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NSW Government — Statewide Destination Management Plan

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NSW Government — Statewide Destination Management Plan NSW GOVERNMENT Statewide Destination Management Plan FEBRUARY 2019 Contents Foreword — Minister’s Message ........................................................................................... 5 1. Introduction ........................................................................................................................ 6 2. Situation Analysis .............................................................................................................10 2.1 Destination Footprint ................................................................................................10 2.2 Value of the NSW Visitor Economy ..........................................................................11 2.3 Visitors to NSW .........................................................................................................11 2.4 Competitive Position .................................................................................................14 2.5 Key Travel and Tourism Trends and Insights ..........................................................16 2.6 Opportunities ............................................................................................................19 3. NSW ‘Hero’ Destinations and Experiences ................................................................... 20 4. Strategic Focus ................................................................................................................ 22 5. Key Performance Indicators ........................................................................................... 32 Appendix NSW Current ‘Hero’ Destinations and their Experiences ................................................... 34 NSW Government • Statewide Destination Management Plan • 3 Foreword Message from Minister for Tourism and Major Events On behalf of the NSW Government, I am delighted Tourism globally is a growth sector and NSW to present the first-ever Statewide Destination already has an excellent base upon which to Management Plan (DMP). further build its visitor economy, with strong growth recorded over the past decade and a This document was identified as a key action very attractive customer proposition. NSW also item in the NSW Government’s Visitor Economy currently has the largest tourism investment Industry Action Plan (VEIAP) and provides a pipeline of any other state or territory in Australia. framework and actions to deliver significant There is an opportunity to attract visitors to NSW growth in the tourism industry. and keep them in the state for longer and spending more by identifying, leveraging and building on the The State’s six Destination Networks are already State’s ‘hero’ destinations and experiences, and doing excellent work delivering on their individual developing more into the future. DMPs at a local level and we now have a whole- of-state DMP to work in harmony with these, NSW may be Australia’s number one state in terms encouraging collaboration and ultimately securing of visitors, visitor nights and expenditure but a a greater overall positive impact for NSW tourism. huge opportunity still remains to grow the NSW visitor economy even further. In August last year, The Statewide DMP is designed to provide a high the NSW Government announced the goal of more level framework to achieve alignment across NSW than tripling overnight visitor expenditure by 2030, and assist coordinated delivery of the vision and aiming to achieve $55 billion by 2030, with a target goals for the NSW visitor economy. It identifies of $25 billion set for regional NSW. local and state strengths and unique points of difference, as well as areas of commonality across Tourism is big business and we are committed to the regions. The Statewide DMP functions as a working with our Destination Networks, industry living document, to be used as a reference tool partners and local operators to ensure NSW to further develop the NSW visitor economy and continues to be Australia’s premier tourism State. respond to market changes. Hon. Adam Marshall MP Minister for Tourism and Major Events NSW Government • Statewide Destination Management Plan • 5 01 Introduction The NSW visitor economy is a central strength levels, and the NSW Government launched the 2030 and pillar of the NSW economy, with tourism’s Visitor Economy Industry Action Plan (VEIAP) in GSP contribution to the NSW economy reaching August 2018 to set new priorities for Government $34.2 billion in 2016-2017 and overnight visitor and industry in order to achieve the 2030 goals. expenditure in NSW increasing 10.9% in 2017 to reach $29.1 billion. The NSW Government has a goal of more than tripling the 2009 overnight visitor expenditure by Destination NSW was established under the 2030, aiming to achieve $45 billion by 2025 and Destination NSW Act 2011 as the lead Government $55 billion by 2030. A further goal is to achieve $20 agency for the NSW tourism and major events sector, billion in regional overnight tourism expenditure by and is responsible for developing and implementing 2025 and $25 billion by 2030. strategies to grow the NSW visitor economy. Its vision is to make Sydney and NSW among the world’s Destination NSW works with other Government most successful tourism and events destinations. departments, agencies, Tourism Australia, Government funding for major events, tourism other STOs and industry bodies to advance the marketing and product development is at record visitor economy. Destination NSW’s eight key strategic objectives are: A reform in 2016 of regional tourism funding in • Set a strong strategic foundation on which industry NSW resulted in the creation of six Destination can develop customer centric destination marketing. Networks (DNs), funded by Destination NSW, to facilitate visitor economy growth at a local level. • Identify local and state strengths and unique They are Riverina Murray, North Coast NSW points of difference, as well as areas of 1. Position Sydney and NSW as commonality across the regions. 5. Deliver value in partnership (including Lord Howe Island), Southern NSW, world leading tourism and Sydney Surrounds North, Sydney Surrounds South cooperative programs. • Encourage local industry ‘self-reflection’ to events destinations. and Country and Outback NSW. Each of the DNs harness the most productive markets for their has developed a Destination Management Plan product/service/destination. (DMP) for their region, to focus on local issues. However, a bigger picture statewide DMP was • Focus resources on the best visitor segments required to align all levels of Government and and sectors. 2. Attract and secure high value 6. Develop and sustain a high industry across NSW in the delivery of the VEIAP. major events. performance organisation. • Provide opportunity for greater collaboration. Destination NSW, in consultation with the Chairs and General Managers of the six Destination • Provide a more compelling case for Government Networks, has developed a NSW Statewide and private sector investors via clearly defined Destination Management Plan that is designed to: strategic priorities. 3. Build a sustainable events 7. Maximise yield and dispersal • Provide a high level framework to encourage • Equip the DNs with a plan to share with calendar for NSW. from the visitor economy. alignment across NSW and assist coordinated stakeholders that clearly identifies where their delivery of the vision and goals for the NSW product/service/destination fits. visitor economy. The Statewide DMP will be a living document, and • Be the delivery mechanism for the VEIAP and will be the basis for discussions at the regular encompass local insights and priorities from the Destination Network Chairs and GMs Forums, 4. Increase industry stakeholder 8. Implement the Visitor Economy Destination Network DMPs and other existing convened by Destination NSW. To ensure it remains and customer engagement. Industry Action Plan. strategic documents, such as the NSW Aboriginal relevant and focused on the delivery of the VEIAP, it Tourism Action Plan 2017-2020 and the NSW will be reviewed annually and updated, as required, Food & Wine Strategy & Action Plan 2018-2022. in consultation with the DNs. 6 • NSW Government • Statewide Destination Management Plan Introduction Introduction NSW Government • Statewide Destination Management Plan • 7 Role and Interfaces of the NSW Statewide Destination Management Plan: NSW 2030 VISITOR ECONOMY GOAL: $55 BILLION OVERNIGHT VISITOR EXPENDITURE $25 BILLION OVERNIGHT REGIONAL EXPENDITURE NSW 2030 VISITOR ECONOMY INDUSTRY ACTION PLAN (VEIAP) NSW STATEWIDE DESTINATION MANAGEMENT PLAN SYDNEY SYDNEY COUNTRY & RIVERINA NORTH SOUTHERN SURROUNDS SURROUNDS OUTBACK MURRAY COAST NSW NSW NORTH SOUTH NSW DMP DMP DMP DMP DMP DMP 8 • NSW Government • Statewide Destination Management Plan Introduction 2.2 Value of the NSW Visitor Economy In 2016-2017, tourism’s GSP contribution to the NSW Overnight visitor expenditure in NSW increased economy was $34.2 billion, a 5.2% increase on the by 10.9% in 2017 to reach $29.1 billion. 64% was 02 previous year. In the same period 171,100 people domestic and 36% international. $12.5 billion (43%) were directly employed in the tourism sector, with a was regional expenditure. Situation Analysis further 90,900 jobs indirectly employed by the sector. Overnight Expenditure by Purpose of Visit 2.1 Destination Footprint New South Wales is a diverse tourism destination, Howe Island), Southern NSW, Sydney Surrounds comprising six Regional Destination Networks North, Sydney Surrounds South and
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