelerate the sector’s recovery, › Create NSW visitor numbers and expenditure. › Local Councils › Department of › Destination Regional NSW Networks › Business Events Sydney 1.10 Invest in high impact consumer public Destination NSW › Tourism Australia 2021-2024 › Local councils relations opportunities and editorial › Industry partnerships. › NPWS › NPWS
1.06 Refresh visitNSW.com, sydney.com and Destination NSW › Industry 2021-2022 1.11 Invest in new content in the form of images Destination NSW › Department of 2021-2024 other consumer-facing digital assets to › Destination and video to showcase Sydney and NSW’s Regional NSW deliver a best in class user experience and Networks current and emerging strengths. increase leads to tourism businesses. › Tourism Australia › Department of › NPWS Regional NSW › Industry 1.07 Co-invest in conversion campaigns with Destination NSW › Industry 2021-2024 › Destination industry partners including airlines, airports, › Tourism Australia Networks car rental companies, online travel agencies, and other relevant stakeholders. › NPWS 1.12 Partner with Tourism Australia and cross Destination NSW › Cross-Border 2021-2024 border agencies to grow visitation to Sydney Commissioner 1.08 Deliver an expanded road trip program and Destination NSW › Destination 2021-2024 and NSW. support more regional events to facilitate Networks › Tourism Australia regional dispersal. › Transport for NSW › Industry › Department of › Destination Regional NSW Networks › Local Government › NPWS › Industry
NSW VISITOR ECONOMY STRATEGY 2030 58 59
NO. STRATEGIES AND ACTIONS LEAD AGENCY SUPPORT PARTNERS TIMING NO. STRATEGIES AND ACTIONS LEAD AGENCY SUPPORT PARTNERS TIMING
Restore access Infrastructure
1.13 Develop a new aviation strategy to grow Destination NSW › Sydney and 2021-2024 1.19 Finalise the NSW Tourism Infrastructure Destination NSW › NSW Treasury 2021 regional, interstate, and international airline with Department regional airports Strategy aligned with the State › Infrastructure NSW capacity and deliver world-class airport of Regional NSW Infrastructure Strategy. visitor experiences. › Department of Regional NSW
1.14 Advocate to the Commonwealth that Sydney Destination NSW › Department of 2021-2024 › Department of and NSW be prioritised in bi-lateral ‘travel with Department Regional NSW Planning, Industry bubble’ agreements where appropriate and of Premier and and Environment on the basis of health advice. Cabinet › Transport for NSW › NPWS
1.15 Deliver safe, accessible, affordable, and Transport for › Destination NSW 2021-2030 1.20 Identify priority visitor economy projects Destination NSW › Infrastructure NSW 2021-2030 convenient multimodal transport systems NSW and develop business cases for related › Department of › Department of that support the visitor economy. infrastructure guided by the Tourism Regional NSW Planning, Industry Infrastructure Strategy and fast track their and Environment approval and delivery. 1.16 Invest in road networks, wayfinding and Transport for › Port Authority 2021-2030 › NSW Treasury cruise and maritime infrastructure to deliver NSW of NSW a quality visitor experience and encourage › Department of › Placemaking NSW regional dispersal. Regional NSW › Department of › NPWS Regional NSW › Greater Sydney › NPWS Commission › Local councils › Destination Networks Develop and grow visitor economy workforce 1.21 Accelerate reform of planning processes, Department › Department of 2021-2030 1.17 Deliver an expanded program of NSW First Destination NSW › Destination 2021-2030 planning instruments and simplify licensing of Planning, Customer Service industry development workshops to help Networks and regulatory processes to make it easier Industry and › Department of tourism businesses to develop, promote, for investors and businesses to establish or Environment › NSW Treasury Regional NSW and sell in the current and future B2B and expand their operations in NSW. B2C environment. › Industry › Destination NSW
1.18 Establish a whole-of-government approach Destination NSW › Department of 2021-2030 to deliver training, mentoring and industry Education development programs tailored to the needs › NSW Treasury of the visitor economy workforce. › Department of Regional NSW › Industry/private education providers › NPWS › Destination Networks › TAFE NSW
NSW VISITOR ECONOMY STRATEGY 2030 60 61
Strategic pillar 2. Build the brand Strategic pillar 3. Showcase our strengths
NO. STRATEGIES AND ACTIONS LEAD AGENCY SUPPORT PARTNERS TIMING NO. STRATEGIES AND ACTIONS LEAD AGENCY SUPPORT PARTNERS TIMING
2.01 Develop and roll out a new destination brand Destination NSW › Destination Networks 2021 3.01 Develop and promote funding programs for Destination NSW › Department of 2021-2030 for Sydney and NSW. new products and visitor experiences that Regional NSW › NPWS showcase the strengths of Sydney and NSW. › Destination Networks 2.02 Consistently use the brands in marketing and Destination NSW › Local Tourism 2021-2030 communications for Sydney and NSW visitor Organisations destinations. 3.02 Upskill tourism businesses to enable the Destination NSW › Destination 2021-2030 › Local councils greater use of digital technology to promote Networks and deliver world-class visitor experiences. › NPWS › NSW Treasury › Industry 2.03 Incorporate the brand messages into NSW Treasury › Business Events 2021-2030 marketing campaigns, digital assets and Sydney › NPWS collateral targeting investors, business › Destination NSW events and international students. 3.03 Partner with the NSW Aboriginal Tourism Destination NSW › NATOC 2021-2030 › NPWS Operators Council (NATOC) and Aboriginal › Aboriginal Affairs › Department of tourism stakeholders to make NSW Regional NSW Australia’s premier destination for Aboriginal › Destination tourism by showcasing and developing Networks authentic, accessible, high-quality and › NPWS 2.04 Develop and deliver style guides and toolkits Destination NSW › Destination Networks 2021-2030 compelling visitor experiences. for stakeholders and industry explaining the › Industry brand and how to apply the brand symbols.
3.04 Develop and deliver an annual state-wide Destination NSW › NATOC 2021-2030 2.05 Demonstrate how to deliver on the brand Destination NSW › Destination Networks 2021-2030 program of workshops, mentoring and › Destination promise through customer service training other business support to foster the growth › NPWS Networks and industry development programs. and sustainability of the Aboriginal cultural tourism sector. › NSW Treasury 2.06 Regularly assess the impact of the brand Destination NSW › NPWS 2021-2030 › NPWS through campaign tracking and consumer research. › Industry
3.05 Collaborate with the cruise sector to develop Destination NSW › Port Authority 2021-2030 new opportunities for Sydney and regional with Transport of NSW NSW outlined in the Cruise Development Plan. for NSW › Department of Regional NSW › NPWS
3.06 Grow NSW’s share of international students Study NSW › Destination NSW 2021-2030 and their visiting family and friends through › Department of collaboration and coordination with Education stakeholders in government, industry and the education sector. › Public and private education providers › Destination Networks
NSW VISITOR ECONOMY STRATEGY 2030 62 63
NO. STRATEGIES AND ACTIONS LEAD AGENCY SUPPORT PARTNERS TIMING Strategic pillar 4. 3.07 Provide toolkits, advice, and support to Destination NSW › Resilience NSW 2021-2030 help businesses become more resilient, › Department of sustainable, to adopt environmentally Planning Industry and Invest in world-class events friendly practices and adapt to climate Environment change. › Department of NO. STRATEGIES AND ACTIONS LEAD AGENCY SUPPORT PARTNERS TIMING Regional NSW 4.01 Secure the remaining two World Cups and Destination NSW › Office of Sport 2021-2030 › NPWS deliver all 10 events of the 10 World Cups in › Venues NSW 10 Years initiative with international acclaim. 3.08 Finalise and deliver the NSW Nature-based Destination NSW › Department of 2021-2022 Tourism Strategy. Planning, Industry 4.02 Secure and retain a calendar of world-class Destination NSW › Department of 2024-2030 and Environment arts, entertainment, sport and business Premier and events to cement the state’s position as the Cabinet › Department of event capital of Australia. Regional NSW › Office of Sport › NPWS › Venues NSW › Placemaking NSW 3.09 Grow the eco-wellbeing, eco-tourism Destination NSW › Destination 2021-2030 and volunteer tourism sectors through Networks › NPWS industry development activities and product › Department of › Create NSW development support. Planning, Industry › Local councils and Environment › Industry › Department of Regional NSW › Destination Networks › NPWS
4.03 Create vibrant places and drive visitation by Destination NSW › Department of 2021-2030 3.10 Develop and promote accessible tourism Destination NSW › Destination 2021-2030 activating government-owned assets such as Planning, Industry products, experiences, and visitor precincts. Networks stadia, cultural institutions, parks and public and Environment spaces with compelling new event content. › NSW Treasury › Office of Sport › Infrastructure NSW › Venues NSW › Department of › Create NSW Planning, Industry and Environment › Department of Regional NSW › Department of Regional NSW › NPWS › Transport for NSW › Transport for NSW › NPWS › Local councils › Industry 3.11 Review the current Western Sydney Visitor Destination NSW › Western Parklands 2021-2030 › Destination Economy Strategy and develop and deliver a City Authority Networks new Destination Management Plan › Placemaking NSW › Industry 4.04 Invest in new sporting, arts, cultural and Infrastructure › Office of Sport 2021-2030 event infrastructure and facilities and new NSW › Venues NSW › NPWS event content to optimise their utilisation. › Create NSW › Destination NSW › Placemaking NSW › Department of Regional NSW › Local councils › Industry
NSW VISITOR ECONOMY STRATEGY 2030 64 65
NO. STRATEGIES AND ACTIONS LEAD AGENCY SUPPORT PARTNERS TIMING Strategic pillar 5. Facilitate growth 4.05 Ensure NSW has a streamlined and efficient Destination NSW › Department of 2021-2030 legislative framework to facilitate events. Premier and Cabinet NO. STRATEGIES AND ACTIONS LEAD AGENCY SUPPORT PARTNERS TIMING › Department of Regulation and planning reform Customer Service › Department of 5.01 Advocate to the Commonwealth Destination NSW › Department of 2021-2030 Planning, Industry Government on matters which will assist Premier and Cabinet the NSW Government to achieve its visitor and Environment › NSW Treasury economy targets (including but not limited › NPWS to aviation issues, bushfire recovery, black › Transport for NSW spot mitigation, infrastructure, border › Department of control, visas, skilled migration, labour 4.06 Deliver an industry development program Destination NSW › Destination 2021-2030 Regional NSW to build organiser capacity in planning and Networks awards and conditions). running events especially in regional NSW. › NPWS › Department of Regional NSW 5.02 Develop annual cross-border plans with Cross-Border › Department of 2021-2030 jurisdictions adjacent to the borders of NSW Commissioner Regional NSW 4.07 Secure and establish global and national Destination NSW › Business Events 2021-2030 e.g. ACT, Victoria and Queensland. conferences, incentive programs and Sydney › Destination NSW corporate events for Sydney that are aligned › NSW Treasury › Destination Networks with trade and industry development priorities identified in theGlobal NSW Strategy. › Placemaking NSW Transport and access › NPWS 5.03 Explore improvements in regional aviation Destination NSW › Infrastructure NSW 2021-2030 and airport facilities to attract new airlines with Department › Department of 4.08 Incentivise domestic and international Destination NSW › Business Events 2021-2030 and/or increase current airline capacity to of Regional NSW Regional NSW conference organisers to undertake delegate Sydney regional cities and towns. pre- and post-touring to destinations outside › Destination NSW › Destination Networks Sydney and hold satellite meetings in regional NSW. › Placemaking NSW 5.04 Invest in new road and rail infrastructure to Transport for › Infrastructure NSW 2021-2030 improve access to regional cities and towns. NSW › Department of › Department of Regional NSW Regional NSW › NPWS Visitor infrastructure › Destination Networks 5.05 Investigate the creation of tourism-focused Department of › Department of 2021-2030 Special Activation Precincts in regional NSW. Regional NSW Planning, Industry 4.09 Secure and support conferences, incentive Destination NSW › Department of 2021-2030 and Environment programs and corporate events for regional Regional NSW › NPWS NSW to distribute the benefits of high yield › NPWS business visitors across the state. › Destination NSW › Destination Networks 5.06 Ensure that visitor economy infrastructure Department › Local councils 2021-2030 needs are reflected in strategic land use of Planning, › Destination NSW plans and regional plans, for example, to Industry and ensure hotel supply meets future market Environment › Destination Networks demand. › Placemaking NSW › Transport for NSW
5.07 Update Destination Management Plans Destination › Department of 2021-2023 to complement and help deliver visitor Networks Regional NSW economy outcomes identified in the › Destination NSW Regional Economic Development Strategies. › NPWS
NSW VISITOR ECONOMY STRATEGY 2030 66 67
APPENDIX 2 – DOMESTIC AND INTERNATIONAL MARKETS PROFILE (Domestic) (International)
INTRASTATE CORE MARKETS EMERGING STRATEGICALLY IMPORTANT CORE MARKETS EMERGING 1 EMERGING 2 WATCH LIST
NSW residents Queensland and Victoria Western Australia and ACT Top 10 core markets + Canada, France, Vietnam Brazil, Italy, Philippines, Fiji, Ireland, Netherlands, South Australia Indonesia, Germany, Thailand, Scandinavia, Spain, New Caledonia, Malaysia Switzerland. Belgium, South Africa, Argentina, Bangladesh, › The largest market in › Combined generated › Combined 1.3 million › There is high repeat Nepal, Sri Lanka, Israel, terms of both volume 9.3 million overnight overnight visitors and visitation from the ACT Austria, Poland, Pakistan, and value visitors and 4.2 million 50,000 day trips in 2019 Chile, United Arab day trips in 2019 › 1.8 million overnight Emirates, Colombia, › 26 million overnight › Delivered around visitors and 1.6 million Saudi Arabia, Mexico, trips and 69 million day › Delivered over $7.6 $1.5 billion of visitor day trips in 2019 Cambodia, Russia, Qatar. trips in 2019 billion in 2019, almost expenditure in 2019, 24 per cent of domestic having grown over 35 › Almost $1 billion in visitor › $21 billion in expenditure, 73 per cent per cent since 2015 expenditure in 2019 and These markets delivered These markets delivered These markets delivered Combined, these markets expenditure in 2019 of interstate expenditure a growth rate of 23 per over $8.9 billion of visitor over $560 million of $740 million of visitor (as at December 2019) › 2030 Target: $2.2 cent since 2015 expenditure in 2019 which visitor expenditure in 2019 expenditure which equates represent $982 million › 2030 Target: $31.9 billion 2030 Target: $11.6 billion billion (WA: $1.1 billion; equates to over 77 per which equates to 5 per to 6 per cent of the current of visitation value (8.6 (Queensland: $5.7 billion; SA: $1.1 billion) › 2030 Target: $1.6 billion cent of the current value cent of the current value value of international per cent of total NSW Victoria: $5.9 billion) of international tourism of international tourism tourism into NSW. This was inbound value) with over into NSW. This was into NSW. This was achieved with 306,000 418,600 visitors annually achieved with visitors achieved with 250,000 visitors, 7 per cent of all (9.5 per cent of NSW exceeding 3.3 million, visitors, 5.7 per cent of all international visitors. inbound). over 75 per cent of all international visitors. international visitors.
NSW VISITOR ECONOMY STRATEGY 2030 68 69
APPENDIX 3 – VISITOR INFRASTRUCTURE FRAMEWORK (Assessment Criteria) The NSW Government uses Cost Benefit Analysis to assess the social, economic and environmental impacts of infrastructure proposals including visitor economy infrastructure. Where feasible, Cost Benefit Analysis will be used to prioritise proposals. The following considerations are designed to help guide prioritisation and decision-making.
ASSESSMENT CRITERIA KEY CONSIDERATIONS ASSESSMENT CRITERIA KEY CONSIDERATIONS
Creates growth Facilitate growth in demand and address capacity constraints to develop a Supports equity and access Distribute benefits to disadvantaged and local communities. opportunities from domestic nationally and globally competitive visitor economy. for all and international markets › The infrastructure utilises universal design principles and promotes › The investment addresses identifiable capacity constraints or supports accessibility. growth in demand as informed by national and international benchmarking, Regional Economic Development Plans and Destination Management Plans. › Promotes increased participation of disadvantaged young people.
› The investment supports the 2030 Visitor Expenditure Targets and aligns › Promotes increased participation of Aboriginal people. with the Sydney and NSW brand. › Sustains jobs and generates additional jobs in the visitor economy and associated supply chains.
› Supports and benefits local groups. Supports a prosperous NSW Create economic benefits that outweigh the economic costs.
› The investment generates economic benefits either in the form of increased tourism expenditure, which benefits NSW economy through higher Fosters a sustainable visitor Ongoing financial viability and contribution to a sustainable and resilient employment and value added. economy visitor economy.
› The investment generates economic benefits for local residents through › The investment generates revenue to support operation and management access to additional infrastructure and amenities. that is likely to minimise unexpected government outlays.
› The investment generates increased opportunities for direct and indirect › Promotes year-round visitation and grows capacity to reduce reliance on employment. visitation in peak seasons.
› The economic benefits outweigh the costs to the government of supporting › Incorporates environmentally sustainable features (such as renewable the infrastructure. energy, waste reduction, water, and energy efficiency).
› Improves the public realm and adds to the sense of place and community.
Aligns and supports other Recognise alignment and support for other government strategies. › Is built in an appropriate location with appropriate materials and responds infrastructure strategies to the changing climate including more extreme and frequent natural and plans › Promotes urban and regional development. disasters such as bushfires, flood, coastal erosion and inundation.
› Creates sustainable commercial opportunities for indigenous cultural businesses and support Indigenous tourism.
› Supports accessible, inclusive, and special interest tourism and encouraging skill development in the sector.
› Develops and renew regional government assets.
› Aligns with the objectives in REDs, DMPS and local government policies and plans.
NSW VISITOR ECONOMY STRATEGY 2030 70 71
DESTINATION NSW DESTINATION NETWORKS Destination NSW is the lead agency, champion and voice for the visitor economy The six Destination Networks help grow the visitor economy of regional NSW within the NSW Government. by engaging at the coalface with local governments and tourism businesses.
It spearheads a whole-of-government The Destination NSW Act 2011 confers Destination NSW is also the major The Destination Networks are the The Destination Networks are: approach to visitor economy growth, broad powers and functions to the investor in Business Events Sydney champions of the visitor economy › Destination North Coast working with various departments agency to align and focus efforts (BE Sydney) for the purpose of in their regions, proactively and agencies to market NSW as a towards this achieving this vision. securing more international and engaging with stakeholders to › Destination Sydney destination, to secure and deliver domestic conventions, incentive identify, prioritise and facilitate Surrounds North “ major events, invest in visitor The agency influences and shapes travel reward programs, corporate opportunities for regional visitor › Destination Sydney economy infrastructure and support the visitor economy through events and exhibitions for Sydney economy growth. They also play Surrounds South the diverse ecosystem of visitor strategic research, policy and and regional NSW. a key support role for Destination economy businesses that operate thought leadership, stakeholder NSW in the delivery of its › Destination Southern NSW throughout the state. engagement and consultation, As the lead government agency for industry development and visitor › Destination Riverina Murray commercial partnerships and its the visitor economy, Destination experience and regional event Destination NSW engages and judicious investment in visitor NSW has led the development of funding programs. › Destination Country collaborates extensively with experiences, business support, this Visitor Economy Strategy 2030, & Outback NSW. other arms of state government, marketing and events. It supports in consultation with stakeholders The Destination Networks will local councils, the Commonwealth the Minister for Jobs, Investment, from industry and all three tiers of support Destination NSW in Government, local tourism Tourism and Western Sydney and is government. It will be responsible implementing the Visitor Economy organisations and the industry to managed by a skills-based Board. for leading its delivery in partnership Strategy 2030 to achieve the “We have a laser realise NSW’s vision to be the premier with government and industry and visitation and expenditure targets focus on delivering visitor economy in the Asia Pacific. will report annually on its progress. for regional NSW. The Destination Management Plan for each economic and Destination Network will be aligned with the strategy. social benefits for the people of NSW through strong and enduring partnerships with industry and by ensuring that the broader priorities of government support visitor economy growth.” Steve Cox Destination NSW CEO
Stockton Sand Dunes, Worimi Conservation Lands
NSW VISITOR ECONOMY STRATEGY 2030 Disclaimer: This document is the property (including but not limited to copyright and intellectual property rights) of Destination NSW and the NSW Government. Information is correct at time of provision. No part may be reproduced, exploited or used without the prior written permission of Destination NSW and the NSW Government.