Harbourview – the Tourism & Transport Forum’S Vision for Revitalising Sydney As Australia’S International Gateway and Premier Tourism Destination

Home , Bays Precinct, Darling Harbour, Glebe Island, Luna Park Sydney

Welcome to HarbourView – the Tourism & Transport Forum’s vision for revitalising Sydney as Australia’s international gateway and premier tourism destination.

Sydney Harbour is the heart and soul of Sydney. The harbour foreshore is the place where our global city meets our natural and cultural heritage, to create our unique lifestyle. HarbourView is the collective aspiration and endeavours of the tourism industry to celebrate, energise and recraft the vibrancy of Sydney Harbour.

We wish to thank the members of TTF’s Sydney Harbour Tourism Panel and all the tourism industry entrepreneurs, investors, managers and staff who have contributed to this vision. We hope you will support HarbourView and our campaign to revitalise Australia’s leading destination.

Hon Bruce Baird AM Evan Hall Chairman National Policy Director

For further information please contact:

Evan Hall National Policy Director Tourism & Transport Forum T +61 02 9240 2035 E [email protected]

8th Floor 8-10 Loftus Street Sydney NSW 2000 T +61 2 9240 2000 F +61 2 9240 2020 www.ttf.org.au CONTENTS

HARBOURVIEW 6 A Vision for Sydney Harbour 6 Revitalising Sydney Harbour 7

HARBOUR JOURNEYS 8 The Great Harbour Walk 10 Harbour Hopper 11 Harbour Journeys Map 12 The Harbour Islands 14 Harbour Chopper 15 The Barangaroo Flyer Light Rail 16 Cruise Shipping Harbour Terminals 17

HARBOUR NIGHTS 18 Unique Harbour Nights 20 Hotel Accommodation 21

HARBOURSIDE EAST 22 Sydney Opera House 24 Circular Quay and The Rocks 25 Museum of Contemporary Art 26 Sydney Harbour Bridge 27

HARBOURSIDE WEST 28 Barangaroo Headland Park and Waterfront Walk 30 National Indigenous Centre 30 Barangaroo Central 31 Barangaroo South and the Harbour Hotel 31 Walsh Bay Arts District 32 Darling Harbour Events Precinct 33 Star City 34 Sydney Fish Market 34 Bays Precinct 35 Luna Park 35

SHOWCASING THE HARBOUR 36 Sydney Events Calendar 38 Marketing Sydney 39 Connecting with Locals 40 Sydney Harbour – A National Landscape 41 SOURCES: International Visitor Survey (IVS) and National Visitor Survey (NVS), Tourism Research Australia, year ending June 2010 Regional Tourism Employment in Australia, 2006-07 to 2008-09, Tourism Research Australia International Trade in Goods and Services, Australian Bureau of Statistics, cat. No 5368.0 SYDNEY TOURISM FACTS & FIGURES

In the year to June 2010, 2.6 million international tourists arrived in Sydney staying for 53.2 million nights.

Sydney tourism exports total $5.1 billion: larger than Australia’s wheat or wool exports.

Over the last decade, Sydney’s market share of international visitors declined from 55.8 per cent to 49.5 per cent.

In the year to June 2010, Sydney hosted 6.8 million domestic visitors staying for 19.3 million nights.

There are almost 86,000 people directly employed in the tourism industry in Sydney. HARBOURVIEW The iconic harbour, with its bridge and opera house, is the classic ﬁrst A VISION FOR glimpse of Sydney. But beyond the SYDNEY HARBOUR postcard image, what is there to do on and around the harbour? Sydney is Australia’s premier tourism destination and international gateway. Whether travelling for business, education, a conference, a sporting event or simply indulging Sydney has been losing its competitive edge due to a lack of in a holiday, most international tourists visit Australia through investment in attractions and critical infrastructure such as Sydney. convention and exhibition space and hotels. It is essential we Sydney needs new signature experiences to entice visitors. take action to reinvigorate our city, but we must remain true We need new attractions of the same calibre as BridgeClimb to ourselves and develop what is unique about Sydney: its to give visitors a reason to come back or stay longer. We need harbour, its people, its food and its heritage. modern facilities to make Sydney attractive as a global city. Leaders across the tourism industry in Sydney have come Cities ranging from Melbourne to Singapore have invested together to develop HarbourView, a vision for revitalising in becoming leading destinations for events, shopping, the Sydney as Australia’s foremost tourism destination. Our vision arts, casinos or conferences. However, only Sydney can explores the new attractions, events, facilities and precinct combine these city experiences with its spectacular natural upgrades needed to energise and promote Sydney as a ‘must environment and climate. do’ and ‘must return’ global destination.

6 REVITALISING The purpose of this vision is to: Create accessible places and experiences which are SYDNEY HARBOUR beloved by Sydneysiders and visitors. Offer new experiences which give previous visitors a It is the natural beauty of our harbour and the vibrant city reason to return to Sydney. around it that deﬁne Sydney. The inherent values of Brand Sydney are vibrancy, free-thinking, vitality, beauty, real and Provide visitors with an expanded itinerary of experiences leadership. Our vision is to develop the Sydney Harbour to extend their stay in Sydney. experience in ways that celebrate and nurture our unique Upgrade our existing entertainment and casino offering to Brand Sydney. ensure it is internationally competitive. Provide the missing infrastructure for Sydney’s business needs and cultural life. HarbourView is a journey along Create buildings and public space whose architecture supports Sydney’s values. the harbour foreshore to unite Deliver events and festivals that promote Sydney’s value to current endeavours and future the world and attract visitors to the city. Shamelessly brand, market and promote Sydney as a opportunities in a single vision for unique global city. Sydney Harbour. Proudly protect and nurture the natural, indigenous and cultural heritage that makes us unique.

7 HARBOUR JOURNEYS Sydney’s cultural, heritage and entertainment places are not concentrated in the city centre but dispersed along the harbour foreshore. The Harbour makes places such as Luna Park and The Wharf Theatre unique experiences, however the foreshore is difﬁcult for visitors to access and navigate. Sydney’s transport network is based on commuter routes into and out of the central business district. Sydney needs new pathways that allow visitors to escape the CBD and explore our harbour city. These pathways are not mere routes to tourist sites but will allow a visitor to experience Sydney as a journey.

8 9 Commencing from the Royal Botanic The Great Harbour Walk includes historic THE Gardens and World Heritage-listed pubs, great dining and unique overnight GREAT Sydney Opera House then crossing stays such as Q Station, harbour island the Sydney Harbour Bridge, the walk camping, heritage cottages and luxury HARBOUR continues on the northern shore of hotels with harbour views. The walk is the harbour through Sydney Harbour connected to the Great Northern Walk, WALK National Park. The walk takes in Western Harbour Walk and the Bondi to Taronga Zoo, Balmoral, the Spit and Coogee Coastal Walk for more extensive Rivalling the Lycian Way, Amalfi Coast Manly. journeys. and Cinque Terra, the Great Harbour Walk is a three to five day ramble through The Great Harbour Walk is connected The route of the Great Harbour natural bushland, heritage sites, city by the Harbour Hopper ferry service Walk crosses local, state and federal streetscapes and the unique experiences from North Head to Watsons Bay, government land. Cooperation is of Sydney Harbour. Where else in the allowing the walk to continue along needed to clearly define and mark the world can a stroll from the city become a the southern foreshore to complete ‘official’ route which can be consistently bushwalk in a national park? the circuit. marketed to the world.

Sydneysiders and visitors enjoying a WHAT’S NEEDED? section of the Great Harbour Walk. Upgrade and connect the dozens of walking trails across local council, state and federal land. Provide clear, consistent and themed signage throughout the walk. Deliver a high quality interpretation along the walk through an audio-visual GPS iTour.

Image courtesy of Pierre Toussaint; Tourism NSW A section of the Great Harbour Walk along Farm Cove and the Royal Botanic Gardens.

10 HARBOUR Harbour Hopper Ferry Route HOPPER Manly The backbone of our vision is the Harbour Hopper ferry service which would unite the people, places and Q Station experiences of Sydney Harbour. (North Head)

Chowder The Harbour Hopper will provide a Bay regular ‘hop-on hop-off’ visitor service Taronga along the foreshore rather than the Luna Zoo Goat Park current cross-harbour Sydney Ferries Island commuter services. The Harbour Fort Watsons Bay Hopper ferry service will connect the Denison (South Head) Nielsen islands of Sydney Harbour National Park White Park Bay with the best attractions on the harbour Opera House Shark Island foreshore. Sydney Campbells Clark Aquarium Cove Island More than just a transport route, the Walsh Bay Harbour Hopper would be a guided Barangaroo experience with rich interpretation of our natural and cultural heritage by indigenous guides or national park rangers. The Harbour Hopper will connect with the existing private ‘hop-on hop-off’ and public Sydney Explorer bus services and be an integral component of the Great Harbour Walk.

WHAT’S NEEDED?

A cooperative of public and private harbour attractions Image courtesy of Hamilton Lund; Tourism NSW to determine the preferred route, service and ﬁnancial Visitors at Sydney’s models. historic Fort Denison. Government permission for the route, upgrade of jetties and ﬁnancial support for the service to provide access to selected islands and public assets. Partnership between NSW Parks and Wildlife Service and a private operator to deliver the ferry service.

Sydney has a commuter ferry service, but needs a ‘hop-on- hop-off’ service.

Image courtesy of Bass & Flinders Cruises

11 CASTLE COVE

S E AF OR T H FAIR L IGHT B AL GOWL AH Manly B each

Manly

Federation Shelly Beach P oint MANLY CAST L E CR AG Spit Forty Bridge Bradys Baskets St Patricks P oint Beach Estate

Manly R eef Hospital Blue Fish Beach Sewerage P oint Beauty Treatment P oint P lant Tania Manly L ittle AIP M P ark Manly P oint Quakers Clontarf P oint Hat P oint NORTHBR IDGE Dobroyd Head Cannae North Head P oint Quarantine Sanctuary Station

Inner Grotto North P oint Head

Quarantine Head Old Mans Hat R ocky P oint Middle North Head H e ad

CR E MOR NE CR OWS NE S T HMAS P enguin MOS MAN South Head

Georges Head Historic F orts HMAS Watson Chowder Georges Head Bay Harbour Journeys Green Gap B luff P oint

Taylors Watsons T he Chowder Gap Clarkes Bay Bay Manns Taronga Head Harbour Hopper Ferry Service P oint P oint Zoo B ottle and Glass R ocks The Great Harbour Walk Vaucluse P oint Cockatoo Athol Island Kurraba B ay Yurulbin Luna P oint Barangaroo Flyer P oint Park ectacle Balls Head McMahons KIRRIBILLI Robertsons Nielsen and P oint P oint Dunbar Steele Park P oint Head B lues P oint Goat Milsons Island P oint Kirribilli ARFreeway TAR MON P oint B radleys Head Major road B ennelong P oint VAUCL US E Heavy rail Balmain Fort East Barangaroo Mrs Denison North Macquaries Shark Light rail Campbells Hermit P oint Garden Island Cove P oint B AL MAIN Opera Island Monorail House White P otts Bay P oint Clark National Park, Sydney Harbour Island Federation Trust and Other P oint P iper Woollahra Reserves P oint SYDNEY Darling P oint P OINT PIPER E lizabeth P oint P YR MONT Sydney DAR L ING Aquarium P OINT ELIZABETH BAY R OS E B AY

BONDI DARLINGHURST B ELLEVUE HILL 0 0.5 1 2

Kilometres CASTLE COVE

S E AF OR T H FAIR L IGHT B AL GOWL AH Manly B each

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Federation Shelly Beach P oint MANLY CAST L E CR AG Spit Forty Bridge Bradys Baskets St Patricks P oint Beach Estate

Inner Grotto North P oint Head

Quarantine Head Old Mans Hat R ocky P oint Middle North Head H e ad

CR E MOR NE CR OWS NE S T HMAS P enguin MOS MAN South Head

Georges Head Historic F orts HMAS Watson Chowder Georges Head Bay Harbour Journeys Green Gap B luff P oint

Taylors Watsons T he Chowder Gap Clarkes Bay Bay Manns Taronga Head Harbour Hopper Ferry Service P oint P oint Zoo B ottle and Glass R ocks The Great Harbour Walk Vaucluse P oint Cockatoo Athol Island Kurraba B ay Yurulbin Luna P oint Barangaroo Flyer P oint Park ectacle Balls Head McMahons KIRRIBILLI Robertsons Nielsen and P oint P oint Dunbar Steele Park P oint Head B lues P oint Goat Milsons Island P oint Kirribilli ARFreeway TAR MON P oint B radleys Head Major road B ennelong P oint VAUCL US E Heavy rail Balmain Fort East Barangaroo Mrs Denison North Macquaries Shark Light rail Campbells Hermit P oint Garden Island Cove P oint B AL MAIN Opera Island Monorail House White P otts Bay P oint Clark National Park, Sydney Harbour Island Federation Trust and Other P oint P iper Woollahra Reserves P oint SYDNEY Darling P oint POINT PIP ER E lizabeth P oint P YR MONT Sydney DAR L ING Aquarium P OINT ELIZABETH BAY R OS E B AY

BONDI DARLINGHURST BE LLEVUE HILL 0 0.5 1 2

Kilometres Image courtesy of Sal Salis, Ningaloo Reef

An artist’s impression of unique Interior of a luxury safari-tent at Sal Salis Ningaloo accommodation possible on the Reef in WA. The tents are designed to be low harbour islands. impact and are suitable for the harbour islands. THE HARBOUR ISLANDS

Shark, Clark and Goat Islands are the jewels in the crown of Sydney Harbour and could be the setting for the most amazing day and night experiences in Sydney.

We have fairytale islands in the middle of the world’s most beautiful harbour – but they are rarely visited by Sydneysiders or international tourists. The harbour islands can be opened for rich natural, indigenous and cultural Image courtesy of NSW National Parks & Wildlife Service experiences in splendid isolation just minutes from the city centre.

The islands are an integral part of the Great Harbour Walk and Harbour WHAT’S NEEDED? Hopper journey. Imagine waking in your luxury safari tent on Clark Island with Partnerships with tourism operators for new day trip and the city as your backdrop or traditional overnight experiences. indigenous cuisine and storytelling on Upgraded island facilities such as wharves and jetties and Shark Island. Goat Island can offer art better island access through Sydney Ferries and a dedicated classes, a day spa and an overnight stay Harbour Hopper service. in an historic cottage. The possibilities Revised and coordinated management plans for sustainable are endless, but the Harbour Hopper visitation across Sydney Harbour National Park and Sydney ferry service is essential for the islands Harbour Federation Trust Land. to be accessible.

14 HARBOUR CHOPPER

Since the late 80s, Sydney has been one of the few global cities without a helicopter service. A Harbour Chopper service will provide a bird’s-eye view of the harbour and a unique way to experience its major attractions. A tourist helicopter service will also address increasing demand from high- yield visitors for direct passenger access Image courtesy of Harbourside Helicopters to the heart of the city and beyond to the Blue Mountains, the Hunter and north and south coasts. Flying high in a helicopter tour Harbourside Helicopters P/L has a ﬂeet WHAT’S NEEDED? over Sydney Harbour. of the latest, low-noise helicopters to provide the service. Federal, state and An agreed location for a heliport local government need to work with accessible from the CBD, with the industry to identify the site for the connections to Sydney Airport. Sydney Heliport.

Aerial view of Goat Island.

15 BARANGAROO Barangaroo Flyer – Light Rail Network FLYER –

Proposed LIGHT RAIL Network

Existing Sydney’s transport focuses on the CBD Network Walsh Bay Park Hyatt and ignores the foreshore where people work and play. The Barangaroo Flyer light rail service would provide the missing Barangaroo North The Rocks link between Darling Harbour and Circular Quay.

Light rail is essential for Barangaroo to Barangaroo work as a commuter and residential Bridge South destination, but the service would also Street unite the harbour foreshore for visitors and Sydneysiders alike. Building on the King existing light rail, the Barangaroo Flyer Street would provide seamless travel from the Wharf King Street Sydney Fish Market and Star City, around Star City John Darling Harbour along Sussex Street and Street Pyrmont Hickson Road to connect Barangaroo, Square Bay Walsh Bay and The Rocks. Cockle QVB / An additional extension from Circular Fish Bay Town Hall Market Quay through the CBD up George Street Convention could stop at Bridge Street, King Street, the Queen Victoria Building/Town Hall Wentworth Park China and World Square before rejoining the Exhibition Town World Centre existing light rail at Capitol Square and Square Central. The Barangaroo Flyer and CBD extension would ﬁnally connect the Glebe entertainment and meeting places of Paddy’s Capitol the Sydney foreshore with the business, Markets Square Central retail and accommodation of the CBD.

WHAT’S NEEDED?

A public-private partnership to extend the light rail route along Barangaroo to the CBD.

Metro Transport Sydney operates Sydney’s existing light rail network and Image courtesy of Metro Transport Sydney monorail service.

16 CRUISE SHIPPING

HARBOUR Shipping facilities west of the Harbour Bridge are needed to cope with WHAT’S TERMINALS increased domestic shipping demand, with access to the Sydney CBD and NEEDED? Sydney Harbour is a highly desirable the major tourist attractions of prime destination for cruise ships. Our A long-term importance. For this reason industry’s spectacular harbour and ease of arrangement to use preferred site is Barangaroo. Current access from the ship to Sydney’s Garden Island as a new government planning has identiﬁed a tourism attractions and shopping make cruise shipping facility new terminal for White Bay. Sydney simply the most attractive shared with the Navy. cruise ship port in the world. Cruising A long-term purpose-built cruise A new domestic is the fastest growing segment of the terminal with ample transport links to terminal west of the tourism industry, generating $1.2 billion the CBD is required. bridge with adequate in economic activity in 2009-10 and is The latest generation of international passenger transport to expected to rise to $3 billion within a superliners will not ﬁt under the Harbour the city. few years. Bridge and the Overseas Passenger Upgrade of the To maintain our competitive advantage Terminal at Circular Quay can only berth Overseas Passenger and allow for growth, the cruise industry one ship at a time. Only Garden Island Terminal. needs certainty that appropriate cruise can provide the terminal facilities for our terminal facilities will be available. growing cruise shipping industry.

Image courtesy of Carnival Australia

Sydney Harbour - a popular destination for cruise ships.

17 HARBOUR NIGHTS Every visitor to Sydney needs a place to stay, but we are running out of accommodation in the city. Sydney needs investment in new hotels and unique accommodation.

18 19 UNIQUE HARBOUR NIGHTS WHAT’S NEEDED? Sydney has fantastic hotels with classic harbour views, but our city can also offer some unusual overnight accommodation. Planning approval for unusual You can spend a night with the lions at Taronga Zoo’s ‘Roar & accommodation options, especially Snore’, have a ghostly experience at Q Station or experience the in natural settings. authenticity of historic Woolloomooloo Wharf at BLUE Sydney. Public-private partnership for Sydney’s best natural, cultural and historic sites could also accommodation on government- offer unique overnight experiences. Safari-tent camping on managed sites. Clark Island, restored heritage cottages on Goat Island and converted shipping containers on Cockatoo Island are just a few of the suggested unique overnight stays on the harbour. Combined with the Harbour Hopper and the Great Harbour Walk, these unusual accommodation offerings can turn a night’s sleep into a ‘must do’ Sydney experience.

“Roar & Snore” is a unique overnight experience at Taronga Zoo Sydney. Visitors camp in luxury safari tents among the zoo’s inhabitants. “Roar & Snore” is a prime example of experiential accommodation available for tourists and visitors that shows off the city’s icons.

Image courtesy of Taronga Conservation Society Australia HOTEL ACCOMMODATION

Sydney is facing a looming shortage in hotels, conference and venue space. Most Sydney hotels are more than fifteen years old and no new five-star hotel has been developed in the CBD since the Olympics, despite Sydney boasting the WHAT’S NEEDED? highest hotel occupancy rate in the world. Targets for tourism growth and The hotel expansion at Star City, the new harbour hotel at accommodation in strategic and statutory Barangaroo and the hotel redevelopment of the Gowings land-use plans. Building will add much-needed accommodation to the city, Planning incentives such as higher floor- but it will not be enough to cope with tourism growth. space ratios and favourable development The private sector would develop hotels, conference controls for hotels. centres and tourist facilities when demand is sufficient, Crown land release and precinct zoning but is unable to compete with residential and commercial requiring minimum tourism allocations development. Active planning measures are needed to in mixed-use developments such as ensure that there are sufficient accommodation options for Barangaroo and White Bay. visitors to our city.

Located in the historic Rocks district the The Park Hyatt Sydney is located Four Seasons Hotel overlooks Sydney Harbour. in the heart of The Rocks.

Image courtesy of Four Seasons Hotel, Sydney Image courtesy of Park Hyatt Sydney

Hilton Sydney features luxury accommodation, restaurants, bars and meeting space.

Image courtesy of Hilton Sydney

21 HARBOURSIDE EAST The stretch of harbour foreshore between the two great icons - the Sydney Harbour Bridge and the Sydney Opera House - is the “point of arrival” for Sydney visitors. This is Australia’s most important tourism precinct but is in desperate need of an upgrade and refurbishment.

22 23 SYDNEY OPERA HOUSE WHAT’S NEEDED? The Sydney Opera House is one of the world’s most recognisable tourist icons. The recent $152 million federal- Further federal-state cooperation and state commitment to improve the forecourt is a signiﬁcant ﬁrst funding commitments for the outstanding step in the ongoing preservation of this world-class performing Sydney Opera House redevelopment arts centre. Upgrades and improvements to performance including urgent maintenance and repairs spaces and loading areas are now required to improve to retain essential acoustic and aesthetic acoustic and aesthetic standards, placing it back on par with standards of the Sydney Opera House. theatres around the world.

The Opera House – Sydney’s largest creative canvas. During Vivid Sydney.

24 CIRCULAR WHAT’S NEEDED? QUAY & Appoint a single government agency as ‘place manager’ for THE ROCKS Circular Quay, The Rocks and Walsh Bay to replace the multiple government agencies managing the precinct. The view from Circular Quay is stunning, Review tenancies to attract and retain the best retailers and but the sense of arrival is diminished by restaurateurs and further develop the precinct as a creative, the experience on the ground. The signage, cultural, dining and retail attraction for visitors and Sydneysiders. food, shopping and overall presentation Establish a providore showcasing the best food and wine of of the precinct needs to be improved for regional NSW in the Campbells Cove dining precinct . visitors, commuters and residents alike.

Improved lighting, safety measures, restaurants, retail, events and street artists are needed to attract people to the western side of Sydney Cove past the Museum of Contemporary Art and Overseas Passenger Terminal to a revitalised Campbells Cove food and wine precinct.

Covered walkways would also improve access from Circular Quay Station to the eastern side of the cove.

The Rocks is a unique place with a rich heritage, however it has become the preserve of tourists and less than authentic. A better mix of residents and businesses, as well as entertainment and tourism, Image courtesy of Dockside Group would return life and character to the area.

The Dockside Group’s restaurants View of The Rocks, Campbells Cove and at Campbells Cove offer visitor the Overseas Passenger Terminal. unique dining experiences.

25 MUSEUM OF CONTEMPORARY ART WHAT’S NEEDED?

The Museum of Contemporary Art (MCA) offers visitors a Integrate the MCA with cultural facilities place to enjoy art, exchange thoughts and interpret modern at Walsh Bay and Barangaroo through the culture. The Commonwealth and NSW Government have Harbour Hopper ferry service, Great Harbour joined with private donors to invest $53 million in a National Walk and Barangaroo Flyer light rail. Centre for Creative Learning, expanded gallery spaces and multi-functional art facilities at the MCA. This investment will create a contemporary world-class art experience in Sydney.

The Museum of Contemporary Art – featured here in the Vivid Sydney festival - is one of the city’s major cultural destinations.

An artist’s impression of the plans for expansion Image courtesy of Hamilton Lund; Tourism NSW of the Museum of Contemporary Art.

Image courtesy of Museum of Contemporary Art

26 SYDNEY HARBOUR BRIDGE

Visitors don’t want to just look at the Harbour Bridge, they want to experience the bridge and take in the view of the harbour. Crossing the bridge on foot will be an integral part of the Great Harbour Walk.

Climbing the National Heritage-listed Sydney Harbour Bridge is also a unique experience. Operating since 1998, BridgeClimb attracts local, domestic and international visitors and has become one of Sydney’s ‘must do’ signature experiences. BridgeClimb has launched a new headquarters and climb base and opened a free public access Sydney Harbour Bridge Visitor Centre in 2009.

For those who do not know the way, accessing the bridge is very difﬁcult. Improved signage from the Circular Quay tourism precinct is critical to enable visitors to access the Sydney Harbour Bridge. Image courtesy of Robb Cox; Tourism NSW Breakfast on the Bridge.

WHAT’S NEEDED?

Improved signage at Circular Quay to direct foot traffic to attractions like BridgeClimb. Connect the pedestrian path on the bridge with the Great Harbour Walk.

BridgeClimb is one of Sydney’s most innovative and successful tourism operations.

Image courtesy of BridgeClimb

27 HARBOURSIDE WEST While the Sydney Harbour Bridge and Sydney Opera House are the iconic images of Sydney Harbour, it is the harbour foreshore west of the bridge that holds the opportunities for the future. The inner harbour areas of Walsh Bay, Barangaroo, Darling Harbour, Pyrmont, the Bays Precinct and Luna Park will become the great cultural, entertainment and business meeting places of Sydney.

28 29 WHAT’S NEEDED?

A dedicated stop on the Barangaroo Flyer light rail and Harbour Hopper ferry service. BARANGAROO HEADLAND An artist’s impression of the Headland Park, a spectacular PARK AND open space for Sydneysiders and visitors. WATERFRONT WALK

The northern headland of the 22-hectare Barangaroo precinct will be restored to a spectacular harbour park based on the shoreline that existed before 1836. This public park will become a great meeting and recreational space for Sydney.

The shoreline of the Headland Park and Barangaroo precinct will also feature a two-kilometre public walkway. This walkway is the missing link between the Great Harbour Walk, the ANZAC Bridge and the inner harbour. Image courtesy of Barangaroo Delivery Authority

Visitors enjoying the Tribal Warrior Tour.

NATIONAL INDIGENOUS CENTRE

Australia lacks a centrepiece interpretive centre for indigenous history, culture and art. Most Australians have little opportunity to learn of indigenous heritage or engage with modern indigenous culture. International visitors to Australia also often return home disappointed about

Image courtesy of Pierre Toussaint; Tourism NSW their lack of contact with indigenous Australians.

The space beneath the Headland Park is suggested as an ideal location for a WHAT’S NEEDED? National Indigenous Centre. Such a centre in Australia’s gateway city would Support within the indigenous community for a national make the world’s oldest culture more interpretive centre. accessible to visitors and locals alike. Federal and state capital works funding to build a National Indigenous Centre. Dedicated stop on the Barangaroo Flyer light rail and Harbour Hopper ferry service.

30 BARANGAROO CENTRAL

Barangaroo Central will include a major waterfront park and low-rise, mixed-use development. The precinct should include WHAT’S NEEDED? residential, tourism, educational and cultural facilities to link the amenities provided at Barangaroo South and the Headland Park Dedicated space for a lyric theatre-style areas. Facilities which Sydney is severely lacking that could be facility in Barangaroo Central. part of this section of the development include performance Dedicated stop on the Barangaroo Flyer spaces, incorporating a lyric theatre-style facility, which will add light rail. considerable vibrancy to the development.

BARANGAROO WHAT’S NEEDED? SOUTH AND THE Development of an iconic Harbour Hotel, HARBOUR HOTEL restaurants, eateries and bars for a business and leisure precinct. The Barangaroo South redevelopment will create a dynamic Dedicated stop on the Barangaroo Flyer new business district in the city which will drive international light rail. business travel to Sydney. A key component of the Barangaroo South development is the proposed Harbour Hotel building. The hotel will provide a new icon for the city that emphasises It is also important that other public amenity is provided and celebrates the harbour, in the way that the Eiffel Tower in this section of the Barangaroo redevelopment such as in Paris, the Empire State Building in New York and the Burj restaurants, conference space and other cultural facilities. Al Arab in Dubai have become destinations and attractions in This will invigorate Barangaroo as a lively place to visit their own right. while encouraging more people to stay longer in Sydney.

The Harbour Hotel is destined to become a national icon.

Image courtesy of Bovis Lend Lease WALSH BAY ARTS DISTRICT

Sydney has a lively and bustling arts district centred on Walsh Bay. Planned cultural facilities at Barangaroo and the expansion of the Museum of Contemporary Art will create an interconnected ribbon of cultural and performing arts facilities around the harbour.

The redevelopment of Wharf 2/3 to include multi-use performing arts and education space along with hospitality experiences will bolster the cultural offering already provided by the precinct’s primary resident, the Sydney Theatre Company.

WHAT’S NEEDED?

A dedicated stop on the Barangaroo Flyer light rail and Harbour Hopper ferry service. Appoint a single government agency as a place manager for Walsh Bay, the Rocks and Circular Quay.

Image courtesy of Sydney Theatre Company Sydney’s artistic hub, the The Sydney Theatre at Walsh Bay. historic, heritage-listed ﬁnger wharves at Walsh Bay are home to The Wharf Theatre.

Image courtesy of Sydney Theatre Company

32 DARLING HARBOUR EVENTS PRECINCT

Each year Sydney forgoes $477 million and 3,000 jobs in lost event bids, due to a lack of convention and exhibition space. The Sydney Convention and Exhibition Centre is the city’s most critical piece of tourism infrastructure and needs refurbishment and expansion. Without this expansion, business events tourism cannot grow and the private sector will have no incentive to invest in hotels and other tourism facilities.

Demolishing the Sydney Entertainment Centre and its carpark would allow for the redevelopment of a multi-purpose centre capable of staging conventions, exhibitions and entertainment events. This redevelopment should be the centrepiece of a $700 million masterplan for south Darling Harbour to better connect and showcase assets such as the Powerhouse Museum, the UTS Frank Gehry building and Chinatown.

The NSW Opposition has committed to building a new centre in its ﬁrst term of government should it win the 2011 state Image courtesy of Sydney Convention & Exhibition Centre election. The Coalition has already commenced planning for the project. Meanwhile, the NSW Government has developed Sydney Convention and Exhibition a comprehensive masterplan for south Darling Harbour Centre opened in May 1988 is in need of which includes expanded business event facilities. Bipartisan refurbishment and expansion. support is emerging for this long-overdue development as an infrastructure priority for the state.

The development at Darling Harbour must be accompanied by the expansion of domestic exhibition space at Sydney Olympic Park to enable Darling Harbour to focus on international events.

WHAT’S NEEDED?

A public-private partnership to redevelop the Entertainment Centre as a convention, exhibition and entertainment event centre as part of a south Darling Harbour masterplan. A guaranteed timetable to expand the facilities so the industry can invest in accompanying hotel development with conﬁdence. Expansion of exhibition space at Sydney Olympic Image courtesy of Park. Sydney Attractions Group

Visitors meeting a koala at Sydney Wildlife World.

33 A STAR CITY

Tabcorp has started a major upgrade and expansion program of the Star City Hotel & Casino. As part of the $860 million A new 3,000- investment, Tabcorp is developing a new seat multi- ﬁve-star hotel, several new restaurants purpose Events Centre will and bars, a world-class spa and 4,000 make Star City a complete square metres of retail space. entertainment Image courtesy of Tabcorp destination. The upgrade includes a multi-purpose Events Centre to cater for major Tabcorp’s upgrade and expansion of the Star City Hotel & Casino will include new hotel rooms international entertainment acts, trade and an events centre to host international acts and conferences. shows, exhibitions, conferences and television events.

The new luxury hotel suites and private residences, expanded private gaming facilities and two private aircraft to bring VIP guests to Sydney will be key selling points of the upgraded Star City facility.

WHAT’S NEEDED?

Approval for the new expanded redevelopment plan. Image courtesy of Tabcorp

SYDNEY FISH MARKET

An artist’s impression of plans for Sydney Fish Market at Blackwattle Bay. Sydney’s love affair with seafood and the outdoors means the Sydney Fish Market forms an integral part of the Sydney lifestyle. Like San Francisco’s Fisherman’s Wharf, the Sydney Fish Market merges our iconic harbour with our reputation for good food. The $40 million refurbishment will include expanded and improved public areas and address car parking issues, making the area a great place to meet, shop and dine.

WHAT’S NEEDED?

Completion of the car park area redevelopment. Improved retail and restaurant offering and Image courtesy of trading hours. Sydney Fish Market

34 WHAT’S NEEDED?

Establishment of a masterplan following ﬁnal BAYS PRECINCT consultations with the tourism industry and general community. The Bays Precinct of Blackwattle Bay, Effective commuter and visitor passenger Rozelle Bay, Johnstons Bay, Glebe Island transport, including the Harbour Hopper. and White Bay is the last remaining stretch of Crown land on the harbour foreshore that can be redeveloped.

The Bays Precinct is a large area that could include a broad range of facilities. While residential development will be part of the Bays Precinct, this area must also have a public domain for Sydneysiders and visitors. This is our last chance to consider major sporting facilities, theme parks, a cruise shipping terminal, recreational facilities or retail and dining areas on the harbour. Whatever Sydney chooses, hotel © Tourism Australia development and effective ferry services will be essential for the precinct.

Luna Park Sydney, the harbur city’s iconic The ANZAC Bridge spans amusement park and business event location, the Bays Precinct celebrates its 75th birthday in 2010.

LUNA PARK SYDNEY

Celebrating its 75th birthday in 2010, Luna Park Sydney is one of the harbour icons. The amusement park atmosphere, combined with business event, function and dining space, form Luna Park Sydney’s unique offering to international and domestic visitors and event participants. Ferry access from Circular Quay and Darling Harbour is currently via the Jeffreys Street Wharf, Kirribilli, while upgrades to the Milsons Point / Luna Park wharf are nearing completion.

WHAT’S NEEDED?

A Luna Park stop on the Harbour Hopper tourist ferry service and year-round direct ferry service from Circular Quay and Darling Harbour to the Milsons Point/Luna Park wharf.

© Tourism Australia SHOWCASING THE HARBOUR The rejuvenation of Sydney’s tourism, entertainment, cultural and natural assets is only half the story. To leverage these assets we need effective events, branding and promotion to encourage the world to come to Sydney for leisure, business, education and investment.

36 37 SYDNEY EVENTS CALENDAR

The recently-established Events NSW has developed a calendar of events with a strong Sydney focus. Vivacity begins with the world-famous New Year’s Eve ﬁreworks display and ﬁnishes with the biggest celebration of Chinese New Year outside Asia.

The calendar moves through the seasons to Vivid Sydney in June, when the city is transformed into an illuminated canvas through low-energy light installations around the harbour, with the Sydney Opera House its focal point. Crave Sydney is held in October to celebrate our dining culture and restaurants and includes a new-look Sydney International Food Festival. This innovative calendar of events will present Sydney’s brand to the world, attracting international and domestic visitors.

WHAT’S NEEDED?

Expanded funding for Events NSW to compete with other destinations. Further development of the Sydney events calendar, particularly the integration of the Sydney Festival, and a focus on events held during the low season when hotels and venues are not at capacity. Image courtesy of Hamilton Lund; Tourism NSW

Long Table Laneway dinner in Ash Street during Crave Sydney.

38 WHAT’S NEEDED?

A single marketing authority for Sydney covering MARKETING SYDNEY – tourism, events and education. Bipartisan political and industry support to adopt BRAND SYDNEY the brand.

Like any global icon, Sydney needs a coordinated brand strategy that captures its spirit, energy and stature, differentiating it from its competitors on the global stage. The recently-established Greater Sydney Partnership has delivered a well-crafted brand based on extensive research.

This brand can be easily adopted by businesses and government agencies in their international marketing and communications. The initial focus of the brand should be to position Sydney as a destination for international tourists, students and business events, as well as to attract creative industries and ﬁnancial sector businesses to Sydney.

Image courtesy of AIH Group

Sydney Tower Restaurant and 360 Bar and Dining provide a panoramic view of the harbour and the city.

The Sydney Brandmark. The Fire Water show during Vivid Sydney.

Image courtesy of Events NSW Image courtesy of Sydney Attractions Group

Skywalk gives visitors a bird’s-eye view of the city and harbour. Outdoor CONNECTING walkways and glass-ﬂoored platforms extend over the edge of Sydney Tower. WITH LOCALS

Sydney is known for its welcoming and friendly attitude. What other global city could gather together thousands of volunteers to show off our town during the best Olympics ever? Visiting a city is not just about seeing the sights, it’s about engaging in local experiences with local people.

Our waiters, bar staff, taxi drivers, tour operators, buskers and volunteer guides are the face of our city. The charm and character of our small tourism entrepreneurs and operators make or break the visitor experience. We want to unleash the Olympic spirit and make sure every visitor is our treasured guest.

WHAT’S NEEDED?

Establish a ‘volunteer corps’ for major events that show off our city. Reform licensing and regulation to encourage small tourism operators to develop new experiences.

The Rocks is Sydney’s historic Image courtesy of Tourism hub, rich with experiences for NSW; Sally Mayman visitors and Sydneysiders.

40 SYDNEY HARBOUR – A NATIONAL LANDSCAPE

A new federal programme, the National Landscapes initiative, aims to identify Australia’s top 20 natural tourism destinations. The list already includes destinations such as Kakadu and Uluru. These destinations will be marketed to the world as Australia’s best landscapes and should include Sydney Harbour, incorporating the islands and foreshore.

A view of the harbour from Shark Island, one of Australia’s best WHAT’S natural landscapes. NEEDED?

Endorsement and international promotion of

Sydney Harbour as a Image courtesy of Hamilton Lund; National Landscapes Tourism NSW destination. A joint vision for Nielsen Park is one of the heritage and nature- harbour’s natural gems. based tourism on and around Sydney Harbour, coordinated in management plans across Sydney Harbour National Park, Sydney Harbour Federation Trust and Image courtesy the City of Sydney. of Ian Lever; Sydney Harbour’s Tourism NSW Shark Island.

41 HarbourView [hahr-ber-vyoo] – noun 1. a vision developed by industry to reinvigorate Sydney Harbour. 2. a plan for land use, infrastructure and facilities on the harbour foreshore. 3. an investment in the city’s future, creating tourism jobs in Sydney and wider NSW.

42 43 www.ttf.org.au