Destination NSW

ANNUAL REPORT 2018-2019

Destination NSW

ANNUAL REPORT 2018-2019 The Hon. Stuart Ayres MP Minister for Jobs, Investment, Tourism and Western Sydney 52 Martin Place SYDNEY NSW 2000

31 October 2019

Dear Minister,

We are pleased to submit the Annual Report of Destination NSW for the financial year ended 30 June 2019 for presentation to the NSW Parliament. The report has been prepared in accordance with the provisions of the Annual Reports (Statutory Bodies) Act 1984, the Annual Reports (Statutory Bodies) Regulation 2015, the Government Sector Employment Act 2013, the Public Finance and Audit Act 1983, and the Public Finance and Audit Regulation 2015.

Yours sincerely,

John Warn Sandra Chipchase Chairman CEO

Page 3 DESTINATION NSW // Annual Report 2018-2019 Contents

6 Chairman’s Foreword

8 ORGANISATION 9 About Destination NSW 11 Board Members 16 Organisation Chart 2018-2019 17 CEO’s Report: The Year in Review 21 Financial Overview 2018-2019 22 Destination NSW Performance 2018-2019 29 NSW Tourism Performance 2018-2019 35 Visitor Snapshot: NSW Year Ending June 2019

38 REVIEW 39 Event Development 45 Vivid Sydney 51 Marketing for Tourism and Events 57 Partnership Programs 61 Regional NSW 69 Sector Development 73 Trade and Industry Development 76 Communications 82 Corporate Services

84 APPENDICES 85 Destination NSW Senior Executive 86 Human Resources 87 Senior Executive Profile 88 Corporate Governance 94 NSW Cyber Security Policy 95 Internal Audit and Risk Management 97 Policies and Programs 99 Operations 102 Operations Management Activities 105 Grants 113 Financial Management

116 FINANCIAL STATEMENTS 117 Statement in accordance 118 Auditor’s Report 121 Financial Statements for the Year Ended 30 June 2019 125 Notes to the Financial Statements

146 INDEX & ACCESS 147 Index 149 Access

DESTINATION NSW // Annual Report 2018-2019 Page 4 Byron Bay

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John Warn Chairman Destination NSW

Destination NSW has maintained its focus on positioning NSW as Australia’s premier tourism and major events State. The record breaking results over the past year are a strong Tourism and events are indicator of how successful the programs and services delivered by Destination NSW are in achieving its corporate important economic goals of generating increased overnight visitor expenditure, drivers for NSW generating attracting and securing high value major events and maximising yield and dispersal from the visitor economy. $42.5 billion for the State’s NSW achieved growth in the key metrics of visitors, visitor economy and supporting nights and visitor expenditure in each quarter of 2018/2019 with visitor expenditure reaching more than $40 billion. 278,200 direct and indirect jobs. These outstanding results underscore the effectiveness of Destination NSW’s marketing programs in generating awareness of NSW as a tourism and events destination, and converting that awareness into visitation and event attendance in collaboration with industry partners,. on year growth in visitors and expenditure. From 2019-2020 onwards budget levels are reduced which could present The continued development of the NSW Events Calendar challenges in maintaining the momentum achieved. resulted in 120 events being secured or retained for Sydney, Western Sydney and regional NSW in 2018/2019. These events I would like to thank the Hon. Stuart Ayres MP, Minister for have not only helped to drive record overnight visitation and Jobs, Investment, Tourism and Western Sydney for his support expenditure but also showcase our State’s city and regional of Destination NSW and the NSW visitor economy. destinations to a global audience. I also express my thanks to Mike Pratt, Kim Curtain and the Events and marketing activities garner strong support from whole Treasury team. They have welcomed in Destination NSW, our industry partners whose work in developing travel and are so eager to support and help Destination NSW be the packages for visitors in Australia and worldwide is a vital best it can be. I also wish to extend thanks to my fellow Board input to our success. Our airline partnerships are central to members, whose contribution in shaping the direction for the this work, providing access to Sydney and regional NSW to NSW visitor economy is invaluable. drive inbound visitation. In 2018-2019 new partnerships were In closing, I would also like to formally thank our outgoing CEO, established with Cathay Pacific, China Eastern and United Sandra Chipchase, who at time of writing has just indicated Airlines extending our reach into these priority markets she will leave Destination NSW by year end. Sandra has been as well as our ground-breaking Qantas Memorandum of a strong, dedicated, focussed and results driven leader for Understanding, which continues to deliver strong results. Destination NSW and the NSW economy. She will leave proud Implementation of the Visitor Economy Industry Action Plan knowing, she ensured that our State maintained its number 2030 (VEIAP 2030) is progressing well with a number of key one position. We wish her well in her future endeavours, and actions already delivered. Working and partnering with our will look to appoint a new CEO in due course. Destination Networks, we have increased local decision I look forward to working with the Minister, the Board, a new making by introducing annual funding agreements and have CEO and Destination NSW in maintaining NSW’s position as provided additional short-term funding for the development Australia’s premier tourism and major events State in 2020 and implementation of their Destination Management Plans. and beyond. All of this work will contribute to the NSW Government’s goal of tripling overnight visitor expenditure by 2030 and the dedicated regional targets of $20 billion in overnight visitor expenditure by 2025 and $25 billion by 2030. There is still more to do, but our progress is pleasing. From 2015 to 2019 Destination NSW’s operations were bolstered by $127.6 million in election commitment funding, John Warn allowing the operational flexibility to bid for world-class events Chairman and deliver other tourism initiatives that have supported year Destination NSW

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Contents

9 About Destination NSW 11 Board Members 16 Organisation Chart 2018-2019 17 CEO’s Report: The Year in Review 21 Financial Overview 2018-2019 22 Destination NSW Performance 2018-2019 29 NSW Tourism Performance 2018-2019 35 Visitor Snapshot: NSW Year Ending June 2019

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About Destination NSW

Established under the Destination NSW Act 2011 as the lead Strategic Objectives Government agency for the NSW tourism and major events sector, its charter is to achieve economic and social benefits for the people of NSW through the development of tourism and the securing of major events. Destination NSW was established through the merger of four Government-funded entities – Tourism NSW, Events NSW, the Homebush Motor Racing Authority and the Greater Sydney Partnership – into a single entity. 1. Position Sydney and As a Public Service Executive Agency, Destination NSW is NSW as world leading 2. Attract and secure governed by a Board of Management and is subject to the tourism and events high-value major control and direction of the Minister for Jobs, Investment, destinations. events. Tourism and Western Sydney. It is principally funded by the NSW Government and is part of a cluster of agencies under the responsibility of the Secretary of the NSW Treasury.

Role Destination NSW is responsible for devising and implementing strategies to grow the State’s visitor economy. Its particular focus is on driving tourism and acquiring and developing major sporting and cultural events for Sydney and regional NSW. In 3. Build a sustainable 4. Increase industry addition, Destination NSW is the major investor in Business events calendar stakeholder and Events Sydney with the aim of securing more international for NSW. customer engagement. conventions, incentive travel reward programs, corporate events and exhibitions for Sydney and regional NSW.

Vision To make Sydney and NSW one of the world’s most successful tourism and events destinations.

Mission 5. Deliver value in 6. Develop and sustain To double overnight visitor expenditure by 2020 and maximise partnership / a high-performance the benefits of the visitor economy for NSW. co-operative programs. organisation.

7. Maximise yield and 8. Implement the Visitor dispersal from the Economy Industry Visitor Economy. Action Plan.

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Pebbly Beach, South Coast

Importance of the Visitor Economy Working with Industry to New South Wales Destination NSW works with industry and Government The term ‘visitor economy’ includes businesses and stakeholders to realise its vision of making Sydney and communities that benefit from the direct and indirect NSW one of the world’s most successful tourism and events economic activity generated through the wide range of destinations. The value of the contribution made by tourism initiatives that support the provision of goods and services and major events to the economy and local communities is to overnight visitors including, but not limited to, leisure, undeniable and by working with industry stakeholders, we can business, events, food and wine, arts and cultural, nature and undertake a wide range of activities that increase the profile of student visitors. Sydney and NSW in key domestic and international markets. The visitor economy contributes $42.5 billion to the State’s economy and supports 182,900 direct jobs. In the year ended Services June 2019, NSW welcomed 110.8 million visitors and currently The services offered by Destination NSW include: leads all Australian States and Territories in terms of visitor numbers, nights and expenditure. • Brand development and management • Strategic partnership programs Visitor Economy Industry Action Plan • Market research and insights In December 2012, the Visitor Economy Industry Action Plan • Destination development assistance (the NSW Government response to the NSW Visitor Economy Taskforce Report) was released supporting the majority of • Product development advisory service recommendations made by the Taskforce. • Market and business development programs The Visitor Economy Industry Action Plan outlined the whole- • Destination and event marketing of-Government commitment to the NSW visitor economy and a long-term strategy to achieve the NSW Government’s target of • Co-operative marketing and publicity programs doubling overnight visitor expenditure to NSW by 2020. • Major event investment, acquisition and evaluation The updated Visitor Economy Industry Action Plan 2030 was released by the NSW Government in August 2018 and contains • Event leveraging activities 34 recommendations to drive the NSW visitor economy to 2020 • Regional conferencing acquisition and promotion and beyond. • Visitor resources and information Destination NSW is assisting in the implementation of the Visitor Economy Industry Action Plan 2030 and delivering • Visual resources – footage and photography activities that will contribute to the new targets set by the NSW • Funding for regional events and tourism activities. Government of achieving $20 billion in visitor expenditure in rural and regional NSW by 2025, rising to $25 billion by 2030 and tripling overnight visitor expenditure in NSW by 2030.

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Board Members

John Warn (Chairman) Russell Balding AO (Deputy Chairman) Michael Pratt AM

David Baffsky AO Sandra Chipchase (CEO) Margaret Jack AM

Sally Loane Rod McGeoch AO The Hon. George Souris AM

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John Warn AFAIM, FCSIA, MAICD (Chairman) In June 2011, Russell retired as Chief Executive Officer of the Sydney Airport Corporation after a five year appointment John Warn is a Partner and Head of Practice for Consumer, where he oversaw the continued growth and commercial Retail & Tourism with Global Executive Search firm Odgers success of Australia’s National Gateway Airport. Berndtson. He has worked across the AU/NZ retail property industry for over 20 years, holding senior group executive roles Russell is a former Managing Director of the Australian most recently for Scentre Group (Westfield shopping centres) Broadcasting Corporation (ABC). Prior to joining the ABC, from 2010 - 2018 after serving in the senior leadership team Russell was Director of Finance at the NSW Roads and at David Jones from 2003-2010. He had previously worked in Traffic Authority. specialty retail with brands such as Virgin and Beach Culture, Russell holds a Diploma in Technology (Commerce) and a a tourism, airport-based, lifestyle retailer, after a short stint in Bachelor of Business. Russell is a member of the Australian banking and investment banking. Institute of Company Directors, a Fellow of CPA Australia and a In addition to his executive career, John has held a number of past State President of that organisation. Russell was awarded other non-executive roles. He was appointed as the youngest an Order of Australia in January 2007. ever Chairman of Cricket NSW, one of the larger not-for- profit sporting bodies in Australia, holding the Chair role from David Baffsky AO, LLB early 2013 to June 2018, after joining the board in late 2012. John oversaw a period of significant strategic change and David Baffsky is Honorary Chairman (formerly Executive success, winning every possible title for both male and female Chairman between 1993 and 2008) of Accor Asia Pacific, categories and was awarded the Volunteer Director of the the largest hotel management company in the Asia Pacific Year in 2014 at the Sports NSW Awards for his contribution to region. He is Chairman of Ariadne Australia Ltd, Chairman of cricket. John also presently sits on the Board of Mainbrace Investa Property Group, a Board Member of Sydney Olympic Constructions as a non-executive Director. Park Authority, The George Institute and the Australian Brandenburg Orchestra. John is a Fellow of the Australian Institute of Managers and Leaders, a Graduate of the Australian Institute of Company Amongst previous roles, Mr Baffsky was a Trustee of the Art Directors, and a Fellow of the Customer Service Institute Gallery of NSW, Chairman of Voyages Indigenous Tourism Ltd of Australia. John has also supported various charities, in and a Director of the Indigenous Land Corporation. He was a non-executive capacities, including the Happy Days Inc in Director of SATS Limited (Singapore) and Chairman of FASSCO Cambodia, the SEP Alumni Scholarship Foundation (USA) from International (Australia) Pty Ltd. He was a member of the 2015-2017 and he also served a brief term on the Cerebral Business Government Advisory Group on National Security Palsy Alliance Board in 2016. and the Commonwealth Government’s National Tourism Infrastructure Investment Consultative Group. Russell Balding AO, B Bus, DipTech (Comm), FCPA, David is a life member of the Tourism Taskforce. MAICD (Deputy Chairman) In 2007, David was appointed to the Commonwealth Government’s Northern Australia Land and Water Taskforce Russell Balding is Chairman of Racing NSW, Deputy and the Prime Minister’s Community–Business Partnership. In Chairman of Racing Australia Limited, Deputy Chairman June 2001, David was made an Officer in the General Division of Destination NSW, and a Director of The Trust Company of the Order of Australia and was awarded the Centenary (Sydney Airport) Limited. Russell also Chairs Destination Medal in 2003. David was recognised as the 2004 Asia Pacific NSW’s Audit and Risk Committee. Hotelier of the Year. In 2012 he was awarded the Chevalier Russell served on the Board of Cabcharge Australia Limited for (Knight) in the French National Order of the Legion of Honour. over five years, including as its Chairman for over two years. Previously, Mr Balding Chaired the Visitor Economy Taskforce, established by the NSW Government to develop a tourism and events strategy to double overnight visitor expenditure to NSW by 2020. Russell also served on the Board of the former Government tourism body, Tourism NSW.

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Board Members CONTINUED

Sandra Chipchase B Bus Comm, GAICD Sally Loane BA (English, Politics, Journalism) Sandra Chipchase is the Chief Executive Officer of Destination Sally Loane joined the Financial Services Council as Chief NSW and Executive Producer of Vivid Sydney. Ms Chipchase Executive Officer in December 2014. has had an outstanding career in international and domestic Prior to this Sally had a decade in the corporate sector, tourism and business events marketing, major events working at Coca-Cola Amatil as a senior executive. Her first acquisition and management, sponsorship, commercial career was in the media, where she spent 25 years as a leasing and asset management. broadcaster and journalist across radio, television and print. Ms Chipchase was previously the Chief Executive Officer of Sally is also a published author. the Melbourne Convention and Visitors Bureau, Executive Sally is a Director of Venues NSW, Destination NSW, the Avner Director – Australia Pavilion - World EXPO 2000, Executive Pancreatic Cancer Research Foundation and Committee Director Commercial – Sydney Harbour Foreshore Authority, for Sydney. Sally is also a Governor of the Cerebral Palsy GM Marketing – Sydney Convention and Visitors Bureau Research Foundation, Ambassador for Business Events and she held senior management roles with the Australian Sydney and a member of Chief Executive Women. Tourist Commission/Tourism Australia in Frankfurt, Chicago and New York. Sally was the first female Director of Waratahs Rugby and served on the board for seven years. She was a Director of Sandra has held roles as Chair and President of several SCEGGS Darlinghurst for 12 years and chaired the Salvation international and national industry associations. Her Army’s Sydney East Doorknock Appeal from 2008-2011. current roles include: Board Member - Business Events Sydney, member of the Steering Committee for the Sydney International Convention, Exhibition and Entertainment Centre Rod McGeoch AO, LLB Precinct, member of the NSW Australia Day Committee, member of the Theatre Royal Project Steering Committee and Rod McGeoch was the leader of Sydney’s successful Olympics member of the Circular Quay Precinct Steering Committee. 2000 bid. He is a President of the Law Society of New South Wales and an Officer of the Order of Australia. He is also Sandra was co-author of the National Business Events Chairman of BGP Holdings Plc, Director of Ramsay Health Strategy and co-author of the NSW Visitor Economy Taskforce Care Limited, Chairman of Vantage Private Equity Growth Report 2012 – the tourism and major events blueprint for NSW Limited, Chairman of Chubb Insurance Australia Ltd, Director – that has delivered record results for NSW. of Corporacion America International S.A.R.L., Director South Sandra was awarded by Sony Music Australia for creativity and Cone Foundation and Deputy Chairman of the Sydney Cricket & innovation and has previously received national recognition Sports Ground Trust. winning the National Award for Outstanding Contribution to the Mr McGeoch is a former Chairman of the Committee for Meetings and Events Industry. Sydney and plays a leading role in a variety of cultural, community and welfare organisations. He has published two best-selling books: McGeoch and The Bid. Margaret Jack AM, FCA Margaret Jack is currently China Strategic Advisor to the Board of Directors of Adecco Group AG headquartered in Michael Pratt AM Zurich. Adecco is the largest human resources company in the Michael Pratt AM was appointed as the 27th Secretary of NSW world and consistently maintains its position as the number Treasury on 1 August 2017. As a result of the Machinery of one HR company in the Global Fortune 500 list. She was the Government changes announced by the Premier in April 2019, Group’s representative at the 2014 and 2016 B20 Meetings and the Treasury Cluster includes NSW Treasury, NSW Small representative of the Group at 2019 Summer Davos held in Business Commission, Destination NSW, Western City & Dalian, China. In November 2016 Margaret was appointed to Aerotropolis Authority, Jobs for NSW, Procurement NSW, NSW the Board of the Australia China Council. From 2011 to 2013, Treasury Corporation, iCare (Insurance & Care NSW) and SAS Margaret was a member of the NSW International Education Trustee Corporation. and Research Panel and in 2013 was appointed a member of the NSW Export and Investment Advisory Panel. As Secretary, Michael is responsible for strategic management of the entirety of the State’s finances, budget, Margaret is a Fellow of the Institute of Chartered Accountants assets, liabilities and financial risk management framework of Australia. She has over 30 years of experience working in and transformation. negotiating commercial and technology contracts and running large industrial plants. Margaret established the first Price Prior to his role with Treasury, Michael was the NSW Waterhouse office in Beijing in 1982 and subsequently was Customer Service Commissioner, where he revolutionised appointed Executive Director for the Shell China and Hong the way the Government delivers services - putting the Kong Group of Companies. people of NSW at the heart of service delivery in the establishment of Service NSW. He led major service reform

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across the NSW Government, chairing the NSW Customer Taskforce. George was also charged with developing a strategy Advisory Board - the responsible governance entity for the to double overnight visitor expenditure to NSW by 2020. The delivery of State Government services to the citizens of NSW. strategy, the NSW Visitor Economy Industry Action Plan, continues to be implemented by the current Government. Michael Pratt was honoured as a Member of the Order of Australia (AM) in the Queen’s Birthday 2016 Honours List. George is the President of the State Library Council of NSW Michael was recognised as a role model for Australian society and is a Director of the Board of Racing NSW. He is a Director for providing significant service to public administration of the Board of Business Events Sydney Ltd and is Chairman of through reforms in customer service and communication and the NSW Mine Safety Council. He was made a Member of the to the finance and banking industry. Michael was also awarded Order of Australia in June 2016. an Honorary Doctorate of Letters in April 2018 from Western Beforehand, George was a partner in public practice of an Sydney University for his services to the University and to the accounting firm in the Hunter Valley where he lives. wider community. Prior to his role as Customer Service Commissioner Michael was CEO of Consumer and SME Banking, North East Asia, with Standard Chartered Bank. He is a former President of the Australian Institute of Banking & Finance and was the The following members resigned from the Board during inaugural Joint President of Finsia. Michael’s previous roles the year: also include senior executive positions as Group Executive The Hon. Patricia Forsythe of Westpac Business & Consumer Banking, CEO of National (Resigned 21 February 2019) Australia Bank in Australia, CEO of Bank of New Zealand and CEO of Bank of Melbourne. Michael was also Deputy Simon Draper, Cluster Secretary, Department of Industry Chancellor of Western Sydney University. (Resigned 1 April 2019) Prior directorships include non-executive Director roles at Jim Betts, Cluster Secretary, Department of Industry TAL Dai-ichi Life Australia and Credit Union Australia where (Appointed 2 April 2019. Resigned 30 June 2019) he chaired their respective risk committees, Deputy Chair of iCare, MasterCard International Inc New York, MasterCard Asia Pacific, BT Financial Services, Chairman of Bennelong Funds Management, Chairman of Shenzen Credit Corporation and Executive Director of Standard Chartered Bank Hong Kong and China.

The Hon. George Souris AM, BEc, Dip Fin Mangt, FAIM, FCPA George Souris is a highly experienced former NSW Minister responsible for a wide range of portfolios, including Tourism and Major Events, and the management of large government departments. He is a former Minister for Finance and Land & Water Conservation. George retired from the NSW Parliament in 2015 after 27 years of elected representation from the Upper Hunter Valley of NSW. He also served seven years as an elected Councillor of Singleton Shire Council and was its Deputy President. In his former capacity as Minister for Tourism, Major Events, Hospitality and Racing, George was responsible for creating Destination NSW and establishing the Visitor Economy

DESTINATION NSW // Annual Report 2018-2019 Page 14 Vivid Sydney at Taronga Zoo

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Organisation Chart 2018-2019

Event Acquisition Event Development and Management Event Industry Engagement EVENT Business Operations DEVELOPMENT Stakeholder Management Hospitality Management Motor Sport Industry Engagement and Event Delivery

Destination Brand Management Consumer Marketing Strategy & Implementation Integrated Digital Strategy Media / Distribution Strategy Creative Development & Design Studio CHAIRMAN GLOBAL CONSUMER Digital Content Generation & Distribution AND MARKETING BOARD Advertising Campaigns Social Media Channel Management Digital Analytics & Performance Optimisation Web Development & Asset Management ATDW / Get Connected Industry Listing & Promotion

International and Domestic Trade PARTNERSHIP Partnership Programs CHIEF PROGRAMS Airline Agreements EXECUTIVE International Offices OFFICER (is a legislation Destination Development appointed member Trade and Industry Development of the Destination Trade Famils and Trade Missions NSW Board) Regional Tourism and Events Funding REGIONAL NSW Regional Conferencing Regional Event Development Visitor Services Sector Development: Aboriginal Tourism, Cruise, Food and Wine, Youth

Ministerial and Corporate Communications Media and Issues Management Government Reporting Global Destination and Events Publicity COMMUNICATIONS Public Relations Visiting Media Program Editorial Services and Content Production Visual Asset Management Corporate Website

Finance Human Resources Strategic Planning Business Performance CRM and Technology CORPORATE Learning and Development SERVICES Building and Facilities Records Management Procurement and Legal Collaboration with Shared Services Work, Health and Safety

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CEO’s Report: The Year in Review

Sandra Chipchase Chief Executive Officer Destination NSW & Executive Producer Vivid Sydney

In 2018-2019 Destination NSW continued to deliver initiatives The inclusion of export-ready regional NSW destinations and and projects to grow visitation and expenditure across the experiences is at the forefront of our work with airline and State. These activities have enabled NSW to maintain its airport partnerships to grow and support airline services, and position as Australia’s number one tourism state. In addition, increase visitation into Sydney and regional NSW airports. our expertise in event acquisition and delivery are helping to These activities drive opportunities to package and promote keep Sydney and NSW front of mind as events destinations. visitation to NSW destinations, attractions, events and festivals.

Market Growth Domestic Marketing As we close in on the final year of our 2020 target, NSW is Growing awareness of Sydney and regional NSW is central continuing to achieve growth in overnight visitor expenditure, to driving increased numbers of visitors and expenditure. which reached almost $34 billion in the year ended June 2019. Our marketing activities continue to deliver for regional NSW In particular, we achieved double digit growth in overnight with whole-of-state programs and co-operative campaigns domestic visitors and expenditure, with intrastate visitors undertaken in partnership with Destination Networks, making a strong contribution. local tourism organisations, and Councils via the Regional Tourism Fund. Growing expenditure from our priority international markets remains a key focus. In the year ended June 2019, NSW Innovation through activities such as our Drives and international visitor expenditure reached $11.3 billion, the Road Trips strategy which features a cutting-edge digital highest level ever recorded. The China market delivered a interactive map and itinerary planner for NSW Road Trips has record 17.2 per cent increase to reach $4 billion in visitor engaged more than 163,000 travellers. In partnership with spend, along with impressive growth in visitors from Japan the six Destination Networks, 10 bursts of regional marketing and the United States. activities were undertaken to promote destinations across the State including: South Coast, Hunter Valley, Dubbo, Hawkesbury, Blue Mountains and Penrith, Lord Howe Island, Marketing Orange, The Riverina and the Snowy Mountains. Continuing our dominance as a digital leader is vital to growing A key component of our event marketing is the ‘It’s ON!’ event our visitor economy. We are proud to be recognised for holding campaign platform that promotes the Sydney and NSW Events the largest market share, more than 37 per cent, of all Australian Calendar. Its value is amplified through event partners and National and State Tourism Organisation website traffic. key stakeholders integrating it into their marketing programs Leveraging data to understand consumer preferences and habits to significantly extend the marketing reach, impact and allows us to design and implement activities that we know will effectiveness of our event promotional activities. drive improved sales conversion rates for our industry partners. Increasingly, social media is the medium through which we Investment in leading digital technologies such as voice search, interact with potential visitors in a way that is immediate and user experience, geo-tagged interactive mapping, customer direct. Our market-leading strategy is underpinned by one service ‘chat bots’, artificial intelligence, enterprise CRM and of the most progressive digital and social media consumer content personalisation are also central to support increased platforms in the Australian and Asia-Pacific travel industry. consumer engagement with NSW. During 2018-2019, our consumer-owned and earned social media channels were used to promote Sydney, regional International Marketing NSW and Vivid Sydney to global target audiences, reaching a combined fan and follower community of 14.9 million people. Destination NSW continued to secure strategic partnerships with 23 airlines and more than 145 travel wholesalers and other partners totalling $33.2 million, including value-in-kind. These partnerships delivered joint co-operative marketing activities covering 39 domestic campaigns worth $6.8 million and 220 international campaigns totalling $26.4 million.

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Orange

Events Regional Tourism Since 2011, Destination NSW has secured or retained a total of With around 50 per cent of all tourism jobs in the State 786 events for Sydney and regional NSW, that are estimated to based in regional NSW, the introduction of a dedicated deliver more than $3.5 billion to the NSW visitor economy. visitor expenditure target for regional NSW underscores the importance of the visitor economy in rural and regional Securing the Australian premiere of the worldwide communities. Supporting tourism initiatives to drive awareness musical sensation Hamilton, is the pinnacle of our events’ and visitation across regional NSW is contributing to the goal of achievements in 2018-2019. Other highlights include securing achieving $20 billion in regional overnight visitor expenditure by the Australian premiere of Disney’s Musical Frozen; Japan 2025 and $25 billion by 2030. Supernatural: 1700 to now and Cornelia Parker exhibitions in the Sydney International Art Series; Vissla Surf Pro; Working with the Destination Networks, we have delivered a Mercedes-Benz Fashion Week Australia; and the Royal range of activities including marketing campaigns, publicity Edinburgh Military Tattoo. programs and identifying product development projects to grow regional tourism. Additional one-off funding support for The NSW Government’s commitment to securing 10 World Cup the Destination Networks in 2018-2019 has enabled them to sporting events in 10 years is expected to generate another plan and commence delivery of priority projects identified in $1 billion for the NSW economy. This initiative is progressing their Destination Management Plans. well with six events already locked in for NSW including: 2020 ICC Women’s T20 World Cup fixtures; 2021 IAAF World Cross Conferencing has been identified as a growth area in regional Country Championships; and 2022 UCI Road Cycling World NSW to increase visitation across the week. In 2018-2019, Championships. Western Sydney had the privilege of hosting implementation of our NSW Regional Business Event the first 10 World Cups event with the Rugby League Nines Development Fund supported 40 business events with a total World Cup taking place at Bankwest Stadium in October 2019. of $728,000 in funding. In addition, assistance was provided to regional NSW stakeholders to bid for or directly secure 130 Vivid Sydney continues to delight with the eleventh iteration business events. of the festival once again driving outstanding results drawing a record crowd of 2.4 million attendees who delivered $172 million in visitor expenditure for the NSW economy. More than 86,000 international visitors purchased Vivid Sydney travel packages; another record. The event was also awarded Australia’s Best Tourism Event and Best Cultural, Arts or Music Event at the 2019 Australian Event Awards.

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CEO’s Report: The Year in Review CONTINUED

Aboriginal Tourism Industry Support and Development Building awareness of Sydney and regional NSW as The NSW First Program continues to assist NSW tourism destinations where Aboriginal culture is strong, vibrant businesses to develop, promote and sell their products. In and diverse is helping to support growth in this sector. The 2018-2019, NSW First workshops and webcasts attracted continued implementation of the Aboriginal Tourism Action 1,438 participants who gained insights on a range of topics Plan 2017-2020 has allowed us to deliver an expanded including tourism development, digital marketing, inbound NSW Aboriginal Cultural Tourism Experience Development strategy, and seller training. Workshop Program and work with a range of stakeholders and Building industry capacity is incorporated into our trade develop partnerships that will drive sector growth. familiarisation program which showcases the depth of Our partnership with the NSW Aboriginal Tour Operators tourism products and experiences on offer across the State. In Council (NATOC) has supported initiatives including an 2018-2019 we continued to focus on our priority international Aboriginal tourism content development project to produce 10 markets, educating more than 800 travel trade participants video vignettes featuring NSW Aboriginal tourism operators on 68 specially designed familiarisation visits to Sydney and for use across our marketing and communications channels regional NSW. worldwide. Nine foreign language versions of the vignettes This work is supported by a comprehensive media and were also created to promote Aboriginal tourism in our priority communications program that delivered an advertising international markets. value equivalent in excess of $200 million. In addition, a major refresh of content during the year saw 174 film and photography shoots carried out across the State. The Destination NSW Content Library currently houses 30,000 assets for use by Destination NSW and registered users to promote Sydney and regional NSW.

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Comparative Period Performance Pre and Post Establishment of Destination NSW

YE March 2006 to YE March 2011 YE March 2011 to YE June 2019 (Pre Destination NSW) (Post Destination NSW) Total International and Domestic Overnight Average Growth Average Growth Period Total Growth Period Total Growth per annum per annum

Visitors 0.4% 2.1% 5.5% 55.2%

Visitor nights 2.1% 10.9% 4.8% 47.3%

Visitor expenditure 3.3% 17.5% 7.0% 75.4%

The table above compares performance prior to the formation of Destination NSW versus post its formation. It underscores that having the right strategy underpinned by working in partnership with industry has delivered significant benefits to NSW.

Looking Ahead Our organisation continues to build effective partnerships and drive results in every aspect of its work and this is demonstrated by the strong results we continue to achieve year-on-year. We have a pipeline of outstanding events locked in over the next few years which, coupled with ongoing promotion of our State and development of our tourism offering, will help us to stay number one and grow the lead over our competitors. Maintaining the State’s position as number one in Australia for visitors, nights and expenditure is a team effort. I wish to thank Minister Ayres, my Chair, and fellow Board Members and my team for their outstanding commitment and contribution. I also want to acknowledge the tremendous efforts and support of the NSW industry and our partners in ensuring NSW maintains the leadership position. It has been a privilege to lead the best tourism and major events agency in Australia and I look forward to seeing Destination NSW go from strength to strength in the coming years.

Sandra Chipchase Chief Executive Officer Destination NSW & Executive Producer Vivid Sydney

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Financial Overview 2018-2019

Budget Structure Sources of Funds Destination NSW is a NSW Public Service Executive Agency under the Destination NSW Act 2011 (created on 1 July 2011), comprising all the entities under its control, namely 8.0% 0.4% Destination NSW Staff Agency which provides personnel services to Destination NSW. During the year Destination NSW was in the Department of Industry cluster of the NSW Public Service. As part of the 91.6% Machinery of Government changes in 2019, Destination NSW moved to the Treasury Cluster from 1 July 2019. This summary represents the consolidated financial performance for the year ended 30 June 2019.

Sources of Funds ($182.1 million) Total revenue for Destination NSW for the year ending 30 June 2019 was $182.1 million. The main sources of revenue were recurrent Government grants from NSW Treasury ($166.8 million), contributions received from industry and other parties ($14.6 million) to participate in joint activities and other income ($0.7 million). 91.6% NSW Treasury 8.0% Other contributions 0.4% Other income

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Destination NSW Performance 2018-2019

Strategic Objective 1: Position Sydney & New South Wales as world-leading tourism and events destinations

Target Actual % Key Performance Indicators Comment 2018-2019 2018-2019 Achieved Growth in total NSW visitor nights (million)

Total 197.8 214.2 108.3 Note 1

Domestic 95.9 116.1 121.0

International 101.9 98.1 96.4

Growth in total NSW overnight expenditure ($billion)

Total 33.4 33.9 101.5 Note 2, 3

Domestic 19.0 22.6 119.0

International 14.1 11.3 79.9

Media Exposure

No. of media articles 21,281 15,202 69.7%

Equivalent Advertising Value $187,844,269 $202,107,063 107.6% Exceeded

No. of supported media visits to Sydney and 290 269 92.8% regional destinations

Media distribution/ pitches / service engagements 89,144 122,774 137.7% Exceeded

Consumer Response to Marketing Activity

Visits to tourism & events consumer websites 25,188,000 23,871,924 -5% Note 4 (sydney.com, visitnsw.com & vividsydney.com)

Business leads to industry generated by digital and 7,450,000 7,174,402 -4% Note 4 campaign activity

Note 1: Growth in total visitor nights: Achieved highest volume of international and domestic visitor nights on record in 2018-2019 and exceeded Target 2020 for total visitor nights. Note 2: Growth in total overnight expenditure: Achieved highest volume of international and domestic visitor expenditure on record in 2018-2019 and exceeded Target 2020 for total visitor expenditure. Note 3: Targets were separately set for International expenditure, Domestic expenditure and Total expenditure. Interim targets for each market were derived from each end Target. Note 4: Budgets for DNSW key website traffic driving program, Always On (Sydney and Regional), were reduced in FY18-19 contributing to overall decline in website visits and leads. In FY19-20 DNSW marketing are introducing valuable new success metrics, and performance initiatives that will enhance customer experience, improving the quality of leads for the NSW tourism industry. There was a strong performance across Vividsydney.com in FY18-19 with a 3% YoY increase in website visits and a 21% YoY increase in leads to industry.

AWARDS

NSW recognised as Australia’s Best Event State at the Australian Event Awards in September 2018 and Vivid Sydney awarded Best Tourism Event and Best Cultural, Arts or Music Event.

NSW was again recognised as the home of major events with Sydney, Coffs Harbour and Port Macquarie all bestowed the International Festivals & Events Association (IFEA) 2018 World Festival and Event City Award. Sydney is the only city to have won the IFEA City Award nine years in a row.

Sydney named on the top 21 destinations to visit in 2018 in National Geographic Traveler’s Best of the World 2018 and was the only Australian destination featured.

L’Étape Australia by Tour de France, held in the NSW Snowy Mountains, was awarded Best National Public Event of the Year and Best National Regional Event of the Year for 2018 in the Meeting & Events Australia Awards.

Vivid Sydney won 21 accolades at the 2018 International Festivals & Events Association (IFEA) Pinnacle Awards for its marketing and promotion of Vivid Sydney, including Gold in the 2018 IFEA Grand Pinnacle category.

DESTINATION NSW // Annual Report 2018-2019 Page 22 ORGANISATION

Destination NSW Performance 2018-2019 CONTINUED

Strategic Objective 2: Attract and secure high value major events

FESTIVALS Deni Ute Muster (continued investment) Dungog Festival (new one-year deal) The Freak Show Festival of Motorcycles (new one-year deal) Gondwana World Choral Festival (new one-year deal 2019) Mercedes-Benz Fashion Week Australia & Weekend Edition (continued investment) New Year’s Eve at Darling Harbour (continued investment) Parkes Elvis Festival (continued investment) Snowtunes (continued investment) Sydney Festival (continued investment) TOYOTA Country Music Festival Tamworth (continued investment) Vanfest Music Festival (new three year agreement) Vivid Sydney (continued investment) Vivid LIVE 2019-2021 at Sydney Opera House Vivid Sydney at Carriageworks (one year deal 2019) Wings Over Illawarra (continued investment) Yabun Festival (continued investment)

ENTERTAINMENT AACTA Awards (contracted until 2020) ARIA Awards (contracted until 2020) 3 Festival (new one-year deal 2020) Disney’s Frozen – Australian Premiere Musical Roald Dahl’s Charlie and The Chocolate Factory – Australian Premiere Musical Chicago, the Musical – Australian Premiere Musical Evita, the Musical – Australian Premiere Musical Exhibitionism: The Rolling Stones Exhibit, delivered by DHL Australian Fashion Laureate (continued investment) Hamilton – Australian Premiere Musical James Cameron: Challenging the Deep exhibition Jersey Boys (return season) Muriel’s Wedding – the musical Reigning Men: Fashion in Menswear 1715-2015 exhibition Saturday Night Fever, the Musical - Australian Premiere Musical Star WarsTM Identities The Exhibition Sydney International Art Series – Japan Supernatural: 1700 to now Sydney International Art Series – Cornelia Parker The Royal Edinburgh Military Tattoo (new one year deal 2019) Tutankhamun: Treasures of the Golden Pharaoh Waitress – Australian Premiere Musical

Continued investment into: Ballet Under the Stars; CeBIT Australia; Handa Opera on Sydney Harbour; Sydney Film Festival; Semi Permanent

Page 23 DESTINATION NSW // Annual Report 2018-2019 ORGANISATION

Strategic Objective 2 (continued): Attract and secure high value major events

LIFESTYLE Australian Surf Festival (continued investment) Kiama Bodyboard King Pro Mirror Dinghy World Championships Sydney Running Festival (continued investment) Vissla Sydney Surf Pro

Continued investment into: Australia Day; Australian Boardriders Battle; L’Etape Australia by Tour de France; Sydney Gay and Lesbian Mardi Gras; Sydney Harbour Challenge; Sydney Royal Easter Show; True Grit/24 Hour Enduro World Championships; VolleyFest; Surfest Newcastle; Navy Australian Surf Rowers League Open; NSW Pro Surf Series; Sail Port Stephens

SPORT AFL Masters National Carnival Australian Ladies Classic (golf) Monster Energy AUS-X Open Supercross (new one year agreement 2018) Bledisloe Cup Festival and Winter Test Series (continued investment) Bowral Classic (continued investment) ATP Cup (new five year deal commencing 2020) IAAF World Cross Country Championships Bathurst (new one-year deal 2021) NRL Premiership Matches in Regional NSW (new one-year deal featuring four matches in 2019 National Touch League (continued investment) Port Stephens NSW Pro (surfing) (new two-year deal 2017-2018) Kennards Hire Rally Australia (new three-year deal 2018-2020) Red Rooster Sydney SuperNight 300 (continued investment) Rugby League Nines World Cup (new one-year deal 2019)

Snowies Multisport Festival (includes Australian Cross Triathlon Championships, Snowies Mountain Bike Festival and Snowies Ultra Trail Festival)

Sydney International (tennis, one-year deal 2019) 2022 UCI Road World Championships cycling Women’s NSW Open Golf Championship

Continued investment into: Australian Little League and Senior League Baseball Championships; Australian Open Golf Championship; Liqui-Moly Bathurst 12 Hour; Battle Recharge; Commercial Club Albury Gold Cup Carnival; FFA International Match Package; FFA National Youth Championships; Newcastle International Supermoto; Hockey Match Package; HSBC Sydney 7s (Mens and Womens rugby sevens); Ironman 70.3 Western Sydney; Ironman Australia Port Macquarie; National Cutting Horse Association Futurity; NRL Representative and International Match Packages; NRL Telstra Premiership Grand Final and Grand Final Week; NRL State of Origin (Game 3); NSW Open Golf Championship (Mens); Offshore Superboat Championships — Round 2 Lake Macquarie; Newcrest Orange Challenge; Port to Port; Southern 80; Coates Hire Newcastle 500; Sydney International Rowing Regatta

DESTINATION NSW // Annual Report 2018-2019 Page 24 ORGANISATION

Destination NSW Performance 2018-2019 CONTINUED

Strategic Objective 3: Build a sustainable Events Calendar for New South Wales

Intrastate Interstate International Key Performance Indicators Comment overnight visitors overnight visitors overnight visitors Sydney events 250,688 319,015 156,521 Note 1 Regional events 85,917 65,907 4,887 Total 336,605 384,922 161,408

EVENT ATTENDANCE 1 July 2018 – 30 June 2019

Key Performance Indicators No of events evaluated Visitor Expenditure Comment

Sydney events 54 $473,515,762 Note 2 Regional events 48 $113,957,832 Total 102 $587,473,594

INTERNATIONAL SPORTS, CULTURAL, CREATIVE AND ARTS EVENTS HELD IN NSW 1 July 2018 – 30 June 2019

Key Performance Indicators Regional NSW Sydney Metro Western Sydney Total

Events won or retained 32 30 15 77 Events assisted or grown 22 18 3 43 Events on calendar 1 8 3 12 (not directly assisted) Total no. of events held 55 56 21 132

BUSINESS EVENTS SYDNEY PERFORMANCE 1 July 2018 – 30 June 2019 Target Actual % Key Performance Indicators Comment 2018-2019 2018-2019 Achieved Events Secured: Bids Won 90 92 102% Delegate Days 262,478 271,225 103% Estimated Direct Expenditure ($M) $225 $262 103% Events Delivered: Events Held 88 Delegate Days 241,744 Estimated Direct Expenditure ($M) $228 Note 3

EVENT ASSESSMENT 1 July 2018 – 30 June 2019

Key Performance Indicators No of events evaluated

Event investment feasibility 80 Event performance assessment 102

Note 1: Event visitation results include actuals, where event evaluations have been completed, and forecasts/estimates, where evaluations have not been finalised. These are all events which took place within the 2018-2019 financial year. Reporting excludes Regional Flagship events. Note 2: Overnight visitor expenditure reports the money flowing into the State, from the expenditure by intrastate, interstate and international overnight visitors who came specifically to Sydney or NSW for an event or extended their stay. Reporting excludes Regional Flagship events. Note 3: Business Events Sydney report on Calendar Year, an indicative 2018/19 financial year target has been constructed based on half of 2018 and half of 2019 target. Note that the 2019 portion has been indexed.

Page 25 DESTINATION NSW // Annual Report 2018-2019 ORGANISATION

Strategic Objective 4: Increase Industry Stakeholder and Customer Engagement

Target Actual % Key Performance Indicators Comment 2018-2019 2018-2019 Target Achieved Media Exposure No. of media articles generated 21,281 15,202 69.7% Equivalent Advertising Value $187,844,629 $202,107,063 107.6% Exceeded No. of supported media visits to Sydney and 290 269 92.8% regional destinations Media distribution/ pitches / service 89,144 122,774 137.7% Exceeded engagements

Target Actual % Trade and Industry Development Comment 2018-2019 2018-2019 Target Achieved No. of trade missions & events 7 7 100% No. of New South Wales businesses 132 127 96% attending trade missions No. of trade familiarisations 55 68 123% Exceeded No. of trade familiarisation participants 802 813 101% Exceeded No. of workshops delivered 30 42 120% Exceeded -Note 1 No. of tourism businesses assisted 1,200 1,904 145% Exceeded -Note 2

Note 1: In addition to 42 industry development workshops, there were three travel trade training events and seven product showcases. Note 2: Businesses assisted under the NSW First Program include 1,438 participants in NSW First workshops, showcases and trade training, and 259 businesses receiving business development assistance via 975 interactions, including phone, email and meetings.

Actual Key Performance Indicators 2018-2019 Destination and Business Development No. of approved TASAC applications 30 No. of research insight fact sheets published 316 Visits to corporate website 204,364

Actual Key Performance Indicators 2018-2019 Regional Tourism Fund 32 Regional Flagship Events Program 84

DESTINATION NSW // Annual Report 2018-2019 Page 26 ORGANISATION

Destination NSW Performance 2018-2019 CONTINUED

Strategic Objective 5: Deliver value in partnership/co-operative programs

Results Key Performance Indicators % difference over last year Comment 2018-2019

Marketing & Communications

No. of advertising/creative pieces developed 6,492 +2% (television ads, digital, outdoor and press ads etc.)

No. of Sydney campaigns 23 +9.5%

No. of Regional campaigns 16 +100% Note 1

Equivalent Advertising Value (EAV) $202,107,063 +7.6% of publicity generated

Target Results % Consumer Response to Marketing Activity Comment 2018-2019 2018-2019 Target Achieved Visits to tourism and events consumer websites 25,188,000 23,871,924 -5% Note 2 (sydney.com, visitnsw.com, vividsydney.com) Business leads to industry generated by digital 7,450,000 7,174,402 -4% Note 2 and campaign activity

Target Results % Partnership Programs Commentt 2018-2019 2018-2019 Target Achieved

No. of campaigns Domestic 46 39 N/A Note 3

No. of campaigns International 207 220 106% Exceeded

Total no. of airline partnerships secured and 23 23 100% or renewed Value of Domestic and International airline $13.8 million $14.3 million 104% Exceeded – Note 4 partnerships (including VIK)

Note 1: The increase in the number of domestic campaigns was primarily driven by the implementation of RTF campaigns. Note 2: Budgets for DNSW key website traffic driving program, Always On (Sydney and Regional), were reduced in FY18-19 contributing to overall decline in website visits and leads. In FY19-20 DNSW Marketing is introducing new success metrics, and performance initiatives that will enhance customer experience, improving the quality of leads for the NSW tourism industry. There was a strong performance across Vividsydney.com in FY18-19 with a 3% YoY increase in website visits and a 21% YoY increase in leads to industry. Note 3: The reduction in the number of domestic partner campaigns is a result of the Destination NSW Domestic Partner Strategy implemented in FY18-19 of focusing on building larger partnerships which are delivering a strong ROI. Note 4: Partnership activities are determined by the budgets set by airlines, which can fluctuate on a financial year basis.

Page 27 DESTINATION NSW // Annual Report 2018-2019 ORGANISATION

Strategic Objective 6: Create and sustain a high performance organisation

Key Performance Targeted Outcomes Achieved Comment Indicators Organisation Key People Management Values and Culture workshop delivered to staff Completed Governance Strategies

Disability Inclusion Plan review Completed

Code of Conduct On-going

Performance Review Process On-going

Learning and Development On-going

Work Health and Safety including Health and Wellbeing On-going

No Workers’ Compensation cases and lost time for injuries Achieved

Diversity and Inclusion Plan review Completed

Wages Policy Outcome Completed

Multicultural Plan review Completed

One industrial instrument matter information On-going

Improved provision of Refresh of Corporate information on the newly launched Completed Operational Support DNSW intranet Continued roll out of Salesforce CRM including streamlining of key Completed business process and solutions MyHQ Implementation and rollout of ERP System Completed

Green Team operational for Destination NSW to ensure efficient On-going and sustainable practices

DESTINATION NSW // Annual Report 2018-2019 Page 28 ORGANISATION

NSW Tourism Performance 2018-2019

NSW achieved its highest ever volume of total visitors, International performance nights and expenditure in 2018-2019. It continues to lead the Australian visitor economy. NSW leads Australia with 51 per cent of all international visitors, 36 per cent of all nights and 37 per cent of all expenditure. The total visitor overnight and day trip expenditure amounted to $41.5 billion, up 11.6 per cent from the previous year. After breaking through 4 million visitors and $10 billion Overnight visitors spent $33.9 billion in NSW. Domestic expenditure in 2016-2017, NSW has again achieved its overnight visitors contributed 67 per cent of the total overnight highest volume of international visitors, nights and spend while international overnight visitors contributed 33 expenditure on record. per cent. Domestic day trip visitors spent $7.6 billion in NSW, NSW received 4.4 million international visitors (+1 per cent) up 15.0 per cent. who stayed 98.1 million nights (+4 per cent) and spent $11.3 NSW received 110.8 million overnight and day trip visitors, up billion (+8 per cent), and exceeded national growth in visitor 11.5 per cent from year ended (YE) June 2018. This was mainly nights and expenditure. due to growth in domestic day trip and overnight visitors (up The key drivers of NSW’s international visitor expenditure 12.0 per cent). Visitors stayed 214.2 million nights in the State, growth were Education (up $774 million) and China (up $584 up 7.6 per cent. million), followed by Holiday (up $160 million).

NSW — INTERNATIONAL — YEAR ENDING 30 JUNE 2019

2014 2015 2016 2017 2018 2019

4.4 4.1 4.3 3.7 3.2 3.4

Visitors (Millions)

% change on previous year +7.2% +5.3% +10.0% +9.8% +7.0% +0.8%

11.3 10.5 9.8 8.9 Expenditure 6.8 7.5 (Billions)

% change on previous year +6.9% +9.7% +18.2% +11.0% +6.6% +7.6%

94.3 98.1 86.4 91.9 75.2 79.3

Nights (Millions) % change on previous year +7.7% +5.4% +9.0% +6.4% +2.6% +4.1%

Page 29 DESTINATION NSW // Annual Report 2018-2019 ORGANISATION

International performance CONTINUED NSW is the top destination for ten of the top fifteen source Sydney and regional NSW exceeded growth in visitor nights markets to Australia: China, USA, United Kingdom, Korea, and expenditure amongst capital cities and regional Australia. Hong Kong, Germany, Indonesia, Taiwan, Canada, and France. Sydney continues to lead all Australian capital cities and In 2018-2019, NSW achieved its highest ever volume of India has achieved its highest ever volume of international visitors, nights and expenditure, as well as records in the visitors, nights and expenditure. Sydney received 4.1 million following markets: highest volume of visitor nights and international visitors (+1 per cent) who stayed 83.1 million expenditure from China; and highest volume of visitors and nights (+4 per cent) and spent $10.2 billion (+7 per cent). expenditure from USA. Regional NSW received 866,400 international visitors (+0.3 per While there has been a decline in Chinese visitation to NSW in cent) who stayed 15.1 million nights (+6 per cent) and spent 2018-19, the State received its highest volume of China visitor $1.1 billion (+11 per cent). nights and expenditure on record (nearly $4 billion), mainly North Coast tourism region achieved its highest volume of due to International students. visitors, nights and expenditure on record. Hunter recorded its There has been a resurgence of the Japanese market, with highest ever volume of visitors and expenditure. strong growth in Japan visitors, nights and expenditure in NSW in 2018-2019. Japan has overtaken South Korea as NSW’s fifth largest visitor origin market.

NSW — INTERNATIONAL — SOURCE (TOP 10)

VISITORS (000s) NIGHTS (Million) EXPENDITURE (Million) YE June 2019 YE June 2019 YE June 2019

% % % COUNTRY Change Change Change YOY YOY YOY

China 755 -5.3% 22.0 +11.3% 3982 +17.2%

USA 522 +6.7% 5.4 +17.9% 853 +17.7%

New 440 -0.6% 3.6 +3.8% 454 -1.8% Zealand

UK 358 -5.7% 7.2 +2.3% 665 +1.7%

Japan 205 +19.6% 4.0 +16.8% 402 +9.2%

Korea 201 -9.6% 4.4 -22.6% 556 -14.8%

India 168 +6.1% 7.8 +26.6% 431 +28.5%

Hong 135 +2.1% 2.1 -18.4% 324 -2.8% Kong

Germany 127 -3.4% 2.5 -16.6% 214 -3.9%

Singapore 127 +5.8 1.3 -2.0% 247 -3.7%

DESTINATION NSW // Annual Report 2018-2019 Page 30 ORGANISATION

NSW Tourism Performance 2018-2019 CONTINUED

Domestic performance NSW continued its national leadership and accounted for 33 NSW also received its highest volume of Holiday visitors (14.6 per cent of all domestic overnight visitors, 29 per cent of all million), nights (49.7 million) and expenditure ($9.7 billion) nights and 29 per cent of all expenditure to Australia. on record. NSW received 37.2 million domestic visitors (+11 per cent) The key drivers of NSW domestic overnight expenditure who stayed 116.1 million nights (+11 per cent) and spent $22.6 growth were expenditure by Intrastate visitors (up $1.6 billion), billion (+12 per cent). expenditure in Sydney (up $1.4 billion) and expenditure by Holiday visitors (up $1.1 billion). NSW has again achieved its highest ever volume of domestic overnight visitors, nights and expenditure, and posted significant growth in all three metrics.

NSW — DOMESTIC — YEAR ENDING 30 JUNE 2019

2014 2015 2016 2017 2018 2019

37.2 33.7 28.5 30.2 26.2 27.2 Visitors (Millions)

% change on previous year – +3.5% +5.0% +5.7% +11.7% +10.6%

20.1 22.6 17.2 16.1 15.0 15.8 Expenditure (Billions)

% change on previous year – +4.9% +2.1% +6.8% +16.7% +12.5%

116.1 104.8 96.9 88.1 91.5 85.8

Nights (Millions)

% change on previous year – +2.7% +3.8% +5.9% +8.2% +10.7%

Page 31 DESTINATION NSW // Annual Report 2018-2019 ORGANISATION

Domestic performance CONTINUED Sydney leads Australian capital cities in the domestic domestic overnight expenditure. (Note: regional Queensland overnight market. includes the Gold Coast). Sydney received nearly 12 million domestic overnight visitors Regional NSW received 26.1 million domestic visitors (+9.3 per (+14 per cent) who stayed 32.5 million nights (+15 per cent) and cent) who stayed 83.6 million nights (+9.0 per cent) and spent spent $9.3 billion (+18 per cent) for the year $13.3 billion (+9.1 per cent) for the year. Sydney exceeded national capital city growth in all three The North Coast continues to be the highest ranked regional metrics, and achieved the highest growth in Australia for destination in Australia after Sydney, Melbourne and Brisbane. all metrics. North Coast, Hunter, South Coast and Capital Country Regional NSW leads regional Australia in domestic visitors regions achieved their highest volume of visitors, nights and and nights, and is a close second to regional Queensland in expenditure on record.

NSW — DOMESTIC OVERNIGHT VISITORS — BY DESTINATION

% VISITORS (Million) Change Average length Average spend DESTINATION YE June 2019 YOY of stay (nights) per night

North Coast NSW 5.9 +5.4% 4.0 $155.7

Hunter 4.5 +15.9% 2.7 $155.4

South Coast 4.4 +12.5% 3.1 $149.5

Central NSW 3.0 +9.0% 2.4 $180.3

Central Coast 1.7 +15.5% 2.6 $148.0

New England North West 1.6 -0.4% 2.7 $151.1

Capital Country 1.6 +9.8% 2.2 $165.5

Blue Mountains 1.3 +16.2% 2.1 $154.6

The Murray 1.3 +9.2% 2.6 $158.6

Riverina 1.2 +4.3 2.5 $157.6

Snowy Mountains 1.0 -0.4% 3.1 $223.7

Outback NSW 0.6 +13.5% 4.0 $129.3

DESTINATION NSW // Annual Report 2018-2019 Page 32 ORGANISATION

NSW Tourism Performance 2018-2019 CONTINUED

Factors contributing to performance

Events Destination NSW invests directly in more than 166 International Association Conventions, attracting delegates international sports, cultural, lifestyle, creative and arts from around the globe. Beyond the significant economic events held in Sydney and regional NSW. The key leisure impact, global meetings also drive our knowledge economy, events in 2018-2019 included annual events like Vivid Sydney, leading to foreign trade, foreign direct investment and talent Sydney Festival, Tamworth Country Music Festival, Sydney attraction. International Art Series, Handa Opera on Sydney Harbour, Business events that delivered the strongest delegate Bledisloe Cup, Australian Open Golf Championship, and numbers in Sydney in 2018/19 included: Parkes Elvis Festival. Other major events for the year included Rolling Stone Exhibitionism, Star Wars Identities Exhibition, • SIBOS Swift International Banking Operations Society 2018 James Cameron Exhibition, Invictus Games, Gillette T20 INTL – 7,500 delegates and Monster Energy AUS-X Open. • World Congress of Accountants – 3,700 delegates In 2018-2019, Business Events Sydney secured 92 business events, attended by an estimated 59,000 delegates who spent • BWL International Convention 2019 – 4,500 delegates 271,000 delegate days in Sydney and NSW. Events included • SAP FKOM 2019 – 3,100 delegates. Incentive Programs, International Corporate Meetings and

Aviation (Source: Bureau of Infrastructure, Transport and International seat capacity to NSW accounted for 40 per cent of Regional Economics) international seats in Australia and capacity increased by 1.8 per cent for the year. By comparison, international seat capacity NSW domestic capacity accounted for 49 per cent of domestic to Australia also increased at the same rate of 1.8 per cent. seats in Australian competitive routes and capacity declined slightly by 0.7 per cent in 2018 - 2019. By comparison, domestic New international services to Sydney in 2018-2019 included seat capacity to Australia also declined marginally by 0.2 per Virgin Australia’s five times weekly from Wellington (October cent for the year. 2018) and daily service from Hong Kong (July 2018).

International inbound seat capacity to NSW and Australia

NSW Australia

30 26.9 25.3 26.4 25 23.5 21.9 22.1 20

15 10.9 10.1 10.7 10 8.7 8.7 9.4 Seats (Millions) 5 – YE Jun 2014 YE Jun 2015 YE Jun 2016 YE Jun 2017 YE Jun 2018 YE Jun 2019

Domestic inbound seat capacity to NSW and Australia

NSW Australia

80 69.2 69.0 70 68.4 67.6 68.9 68.9 60 50

40 34.0 32.6 32.4 33.4 33.8 33.8 30 20 Seats (Millions) 10 – YE Jun 2014 YE Jun 2015 YE Jun 2016 YE Jun 2017 YE Jun 2018 YE Jun 2019

Page 33 DESTINATION NSW // Annual Report 2018-2019 ORGANISATION

Accommodation Australian dollar (Source: STR Global) Exchange rates and differential inflation rates affect the price of Australia as a destination relative to competing destinations. There were 1,791 establishments and nearly 89,300 rooms in A fall in the value of the Australian dollar decreases the cost NSW in the 2018-19. This represents a 2.9 per cent increase in for overseas visitors for travel to and within Australia. Such establishments and 2.8 per cent growth in rooms compared to a fall can also have a positive impact on domestic travel as the previous financial year. Regional NSW accounted for 77 per Australian travellers may choose to holiday domestically cent of establishments in 2018-19 and 51 per cent of the rooms. rather than abroad. Occupancy rates in NSW in 2018-2019 slightly dropped to 77.6 In 2018-2019, Australia was at its most affordable for per cent (down 0.7 percentage points on 2017-2018). There international visitors since it dropped below parity against the was a 1.0 percentage point drop in occupancy rate in Sydney in US dollar in May 2013. The average exchange rate in the 2018- 2018-19 but steady in regional NSW. 2019 of the Australian dollar to the US dollar was US $0.715. The Australian dollar dropped against all major currencies compared to 2017-2018, with the highest decline against the currencies of USA (-7.8 per cent), Hong Kong (-7.6 per cent), Establishments (No.) Japan (-7.1 per cent), and Malaysia (-6.7 per cent). 2017-18 2018-19 Global confidence 1,740 NSW (Source: Global Consumer Confidence Survey, July 2019) 1,791 3% Based on responses from 32,000 online consumers in 64 403 countries in the second quarter of 2019, the Conference Sydney 412 2% Board® Global Consumer Confidence Index increased slightly in the second quarter to 107, up from 106 in the first quarter. Regional 1,337 The index has been relatively flat in recent quarters, hovering NSW 1,379 3% at historically high levels since late last year. Consumers are likely to sustain spending, but more cautiously amid a slowing 0 2,000 global economy. Looking ahead, rising uncertainties related to trade disputes and geopolitical imbalances may create a more volatile scenario in which consumers will grow increasingly vigilant regarding their spending. Rooms (No.) Consumers in the Asia Pacific region remain extremely 2017-18 2018-19 confident, with China, India and Indonesia serving as the main pillars of global confidence. Two of the more mature economies in the region, Japan and Korea, saw confidence move in 86,870 NSW opposite directions – it declined in the former, while in the latter 89,282 3% it improved, both largely due to changes in the job outlook.

42,921 Confidence in the United States remains near historic Sydney 43,851 2% highs as consumers have so far shaken off trade and tariff uncertainties. Regional 43,949 Consumer confidence in Europe improved and is back at 3% NSW 45,431 historical highs. Sentiment in the Euro Area improved with a notable gain in France. Germany continues to experience 0 100,000 some weakening in confidence, even though the index is still at a relatively high level. Confidence in the United Kingdom dropped further and is now well below 100 — a result of Brexit and the ensuing political and economic uncertainties around Occupancy Rate (%) this event. 2017-18 2018-19 Australian confidence 78.3 NSW (Source: ANZ Roy Morgan Consumer Confidence Ratings) 77.6 Australia consumer confidence rating in 2018-2019 was 83.9 similar to previous year, at 116.6 index points compared 116.5 Sydney 82.9 index points. Consumer confidence rating in 2018-2019 was the highest since 2011-2012. A high consumer confidence Regional 63.0 level combined with low Australian dollar and increased NSW 62.9 competitiveness of domestic travel may encourage domestic tourism. 0 50 100

DESTINATION NSW // Annual Report 2018-2019 Page 34 ORGANISATION

Visitor Snapshot: NSW Year Ending June 2019

Total excludes domestic daytrips.

TOTAL OVERNIGHT VISITORS AND NIGHTS DOMESTIC VISITORS AND VISITOR NIGHTS (INTERNATIONAL AND DOMESTIC)

TOTAL VISITOR ARRIVALS PURPOSE OF VISIT Visitors Visitor Nights Australia 121.9 million Holiday 39% 43% NSW 41.6 million Visiting Friends & Relatives 36% 35% Growth on Previous Year: Australia 11.0% Business 20% 17% Growth of Previous Year: NSW 9.5% Other 6% 6% NSW Market Share Visitors 34.1% Total 100% 100%

TOTAL VISITOR NIGHTS DOMESTIC PURPOSE OF VISIT — CHANGES ON PREVIOUS YEAR (YE June 2019) Australia 673.2 million Visitors % change NSW 214.2 million Holiday 14.6 million 7.8% Growth on Previous Year: Australia 6.6% Visiting Friends & Relatives 13.4 million 16.5% Growth on Previous Year: NSW 7.6% Business 7.6 million 6.7% NSW Market Share Visitor Nights 31.8% Other 2.4 million -2.1%

Total 37.2 million 10.6%

AVERAGE LENGTH OF STAY

Australia 5.5 nights Nights Visitor nights % change NSW 5.1 nights Holiday 49.7 million 9.3%

Visiting Friends & Relatives 40.3 million 15.6%

Business 19.7 million 6.5% TOTAL EXPENDITURE Other 6.3 million 0.1%

Australia $108.3 billion Total 116.1 million 10.7%

NSW $33.9 billion

Growth on Previous Year: Australia 11.9% Source: National and International Visitor Surveys. Tourism Research Australia. Growth on Previous Year: NSW 10.8% Note: Visitors may visit a State for more than one purpose – hence, NSW Market Share Visitor Expenditure 31.3% figures by Purpose of Visit category may not add up to the Total.

TOTAL VISITOR MARKET SHARE

Visitor Visitation to Sydney and Regional NSW Visitors Nights

Sydney 39% 54%

Regional 65% 46%

Note: Figures may add to more than 100% in some instances as some visitors will visit multiple destinations.

Page 35 DESTINATION NSW // Annual Report 2018-2019 ORGANISATION

TOTAL VISITORS AND VISITOR NIGHTS

Visitors Visitor nights Expenditure % change % change % change (millions) (millions) ($billion)

Sydney

International 4.1 0.8% 83.1 3.7% 10.2 7.2%

Domestic 12.0 13.6% 32.5 15.4% 9.3 17.8%

Total 16.1 10.1% 115.5 6.7% 19.6 12.0%

Regional NSW

International 0.9 0.3% 15.1 6.3% 1.1 11.4%

Domestic 26.1 9.3% 83.6 9.0% 13.3 9.1%

Total 26.9 9.0% 98.7 8.5% 14.3 9.3%

New South Wales (total)

International 4.4 0.8% 98.1 4.1% 11.3 7.6%

Domestic 37.2 10.6% 116.1 10.7% 22.6 12.5%

Total 41.6 9.5% 214.2 7.6% 33.9 10.8%

Note: NSW visitors total is less than the addition of Sydney and Regional NSW as some visitors will visit multiple locations.

Blue Mountains

DESTINATION NSW // Annual Report 2018-2019 Page 36 Handa Opera on Sydney Harbour 2019, West Side Story

Page 37 DESTINATION NSW // Annual Report 2018-2019 Review

Contents

39 Event Development 48 Vivid Sydney 51 Marketing for Tourism and Events 57 Partnership Programs 61 Regional NSW 69 Sector Development 73 Trade and Industry Development 76 Communications 82 Corporate Services

DESTINATION NSW // Annual Report 2018-2019 Page 38 REVIEW

Event Development

Developing a distinctive and compelling events calendar for Sydney and regional NSW remains the Event Development team’s core focus. Global best practice is applied to working with all events to maximise the economic, strategic and community benefits to NSW, ensuring the success of major and high-profile events, and delivering a strong return on event investment. In 2018-2019 Destination NSW worked with a broad cross section of external agencies and key stakeholders to secure and retain events that drive overnight visitation, showcase our city and regional destinations, and position NSW as Australia’s premier events State. The Sydney and NSW Events Calendar is created through Handa Opera on Sydney Harbour collaborative partnerships between the NSW Government, local and international event communities, business and industry, enabling Destination NSW to achieve three Destination NSW achieves this evolution by: key objectives: • Expanding existing large-scale signature events 1. Ensure that Sydney remains Australia’s leading events • Implementing determined bid campaigns to win major city, by continually improving its expertise in staging world international events, blockbuster theatrical productions class events and cultural exhibitions 2. Ensure major events are secured and retained for • Nurturing innovative new events that engage the regional NSW community and achieve international profile for Sydney and 3. Attract and retain events for the State that drive strong regional NSW. overnight visitation. The vibrant and comprehensive NSW regional events calendar This strategic focus sustains the constant development and drives visitor expenditure by promoting the attractiveness of evolution of the Sydney and NSW Events Calendar as the most local communities and encouraging overnight stays before and compelling in Australia. after events.

SYDNEY & NEW SOUTH WALES EVENTS CALENDAR JULY 2019 – JUNE 2020

Event calendar A6 booklet

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Art Gallery of NSW Masters of modern art from the Hermitage

2018-2019 Achievements

Arts and Entertainment Portfolio The ability of major Australian and world premiere, first-run strongly against Handa Opera on Sydney Harbour’s musicals and blockbuster exhibitions to attract ex-Sydney objectives: to increase international visitation to Sydney; visitors and deliver significant economic benefits to Sydney and to sell over 9,000 tickets internationally; and to attract new NSW makes them a constant focus for Destination NSW. audiences to opera, with 55 per cent first time attendees. In 2018-2019, Destination NSW secured the Australian • The Australian Premiere of Roald Dahl’s Charlie and the premieres of Disney Frozen, opening in July 2020, and smash- Chocolate Factory sold close to 250,000 tickets across its hit Broadway musical, Hamilton, due to open in March 2021. seven-month run, with over 30 per cent of the audience Destination NSW also supported musical productions of Roald attracted from outside Sydney. The show received rave Dahl’s Charlie and the Chocolate Factory, Saturday Night reviews and generated strong media attention. Fever, Muriel’s Wedding, Chicago, and secured the Australian • The Sydney International Art Series presented two premiere of Waitress. exclusive exhibitions at the Art Gallery of NSW (AGNSW) Looking forward to summer 2019/20, the Sydney International and Museum of Contemporary Art Australia (MCA) which Art Series will feature Japan Supernatural: 1700 to now, at attracted over 200,000 cumulative attendances. the Art Gallery of NSW and Cornelia Parker at the Museum • Masters of modern art from the Hermitage, in partnership of Contemporary Art Australia; before the highly-anticipated with the renowned Hermitage Museum in St Petersburg, Tutankhamun: Treasures of the Golden Pharaoh exhibition presented at the AGNSW and brought over 65 exceptional to celebrate the re-opening of the Australian Museum in works of art by 19th and 20th century European and February 2021. Russian masters such as Monet, Cézanne, Matisse, Arts and Entertainment highlights include: Picasso, Gauguin and Kandinsky to Sydney and Australia for the first time. • Handa Opera on Sydney Harbour’s 2019 season marked the first-time production of a musical by Opera Australia. • A major retrospective of internationally renowned South Their staging of West Side Story proved extremely popular, African photographer, David Goldblatt, was presented at attracting more than 65,000 people, breaking box office the MCA, capturing seven decades of his work across the records and making it the most successful season in rise and fall of Apartheid, and was the artist’s final project the event’s eight-year history. West Side Story delivered before his death in 2018.

DESTINATION NSW // Annual Report 2018-2019 Page 40 REVIEW

Event Development CONTINUED

Sport and Strategic Events Portfolio 2018-2019 saw a strong commitment to growing and leveraging History was made with the event featuring the existing relationships and working with event partners to world-first inclusion of the Australian All Abilities deliver a strong, varied selection of sporting events. Championship (AAAC), showcasing 12 of the world’s best special needs golfers playing alongside the able- Highlights in the Sport and Strategic Events Portfolio include: bodied players, which was won by Johan Kammerstad • The annual Sydney International Rowing Regatta at from Sweden. Penrith’s Sydney International Regatta Centre. The • The international Hockey ‘FIH Pro League’ was launched 2019 event marked the 100th anniversary of the ‘Kings in 2019, comprising nine of the world’s best men’s and Cup’ which was first won by the Australian Imperial women’s teams. Held across the international stage, Expeditionary Force at the Royal Henley Peace Regatta three of the Australian fixtures were played at the at Henley-on-Thames in July 1919 following the end of purpose-built Sydney Olympic Hockey Centre. The WWI. The anniversary highlights included a Centenary season ended with the Kookaburras being crowned the Breakfast function and Peace Regatta Exhibition. The inaugural winners with the Hockeyroos coming a close regatta featured a full schedule of over 128 events across second in the women’s competition. seven days of competition and drew a high percentage of participants from interstate, as well as international • 2019 represents a landmark year for tennis in Sydney, representation this year from Hong Kong, Japan, New with over 61,000 fans attending the Sydney International Zealand and Vanuatu. across seven days at the Sydney Olympic Park Tennis Centre. Australia’s number one ranked man and woman • Game one of the Bledisloe Cup series for 2018 was the played in their respective finals, with Alex De Minaur historic back to back double header of the Qantas Wallabies winning his first ATP tour title and Ash Barty losing in a v the NZ All Blacks and Buildcorp Wallaroos v the Black thrilling final to Petra Kvitová. Ferns at ANZ Stadium. It was the highest attendance of the Bledisloe Cup since 2015 with 66,318 attendees. Extension • Nick Kyrgios defeated Rafael Nadal in the first singles events included the Women’s Business and Sport Lunch match of the Fast4 tennis event at Qudos Bank Arena, in Sydney CBD and the Classic Wallaby Golf Day as well as with Team World’s Rafael Nadal and Milos Raonic other awareness-creating activations and events. ultimately defeating Team Australia’s Nick Kyrgios and John Millman in the doubles final. For the first time, the • The ‘Cup of Nations’ was launched in 2019 as a new event was broadcast internationally to North America, international women’s football round-robin style Africa and the Middle East. The 2019 Fast4 event was tournament with the Matildas playing South Korea, New the culmination of Destination NSW’s strategy to re- Zealand and Argentina. The first of three stages was held vitalise tennis in Sydney, with the event forging the path in Sydney at Leichhardt Oval with Australia and Argentina to NSW securing the ATP Cup Group Stages and Finals winning the stage. from 2020 and the redevelopment of the Ken Rosewall • The Lakes Golf Club played host to the 2018 Emirates Arena and other facilities at the Sydney Olympic Park Australian Open, won by Abraham Ancer from Mexico. Tennis Centre.

Emirates Australian Open

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Coates Hire Newcastle 500

Supercars Australia The 300km race at Sydney Motorsport Park exceeded expectations with a reported 22,120 motorsport fans attending The 2018 Coates Hire Newcastle 500 was staged on the the event. Topping off its many post-event accolades, the streets of Newcastle East over 23 to 25 November, attracting Red Rooster Sydney SuperNight 300 won ‘Best Event – Fans a reported crowd of 162,248 over the three days and providing Choice’ at the 2018 Supercars Gala Awards. excellent broadcast footage of Newcastle. As the responsible authority under the Motor Racing (Sydney World Rally Championships and Newcastle) Act 2008, Destination NSW has agreements with the City of Newcastle and Supercars Australia to stage the Destination NSW continued to administer the Motor Sports event annually in Newcastle until 2021. (World Rally Championship) Act 2009 and manage the relevant planning and consent processes for staging the Australian Community sentiment improved dramatically from the round of the World Rally Championship, in the Coffs Coast 2017 event, most likely due to the absence of the extensive region of NSW. roadworks and significant civic upgrade works required to stage the inaugural event. As with previous years, this included preparation of authorisations by the Minister for Tourism and Major Events, The 2018 Red Rooster Sydney SuperNight 300 was a new for the conduct of the rally event and associated temporary addition to the Virgin Australia Supercars Championship. This works required to deliver the 2018 event. event made history as Sydney’s first Supercars event held under lights at night. The 2018 Kennards Hire Rally Australia had a reported attendance of 63,000 across all stages over the four days.

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Event Development CONTINUED

• The annual Sydney Gay and Lesbian Mardi Gras Parade where 12,300 participants on 190 floats entertained vast crowds lining Oxford and Flinders Streets and Anzac Parade. • The Sydney Royal Easter Show, founded in 1823, attracted more than 900,000 attendees over 12 days with more than 33,000 international visitors. • Yabun, the annual festival held on the traditional lands of the Gadigal people at Camperdown.

Business Activation Portfolio The Business Activation portfolio identifies events that  The Blackmores Sydney Running Festival aim to leverage the Sydney and NSW Events Calendar from both a strategic and visitation perspective. Lifestyle Portfolio Particular focus is on positioning Sydney as an internationally recognised leader in innovation and The Lifestyle portfolio of the Sydney and NSW Events promoting the creative industries. Calendar features numerous events showcasing Sydney and NSW’s beach, surf and outdoor lifestyle as well as Business Activation highlights include: iconic cultural events. • The 32nd annual ARIA Awards, hosted by Keith Urban Lifestyle portfolio highlights include: and featuring performances by 5SOS, Amy Shark, Courtney Barnett, Dean Lewis, Missy Higgins and • The Australian Boardriders Battle, where Newcastle Kasey Chambers and broadcast on Channel 9 to over Main Beach hosted 28 clubs to contest the Australian one million people across Australia. The Red Carpet national club surfing championships. live Twitter stream attracted 3.4 million people worldwide making it Twitter’s biggest live event in • The Vissla Sydney Surf Pro held over nine days on Manly Australia. In addition, over 17,000 people attended Beach. Eleven-time world champion Kelly Slater was music concerts and curated showcases during a notable competitor at the event which included Pro ARIA Week. Junior, World Surf League (WSL) Qualifying Series and other divisions. • The 8th Australian Academy of Cinema and Television Awards (AACTA Awards) were broadcast on Network • The Port Stephens NSW Pro at Birubi Beach combined Seven, and attended by internationally recognised elite surfers in the WSL qualifying contest alongside screen talent including Nicole Kidman, Bryan Brown, juniors and amateur riders. Simon Baker and Deborah Mailman. AACTA launched • VolleyFest, the largest beach volleyball event in Sydney a TV and Web Series national pitch competition, and since the 2000 Olympic Games, was staged over 10 days expanded its Asia International Engagement Program on Manly Beach. VolleyFest saw almost 250 athletes with events held in Mumbai and Shanghai. contest a World Tour event and a further 270 volleyballers • In May, Sydney attracted international media and buyers compete in school and domestic championships. attention for Mercedes-Benz Fashion Week Australia, • The Sydney Harbour Challenge, a 25km outrigger canoe which showcased Resort collections by some of event across Sydney Harbour brought more than 100 Australia’s best known designers including AJE, Alice crews and over 600 paddlers to Sydney. McCall, Bec + Bridge, Carla Zampatti and Tigerlily. • L’Étape Australia by Le Tour de France, the only Tour de • Destination NSW also supported the 66th Sydney France event in Australia, which attracted 2,965 amateur Film Festival and Semi Permanent, a world-leading cyclists to the scenic Snowy Mountains. conference and online platform for design, art and media professionals to drive profile and creative • The Blackmores Sydney Running Festival where a record industry visitation for Vivid Ideas 2019. 37,000 runners from 65 countries took on one of the most spectacular courses in the world, including a traffic-free Sydney Harbour Bridge. • The sold-out Atmosphere Nepean Triathlon, Australia’s oldest, which attracted over 1,300 competitors to Penrith’s Sydney International Regatta Centre. • The second Obstacle Course Racing 24Hour Enduro World Championships where 774 athletes and pit crews competed on the gruelling outdoor terrain at Dargle Farm, Lower Portland. Cultural events during the year included: • Australia Day in Sydney, featuring performances on the Sydney Opera House forecourt and ‘Live at the Quay’ – a program of entertainment and fireworks – at Circular Quay AACTA Awards

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Regional Portfolio Business Events Sydney Regional events across the State increase visitation and Business Events Sydney is a not-for-profit organisation with provide unique destination appeal to attract intrastate and a membership base including venues, attractions, events interstate visitors. suppliers and conference organisers. Destination NSW holds two seats on the Business Events Sydney Board, is the A number of new events were secured for regional NSW in principal investor and supports the organisation’s promotional 2018-2019 including: activities in domestic and international markets. • 3 Festival 2020, to be held in Wollongong; and Destination NSW works in partnership with Business Events • The Freak Show Festival of Motorcycles 2019, to be held Sydney to grow interstate and international visitation for in Walcha conferences, exhibitions, incentive events and meetings held in NSW. This involves reviewing business opportunities to Destination NSW also retained a number of key events for acquire and grow events which will extend visitation to Sydney regional NSW in 2018-19 including: and NSW, including those which align with major events. • Newcrest Orange Challenge in Orange In 2018-2019, collaborations between Destination NSW and • NSW Pro Surf Series in Avoca Beach, Boomerang Beach Business Events Sydney included the following winning bids and Maroubra Beach (with many other bids still to be determined): • Vanfest in Forbes • IEEE Teaching, Assessment and Learning for Engineering 2018 • TOYOTA Country Music Festival in Tamworth • IOF Regionals 7th Asia-Pacific Osteoporosis Meeting 2018 • Ironman 70.3 Western Sydney • 19th International Microscopy Congress 2019 • Albury Gold Cup Carnival. • Tahitian Noni China Distributor Incentive 2018 In 2018-2019, 84 regional events received Destination NSW funding through the expanded Regional Events Fund (see page • Miki Prune Japan Incentive 2019 61), which aims to increase visitation to events held in regional • Annual Conference of the International Society for Bipolar NSW and deliver long-term benefits to destinations. See full Disorders 2019 list of events supported on page 107. • Social Media and Critical Care – SMACC 2019 • International Conference on Global Health Security 2019.

Toyota Country Music Festival Tamworth

DESTINATION NSW // Annual Report 2018-2019 Page 44 REVIEW

Vivid Sydney

Vivid Sydney Harbour

Owned, managed and produced by Destination NSW, Lighting of the Sails of Sydney Opera House. Huang’s work Vivid Sydney is Australia’s largest event and the Southern Austral Flora Ballet shone as a hypnotic tribute to Australia’s Hemisphere’s largest festival of light, music and ideas. native plant life. Held over 23 nights, the festival transforms the city Sydney Harbour Bridge and buildings along the skyline were into a kaleidoscope of colour and showcases NSW’s illuminated with pillars of light and iridescent colours making creative industries. the City sparkle. To mark the Year of International Languages In 2019, Vivid Sydney returned for its eleventh year bringing in 2019, the southern pylon of Sydney Harbour Bridge featured together light artists, musicians and thought leaders to share Eora: Broken Spear, a projection curated by Rhoda Roberts AO their creativity with a record audience of 2.4 million attendees. with work from the Art Gallery of NSW, the Australian Museum As a cultural event, Vivid Sydney contributes employment, and the State Library of NSW. tourism and enrichment for the people of Sydney and NSW. It also adds new dimensions to Sydney’s global brand image Vivid Music and has significantly grown international visitation, creating an economic bounty for the city during the traditionally quieter 2019 delivered 243 events at 33 venues throughout the city. The winter months. program comprised an extensive series of live performances and cross genre musical collaborations featuring some of the world’s most renowned musicians. Influential headline Vivid Light acts included alternative rock band The Cure performing Vivid Light featured 96 light installations by 157 artists from their magnum opus Disintegration; techno titans Underworld; 22 countries, with projections on landmark buildings such as jazz-electro innovator Herbie Hancock; triple threat singer Customs House, the Museum of Contemporary Art Australia songwriter and dancer FKA twigs; rising star Maggie Rogers; as well as towering home-grown talent such as RÜFÜS DU and the Australian National Maritime Museum. The awe- SOL; Paul Kelly and Kate Miller-Heidke. inspiring light gallery spilled into entire precincts including The Rocks, Circular Quay, The Royal Botanic Garden Sydney, Destination NSW’s partnership with the City of Sydney for the Barangaroo, Chatswood, Darling Harbour, Luna Park Sydney Vivid X|Celerate music program continued into its third year and Taronga Zoo. Los Angeles-based Chinese artist and with 133 events successfully showcasing grass-roots talent filmmaker Andrew Thomas Huang was entrusted with the and invigorating small venues across the city.

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Vivid Music

Vivid Light

DESTINATION NSW // Annual Report 2018-2019 Page 46 REVIEW

Vivid Sydney CONTINUED

Vivid Ideas

Vivid Ideas Vivid Ideas celebrated creativity that brings together the In 2019, 733 volunteers supported Vivid Sydney (a 32 per cent world’s greatest minds, innovators and industry leaders to increase on 2018) contributing 19,793 hours of their time to build engagement between the creative industries sector and the event, delivering an estimated value in kind of more than the broader community. The 2019 program was led by the $543,317 to the festival. Game Changers – Hollywood trailblazer Spike Lee and leading As a festival that champions creativity, innovation and psychotherapist Esther Perel – and more than 250 speakers cutting-edge applications of technology, Vivid Sydney’s participated in 142 events including talks, specialist industry vision is to be a world leader in the delivery of sustainable workshops, conferences and exhibitions. events of an international scale. In working towards this The Vivid Sydney sponsorship model provided partners with goal, Destination NSW continues to partner with The Banksia a bespoke solution to meet their individual objectives. Vivid Foundation and Informed 365 to benchmark and track Vivid Sydney Sponsors were incorporated into the event’s marketing Sydney’s sustainability performance. In 2019, all grid- and communications across all channels. In 2019, the Vivid connected lighting installations were powered by 100 per Sydney sponsorship program attracted 49 sponsors who cent GreenPower-accredited renewable energy sourced from contributed several million dollars to the festival, through regional NSW while other initiatives included the purchase of cash investment and value in-kind contribution. Vivid Sydney carbon offsets, use of efficient LED technologies, extensive attracted four partners, 45 supporters and nine precincts promotion of public transport, waste minimisation initiatives elevating the festival to new heights, including: and electronic ticketing. • Samsung Electronics returned to Vivid Sydney for the Destination NSW continues to champion Access and Inclusion. second time as a Vivid Partner. The Samsung Electric The partnership with Cushman & Wakefield has grown Playground provided a giant illuminated playground at over three successive years and in 2019, Tumbalong Lights First Fleet Park in The Rocks. expanded to eight installations celebrating the creative talents of artists with disabilities as well as the wonder of • Cushman & Wakefield continued their diversity and inclusion accessible participation for people of all abilities. The majority partnership for the third year with Tumbalong Lights and the of Light Walk installations provided a range of sensory, tactile, inclusive playground, playSPACE at Darling Harbour. auditory and visual interactivity options. Guests could move • PIXAR Animation Studios partnered with Vivid Sydney around, through and even walk on certain installations to for the first time in 2019 and created a special projection activate them. All of the light installations with interactive designed exclusively for the Argyle Cut in The Rocks taking components included ramps to ensure accessibility. audiences on a visual journey through 30 years of the Studio’s art and animation creative process.

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Vivid Sydney Partnership Marketing Destination NSW worked with partners to promote and package Vivid Sydney in key domestic and international markets. As an iconic event in the Sydney and NSW Events Calendar, Vivid Sydney is a key driver for visitation to Sydney and regional NSW.

International Partnership Activity Destination NSW promoted Vivid Sydney across 13 international markets. More than 86,000 Vivid Sydney travel packages were sold internationally including over 25,000 visitors from China and more than 17,000 visitors from the Vivid Light USA. Overall package growth across all markets increased by more than 18 per cent year-on-year. Peaks in coverage resulted from the initial PR Newswire Key Highlights: launch in April, with extensive media surrounding the opening • Vivid Sydney was promoted by more than 200 travel of Vivid Sydney in late May, and program highlights such as trade partners internationally. Destination NSW provided Vivid Ideas Game Changer Series presenter Spike Lee. marketing assets, training programs and invested in Media stories focused on the innovative light installations, as partnership marketing campaigns with key partners to well as renowned performers and celebrity guests including: promote travel to Sydney for Vivid. The Cure, FKA Twigs, Maggie Rogers, Herbie Hancock and • Destination NSW continued to focus on increasing legendary film director Spike Lee. awareness and sales of travel packages by delivering International media was dominated by US coverage, the training to over 7,700 agents, which included more than result of three online PR Newswire releases distributed in 2,900 in the USA in the lead up to the 2019 event March, May and June. These drew attention to Vivid as a major • Package sales from the USA increased by 163 per cent. drawcard for international visitors. Chinese media was also Most markets experienced growth in the number of significant with several stories highlighting the involvement of travel packages sold with some of the larger increases talented Chinese artists in light displays. experienced in India, Germany and Malaysia. Vivid Sydney’s media familiarisation program facilitated 63 visits with participants representing more than 53 media Domestic Partnership Activity outlets. International markets represented included: China, Hong Kong, Singapore, Malaysia, India, USA, Canada, New Key Highlights: Zealand, UK and Germany. • Destination NSW partnered with distribution partners to An extensive filming and photography program consisting of sell packages to Vivid and tickets to Vivid Music and Vivid 108 photography and 101 video shoots was undertaken by the Ideas events. More than 95,000 domestic packages were Editorial and Content team for the 2019 event. This resulted sold to Vivid Sydney in 2019 in a valuable bank of content including 1,500 new Vivid Sydney • Destination NSW and TripAdvisor worked in partnership images and 55 new videos uploaded to the Content Library. to promote Vivid Sydney to key interstate markets. The The Vivid Sydney content was used for media, social media, campaign promoted the Lights, Music and Ideas pillars marketing, partnerships and sponsorship campaigns. along with accommodation and attraction deals during the During Vivid Sydney, 14 publish-ready, multimedia content Vivid Sydney event period. The campaign resulted in an packages were created by the Editorial and Content team and estimated overnight visitor expenditure of $6.7 million. distributed to media nationally and internationally through the PR team, proving a powerful tool in gaining local and global Public Relations Support media coverage. Destination NSW’s PR, Editorial and Content program for Vivid Sydney delivered a 19.63 per cent increase in advertising value Domestic and Digital Marketing equivalent (AVE) year-on-year. PR activity for the Vivid Sydney Vivid Sydney was promoted via an integrated 12 week event 2019 program comprised 10,024 items, with an audience reach marketing program from March to June 2019. The program of 3,541,167,030 and a dollar value of $89,135,454.15. included a dedicated campaign focused on driving overnight There were 6,456 Australian domestic (64.4 per cent) and visitation to the festival, dispersal to all precincts, leveraging 3,568 international media stories (35.6 per cent). Online ticket sales via promotion for Vivid Music and Vivid Ideas sources generated the largest volume of coverage with 5,155 activities, transport messaging, retail and business activation stories, representing 51.4 per cent of the total coverage. for Vivid Precincts. International coverage increased by 44.10 per cent from last The Vivid Sydney 2019 Social Media campaign was year’s figure of $38,236,503.85, while domestic coverage implemented across Facebook, Instagram, Twitter, Weibo decreased by 6.16 per cent from last year’s figure of and WeChat to generate awareness and engagement with the $36,272,826.36. event and key program highlights, drive website visitation and leads to event owners to increase the volume of ticket sales.

DESTINATION NSW // Annual Report 2018-2019 Page 48 REVIEW

Vivid Sydney CONTINUED

VIVID SYDNEY BY NUMBERS IN 2019, THE FESTIVAL ATTRACTED VIVID SYDNEY A RECORD ATTENDANCE OF BRIGHTENS UP 2.4 MILLION ATTENDEES 23 DAYS & NIGHTS LIGHT INSTALLATIONS ON THE AUSTRALIAN CULTURAL CALENDAR 96 FOR VIVID LIGHT

THE FESTIVAL RETAINS ITS CROWN AS THE LARGEST EVENT 243 OF ITS KIND IN THE SOUTHERN HEMISPHERE VIVID MUSIC 733 VOLUNTEERS (UP 32% FROM EVENTS AT 33 VENUES 557 IN 2018) CONTRIBUTED NEARLY WITH A RECORDED 20,000 HOURS OF THEIR TIME 115,000 182,236 DOMESTIC & INTERNATIONAL TRAVEL PACKAGES WERE SOLD ATTENDEES A RECORD-BREAKING 600,000 142 250 PEOPLE VIVID IDEAS EVENTS SPEAKERS DREW AUDIENCES OF TOOK UP A MICROPHONE AT ATTENDED VIVID SYDNEY ON THE QUEEN’S BIRTHDAY 142 VIVID IDEAS LONG WEEKEND FROM 8-10 JUNE 33,000 PANELS & EVENTS

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Vivid Sydney at Circular Quay

Analysis of Vivid Sydney 2019 indicates*: • The Vivid Sydney 12-page newspaper liftout reached over • 937,058 were reached with content via #缤纷悉尼灯光音 2.7 million people in Australia and New Zealand. It included Samsung乐节# on Weibo. information on the 2019 event program and trip-planning • Social campaign to support Vivid Sydney Partners tools. The content was translated for Chinese audiences. (Samsung, PIXAR and American Express) reached 12.3 • Vivid Sydney content reached 621.7 million via million people with an average engagement rate of 16.9%. #vividsydney, 37.7 million via #vividideas and 24.1 million • Secured increased commercial partnerships, including people via #vividmusic hashtags. two new and two returning Vivid Partners (PIXAR, • More than 1.8 million visits to vividsydney.com, 685,000 American Express, Samsung and TransGrid), four media clicks and 425,000 leads delivered to industry. returning Vivid Supporters (Cushman & Wakefield, Port Authority of NSW, Property NSW and City of Sydney), • 228,702 website visits from social media channels two new Vivid Collaborators (Dallas Fort Worth Airport, (+84% YOY). Transdev), and an increased number of sponsors. • More than 525,000 Vivid Sydney Facebook fans (+3% YOY), • The event activation featured city dressing including more with more than 86 million people reached from the Vivid than 609 city banners, 267 retail activation kits, 71 light Sydney Facebook page and the 84 videos generating over boxes, 17 projection tower hoardings, 5 information booths, 8.7 million views. 3 km of Vivid Sydney branded scrim, 200,000 Vivid Sydney • Extensive follower growth on Vivid Sydney Instagram (+18% maps, 65,000 Vivid Ideas and Music guides, and 7,000 YOY) with 22,275 acquired during the campaign period. Access and Inclusion maps distributed via the Vivid Sydney information booths and online.

* Source: DNSW Research, Google, Facebook, Twitter, Weibo, WeChat and Instagram Analytics

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Marketing for Tourism and Events

Marketing Objective: Identify and target best-prospect consumers and inspire them to travel to NSW. To focus marketing activities and resources to meet Destination NSW objectives.

Changing face of Destination Marketing NSW that converts into visitation. This is supported by strong conversion ratios for visits to the Destination NSW consumer- Marketing is transforming with tools and technologies facing websites, and sales leads to industry that drive travel redefining the role of creativity to become strategic problem bookings and event ticket sales, delivering strong growth from solving. As a high-performance destination marketing Destination NSW’s 14.9 million fans and followers across its organisation, Destination NSW is committed to promoting digital community. Sydney and NSW to prioritised audience segments within ranked source markets domestically and internationally. All marketing programs align to the target of tripling A traveller-centric focus overnight visitor expenditure by 2030 to ensure that activities The complexity of global travel decisions means that deliver measurable growth and economic benefits for the marketing is only effective when underpinned by consumer NSW visitor economy. insights. Destination NSW relies on dedicated research to improve its understanding of consumer influences for anyone Meeting the challenges of digital disruption considering a holiday in NSW, and to identify opportunities to better position its messaging. Destination NSW is committed to investing in digital solutions that will accelerate its primary objective of stimulating the Data is used to gain insights into the tastes, preferences, visitor economy through world-class destination and event behaviours and habits of priority audience groups (informing marketing. Digital technologies and platforms accelerate necessary changes to improve conversion rates), as well Destination NSW’s ability to target and influence potential as to accurately monitor performance. Destination NSW visitors, in a cost-effective manner. Destination NSW remains utilises consumer-centric marketing, with decisions informed at the forefront of innovation and consumer engagement, and prioritised through merged data sources that ensure investing in leading digital technologies such as voice search, effective marketing investment. Destination NSW’s marketing user experience, geo-tagged interactive mapping, customer program is validated through independent research and NSW service ‘chat bots’, AI (artificial intelligence) search, enterprise Treasury’s Cost Benefit Analysis model. CRM and content personalisation. Assessment of the visitor path to purchase, and beyond, allows As a digital leader, Destination NSW is proud to maintain the Destination NSW to better influence and understand consumer largest market share (more than 37 per cent) of all National behaviour and investment strategies. Robust data analytics and State Tourism Organisation website traffic. Marketing simplify creative, message and media to grow visitation yield, outputs have been re-prioritised to emphasise engagement enabling the organisation to effectively accelerate metrics like over broadcast, ensuring effectiveness grows demand for length of stay, repeat visitation, and even harnessing lifetime value of Visiting Friends and Relatives (VFR).

Mudgee

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Sailing on Sydney Harbour

Building on the success of the Sydney • New specialist digital agency appointed to build on China and NSW Events Calendar consumer-direct program • NSW Drives strategy and integrated interactive mapping A compelling events calendar is a significant and measurable delivered to enable best in class itinerary planning trigger of visitation. To maximise yield, Destination NSW selects events that align with its State positioning and • 10 regional destinations rebranded to anchor competitive targeted audience profile. Growing and supporting a positioning and accelerate growth comprehensive Events Plan to deliver events statewide and • New regional strategic growth framework developed to visitors year-round has enabled Sydney and NSW to remain optimise demand generation Australia’s preferred event destinations. The ‘It’s ON’ content strategy is integrated with destination core messaging to • New consumer insights delivered through Roy Morgan increase brand resonance. Continuing to measure the impact Research - Helix Personas & Campaign Evaluation of all events will be vital to sustainable investment in this important part of the marketing mix. • Destination NSW Blog redevelopment project initiated • HotelsCombined, an accommodation search engine 2018-2019 Marketing Achievements aggregator, contracted as an affiliate and integrated into Destination NSW’s digital web assets • 23.9 million visitors to consumer facing websites: • Destination NSW MeetinNSW.com brand and web sydney.com, visitnsw.com, vividsydney.com and assets updated international websites • Vivid Sydney Expression of Interest process for 2019 and • News Corp partnership maximised media exposure and 2020 upgraded through Salesforce integration leveraged value-add working across Vivid Sydney 2019 • New Vivid School website program digitally developed • Vivid Sydney won multiple awards at the 2018 IFEA/Haas & and launched Wilkerson Pinnacle Awards including ‘Best Event Website’ • RFQ for Social Media Community Management and Social • Digital website audit and review scoping of future digital Advertising Services Agency completed channels completed • Google Analytics 360 Data Platform implemented.

* Campaign count includes campaigns over $50,000 in value as per the Government Advertising Act 2011

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Marketing for Tourism and Events CONTINUED

Sydney Campaign Successes Now in its eighth year ‘Love Every Second’ is the master campaign platform for Sydney delivering two domestic seasonal campaigns each year (and an extension campaign focused on the New Zealand source market) promoting key Sydney Summer and Winter experiences and attractions.

SYDNEY CAMPAIGN WEBSITE VISITS LEADS TO INDUSTRY CAMPAIGN HIGHLIGHT

Sydney in Summer 1,494,708 575,301 11 November 2018 – 28 February 2019 Promoting Sydney as the ideal holiday/short break location during Summer and Winter Sydney in Winter 1,724,453 489,734 1 April 2019 – 30 June 2019

Sydney in Summer – New Zealand 91,900 21,193 7 October 2018 – 28 February 2019 Showing New Zealanders the experiences and events that Sydney has to offer during Summer and Winter Sydney in Winter – New Zealand 76,237 18,678 31 March 2019 – 30 June 2019

Regional Campaign Successes Destination NSW continues to deliver for Regional NSW, placing rural and regional NSW destinations, events, and experiences at the heart of what it does. During 2018-2019, Destination NSW focused on delivering whole-of-state programs and co-operative campaigns across working with partners including Destination Networks, local tourism organisations, and councils via the Regional Tourism Fund.

REGIONAL CAMPAIGN WEBSITE VISITS LEADS TO INDUSTRY CAMPAIGN HIGHLIGHT

Drives & Road Trips Featured a cutting-edge digital interactive map 109,192 5,610 and itinerary planner for NSW Road Trips viewed 30 August – November 2018 by over 163,000 users

Natural Disaster Recovery Supporting the local tourism industry recover from – Tathra Fire Support 53,080 6,961 the March 2018 Tathra bushfire 13 August – 30 September 2018

‘Unspoilt’ continues in 2019 working with Sydney South Coast (RTF)1 2018 Surrounds South and Southern NSW Destination 1,151,291 447,184 6 May – 30 November 2018 Networks and Shellharbour, Kiama, Shoalhaven and Sapphire Coast LGAs

Hunter Valley (RTF) 2018 Campaign partners showed YOY increases in 155,609 59,510 1 September – 30 November 2018 bookings during the campaign period

1: RTF – Regional Tourism Fund 2: ’Took action’ defined as: Made a new booking to take a holiday or short break. Purchased tickets to an event, Extended length o f stay, Included additional activities/attractions, Called/visited a travel agent, Used Social Media to find out more, Visited a website about the area(s), Spoke to friends and/or family about going on a holiday or short break. Source: Google Analytics visitnsw.com / sydney.com, Regional Strategic Alliance Campaign Ad Impact Study 2018, Wotif Campaign Data, Havas Media Datorama Report. 3: Source: Google Analytics visitnsw.com

Page 53 DESTINATION NSW // Annual Report 2018-2019 REVIEW

Regional Campaign Successes CONTINUED

REGIONAL CAMPAIGN WEBSITE VISITS LEADS TO INDUSTRY CAMPAIGN HIGHLIGHT

RSA (RTF) 2018 83% of campaign recognisers took action as a (Regional Strategic Alliance: result of seeing the campaign2 Hawkesbury, Blue Mountains 207,911 74,997 & Penrith) More than 69% of visitors to campaign pages on 3 9 September – 3 November 2018 visitnsw.com and sydney.com were new visitors

Dubbo + Great Western Plains Featured attractions Taronga Western Plains Zoo, Old Dubbo Gaol and Wellington Caves experienced (RTF) 2018-2019 42,311 12,125 significant increases in visitation compared to the 22 October 2018 – 10 May 2019 previous year, in particular over the Easter holidays

A new campaign highlighting the extensive activities in the region outside the traditional ski season. Snowy Mountains (RTF) 2019 121,951 48,150 7 February – 14 April 2019 The campaign partnership with Wotif delivered a 36% increase in overnight visitors compared to the period prior to the campaign4.

The Riverina (RTF) 2019 52% of campaign recognisers took action as a 109,568 30,296 18 February – 28 April 2019 result of seeing the campaign5

More than 70% of visitors to campaign pages on visitnsw.com were new visitors6 Orange (RTF) 2019 49,575 21,388 Operators reported: 2 May – 22 June 2019 – Strong visitation at cellar doors over the June long weekend in comparison to previous year – Increased accommodation enquiries

Penrith (RTF) 2019 A partnership with Penrith City Council to develop a 39,959 13,042 new campaign platform to change perceptions and 15 May – 7 July 2019 establish Penrith as a destination in its own right

Destination NSW worked to refresh the ‘Love the Lake Macquarie (RTF) 2019 Lake’ creative approach to evoke an emotional 38,355 10,256 30 April – 10 June 2019 connection and drive Winter visitation to Lake Macquarie

‘The River’s Just the Beginning’ new destination Hawkesbury positioning is helping to increase short visits 144,318 62,344 4 November 2018 – 31 May 2019 with a 5% increase in those who intended to stay overnight (as opposed to a day trip)7

Lord Howe Island (RTF) 2019 A continuation of the successful ‘Just Paradise’ 143,958 35,944 campaign promoting Lord Howe island as a 5 December 2018 – 31 May 2019 winter escape

4: Source: Partner Campaign Data 5: ’Took action’ defined as: Made a new booking to take a holiday or short break. Purchased tickets to an event, Extended length o f stay, Included additional activities/attractions, Called/visited a travel agent, Used Social Media to find out more, Visited a website about the area(s), Spoke to friends and/or family about going on a holiday or short break. Source: Google Analytics visitnsw.com / sydney.com, Regional Strategic Alliance Campaign Ad Impact Study 2018, Wotif Campaign Data, Havas Media Datorama Report. 6: Source: Google Analytics visitnsw.com 7: Source: Campaign Evaluation: Hawkesbury / Hall & Partners April 2019

DESTINATION NSW // Annual Report 2018-2019 Page 54 REVIEW

Marketing for Tourism and Events CONTINUED

Event Campaign Successes Destination NSW campaigns promoted the Sydney and NSW Events Calendar, covering sporting, lifestyle, arts and cultural and regional events to drive attendance and visitation, and worked closely with more than 150 event owners. A key component of Destination NSW’s event marketing is the ‘It’s ON!’ campaign platform that promotes the Sydney and NSW Events Calendar. Many event partners and key stakeholders have integrated the ‘It’s ON!’ mark within their marketing programs which significantly extends the marketing reach, impact and effectiveness of our event promotion.

EVENT CAMPAIGN WEBSITE VISITS LEADS TO INDUSTRY CAMPAIGN HIGHLIGHT

It’s ON! in Sydney – Summer 15 Sydney events promoted including Evita, 136,741 31,371 Invictus Games, Charlie and The Chocolate 18 October 2018 - 28 February 2019 Factory, Sydney 7s and Mardi Gras

It’s ON! in Sydney – Winter 20+ events promoted in Sydney including HANDA 111,978 38,532 Opera on Sydney Harbour, Vivid Sydney, State of 1 March 2019 – 30 June 2019 Origin and Chicago

It’s ON! in NSW 50 events on the NSW Events Calendar were 2,811,439 1,045,678 11 July 2018 – 30 June 2019 promoted as part of the campaign

It’s ON! in NSW Promoted key spring events in Riverina using the Co-operative – Riverina 24,383 7,059 ‘It’s ON! in NSW’ campaign platform 2 September - 11 November 2018

Events promoted include Newcastle 500, It’s ON! Sports Liqui-Moly Bathurst 12 Hour, HSBC Sydney 7s, 58,546 19,909 5 November 2018 - 28 February 2019 Sydney International Tennis and Westfield Matildas v New Zealand

Always On Campaign Successes During 2018-19 Destination NSW maintained ‘Always On’ - a 365 day a year campaign supporting all of its industry-leading digital and social media channels and delivering strong leads to the NSW Tourism and Events industry. Destination NSW appointed a new specialist agency to deliver direct to the consumer digital marketing supporting the China source market and sydney.cn.

CAMPAIGN WEBSITE VISITS LEADS TO INDUSTRY CAMPAIGN HIGHLIGHT

China Digital (Phase 1 & 2) Destination NSW’s specialist China digital agency Phase 1: 1 July 2018 - 30 September 2018 240,655 4,127 has helped build an agile always-on social media Phase 2: 10 May 2019 - 21 June 2019 program across WeChat, Weibo, and Douyin

AO International A 24/7 365 day a year campaign targeted to the key 1,167,462 169,428 1 July 2018 – 30 June 2019 visitor markets of the US, UK, NZ and India

AO Sydney Helping potential visitors find great things to do in 10,419,752 2,826,494 1 July 2018 – 30 June 2019 Sydney whenever they are searching

AO Regional Delivering strong leads to the NSW Tourism & 11,055,416 3,819,726 1 July 2018 – 30 June 2019 Events industry every day of the year

Supporting our Sydney and Regional NSW social AO Social Media Total Post Engagements: communities 1 July 2018 – 30 June 2019 18,164,990 +25% YOY increase in engagements

Page 55 DESTINATION NSW // Annual Report 2018-2019 REVIEW

Destination NSW Digital and Social Media Successes In 2018-2019, Destination NSW continued its market-leading versions of Sydney.com (United States, United Kingdom, New strategy in the tourism and events sectors, by delivering one Zealand, India, Malaysia, Singapore, Indonesia, Hong Kong, of the most progressive digital and social media consumer Taiwan, Japan, Korea and Germany), as well as a website platforms in the Australian and Asia-Pacific travel industry. hosted in mainland China (Sydney.cn). In 2018-2019, the international websites contributed more than 2.05 million According to online intelligence agency Experian Hitwise, as website visits and 322,000 leads to industry. at 30 June 2019, Destination NSW maintained its number one position as the top performing State Tourism Organisation During 2018-2019, Destination NSW’s consumer owned and website in Australia, with an average annual 37 per cent earned social media channels were used to promote Sydney, share of the total Government tourism industry website regional NSW and Vivid Sydney to global target audiences, traffic market. reaching a combined fan and follower community of 14.9 million people. The combined Destination NSW consumer-facing websites were also ranked in the top 11 largest destination and While 33.42 per cent of Destination NSW’s consumer accommodation websites in Australia (against global Facebook audience is Australia-based, the remainder is from operators such as Trip Advisor, Airbnb, Booking.com and India, Indonesia, Malaysia, United States, United Kingdom, Hotels.com)*. New Zealand, Singapore, Philippines and Hong Kong. They are the NSW Government’s largest consumer-focused social Destination NSW has continued to invest and expand the media channels and continue to deliver strong reach and reach of its top-performing domestic websites (Sydney.com, engagement to potential visitors, which are on average, more Visitnsw.com and Vividsydney.com) to include 13 international than double the industry benchmarks.

Highlights of the digital programs include:

23.9 million consumer website visits and 72% 21% 7% 7.2 million leads to the tourism industry.

Search continues to be the primary MOBILE DESKTOP TABLET website traffic source, contributing over 70 per cent of all website visits (with 60 per cent from organic and More than 72 per cent of consumers now visit the 11 per cent from paid search). Destination NSW consumer websites via mobile devices. 21 per cent use desktop and 7 per cent use a tablet. Over 35,900 leads delivered to bookable inventory and over 1,851 online accommodation bookings from July 2018 10.55 per cent year-on-year growth to June 2019 via the HotelsCombined rate in social media channels achieved Affiliate platform. for the community.

14.9 million followers reached across social media:**

Facebook Twitter Instagram YouTube Weibo WeChat YouKu Douyin

* Source: Hitwise STO/GTO Website Traffic Market Share Monthly Reports - June 2019, Hitwise Top 10 Destination & Accommodation Websites in Australia Monthly Report - June 2019 ** Source: DNSW research, Google Analytics, Facebook, Twitter and Instagram Analytics

DESTINATION NSW // Annual Report 2018-2019 Page 56 REVIEW

Partnership Programs

Destination NSW works with industry partners including airlines, wholesale and retail travel partners, tour operators, hotel groups, online travel agencies, user-generated content Destination NSW secured platforms and Tourism Australia to maximise opportunities to grow visitation to Sydney and NSW. partnerships with 23 In 2018-2019, Destination NSW secured strategic partnerships with 23 airlines and more than 145 travel airlines and 145 travel trade wholesalers and other partners with a total value of $33.2 million, inclusive of value-in-kind. These partnerships partners valued at $33.2 million. delivered joint co-operative marketing activities for 39 domestic campaigns totalling $6.8 million and 220 international campaigns totalling $26.4 million.

Key focus areas for 2018-2019 included: and experiences. The campaign activity delivered an estimated overnight visitor expenditure of more than $8.4 • Developing opportunities for export-ready regional million to NSW. NSW destinations and experiences to be included in partner activities. • I n Australia, Destination NSW and Qantas work year round to promote travel to Sydney and NSW. Joint activity • W orking with airline and airport partners to grow and leveraged the Sydney in Summer campaign with sale fares support airline services, and increase visitation into to Sydney from Brisbane, Melbourne, Adelaide, Perth Sydney and regional NSW airports. and Canberra and an ‘Always On’ marketing campaign • D eveloping opportunities to package and promote promoted tactical fares to Sydney from key interstate visitation to NSW events, including increasing Vivid Sydney markets. These campaigns delivered an estimated visitor distribution partnerships. spend of more than $30.5 million to the State. Destination NSW continued its work with Qantas Airways delivering activities in the third year of the Memorandum of Understanding. Marketing was carried out in Australia and the agreed priority international markets of North America, New Zealand, UK, Japan, Singapore, China and Hong Kong.

Key Qantas Airways MOU Partnership Successes: • In the USA, tactical fares from Los Angeles, Dallas, San Francisco, and New York to Sydney were promoted through an ‘Always On’ media strategy and premium content partnerships with the New York Times, Lonely Planet and Thrillist.com. The campaign promoted destinations including Byron Bay, Lord Howe Island, Broken Hill, Jervis Bay and Mungo National Park and is estimated to have delivered more than $7.8 million in visitor expenditure to the State. • In China, 35 different packages inclusive of a Qantas airfare were developed with major online travel agents, Ctrip and Qunar and key travel trade partners. Packages featured destinations including the Blue Mountains, Hunter Valley, Central Coast, Port Stephens, Wollongong, Kiama, Jervis Bay, Port Macquarie, Byron Bay and Coffs Harbour. Event packages also promoted travel to Vivid Sydney, Handa Opera on Sydney Harbour, Sydney Royal Easter Show and New Year’s Eve, with the campaigns resulting in an estimated $3.5 million in overnight visitor spend to the State. • I n the United Kingdom, Destination NSW partnered with Qantas in campaigns to increase bookings during peak periods, delivering an estimated visitor spend of more than $4.2 million to the State. • I n Singapore, campaign activity promoting travel to Sydney and NSW was extended through trade partners who promoted itineraries featuring regional NSW destinations

Page 57 DESTINATION NSW // Annual Report 2018-2019 REVIEW

Manly Beach

2018-2019 Successes – International 2018-2019 Successes – Domestic In addition to the Qantas partnership activity, Destination NSW Destination NSW worked with multiple partners to promote undertook Partnership Programs in 14 source markets during Sydney, regional NSW and key events in its primary interstate 2018-2019. markets of South East Queensland, the ACT and Melbourne. Key Highlights: Key Highlights: • 220 international partnership campaigns were undertaken • Summer and Winter campaigns with Accor Hotels promoted with 156 partners across the 14 priority international travel to Sydney and regional NSW, destinations included markets to promote travel to Sydney and regional NSW Manly, Western Sydney, Newcastle, the Central Coast and the Blue Mountains. Both campaigns achieved year-on- • First campaign undertaken in France, promoting year growth in hotel room nights resulting in an estimated Singapore Airlines airfares from Paris to Sydney via overnight visitor spend of more than $32.4 million Singapore targeting Gen Y and Gen Z couples. The strong results delivered by this campaign have led Destination • TripAdvisor partnership promoted travel to Sydney and NSW to commence work with French travel trade partners regional NSW during the summer and Vivid Sydney in 2019-2020 periods, offering regional NSW itineraries as well as accommodation deals in Sydney, achieving an estimated • Destination NSW and Virgin Australia entered into a overnight visitor spend of more than $19.3 million partnership agreement to promote the seasonal Auckland to Newcastle service enabling direct access for New • Virgin Australia co-operative marketing campaigns Zealand visitors attending the Newcastle 500 promoting sale fares to Sydney to stimulate demand and drive overnight visitation resulted in an estimated $12 • Two new co-operative marketing agreements commenced million in overnight visitor expenditure to the state. with China Eastern Airlines and United Airlines, and the China Southern Airlines co-operative marketing agreement was renewed.

DESTINATION NSW // Annual Report 2018-2019 Page 58 REVIEW

Partnership Programs CONTINUED

Regional NSW Partnership Activity In 2018-2019, a key focus was to continue to increase the 87 per cent of domestic inclusion of regional NSW destinations promoted by travel trade partners in order to encourage regional dispersal and and international increase visitor length of stay in the State. Regional NSW destinations are promoted through the inclusion in packages campaigns featured at least and itineraries developed by trade partners and through content. Over the financial year, 87 per cent of domestic and one regional NSW destination. international campaigns featured at least one regional NSW destination.

International Partnership Activity Domestic Partnership Activity In international markets, Destination NSW focuses on The aim of domestic partner activity is to increase the developing quality itineraries and packages to increase promotion and awareness of regional NSW destinations and visitation to regional NSW and length of stay in the State. events to drive overnight visitation. Activities included trade education and sales training on Key Highlights: regional NSW export-ready offerings, hosting familiarisation visits, developing new itineraries and packages, and co- • D estination NSW and Stayz conducted a co-operative operative partnership activities to drive international visitation campaign promoting key experiences and tactical to regional NSW. accommodation deals in the South Coast areas of Shellharbour, Kiama, Shoalhaven, Eurobodalla and the Key Highlights: Sapphire Coast to stimulate demand in the region after • D estination NSW and Ctrip launched a Sydney and NSW the bushfires in Tathra earlier in the year. The campaign themed retail store in Shanghai, China in February 2019. generated a 25 per cent uplift in bookings, and an The store promoted Sydney and NSW content including key estimated overnight visitor expenditure of $1.3 million. destinations, events, experiences and travel packages over a one-year period. The store’s opening marked a first for NSW, with Sydney and NSW the first tourism destinations to have both an online and retail flagship theme store with Ctrip. • 9 5 per cent of the 220 co-operative campaigns with partners in international markets included the promotion of regional NSW destinations and experiences in packages or content. The Hunter region was promoted the most with 86 per cent of international co-operative marketing campaigns featuring this destination.

Regions promoted in International Partnership Campaigns

86% Hunter 41% 5% North Coast Outback 82% Blue Mountains 36% Central Coast 30% Country NSW

68% South Coast 7% Snowy Mountains

Page 59 DESTINATION NSW // Annual Report 2018-2019 REVIEW

Selling Events through Partnerships Key Highlights: In 2018-2019, the Partnership Programs team worked with • Destination NSW continued its strategic partnerships with over 40 event partners to disperse event content and packages Ticketek and Ticketmaster to promote events in targeted through partner distribution channels. intrastate, interstate and international markets. In addition to Vivid Sydney, events promoted included: • O ver the past few years, Destination NSW has worked with partners worldwide to encourage participation • 2019 Bledisloe Cup and attendance at events. Work continued this year with • NRL State of Origin Series agents and wholesalers in China, Indonesia, Japan and • NRL Grand Final Week Malaysia on packages specifically targeted at runners to • HSBC Sydney 7s inspire them to travel to Sydney for the Blackmores Sydney • Sydney International Art Series Running Festival and also visit regional NSW. • Muriel’s Wedding • Charlie and the Chocolate Factory • Jersey Boys • Chicago the Musical • Mercedes-Benz Fashion Week The Partnerships • Newcastle 500 • Emirates Australian Open of Golf Programs team worked • AACTA Awards • ARIA Awards and ARIA Week with over 40 event partners. • Handa Opera on Sydney Harbour – West Side Story • Australia Day Concert Series • Sydney Mardi Gras • Royal Edinburgh Military Tattoo • Snowtunes • Invictus Games • Blackmores Sydney Running Festival.

ARIA Awards

DESTINATION NSW // Annual Report 2018-2019 Page 60 REVIEW

Regional NSW

The Regional NSW team works closely with regional Regional Tourism Fund destinations, product suppliers and event organisers across the State, providing advice, research, skills development In 2018-2019, the regional NSW tourism industry had access and grant opportunities to support and grow the NSW to $4.5 million through the Regional Tourism Fund. Funding visitor economy. was allocated on a matched dollar-for-dollar basis through two streams: The Regional NSW Division delivers the following functions: • Regional Co-operative Tourism Marketing: • M anagement of the Regional Tourism Funding Program comprising Product Development and Co-operative Provided funding between $100,000 and $500,000 to support Marketing streams co-operative marketing activities. Activities were developed and delivered by Destination NSW in partnership, focussing • Re gional Event Development management of the Regional on addressing a tourism need or delivering an opportunity for Events Fund and key regional events regions or destinations identified by the investment partners. • Regional Tourism Development working with Destination • Regional Tourism Product Development: Networks and regional stakeholders to drive visitation across the State Provided funding between $15,000 and $150,000 for product development activities in regional NSW that addressed gaps • I mplementation of the NSW Regional Conferencing in supply or were relevant to target markets identified in the Strategy and Action Plan region’s Destination Management Plan. Eligible activities • M anagement of the NSW Accredited Visitor Information include new accommodation, infrastructure, interpretive Centre network and Sydney Tourist Information Program or pedestrian wayfinding signage, itinerary and tour and membership of the Tourist Attractions Signposting development, and new attractions and experiences. Assessment Committee A summary of the Product Development and Co-operative • S ector Development working with industry to inform Marketing projects funded in 2018-2019 is shown on the Destination NSW’s activity in the high-yield Cruise, Food following page. and Wine, Aboriginal and Youth tourism sectors Full details of Regional Tourism Fund grants in 2018-2019 are • T rade and Industry Development working with industry on page 107 onwards. to build skills, develop product and showcase NSW to the Australian and international travel trade.

Taronga Western Plains Zoo, Dubbo

Page 61 DESTINATION NSW // Annual Report 2018-2019 REVIEW

RTF Funding Allocated: 2018-2019

$2,975,198 Product Development – 23 projects

$1,456,000 Cooperative Marketing – 9 projects

RTF Funding by Destination Network: 2018-2019

Product Development Cooperative Marketing $700,000

$600,000

$500,000

$400,000

$300,000

$200,000

$100,000

$0 Country and North Coast Riverina Southern Sydney Surrounds Sydney Surrounds Outback NSW Murray NSW North South

RTF Funding by Project Type: 2018-2019

Product Development Cooperative Marketing

Visitor Signposting 1

New Attraction or Experience 3

New Accommodation 12

Marketing program 9

Infrastructure 7

$0 $500,000 $1,000,000 $1,500,000 $2,000,000

DESTINATION NSW // Annual Report 2018-2019 Page 62 REVIEW

Regional NSW CONTINUED

Grafton Jacaranda Festival

Regional Event Development The Regional Events Fund offers grants to events in regional NSW that have the potential to act as tourism events for their area by attracting overnight visitation and delivering long-term benefits to the host destination. Grants were available to regional events across three streams:

INCUBATOR FLAGSHIP EVENT EVENT FUND EVENT FUND DEVELOPMENT Provided grants of up to $20,000 Provided annual grants of FUND to support the establishment of $20,000, or triennial grants new events being held for the of $27,500 per year for three Supported the strategic first or second time. years, to support the marketing development of events that of emerging events that have have completed the Flagship been held at least twice before Event Fund as drivers to increase their profile and of tourism. encourage visitation.

In 2018-2019, a total of $1.88 million in grants was distributed to 84 individual events through the Regional Events Fund. Full details are in the table on page 107 onwards.

Page 63 DESTINATION NSW // Annual Report 2018-2019 REVIEW

Regional Tourism Development Destination Networks The Regional Tourism Development team works closely with The six Destination Networks and their office locations are: the six NSW Destination Networks funded by Destination NSW, • Destination North Coast – Lismore as well as a wide range of stakeholders in regional NSW, to • Destination Sydney Surrounds North – Gosford drive tourism growth and support the achievement of regional • Destination Sydney Surrounds South – Wollongong visitor economy goals. and Nowra The six Regional Tourism Development Managers are • Destination Southern NSW – Goulburn Destination NSW’s primary interface between the Destination • Destination Riverina Murray – Wagga Wagga Networks and regional stakeholders, including Local Tourism • Destination Country & Outback NSW – Dubbo. Organisations, Local Government, industry associations During 2018 – 2019, the Destination Networks planned and and tourism operators. They are responsible for developing commenced delivery of priority projects identified in their and maintaining regional stakeholder relationships, sharing Destination Management Plans. This work was enabled by information, providing advice and encouraging stakeholder a one-off additional allocation of $500,000 from Destination participation in destination development programs delivered NSW to each Destination Network. by Destination NSW including NSW First, Regional Tourism Fund and Regional Events Fund.

Sydney

DESTINATION NSW // Annual Report 2018-2019 Page 64 REVIEW

Regional NSW CONTINUED

Regional conference in Kingscliff

Regional Conferencing The Regional Conferencing Unit supports the business events • M ore than 20,000 visits generated to the Meet in Regional sector which presents significant growth opportunities for NSW website and 12,257 leads to industry delivered by a regional destinations and is a focus for driving the NSW visitor Search Engine Marketing campaign that achieved a 61% economy. In 2018-2019, the NSW Regional Business Event conversion rate Development Fund replaced the successful NSW Regional • S ix scholarships provided to regional practitioners in Conferencing Development Grants Pilot Program. 2019 – one in each Destination Network – to undertake a Since its launch in 2017, Destination NSW has continued the Diploma of Event Management delivered by Destination delivery of the NSW Regional Conferencing Strategy and Action NSW’s partner, Meetings & Events Australia (MEA) Plan 2017 – 2021. Implementation is progressing well with the • A chieved the largest ever presence for NSW at the 2019 following key deliverables achieved in 2018-2019: Asia-Pacific Incentives Meetings Event, by partnering with • 4 0 business events received a total of $728,000 in funding 24 venues and regional NSW Councils to showcase NSW’s under the NSW Regional Business Event Development Fund business events offering • A ssistance provided to bid for or directly secure over 130 • D eveloped a Request for Proposal Response template to business events for regional NSW guide regional business event operators and destinations in the submission of professional bid documents required • I ncreased the number of conference venue listings on the to secure business events Meet in Regional NSW website to 506, representing a 72% increase since its launch in August 2017 • V isited more than 50 locations statewide for stakeholder meetings, site inspections, educational forums and • A dded a new supplier directory to the Meet in Regional industry presentations. NSW website enabling operators who supply products and services to the business events industry to list their business for free

Page 65 DESTINATION NSW // Annual Report 2018-2019 REVIEW

Visitor Services The Visitor Services team works with Government and industry stakeholders to improve visitor servicing and wayfinding. In 2018-2019, the Visitor Services team represented Destination NSW on the following working groups and committees: National State Tourism Organisation Visitor Information Working Group meets at least twice a year to discuss the trademark of the italicised “i” for visitor servicing, state licensing of the trademark and other visitor servicing matters. Destination Ambassador Program Working Group members include the City of Sydney, Port Authority of NSW and Property NSW who aim to improve the visitor experience via enhanced meet and greet services and facilities at Sydney’s Overseas Passenger Terminal and White Bay Cruise Terminal.

Number of Sydney Cruise ships met by Ambassadors in 2018/19

Number of Sydney Cruise ships met

80 65 13,516 60 56 passenger interactions 40

20

2018 2019

International Student Welcome Desk Stakeholder Group was established in July 2015 by Study NSW and stakeholders from the NSW international education sector. The welcome desk is staffed by local and international student volunteers through Study NSW’s work integrated learning program. Volunteers greet students and offer orientation advice including maps and information about accommodation and transport. Visitor Services also manages Sydney Tourist Information Program (STIP), a collaborative marketing group including Destination NSW, Property NSW and City of Sydney. Its key deliverables are the Official Sydney Guides and Maps. Printed twice a year in English, Chinese, Japanese and Korean, the Guides’ annual print run is one million copies and are available at a variety of locations including Sydney Airport, Overseas Passenger Terminal and White Bay Terminal, Sydney CBD hotels and Visitor Information Centres throughout NSW. The Official Sydney Map, which is printed annually in English and Chinese, encompasses the Sydney CBD and surrounding suburbs. Over 200,000 maps are printed annually with distribution similar to the Official Sydney Guides.

DESTINATION NSW // Annual Report 2018-2019 Page 66 REVIEW

Regional NSW CONTINUED

NSW Accredited Visitor Information Centre 2018/19 AVIC Visitation (AVIC) program by Destination Network Region Destination NSW engages an external supplier to support the Riverina Murray auditing and accreditation of NSW Visitor Information Centres 21 VICs to ensure that high quality services are delivered to industry stakeholders and domestic and international visitors. North Coast As of 30 June 2019, there were 139 AVICs in NSW. 21 VICs The infographic below details the highlights of the 2018-2019 NSW AVIC network: Country and Outback 39 VICs

3,895,402 Walk-in visitors Sydney Surrounds South 10 VICs

Sydney Surrounds North 260,280 Phone enquiries 23 VICs

Sydney City 9 VICs 515,578 Email enquiries

Southern NSW 21 VICs 7,580,323 Web hits 0 300,000 600,000 900,000 1,200,000

$5,269,645 Tourism Product Sales AVIC Volunteer Management $6,959,546 Merchandise Sales Training Workshops Destination NSW, with the assistance of TAFENSW, conducted 14 Volunteer Management training workshops 85% of NSW AVICs provided statistics throughout NSW, attended by 160 staff members from 55 AVICs. The training focused on how to attract, train, motivate and retain volunteers. The table below shows the distribution of workshop attendees by Destination Network:

FY 2018/19 Year End Number of AVIC Staff Attending NSW AVIC Walk-in Visitors By Origin Volunteer Management Workshops

0/S Sydney 2.0% Southern NSW Country and NT Outback 9 0.3% QLD 8 12.4% 40 North WA Coast 25 NSW 2.0% SA 3.4% NSW 47.0% ACT 19 2.5% Sydney 24 VIC Surrounds North Sydney 14.4% 35 Surrounds South TAS 1.2% Riverina Murray

Page 67 DESTINATION NSW // Annual Report 2018-2019 REVIEW

The Tourist Attractions Signposting Assessment Committee (TASAC) TASAC is a joint initiative between Destination NSW and Roads and Maritime Services. TASAC assesses applications for tourist signposting on the State road network. Twelve meetings were held in 2018/19, 75% of which were in regional NSW. The tables below highlight 2018/19 TASAC outcomes:

Status of signage applications: 2018 v 2019

2018 2019 35 30 25 20 15 10 5 0 Eligible applications Non eligible Applications under approved by TASAC applications received consideration

Attendance at TASAC meetings and number of signage enquiries received: 2018 v 2019

Attendance at TASAC meetings Enquiries received by TASAC

140 120 100 80 60 40 20 0 2018 2019

2018/19 Success Rate of TASAC Applications

8% Still under consideration

11% Not eligible

81% Eligible applications

DESTINATION NSW // Annual Report 2018-2019 Page 68 REVIEW

Sector Development

Dreamtime Southern X

Aboriginal Tourism The Aboriginal Tourism Action Plan 2017-2020 was developed by Destination NSW to raise awareness of NSW’s diverse Aboriginal cultural tourism experiences and to support 500,000 sector growth. 2018-19 saw the continued implementation of the Plan’s 24 INTERNATIONAL & DOMESTIC actions, which were developed in consultation with Aboriginal OVERNIGHT VISITORS TOOK PART IN AN tourism stakeholders and have four primary goals: • T o continue to build consumer awareness of Sydney and regional NSW as destinations where Aboriginal culture is ABORIGINAL strong, vibrant and diverse • T o increase the inclusion of export-ready experiences in CULTURAL TOURISM travel trade distribution networks and marketing programs EXPERIENCE IN NEW SOUTH WALES • T o develop new sustainable market-ready and export- ready Aboriginal cultural tourism products and events • T o build on the success of cross-cultural exchange between NSW Aboriginal cultural tourism operators, 13.4 $1.6 Government and the six Destination Networks. MILLION BILLION To date, 21 of the 24 actions (87.5 per cent) in the Aboriginal NIGHTS TO NSW Tourism Action Plan 2017-2020 have been completed or are ongoing.

Page 69 DESTINATION NSW // Annual Report 2018-2019 REVIEW

Wajaana Yaam Adventure Tours

In the 12 months to June 2019, a total of 500,000 international The establishment of an interagency group to work with the and domestic overnight visitors participated in an Aboriginal sector on training and mentoring, access to funding programs, cultural tourism experience in NSW. These visitors stayed 13.4 business and product development, and land management million nights and contributed $1.6 billion in visitor expenditure was a recommendation in the Visitor Economy Industry Action to the State. Plan 2030. In November 2018, Destination NSW convened the inaugural meeting of the interagency group to identify From June 2014 to June 2019, the number of international and opportunities for ongoing collaboration, with members of domestic overnight visitors who engaged in Aboriginal tourism NATOC also attending. activity in NSW increased by 47.3 per cent, with nights growing by 62.9 per cent and expenditure by 83.7 per cent. (Source: In 2018-19, Destination NSW undertook a landmark Aboriginal Tourism Research Australia). tourism content development project, in partnership with NATOC. Ten video vignettes featuring Aboriginal tourism In 2018-19, Destination NSW delivered an expanded NSW operators statewide were developed for use at travel Aboriginal Cultural Tourism Experience Development Workshop trade events and across Destination NSW’s marketing and Program – a key element of the Action Plan – in partnership communications channels worldwide. Nine foreign language with the NSW Aboriginal Tour Operators Council (NATOC). versions were also created to promote Aboriginal tourism in More than 300 participants attended the 11 workshops in Coffs NSW’s priority international markets. Harbour, Jindabyne, Wagga Wagga, Dubbo, Moree, Broken Hill, Wilcannia and Mutawintji National Park, Shellharbour, Destination NSW, in partnership with the Port Authority of Orange and Hunter Valley. The workshops enabled 48 new NSW, again supported the National Indigenous NAIDOC Art NSW Aboriginal tourism operators to build networks with local Fair held at the Overseas Passenger Terminal in Sydney government and other regional tourism stakeholders, develop from 29 to 30 June 2019. The Fair, in its third year in Sydney, skills, share ideas and promote awareness of the State’s attracted more than 8,000 attendees and generated more than emerging Aboriginal tourism experiences. $400,000 in revenue for the participating artists and groups.

Ngaran Ngaran Back O’ Bourke Gallery Culture Awareness

DESTINATION NSW // Annual Report 2018-2019 Page 70 REVIEW

Sector Development CONTINUED

Cruise Ship Tourism 2018-2019 marked another strong cruise season for NSW. The the NSW cruise industry and explore potential solutions to State’s four principal ports welcomed a total of 355 cruise ship cruise infrastructure and capacity issues in Sydney and NSW. visits, equating to 374 cruise ship days spent in NSW ports. Fifty Destination NSW was a member of the working group tasked individual cruise ships visited the State with Sydney, Eden and with developing the Plan and is the lead agency in the delivery Newcastle all enjoying maiden visits. of two actions: supporting the growth of cruise in key NSW regions through capability building, ambassador programs Sydney maintained its position as Australia’s pre-eminent and improved wayfinding; and building the profile and appeal cruise destination, hosting an estimated 323 cruise ships, of NSW as a leading cruise destination through co-operative with six vessels visiting Sydney for the first time, including the marketing programs that support data collection, and trade Majestic Princess, Silver Muse and MSC Magnifica. and consumer marketing programs. NSW’s regional ports also enjoyed steady growth in 2018- The Destination Ambassador program, a partnership 19. Newcastle welcomed 16 cruise ship visits, a 30 per cent between Destination NSW, City of Sydney, Port Authority increase over 2017-18, including seven maiden voyages, while of NSW and TAFE NSW continued to provide meet and Eden hosted 15 cruise ship visits and four maiden voyages. In greet services and a friendly welcome for arriving cruise its third season as a cruise destination, Wollongong welcomed passengers at the Overseas Passenger Terminal and White a return visit by the Explorer of the Seas which brought 3,200 Bay Cruise Terminal in Sydney. Regionally, the program is passengers to enjoy the sights of the Illawarra. also delivered at Eden and Wollongong. Two emerging destinations also received visits during the 2018- The program saw 65 vessels greeted at Sydney’s two terminals 19 season. Trial Bay (South West Rocks) hosted the Caledonian resulting in 13,516 passenger interactions. Training of new Sky in October 2018, while Batemans Bay welcomed the ambassadors continued throughout the year with more Caledonian Sky in October 2018 and the Seabourn Encore than 210 volunteers now trained, up from 125 in 2017-18. and Seabourn Sojourn in December. Return visits by the Ambassadors are also used to service non-cruise visitors to Caledonian Sky and Seabourn Encore are scheduled for 2019- Sydney throughout The Rocks, Darling Harbour and other areas 20 and development work is under way to expand shore-based of the CBD. offerings at both destinations. Destination NSW provided promotional material for The 2018-19 season saw the last use of tenders at Port of distribution at Seatrade Cruise Global, the world’s largest Eden with the Eden Breakwater Wharf Extension completed trade event for the cruise industry, in Fort Lauderdale, in time for the 2019-20 season. The new wharf provides Florida in April 2019. The NSW cruise sector was represented berthing capacity for ships up to 325m in length and offers land by Port Authority of NSW’s Cruise Development Manager, access for passengers without the need for a tender. Cruise as part of a delegation organised by the Australian Cruise passengers now enjoy a streamlined disembarkation process, Association. The event was an opportunity to meet with increasing the numbers taking advantage of Eden’s many sights representatives of the international cruise industry to and experiences. promote Sydney and NSW as a vibrant cruise destination. With the completion of the wharf, 22 ship visits are already Destination NSW continues to co-ordinate support for its cruise scheduled for Eden in 2019-20, including maiden voyages from stakeholders through its program of destination and industry four ships, among them the Celebrity Solstice, the largest development, destination marketing, visitor information cruise ship ever to visit the port. services and the integration of cruise calls with regional July 2018 saw the release of the NSW Cruise Development events, where possible. Plan. Led by the former NSW Department of Industry, the Plan considered options to support the long-term development of

Sydney Harbour

Page 71 DESTINATION NSW // Annual Report 2018-2019 REVIEW

the Australian Tourism Exchange; Mercedes-Benz Fashion Week; and at all Destination NSW travel industry events held overseas • Successful negotiations for an episode of award-winning Australian chef Curtis Stone’s US series Field Trip with Curtis Stone • Partnership with Restaurant & Catering Australia and NSW Wine Industry Association to sponsor the Best NSW Wine List Award at the Annual NSW Wines Awards. All initiatives are designed to promote growth in the NSW food and wine tourism industry, which currently contributes around $9.2 billion to the State’s visitor economy, and to offer visitors to NSW some of Australia’s best and most diverse food and wine tourism experiences.

Youth Tourism The Youth segment continues to be a priority for NSW, with a Ross Hill Wines, quarter of all visitors to the State being in the 15-29 year age Orange group. Destination NSW works with the industry to develop partnerships and integrated campaigns under the pillars of ‘Work’, ‘Study’ and ‘Play’ to increase awareness and motivate Food & Wine Tourism young visitors to travel to Sydney and regional NSW. In 2018-2019, Destination NSW delivered a range of tactical The NSW Food and Wine Tourism Strategy & Action Plan campaigns with international and domestic partners 2018-2022 informs the diverse programs that Destination including a campaign with Student Universe USA promoting NSW delivers year-round to develop food and wine tourism Sydney, Byron Bay, Blue Mountains and Port Stephens in the State. through social media channels, email, paid online and Released in November 2018, the Strategy & Action Plan retargeting strategies. The campaign included a Vivid Sydney contains 27 actions under the five strategic pillars of product free giveaway promotion and promo codes for savings development; industry development; event development; packages on air fares to encourage uptake. marketing and PR; and research and insights to ensure the A second campaign with Student Universe’s UK division continuing growth and development of the NSW food and wine promoted 13 Sydney and NSW-based packages that included sector in the coming years. Byron Bay, Blue Mountains and Hunter Valley and leveraged The actions provide support to tourism operators through key events such as New Year’s Eve, Sydney Gay & Lesbian leveraging peak body alliances; convening industry forums; Mardi Gras, Vivid Sydney and Byron Bay Bluesfest through a undertaking product and experience audits to determine gaps range of social media and digital channels. and new trends in the food and wine sector; working with NSW wine regions to identify and promote hero experiences; integrating food and wine experiences into regional marketing and PR programs; as well as delivering product development workshops in key destinations across the state. Key achievements in 2018/19 include: • A $1 million Memorandum of Understanding between the NSW Government and the NSW Wine Industry Association to deliver a range of programs aimed at growing international wine tourism in the State’s 14 wine regions, including a landmark statewide wine tourism product audit and development plan • R egional marketing campaigns through the Regional Tourism Fund, which featured food and wine experiences in destinations such as the Hunter Valley, Riverina, Orange and Eurobodalla • A year-round showcase of NSW’s regional food and wine offering and events through Destination NSW’s domestic and international media programs and trade and media familiarisation visits

• Profiling NSW’s premium food and wine offerings to Sydney Gay & domestic and international buyers at key events, including Lesbian Mardi Gras

DESTINATION NSW // Annual Report 2018-2019 Page 72 REVIEW

Trade and Industry Development

NSW First Program – Industry Development In 2018-19, Destination NSW continued to deliver its NSW First Program, designed to assist NSW tourism businesses to develop, promote and sell tourism products. NSW First comprises two activity streams: tourism product development and travel industry training.

NSW First Participants by Activity: 2018-2019

105 Inbound Update Evenings 34 New Product Workshops 259 Product Assistance 68 Product Showcases

300 Aboriginal Workshops

170 Inbound Strategy Workshops

1,904

403 Webcast Views 295 Tourism Development Workshops

38 Digital Marketing Tips 43 Seller Training 189 Tourism Manager Forums

1. Tourism Product Development Assistance: 2. Travel Trade Training: • 259 tourism businesses provided assistance on topics • New Product Workshop: 21 new export-ready NSW including product design and delivery, export-ready products were introduced to eastern and western market development and distribution strategy. Inbound Tour Operators and Online Travel Agents at this B2B trade event. • 1 ,438 participants attended tourism industry workshops and webcasts for tourism businesses and stakeholders • Inbound Product Update Evenings: 105 eastern and statewide. The program included tourism development, western market Inbound Tour Operators and Online Aboriginal experience development, digital marketing tips, Travel Agents attended to experience a showcase of tourism manager forums, inbound strategy, seller training NSW food and wine, and for updates on export-ready and on-demand business webcasts. products statewide. • 1 ,026 unique visitor views of tourism industry resources • Sydney & NSW Inbound Update Newsletter: Bi-monthly complemented workshops and advisory and assistance inbound update newsletters provide news about export- services including ‘Develop Your Tourism Business’, ready product and dedicated destination features to 768 ‘Promote Your Tourism Business’ and ‘Sell: Inbound trade and industry subscribers. Tourism Guide’. • Thirteen export-ready product fact sheets produced. • 4 03 participants viewed on-demand webcasts for the NSW • Aussie Specialist Program (ASP) modules and newsletter tourism industry, including: ‘Export Ready 101’, ‘Aboriginal content: Contributed bi-monthly content to the ASP Tourism in NSW’, ‘Regional Tourism Fund: Tourism newsletter and annual training module updates across Product Development Program and Co-operative Tourism all markets. Marketing Program’, ‘Regional Flagship Events Program: Incubator Fund and Flagship Event Fund’. • 6 8 businesses took part in Product Showcases showcasing a variety of NSW tourism products and experiences to Destination NSW, Tourism Australia and Business Events Sydney staff.

Page 73 DESTINATION NSW // Annual Report 2018-2019 REVIEW

Industry Sponsorships and Events Australian Tourism Exchange (ATE) Destination NSW worked in partnership with a number of key 2019 Perth industry associations in 2018-2019, including: Australian Tourism Exchange is Australia’s largest annual • S ponsorship of the Local Government NSW Tourism travel and tourism B2B event. The Tourism Australia-owned Conference in 2018/19, held in Terrigal from 17-19 March event was held in Perth from 8 to 12 April 2019. Sixty NSW 2019 and attended by 237 delegates from across the State. operators participated, assisted by Destination NSW, and the event was attended by more than 700 key international • The Minister’s Student Achiever Award 2018 buyers and 1,500 Australian sellers. The event connects staff acknowledging academically high-achieving tourism and from Destination NSW’s Sydney and international offices with hospitality students. Fifteen individuals received awards key decision makers from airlines, and wholesale and retail from the former Minister for Tourism and Major Events travel providers. the Hon Adam Marshall MP at Parliament House on 27 September 2018. Destination NSW co-ordinated the participation of 60 NSW sellers and managed the eye-catching NSW booth design • M ajor sponsor of the 2018 NSW Tourism Awards held at which was also used to showcase NSW produce and beverages Sydney’s Luna Park on 22 November 2018. Managed by through a series of hospitality events. the NSW Business Chamber, the awards recognise and celebrate tourism products and individuals who have made an outstanding contribution to the industry. • S ponsored two awards in the Tourism Accommodation Australia (NSW) Awards for Excellence were held on 26 July 2018 at The Star, Sydney. Recognised as the hospitality industry’s most prestigious awards, they honour excellence in a wide range of categories in the accommodation sector.

The International Business Development Program The International Business Development Program (IBDP) enables the participation of NSW tourism products, experiences and destinations at key international B2B events by subsidising part of the registration costs for one delegate. The Program is designed to educate international wholesalers and front-line retail travel agents about NSW ATE 2019 tourism products and destinations, and provides NSW suppliers with a better understanding of the profile and needs of international markets. In 2018-2019, Destination NSW conducted seven trade events under the IBDP umbrella: South Korea (Seoul), USA (New York, Chicago, Los Angeles), China (Xi’an), South East Asia (Singapore and Malaysia), United Kingdom and Europe (Frankfurt, Berlin, Hamburg, Liverpool, Manchester, London and Paris) and Sydney (Focus On India and Focus On Japan). Twenty-seven NSW tourism suppliers and 30 key Indian international trade partners attended the Focus On India Sydney workshop in March 2019. The program included one- on-one appointments followed by a networking event and a post-event familiarisation visit to regional NSW. 2018-2019’s largest trade event was Destination NSW’s Focus On Japan held in Sydney in May-June 2019. Thirty- three NSW tourism suppliers attended the workshop and met with 30 key Japanese buyers. The inaugural event was a partnership with Qantas Airways in support of the airline’s direct services between Sydney and Tokyo and Osaka.

ATE 2019

DESTINATION NSW // Annual Report 2018-2019 Page 74 REVIEW

Trade and Industry Development CONTINUED

International Trade Familiarisation Visits Destination NSW offers a comprehensive trade familiarisation program focused on priority international markets, where it partners with airlines and travel providers on joint promotional campaigns. 2018-2019 was another active and successful year for hosting travel agents, inbound tour operators and wholesalers on visits to NSW, delivering 68 individual familiarisation visits for more than 800 participants.

Trade Familiarisations Trade Familiarisations DELIVERED BY MARKET PARTICIPANTS BY MARKET

5 South Korea 34 South Korea 34 India USA 4 India 14 USA 27 Hong Kong 151 38 Malaysia 3 Hong Kong

4 Malaysia 61 UK 119 China 68 7 UK 813 52 Germany

3 Germany 15 China 41 Singapore 5 New Zealand 55 Japan 4 Singapore 4 Japan 201 New Zealand

Trade Familiarisations DELIVERED TO DESTINATION NETWORK*

0 Riverina Murray NSW 8 North Coast NSW 14 Country and Outback NSW

5 Southern NSW

10 Sydney Surrounds South 88 20 Sydney

34 Sydney Surrounds North

*Note: Some Famils visited more than one Destination Network

Page 75 DESTINATION NSW // Annual Report 2018-2019 REVIEW

Communications

The Communications Division is responsible for executing a opportunities including media releases, event briefs, Q&A range of key functions across four distinct areas – Ministerial documents and speech notes. In 2018-19, there were 354 Liaison, Ministerial and Corporate Communications, Editorial media releases drafted by the Ministerial and Corporate and Content, and Public Relations and Visiting Media. Communications team for the NSW Government in relation to tourism and major events. The Communication Division works collectively to generate positive media coverage, deliver high-quality curated content, The team also responds to media enquiries, produces effectively manage Destination NSW’s reputation and Destination NSW’s weekly industry newsletter Insights and co- efficiently liaise with Government. All of these activities play ordinates media activities including major media events, press a crucial role enabling Destination NSW to support the NSW conferences, photo calls and exclusive media pitches. Government’s goal of promoting NSW as a leading visitor Highlights for the Ministerial and Corporate Communications destination and more specifically, tripling overnight visitor team in 2018-19 include co-ordinating the media expenditure in NSW by 2030. announcements of the world’s most hotly contested musical Hamilton and Disney’s highly sought after Frozen The Musical Highlights 2018-19 – both of which were attended by the Premier and Ministers. The team was also instrumental in developing a variety of unique media moments; including arranging for the FIFA Ministerial Liaison Women’s World Cup Trophy to arrive at a fan activation event The Ministerial Liaison team develops, drafts and via speedboat on Sydney Harbour, and the official launch of Pie coordinates a range of outputs for Ministers and Government Time at Parliament House; a month-long initiative designed to representatives as well as the Destination NSW executive promote tourism to the NSW Southern Highlands. team. A vital aspect of this work is maintaining the accuracy and consistency of information to ensure that all outputs are of a high standard and present the agency’s work in the best possible light. In 2018-19, the Ministerial Liaison team developed 516 briefing notes and produced 164 items of correspondence. In 2018-19, the Ministerial Liaison team also supported Ministerial overseas visits by preparing in-depth briefings about priority international markets including China, Singapore, Malaysia and India. This work provided an overview of Destination NSW’s activities, partnerships and key stakeholders in these markets to inform Ministerial meetings and other engagements. Supporting the Cabinet process is also a focus for this team through the development of submissions being introduced by Destination NSW and comments on submissions relating to cross-government matters.

Ministerial and Corporate Communications The Ministerial and Corporate Communications team is responsible for end-to-end management, planning and Frozen the Musical preparation of materials to support Ministerial and corporate

DESTINATION NSW // Annual Report 2018-2019 Page 76 REVIEW

Communications CONTINUED

Editorial and Content writes content for the monthly Escapes newsletter, which is distributed to 280,000 subscribers, and creates the monthly The Editorial and Content team produces and manages Uncovered newsletter, distributed to 1,221 media contacts. photography, video and editorial content with the aim of building a strong inventory of assets for use in marketing, The Editorial and Content team manages the Destination NSW publicity and partnership campaigns. The Destination corporate website, with key searches relating to facts and NSW Content Library currently houses 30,000 assets for figures, the Regional Events Program, employment, funding promotional use. This team also provides access to registered and grants, Get Connected and media releases. users and services requests for content to promote Sydney The team also oversaw the development of a new staff and regional NSW from industry, media and Government. intranet, launched in May 2019 to improve communication, In 2018-2019, the team undertook 174 film and 174 photography understanding and collaboration across the organisation. shoots across the State. This included the capture of content The site has a fresh new design, improved usability, updated across New England, Hawkesbury, Riverina, Southern content and is mobile-friendly. Highlands, Wollongong, Snowy Mountains, Grafton, Orange, Mudgee and Moree. Shoots captured destinations and major Public Relations and Visiting Media events as well as content for Regional Conferencing, the NSW First Program and media calls. More than 8,800 new images The Public Relations and Visiting Media team executes a and 187 new videos were uploaded to the Content Library, all Sydney Plus strategy to generate media coverage of Sydney for stakeholder use. and regional NSW destinations globally to drive consideration and travel bookings to NSW. In 2018-19 the Publicity team During the year, 49,295 images and 1,170 videos were ordered delivered 122,774 pitch and media servicing engagements through the Destination NSW Content Library, and 565 video and co-ordinated 269 media visits for 720 domestic and edits were provided to stakeholders. international participants. In addition to video and imagery, close to 400 editorial content Destination NSW achieved significant results across requests were researched, written and edited by the team Communications activities in 2018-19. A total of 15,202 and 82 editorial items were ordered from the Content Library. placements were generated directly from Destination NSW The projects ranged from the creation of editorial content led PR activity. Notably, despite a shrinking media landscape packages for media, to stand-alone guides and publications, and declining advertising value equivalent (AVE) in the media campaign-focussed travel trade content and fact sheets industry, the team delivered a 7.6 per cent year-on-year for media. Content was developed for a range of partners increase in total media placement AVE, up from $187,844,269 including China Eastern Airlines’ inflight magazine, Expedia, in 2017-18 to $202,107,062 in 2018-19. Australian Tourism Exchange (ATE) and Qantas. The team also

Jervis Bay

Page 77 DESTINATION NSW // Annual Report 2018-2019 REVIEW

Parkes Elvis Festival

Regional Promoting regional NSW destinations and hero experiences is a primary focus for Destination NSW’s domestic PR team to support visitation and visitor spend targets in the lead up to 2030. In 2018-19, Destination NSW’s domestic PR program delivered 9,426 placements with an AVE of more than $65 million - 89 per cent (136 famils) of all domestic famils visited regional NSW destinations - and of all coverage generated, 68.2 per cent of domestic coverage (not including Vivid Sydney domestic coverage) promoted regional NSW. Throughout 2018-19, Destination NSW supported three Sunrise TV Show weather crosses from Parkes Elvis Festival, Jervis Bay and Dangar Island, as well as six Weekend Sunrise TV Show weather crosses in Port Macquarie, Bathurst, Forbes, Hunter Valley, Wellington and Tooraweenah in collaboration Snowy Mountains with the Great Western Plains RTF campaign. Additional broadcast support was secured for the Riverina with Better Homes and Gardens and Postcards TV visiting Byron Bay, Taste of Travel filming six NSW food and wine the region as part of the Riverina RTF campaign. Getaway segments, and Sydney Weekender filming nine Destination also visited the Snowy Valleys and Snowy Mountains to film NSW special episodes to promote visitation across the state. four segments to promote the region’s Spring and Summer experiences as part of the Snowy Mountains RTF campaign. Support for regional events continued with the Communications Division driving media coverage and consumer awareness of Additional broadcast exposure was secured with Better regional events supported by Destination NSW such as Broken Homes and Gardens filming in the Blue Mountains and Heel Festival, Orange Wine Festival, Parkes Elvis Festival, Southern Highlands, The Living Room in Hunter Valley and Tamworth Country Music Festival and the Deni Ute Muster.

DESTINATION NSW // Annual Report 2018-2019 Page 78 REVIEW

Communications CONTINUED

Arts and Entertainment The 2018-19 calendar of arts and entertainment events was held in conjunction with the Museum of Contemporary Art leveraged to generate domestic and international media Australia and Art Gallery of NSW in Melbourne, Brisbane coverage to drive consumers’ intention to visit Sydney and and Canberra were completed in the months preceding the NSW. Highlights included the announcements of Hamilton 2018-19 series opening. In addition, a strong Visiting Journalist and Frozen The Musical, Handa Opera on Sydney Harbour, Program during the exhibition period, including media hosted the Australian premiere of Evita the Musical, and annual from Art News NZ, New Zealand Herald, and Newstalk ZB saw favourites Sydney Festival, The Sydney International Art Destination NSW place 32 media features with an AVE of more Series, Sculpture by the Sea, Exhibitionism The Rolling Stones than $613,000. exhibition, Star Wars Identities – The Exhibition and Broken Heel Festival. Destination NSW supported these events with various media activities including media famils, photo calls and preview opportunities, domestic and international content distribution and talent interviews. As a result, 1,562 articles were published with an audience reach of more than 306 million and an AVE of more than $7.6 million. Due to its iconic coastline location, Sculpture by the Sea is an event that generates strong visual content that is well received by international media. Destination NSW captured drone content and also used photos and footage supplied by the Event Owner to engage with media in priority target markets. Significant coverage was achieved with more than 644 stories appearing globally, delivering a total AVE of $2.29 million. The Sydney International Art Series once again delivered two highly acclaimed exhibitions to Sydney, including Masters of modern art from the Hermitage at the Art Gallery of NSW and David Goldblatt at the Museum of Contemporary Art Australia. Targeted interstate media pre-briefing sessions, Sydney Festival

Handa Opera on Sydney Harbour 2019, West Side Story

Page 79 DESTINATION NSW // Annual Report 2018-2019 REVIEW

NRL Grand Final

Sports and Lifestyle NSW continued to promote its position as Australia’s major 2019. This saw spectator numbers maintained with more events State, boasting a full calendar of major sport and than 300,000 people lining Sydney’s famous ‘Golden Mile’ lifestyle events in 2018-19. In particular, the National Rugby parade route to watch approximately 12,500 participants. The League (NRL) calendar of major games hosted in NSW, Destination NSW publicity team hosted a high level group including State of Origin Game Two and the NRL Grand Final famil from the UK. Overall the event PR campaign reached 17.9 and Grand Final Week, generated strong publicity outcomes. million people worldwide, generating an impressive $5.035 Top NRL talent including Cooper Cronk and Greg Inglis were million in AVE. enlisted to produce destination content and media placements The broader 2018-19 program of sport and lifestyle events was to drive intrastate and interstate visitors to Sydney for these also leveraged by Destination NSW through various publicity- two matches. These outputs achieved a combined 17 media generating activities including media famils, event owner features with a potential audience reach of 2.27 million and an activity support including talent publicity, owned-channel AVE of more than $404,000. leverage and content seeding. Highlight event activity for 2018- The Sydney Gay and Lesbian Mardi Gras Parade continued 19 covered the announcement of the Royal Edinburgh Military to generate significant publicity results in 2018-19. Following Tattoo in Sydney, Blackmores Sydney Running Festival, the event’s 40th anniversary celebration in 2018, Destination Sydney New Year’s Eve and Sydney Royal Easter Show. These NSW focused on supporting the Event Owner to generate combined events alone achieved 122 media placements worth widespread ‘what’s on’ features in domestic and international more than $1.6 million in AVE and reached an audience of 65 media outlets to encourage visitors to return to Sydney in million people.

DESTINATION NSW // Annual Report 2018-2019 Page 80 REVIEW

Communications CONTINUED

Business Activation International Publicity 2018-19 saw Destination NSW support the fifth consecutive International coverage increased by 18.54 per cent over last NSW Faces of Fashion portrait to promote the NSW year’s figure, with more than 5,770 articles generated in Government’s investment in Mercedes-Benz Fashion Week international outlets aligned to Destination NSW’s priority Australia. Featuring 18 of the most influential faces in markets. Of the coverage secured, 30.6 per cent appeared in contemporary fashion, the portrait was shot at the Barangaroo the USA, 18 per cent appeared in North Asia, 11 per cent in foreshore with Sydney Harbour and the Harbour Bridge India, 13.6 per cent in South East Asia, 8.2 per cent in the UK and framing its backdrop. Participating industry leaders in the Europe, 5.2 per cent in New Zealand and 2.8 per cent in Japan. 2019 portrait included: Edwina McCann, Editorial Director Opportunities to promote Sydney and regional NSW in high Vogue Australia; Edwina Forrest and Adrian Norris, Designers value international broadcasts were secured on UK television - Aje; Eva Galambos, Owner and Director - Parlour X; and program “Australia with Julia Bradbury” which aired on ITV Nicole Warne, Influencer and Model. and showcased the Blue Mountains to a global audience of over A variety of media opportunities including an exclusive 135 million viewers and equated to over $15 million in AVE. half-page news feature in The Sunday Telegraph newspaper, Chinese broadcaster Chinese Global Television Network behind-the-scenes content seeded by the portrait talent filmed a live broadcast during Vivid Sydney, featuring Sandra through their own social channels, and a major feature with Chipchase, CEO of Destination NSW and Executive Producer Vogue Australia online including Nicole Warne, saw the NSW Vivid Sydney. This broadcast reached a global audience of over Faces of Fashion campaign successfully promote the NSW 670 million viewers and produced an AVE of over $3.9 million. fashion industry and Sydney to an extensive domestic and international audience of 5.5 million. Overall the campaign Destination NSW hosted Harsha Bhogle, Indian cricket activity achieved more than $253,000 in AVE. commentator and journalist for the Australia vs India test in January 2019. In addition to attending the tests, Harsha explored the Blue Mountains and surrounding regions, staying overnight at One & Only Wolgan Valley, and shared his NSW experiences with his eight million followers on Twitter which delivered an AVE of over $495,000.

Mercedes-Benz Fashion Week Australia

Page 81 DESTINATION NSW // Annual Report 2018-2019 REVIEW

Corporate Services

The Corporate Services Division brings together specialist Plan 2019-2021. Destination NSW proactively pursues support services including finance, recruitment, human multicultural inclusion and one of these initiatives included resource management, workplace health and safety, Harmony Day (March 21), a day of respect for everyone who database administration and technology support, record- calls Australia home, when we celebrate our cultural diversity. keeping, general administration, facilities management and Ongoing participation and an awareness of the celebrations property maintenance. acknowledging St Patrick’s Day, LGBTQI celebration, Chinese New Year, French Bastille Day, and Pacific Island cultures. It also undertakes numerous projects related to each of these functional areas, and manages the relationship with the The Workforce Diversity Report trend from 2018 to 2019 central cluster agency, Department of Industry, and its Shared for People whose First Language Spoken as a Child was Services function (which includes Finance, Procurement, not English has increased substantially. Destination NSW Payroll and Information Technology). has strong foreign language capabilities with bilingual and multilingual staff able to provide translation skills in at least eight languages in its Head Office and International Offices. Achievements The Corporate Services team continues to provide operational Grievance Management and business support across the organisation. Destination NSW is committed to providing a safe, Highlights include: harmonious, supportive and productive environment for its people and has a duty of care to resolve grievances promptly. Values and Culture Workshops This commitment includes a broad range of support available All staff participated in Values and Culture workshops, and to any employees that may experience bullying, harassment from this the organisation developed five core values which are and any other grievance, to continue to participate in the Collaboration, Agility, Excellence, Respect, Ownership workforce and maintain their employment. and Passion. The grievance management policy and procedures have been reviewed to ensure best practice, focusing on the resolution of Customer Relationship Management - Salesforce CRM complaints, grievances, issues and/or problems. Additionally, In 2018-19, the Salesforce Customer Relationship Management all employees can seek support services via the Employee (CRM) Project Team continued the CRM System roll out, Assistance Program. which is now fully implemented across all divisions. Work to enhance the CRM and automate additional business processes Domestic Violence Action Plan is ongoing and the project team worked with the business to Destination NSW has reviewed its Domestic Violence Workplace streamline a number of key business processes and identify Policy which encourages employees who experience domestic solutions, highlights include: violence to seek support and to provide access to assistance. • C reation of a solution to support the Vivid Sydney artist Destination NSW supports its people with the inclusion of a engagement EOI process, comprising automated Family and Domestic Violence Leave entitlement. contracting and a knowledge base to auto-service stakeholder queries. Wages Policy Outcome A 2.5 per cent salary increase was approved by the NSW • I ntroduction of case management to handle enquiries for Wages Policy Taskforce and paid to Destination NSW Vivid Sydney and media enquiries for the Communications employees, effective from the first full pay period after 1 July division resulting in tracking and reporting efficiencies. 2018. This is aligned with the NSW Public Sector Wages Policy. • Establishment of the Partnership Campaign Opportunity and Agreement which delivered a central location for Performance Reviews and Learning and Development partnership data to improve collaboration between The Performance Review process was conducted for the Destination NSW’s overseas offices and head office. 2018-2019 period with all executive and non-executive staff • I mplementation of the marketing cloud to deliver a completing their reviews. Following these reviews 545 sophisticated system to ensure better workflow between learning and development opportunities were provided to Destination NSW and its stakeholders. Destination NSW staff totalling 2,263 hours of training.

Disability Inclusion Action Plan MyHQ ERC Destination NSW continues to promote a number of Diversity During the year Destination NSW transitioned to a new and Inclusion initiatives including updating its Disability ERP system called MyHQ as part of its shared services Inclusion Action Plan 2019-21. Destination NSW programs arrangement. This new system provides improved finance and and initiatives aim to create awareness and help to remove employee-related activities. barriers that restrict members of the community with a disability to enjoy the same choices as everyone else. Waste Reduction Destination NSW is committed to providing an accessible Destination NSW continues to support the reduction of waste and inclusive workplace, and supports the inclusion in the through recycling and staff education. The Destination NSW community of individuals with a disability. Green Team encourages environmental awareness and staff participation in recycling initiatives such as soft plastic and Multicultural Policies and Services Plan battery recycling to positively influence office behaviour. Destination NSW continues to promote social and economic participation through its Multicultural Policies and Services

DESTINATION NSW // Annual Report 2018-2019 Page 82 Vivid Sydney 2019

Page 83 DESTINATION NSW // Annual Report 2018-2019 Appendices

Contents

85 Destination NSW Senior Executive 86 Human Resources 87 Senior Executive Profile 88 Corporate Governance 94 NSW Cyber Security Policy 95 Internal Audit and Risk Management 97 Policies and Programs 99 Operations 102 Operations Management Activities 105 Grants 113 Financial Management

DESTINATION NSW // Annual Report 2018-2019 Page 84 APPENDICES

Destination NSW Senior Executives (as at 30 June 2019)

Sandra Chipchase, B. Bus Comm, GAICD Chief Executive Officer

Tamsyn Alley, MBA, BA (Communications) (Resigned 22 January 2019) General Manager, Communications

Neville D’Costa, B. Com, LL.B. (Hons) Director, Procurement and Legal

Peter Doran, BA MA QPR AMSRS TASA FAIM MAICD MISPI Director, Program Performance and Assessment

Sue Doyle, BA Tourism Management Director, Partnership Programs

Libby Ellis, B. Education Event Development Manager, Arts and Entertainment

Bronwen Gwynn-Jones, BA (Hons); Master of Arts (Communications) Director, Editorial and Content

Holly Hearne, BA Communication (Journalism) (Seconded to Department of Premier & Cabinet) Director, Ministerial and Executive Communications

Rachael Hayes, BA Communication (End of Contract 22 March 2019) Acting Director, Ministerial and Executive Communications

Jan Hutton, IMM General Manager, Marketing

Steve Keogh, B. App Sc Director, Sport and Strategic Events

Stephen Mahoney, BA (Hons) Japanese Language and Culture General Manager, Regional NSW

Shane McClelland, DipInvRel (Appointed 20 May 2019) General Manager, Communications

Theresa Mejia, Master of Industrial Engineering, BSc Statistics Manager, Visitor Insights and Performance

Kylie-Jane Menzies, AdvDip Travel and Tourism Marketing Director, Trade and Industry Development

Kristy Meudell, BA (Communications) (Appointed 4 February 2019) Director, Public Relations and Visiting Media

Caroline Miller, CPA Director, Finance and Administration

Sonia McIvor, BA, Master of Tourism Director, Marketing

Ross Pearson, BA (Accounting), FCPA and MAICD Chief Operating Officer

Nathan Ting, BA Business Studies (Marketing Major) Director, Digital Marketing Services

Julie Turpie, BA Hons Leisure and Recreation Management Director, Event Development – Arts, Lifestyle and Entertainment

Page 85 DESTINATION NSW // Annual Report 2018-2019 APPENDICES

Human Resources

Destination NSW Staff Profile (as at 30 June 2019) The following tables cover staff of Destination NSW (rounding applied).

PERCENTAGE OF STAFF BY GRADING: FULL-TIME EQUIVALENT (FTE)

Total staff on 30 June 2018-2019 Men Women Total % % Men % Women

Grade 3–4 $70,652-$77,363 6 2 4 3.0% 1.0% 2.0%

Grade 5–6 $83,403-$92,026 24 3 21 12.1% 1.5% 10.6%

Grade 7–8 $94,782-$104,918 32 4 28 16.2% 2.0% 14.1%

Grade 9–10 $108,044-$119,061 32 2 30 16.2% 1.0% 15.2%

Grade 11–12 $124,965-$144,521 14 4 10 7.1% 2.0% 5.1%

Senior Executives Band 1–3 18 7 11 9.1% 3.5% 5.6%

Overseas Contractors 20 3 17 10.1% 1.5% 8.6%

Contingent 52 13 39 26.3% 6.6% 19.7%

Total 198 38 160 100% 19.2% 80.8%

STAFF PROFILE BY EMPLOYMENT BASIS

Total staff on 30 June 2018-2019 2017-2018 2016-2017 2015-2016

Permanent Full-time 98 119 117 98

Permanent Part-time 14 14 14 11

Temporary Full-time 14 10 7 21

Temporary Part-time 2 0 0 0

Senior Executives 18 18 18 20

Contingent 52 33 38 46

Total staff on 30 June 198 194 194 196

DESTINATION NSW // Annual Report 2018-2019 Page 86 APPENDICES

Senior Executive Profile

25.46 per cent of Destination NSW’s employee-related expenditure in 2018-2019 was related to Senior Executives. This is compared with 24.15 percent in 2017-2018.

SENIOR EXECUTIVE PROFILE

2018-2019 2017-2018 Band Female Male Female Male

Band 3 1 0 1 0

Band 2 1 3 2 2

Band 1 9 4 9 4

11 7 12 6 Totals 18 18

SENIOR EXECUTIVE PROFILE – REMUNERATION

$ Average Remuneration $ Average Remuneration Band Range 2018-2019 2017-2018

Band 3 337,101 - 475,150 475,150* 463,550*

Band 2 268,001 - 337,100 303,646 299,759

Band 1 187,900 - 268,000 212,058 208,683

* Does not include allowances

Exceptional movements in remuneration A salary increase of 2.5 per cent, effective from the first full pay period after 1 July 2018, was paid to clerical officers and senior officers in accordance with the Crown Employees (Public Sector – Salaries) Award. An application was made to, and approved by, the NSW Government Wages Policy Taskforce for an increase of 2.5% per cent to all non-executive staff not covered under the Crown Award. The Statutory and Other Offices Remuneration Tribunal determined a performance-based increase of 2.5 per cent for Senior Executive officers, effective from the first full pay period after 1 July 2018. All increases were subject to satisfactory assessment of performance. No adjustments were made to the recruitment and retention allowances. Various international based staff received cost of living increases in accordance with their individual contracts.

Page 87 DESTINATION NSW // Annual Report 2018-2019 APPENDICES

Corporate Governance

Destination NSW Board of Management Board Committees

Method of appointment and term of board members Audit and Risk Committee Under the terms of the Destination NSW Act 2011, members of The Committee has an important role in risk management the Board of Management of Destination NSW were appointed and audit through endorsement of internal and external by the responsible Minister. During the year the responsible audit plans, review of audit reports and the review of risk Ministers were the Minister for Tourism and Major Events and assessment and management. Assistant Minister for Skills, Adam Marshall MP, the Treasurer, This Committee also ensures the sound financial position Dominic Perrottet MP and Minister for Jobs, Investment, of Destination NSW through regular reviews of its budget Tourism and Western Sydney, Stuart Ayres MP. performance. The Destination NSW Audit and Risk Committee The Board consists of a Chairperson (also appointed by the met on five occasions during 2018-2019. Minister), individuals with relevant skills and experience, The attendance record of the members was: Russell Balding the Secretary of the cluster and the Chief Executive Officer. AO (Committee Chairman) (5/5), The Hon. Patricia Forsythe Each member holds office for the term specified in his or her (2/2), Sally Loane (3/4) and Sandra Chipchase (4/5). instrument of appointment. If they are otherwise qualified, members are eligible for reappointment for additional term(s). Business Events Sydney Board Members Destination NSW has two Board members on the Business John Warn (Chairman) Events Sydney Board: Russell Balding AO, (Deputy Chairman) The Hon. Patricia Forsythe (resigned from the Business Events Sydney Board on 21 February 2019), the Hon. George Souris David Baffsky AO AM and Ms. Sandra Chipchase. Sandra Chipchase (CEO, Destination NSW) Margaret Jack AM Legal Change Rod McGeoch AO The Treasurer and Minister for Jobs, Investment, Tourism and Western Sydney administer the following Acts and the Sally Loane Regulations made under those Acts: Michael Pratt AM (Appointed 1 July 2019) Destination NSW Act 2011 No 21 The Hon. George Souris AM Major Events Act 20019 No 73 Motor Sports (World Rally Championship) Act 2009 No 55 The Hon. Patricia Forsythe (Resigned 21 February 2019) Motor Racing (Sydney and Newcastle) Act 2008 No 106 Simon Draper, Cluster Secretary (Resigned 1 April 2019) Mount Panorama Motor Racing Act 1989 No 108. Jim Betts, Cluster Secretary (Appointed 2 April 2019. As part of the Machinery of Government changes in 2019, Resigned 30 June 2019) Destination NSW is now part of the Treasury Cluster moving from the Department of Industry.

Board Meetings Consultants Destination NSW Board met on seven occasions during 2018-2019. The attendance record of the members was John Consultants less than $50,000: Nil Warn (7/7), Russell Balding AO (5/7), David Baffsky AO (6/7), Consultants equal to or more than $50,000: Margaret Jack AM (6/7), Rod McGeoch AO (7/7), Sally Loane (5/7), The Hon. George Souris AM (7/7), The Hon. Patricia Forsythe (4/4), Simon Draper (5/5), Jim Betts (0/2) and Sandra Consultant Funding $ Title/Nature Chipchase (7/7). Ernst & Assess the economic contribution of $108,000 Young Destination NSW expenditure.

DESTINATION NSW // Annual Report 2018-2019 Page 88 APPENDICES

Corporate Governance CONTINUED

Disclosure of Controlled Entities 3. Distribute a regular e-newsletter which outlines upcoming events and tourism initiatives to subscribers. Destination NSW has the following controlled entities: The e-newsletter is free for subscribers. 4. Maintain a media centre on our website www. Destination NSW Staff Agency destinationsw.com.au which provides media releases The Destination NSW Staff Agency is classified as an Executive and media kits for downloading free of charge. The media Agency pursuant to Part 2 of Schedule 1 of the Government centre also provides event fact sheets, destination media Sector Employment Act 2013 and falls within the NSW kits, reports, product fact sheets, product updates, videos, Department of Industry cluster of the public service. The head speeches and presentations, annual reports, image library of the agency is the Chief Executive Officer of Destination NSW. and media visit details. The Chief Executive Officer of Destination NSW is responsible 5. Provision of reports, tourism strategies and plans. for general and employer functions. 6. Produce letters to stakeholders. The Staff Agency’s objective is to provide personnel services to Destination NSW. The Staff Agency has responsibility for the 7. Provision of statistics and research insights. employees and employee-related liabilities of Destination NSW. 8. Provision of Partner Opportunities via a prospectus.

Disclosure of subsidiaries 9. Briefings with accommodation providers. Destination NSW does not have any interest in any public 10. Workshops with industry. sector subsidiaries. Destination NSW does hold a shareholding 11. Links to webcasts, strategies and plans. in Australian Tourism Warehouse Data Limited. Destination NSW is also a member of six Destination Networks which are 12. Details of contacts and associations. established as companies limited by guarantee. Destination NSW aims to strike a balance to provide information to the public whilst acknowledging the resources Government Information (Public Access) of Destination NSW and the commercial nature of its operations. Act 2009 The table below details the total number of access applications In 2018-2019, Destination NSW received three valid access received by the agency during the reporting year (1 July 2018 to applications under the Government Information (Public 30 June 2019). Access) Act 2009. Pursuant to the Government Information (Public Access) Act Valid Applications Invalid Applications 2009, Destination NSW reviews its release of Government information each year. 3 2 As a result of this review, Destination NSW will continue to do the following: Destination NSW did not receive any informal applications 1. Produce a corporate annual report as part of its during the reporting period. Government reporting requirements. A detailed breakdown of the types and nature of the requests is 2. Distribute a regular e-newsletter which outlines provided in the following tables. upcoming events and insights in the events and tourism industry in NSW to industry stakeholders. The e-newsletter is free for subscribers.

Page 89 DESTINATION NSW // Annual Report 2018-2019 APPENDICES

TABLE A: NUMBER OF APPLICATIONS BY TYPE OF APPLICANT AND OUTCOME*

Refuse to Access Access Access Information Refuse to confirm/ Information Application granted granted refused already deal with deny whether not held withdrawn in full in part in full available application information is held

Media 1 0 0 0 0 0 0 1

Members of Parliament 0 0 0 0 0 0 0 0

Private sector business 0 0 0 0 0 0 0 1

Not for profit organisations or 1 0 0 0 0 0 0 0 community groups Members of the public (application 0 1 0 0 0 0 0 0 by legal representative)

Members of the public (other) 0 0 0 0 0 0 0 0

* More than one decision can be made in respect of a particular access application. If so, a recording must be made in relation to each such decision. This also applies to Table B.

TABLE B: NUMBER OF APPLICATIONS BY TYPE OF APPLICANT AND OUTCOME

Refuse to Access Access Access Information Refuse to confirm/ Information Application granted granted refused already deal with deny whether not held withdrawn in full in part in full available application information is held

Personal information applications* 0 0 0 0 0 0 0 0

Access applications (other than 3 0 0 0 0 0 0 2 personal information applications) Access applications that are partly personal information applications 0 0 0 0 0 0 0 0 and partly other

* Personal information application is an access application for personal information (as defined in clause 4 of Schedule 4 to the Act) about the applicant (the applicant being an individual)..

TABLE C: INVALID APPLICATIONS

Reason for invalidity No of applications

Application does not comply with formal requirements (section 41 of the Act) 2

Application is for excluded information of the agency (section 43 of the Act) 0

Application contravenes restraint order (section 110 of the Act) 0

Total number of invalid applications received 2

Invalid applications that subsequently became valid applications 0

DESTINATION NSW // Annual Report 2018-2019 Page 90 APPENDICES

Corporate Governance CONTINUED

TABLE D: CONCLUSIVE PRESUMPTION OF OVERRIDING PUBLIC INTEREST AGAINST DISCLOSURE: MATTERS LISTED IN SCHEDULE 1 TO ACT

Number of times consideration used*

Overriding secrecy laws 0

Cabinet information 1

Executive Council information 0

Contempt 0

Legal professional privilege 1

Excluded information 0

Documents affecting law enforcement and public safety 0

Transport safety 0

Adoption 0

Care and protection of children 0

Ministerial code of conduct 0

Aboriginal and environmental heritage 0

Information about complaints to Judicial Commission 0

Information about authorised transactions under Electricity Network Assets (Authorised 0 Transactions) Act 2015 Information about authorised transaction under Land and Property Information NSW 0 (Authorised Transaction) Act 2016

* More than one public interest consideration may apply in relation to a particular access application and, if so, each such consideration is to be recorded (but only once per application). This also applies in relation to Table E.

TABLE E: OTHER PUBLIC INTEREST CONSIDERATIONS AGAINST DISCLOSURE – MATTERS LISTED IN TABLE TO SECTION 14 OF ACT

Number of occasions when application not successful

Responsible and effective government 2

Law enforcement and security 0

Individual rights, judicial processes and natural justice 1

Business interests of agencies and other persons 2

Environment, culture, economy and general matters 0

Secrecy provisions 0

Exempt documents under interstate Freedom of Information legislation 0

Page 91 DESTINATION NSW // Annual Report 2018-2019 APPENDICES

TABLE F: TIMESLINES

Number of applications

Decided within the statutory timeframe (20 days plus any extensions) 2

Decided after 35 days (by agreement with applicant) 1

Not decided within time (deemed refusal) 0

Total 3

TABLE G: NUMBER OF APPLICATIONS REVIEWED UNDER PART 5 OF THE ACT (BY TYPE OF REVIEW AND OUTCOME)

Decision varied Decision upheld Total

Internal review 0 0 0

Review by Information Commissioner* 0 0 0

Internal review following recommendation under section 93 of Act 0 0 0

Review by NCAT 0 0 0

Total 0 0 0

* The Information Commissioner does not have the authority to vary decisions, but can make recommendations to the original decision-maker. The data in this case indicates that a recommendation to vary or uphold the original decision has been made by the Information Commissioner.

TABLE H: APPLICATIONS FOR REVIEW UNDER PART 5 OF THE ACT (BY TYPE OF APPLICANT)

Number of applications for review

Applications by access applicants 0

Applications by persons to whom information the subject of access application relates 0 (see section 54 of the Act)

TABLE I: APPLICATIONS TRANSFERRED TO OTHER AGENCIES UNDER DIVISION 2 OF PART 4 OF THE ACT (BY TYPE OF TRANSFER)

Number of applications transferred

Agency-initiated transfers 0

DESTINATION NSW // Annual Report 2018-2019 Page 92 APPENDICES

Corporate Governance CONTINUED

Privacy and Personal Information The Destination NSW PID Reporting Policy and Procedure was developed in accordance with the requirements of the Public Protection Act 1998 Interest Disclosures Act 1994 and approved effective from Destination NSW respects the privacy of members of the June 2012. public who use our services and of our employees. As To ensure that staff are aware of the contents of the Policy and a NSW Public Service Executive Agency, Destination the protections available, as required under s6E (1)(b) of the NSW must comply with NSW State and Commonwealth Public Interest Disclosures Act 1994. Privacy legislation. Destination NSW staff have access to the Public Interest During the reporting year no complaints have been received Disclosures policy from the staff intranet. regarding the privacy management of Destination NSW. Destination NSW has a privacy policy which is reviewed regularly. The privacy policy and terms of use documents Internal Audits for all Destination NSW websites were amended as a result Destination NSW conducted an internal audit program during of the General Data Privacy Regulation released by the the year. The program was undertaken by Deloitte. Five audits European Commission. were completed in the reporting year: Destination NSW advises members of the public of its privacy • Event Funding - Sports Events obligations in various media and correspondence i.e. website and terms and conditions. Destination NSW also outlines • Funding – Destination Networks its privacy obligations in contracts with third parties and • Procurement requests those third parties also to be aware and comply with privacy legislation. • Resource Allocation Requests for access to personal information held by • Enterprise Risk Assessment. Destination NSW may be made to: Destination NSW is implementing the agreed Privacy Officer recommendations from these audits. Level 2, 88 Cumberland Street The Rocks, NSW 2000 Destination NSW has developed a risk management program or by telephone on (02) 9931 1111. to identify and manage risks consistent with NSW Government guidelines and policy. Risk management aims to safeguard the In compliance with the provisions of the Privacy and Personal public, staff, buildings and related assets. Information Protection Act 1998, Destination NSW has a Privacy Management Plan and has a designated Privacy Risk controls include: Officer. Mechanisms have been established to make • Assessing corporate risk and conducting internal audits Destination NSW staff aware of the Privacy and Personal Information Protection Act 1998 and other privacy obligations. • Managing ongoing risk, including maintaining registers and conducting fire and safety audits In all staff contracts, staff are required to exercise confidentiality in their dealings with third parties and in the • Developing risk strategies execution of their duties. • M aintaining appropriate insurance cover with the Treasury Managed Fund that covers all classes of risk Public Interest Disclosures • Reviewing financial management processes. The Public Interest Disclosures Act 1994 requires Agencies to report every six months to the Ombudsman on Public Interest Disclosures (PIDs) and to include this information in Annual Insurance Reports. Destination NSW is insured through the Treasury Managed This report covers those PIDs received during the period from Fund. The coverage provided by the scheme is all inclusive and 1 July 2018 to 30 June 2019. policies are held for Workers Compensation, Motor Vehicles, Property, Miscellaneous and Public Liability. Number of public officials who have made a disclosure to the Agency – (0) Destination NSW also has a specific separate insurance policy for its media familiarisation program. Number of the public interest disclosures received by the Agency relating to: • Corrupt conduct – (0) • Maladministration – (0) • Serious and substantial waste – (0) • Government information contravention – (0) Total number of public interest disclosures received – (0) The number of public interest disclosures finalised to 30 June 2019 – (0)

Page 93 DESTINATION NSW // Annual Report 2018-2019 APPENDICES

NSW Cyber Security Policy

I, John Warn, am of the opinion that the information security management system of the former Department of Industry since the publication of the NSW Government Cyber Security Policy on 1 February 2019, is consistent with the core elements set out in the Policy for the NSW Public Sector and ISO 27001 Standard. The former Department of Industry has assessed and managed risks to information and systems, and ensured that governance is in place to manage cyber- security maturity and initiatives. The Department is reviewing current policies and developing a roadmap to further strengthen the security of its digital agenda.

John Warn Chairman Dated: 6 September 2019

DESTINATION NSW // Annual Report 2018-2019 Page 94 APPENDICES

Internal Audit and Risk Management Attestation Statement for the 2018-2019 Financial Year for Destination NSW

The Board of Destination NSW is of the opinion that Destination NSW has internal audit and risk management processes in operation that are, excluding the exceptions described below, compliant with the core requirements set out in the Internal Audit and Risk Management Policy for the NSW Public Sector, specifically:

For each requirement, please CORE REQUIREMENTS specify whether compliant, non-compliant, or in transition

Risk Management Framework

1.1 The agency head is ultimately responsible and accountable for risk management in the agency Compliant

A risk management framework that is appropriate to the agency has been established and 1.2 Compliant maintained and the framework is consistent with AS/NZS ISO 31000:2009

Internal Audit Function

2.1 An internal audit function has been established and maintained Compliant

The operation of the internal audit function is consistent with the International Standards 2.2 Compliant for the Professional Practice of Internal Auditing

2.3 The agency has an Internal Audit Charter that is consistent with the content of the ‘model charter’ Compliant

Audit and Risk Committee

Compliant 3.1 An independent Audit and Risk Committee with appropriate expertise has been established (with Minister’s Exception) The Audit and Risk Committee is an advisory committee providing assistance to the agency 3.2 head on the agency’s governance processes, risk management and control frameworks, and Compliant its external accountability obligations

3.3 The Audit and Risk Committee has a Charter that is consistent with the content of the ‘model charter’ Compliant

Membership The chair and members of the Audit and Risk Committee are: • [Independent] Chair, Mr. Russell Balding AO, (Appointment to April 2022) • [Independent] Member 1, Sally Loane, (Appointment to April 2021)

Page 95 DESTINATION NSW // Annual Report 2018-2019 APPENDICES

Departures from Core Requirements The Board of Destination NSW advise that the internal audit and risk management processes for Destination NSW depart from the following core requirements set out in the Internal Audit and Risk Management Policy for the NSW Public Sector: 1. T he circumstances giving rise to these departures have been determined by the Portfolio Minister, and Destination NSW has implemented the following practicable alternative measures to meet the core requirements:

Reason for departure and description of practicable alternative DEPARTURE measures implemented/being implemented

Non-Compliance

• Independent Members are individuals who do not hold positions within the agency and are not employees of the NSW Government. They collectively possess all skill and knowledge requirements set • Core Requirement 3.1.4 – Independent members from out in the policy and also satisfy other TPP 15-03 criteria prohibiting Prequalification Scheme conflicts of interest.

• Loss of industry knowledge, adequate skills of current members and administrative burden

The determination by the Portfolio Minister for Destination NSW in respect of this departure is dated 14 December 2017

These processes, including the practicable alternative measures being implemented, demonstrate that the Destination NSW has established and maintained frameworks, including systems, processes and procedures for appropriately managing audit and risk within the agency. Signed in accordance with the resolution of the Board of Destination NSW.

John Warn Chairman Dated: 6 September 2019

DESTINATION NSW // Annual Report 2018-2019 Page 96 APPENDICES

Policies and Programs

Work Health and Safety In 2019, Vivid Sydney featured audio descriptions of Vivid Light Walk installations and projections, talk-to-text Destination NSW has a proactive WHS Committee and selections for screen readers and smartphone devices, continues to promote and educate staff in the identification and managed accessible viewing areas, provided accessibility management of Workplace Health and Safety. There were no maps, accessible drop off and pick up zones, and pre-booked compensation cases or lost time injuries recorded in 2018-2019. mini bus accessible parking for community groups. There There were seven reported incidents (five low and two medium) was also accessible signage and ramps on the Vivid Light which were managed through the appropriate channels. Walk, promotion of companion card for events and AUSLAN interpreters at Vivid Game Changer events. The Vivid Sydney Access and Inclusion program was supported by a dedicated Disability Inclusion Action Plan Vivid Sydney Access and Inclusion Coordinator. Destination Destination NSW has implemented a Disability Inclusion NSW encourages and supports people with a disability to Action Plan that sets out the actions it is taking to support come and experience the largest festival of light, music and people living with a disability. Destination NSW is committed to ideas in the Southern Hemisphere. providing an accessible and inclusive workplace, and supports the inclusion in the community of individuals with a disability. We collaborate with various public authorities to provide Workforce Diversity support and services to individuals with a disability. Diverse workforces are more innovative, productive and Destination NSW is committed to delivering a Vivid Sydney increase the delivery of high quality services. Destination NSW festival that is inclusive and accessible to all. As part of this is continuing to implement strategies to ensure its workforce commitment, the agency aspires to increase accessible diversity. Destination NSW welcomes and encourages services and event offerings including: the provision of applications from all groups including Aboriginal and Torres personalised assistance for visitors to pre-plan their trip with Strait Islander people, LGBTQI, people with disability, women helpful information about accessible transport options, travel and other diversity groups. paths, and event services and facilities. The table below has been populated with Workforce Diversity information for Destination NSW.

TRENDS IN THE REPRESENTATION OF WORKFORCE DIVERSITY GROUPS

Workforce Diversity Group Benchmark 2019 2018 2017

Women 50% 80.8% 85.2% 85.7%

Aboriginal and/or Torres Strait Islander People 3.3% 0.0% 0.0% 0.0%

People whose First Language Spoken as a Child was not English 23.2% 9.1% 12.7% 3.0%

People with Disability 5.6% 1.1% 1.4% 0.0%

People with a Disability Requiring Work-Related Adjustment N/A 0.5% 0.7% 0.0%

Page 97 DESTINATION NSW // Annual Report 2018-2019 APPENDICES

Multicultural Policy and Initiatives The Regional Flagship Events Program actively supports multiculturalism through the support of festivals such as the Destination NSW is committed to the Community Relations Grafton Jacaranda Festival, the Girrakool Blues Festival & Commission and Principles of Multiculturalism Act 2000 BBQ, the Boggabri Drovers Campfire Weekend, Curryfest and the NSW Government’s aims and objectives for Woolgoolga, the Riverlights Multicultural Festival, the Dream multiculturalism as stated in the Multicultural Advantage Festival Dubbo, Pie Fest Southern Highlands and the Griffith Action Plan. We recognise multiculturalism as a public policy Spring Fest. and have implemented the ‘Destination NSW Multicultural Plan 2016-2018’ to ensure that our organisation both reflects Destination NSW will continue to actively develop programs, and engages with multicultural resources and people, and to initiatives and events in 2019/2020 in line with the Multicultural ensure every success of its initiatives in promoting NSW. Policies and Services Program Framework and the policy objectives that people from culturally diverse communities Destination NSW follows the NSW Government guidelines achieve high degrees of social and economic participation. regarding Culturally and Linguistically Diverse communities and continues to provide customised translations of its websites VisitNSW.com and Sydney.com from key community and visitor languages such as Chinese, Singaporean, Japanese, Malaysian, Korean, Indian, Italian, French and German. Destination NSW also continues to provide the customised Official Sydney Guide in English, Mandarin, Japanese and Korean languages and the Official Sydney Map in English and Chinese. Destination NSW supports the NSW Events Calendar which includes events that appeal to a broad spectrum of audiences and experiences, and actively promotes the four focus areas of Service: Delivery, Planning, Leadership and Engagement in accordance with the Multicultural Policies and Services Program Framework.

DESTINATION NSW // Annual Report 2018-2019 Page 98 APPENDICES

Operations

Name of Officer Purpose of Visit Country Visited From Date To

Michelle Fu To attend Corroboree Asia 2018 on the Gold Coast and then escort trade Australia 25/08/2018 6/09/2018 buyers on post familiarisation (famil) tour of regional NSW and Sydney

Siew Hoon Tan To host and escort key Indonesian senior management trade famil in Australia 2/09/2018 8/09/2018 partnership with Singapore Airlines in regional NSW and Sydney

Jennifer Tung To escort the Cathay Pacific trade buyers famil to Sydney and regional Australia 9/09/2018 24/09/2018 NSW, as well as the Hong Kong Celebrity Familiarisation to Port Stephens and Hunter Valley

Lyndsey Long To host 20 key travel agents from Scoot and Air Asia X from Singapore Australia 11/09/2018 20/09/2018 and Malaysia to Sydney and regional NSW

Christine Tang To escort Cathay Pacific Airways Guangzhou & Southern China travel Australia 15/09/2018 22/09/2018 trade famil visit to Sydney and regional NSW

Irene Morgan To escort Destination NSW United Airlines Education famil with 8 key US Australia 26/09/2018 2/10/2018 industry wholesale tour operator partners

Holly Barrett To escort a Destination NSW and American Airlines educational famil to Australia 5/10/2018 21/10/2018 Sydney and the South Coast of NSW with 6 key USA frontline travel agent sellers and attend 2 days of meetings in head office

Matthew Taylor To attend induction training as part of the role of Marketing Executive NZ Australia 20/10/2018 26/10/2018 for DNSW Auckland office, and then travel to Byron Bay/Tweed region to escort a trade famil

Daliah von Harten To host and escort a famil trip of travel agents and one trade journalist Australia 13/11/2018 23/11/2018 with Qantas to Sydney and regional NSW

Sam Cameron To travel to Newcastle on the Inaugural Virgin Australia service from Australia 22/11/2018 25/11/2018 Auckland on 22 November 2018 with a group of travel industry VIP’s to showcase the new international service and the Hunter region

Celine Dong To escort Qantas Airways Eastern and Northern China trade famil to Australia 14/11/2018 21/11/2018 Sydney and regional NSW

Nerissa Lee To escort Qantas Airways Eastern and Northern China trade famil to Australia 14/11/2018 21/11/2018 Sydney and regional NSW

Sam Cameron To attend meetings with Internal business units and undertake training Australia 1/12/2018 10/12/2018 at Destination NSW Sydney head office, followed by a famil to the North Coast, Tweed Valley, Kingscliff and Uki and attend meetings with operators within the region

Nathan Pei To attend International Managers Meeting, then undertake a famil of Australia 1/12/2018 10/12/2018 Sydney Surrounds and Blue Mountains region with the aim of exploring sales and marketing opportunities targeting the Chinese market for longer overnight visits

Siobhan Burke To attend International Managers Meeting in Sydney - meet with various Australia 30/11/2018 11/12/2 business units followed by famil in Sydney and Southern NSW

Haruhiko Niihori To attend International Managers Meeting in Sydney - meet with Australia 30/11/20 17/12/2018 various business units followed by famil for Southern NSW (Tablelands, Murrumbateman, Jugiong and Young, as well as meet with key tour operators based in Sydney and regional NSW to discuss partnership marketing activity for 2019

Page 99 DESTINATION NSW // Annual Report 2018-2019 APPENDICES

Name of Officer Purpose of Visit Country Visited From Date To

Irene Morgan To attend International Managers Meeting in Sydney - meet with Australia 29/11/2018 10/12/2018 various business units followed by famil for Southern NSW (Tablelands, Murrumbateman, Jugiong and Young, as well as meet with key tour operators based in Sydney and regional NSW to discuss partnership marketing activity for 2019

Jennifer Tung To attend International Managers Meeting in Sydney followed by famil of Australia 1/12/2018 10/12/2018 Sydney Surrounds, North Coast and Lord Howe Island

Siew Hoon Tan To attend International Managers Meeting in Sydney followed by famil to Australia 1/12/2018 10/12/2018 Southern NSW, Tablelands, Murrumbateman, Jugiong & Young

Paramjit Bawa To attend meetings with Internal business units and undertake training Australia 30/11/2018 10/12/2018 at Destination NSW Sydney head office followed by a famil to the North Coast, Tweed Valley, Kingscliff and Uki and attend meetings with operators within the region

Pascal Reiling To attend International Managers Meeting in Sydney followed by famil to Australia 30/11/2018 13/12/2018 Country NSW, Broken Hill & White Cliffs

Sandra Chipchase To accompany the Minister for Tourism and Major Events to Singapore and Malaysia and 3/10/2018 7/10/2018 lead Destination NSW at the formal announcement of a new two-year MoU Singapore with Singapore Airlines and to undertake meetings with Destination NSW’s key travel trade partners in Malaysia and Singapore

Sandra Chipchase To attend meetings with key travel trade partners, including the signing China 1/11/2018 7/11/2018 of a one year Memorandum of Understanding with China Eastern Airlines and to represent Destination NSW and the NSW Government at Destination NSW’s Greater China Roadshow. To support NSW tourism suppliers attending the event, meeting key travel buyers and leverage opportunities to develop Sydney and NSW itineraries.

Kylie-Jane Menzies To attend the DNSW USA Roadshow USA 10/11/2018 20/11/2018

Lilu Fu To attend the DNSW South Korea Workshop and Greater China Roadshow South Korea 29/10/2018 10/11/2018 & China

Sue Doyle To visit key airlines, wholesalers, retain agents and online travel agents India 2/02/2019 10/02/2019 in Delhi, Ahmedabad and Mumbai — accompanied by the Country Manager India

Paramjit Bawa To attend Focus on India workshop in Sydney followed by famil in Sydney Australia 9/03/2019 16/03/2019 and regional NSW

Pooja Razdan To attend Focus on India workshop in Sydney followed by famil in Sydney Australia 9/03/2019 16/03/2019 and regional NSW

Sam Cameron To attend International Managers Meeting in Sydney followed by famil in Australia 4/04/2019 12/04/2019 Sydney then attend ATE in Perth

Jennifer Tung To attend International Managers Meeting in Sydney followed by famil in Australia 7/04/2019 18/04/2019 Sydney then attend ATE in Perth

Nathan Pei To attend International Managers Meeting in Sydney followed by famil in Australia 6/04/2019 13/04/2019 Sydney then attend ATE in Perth

Siew Hoon Tan To attend International Managers Meeting in Sydney followed by famil in Australia 31/03/2019 13/04/2019 Sydney then attend ATE in Perth

DESTINATION NSW // Annual Report 2018-2019 Page 100 APPENDICES

Operations CONTINUED

Name of Officer Purpose of Visit Country Visited From Date To

Irene Morgan To attend International Managers Meeting in Sydney followed by famil in Australia 26/03/2019 14/04/2019 Sydney then attend ATE in Perth. Prior to ATE in Perth attend Down Under Answers Tourism Exchange Event in Byron Bay

Siobhan Burke To attend International Managers Meeting in Sydney followed by famil in Australia 31/03/2019 14/04/2019 Sydney then attend ATE in Perth

Pascal Reiling To attend International Managers Meeting in Sydney followed by famil in Australia 31/03/2019 14/04/2019 Sydney then attend ATE in Perth

Haruhiko Niihori To attend International Managers Meeting in Sydney followed by famil in Australia 29/03/2019 14/04/2019 Sydney then attend ATE in Perth

Paramjit Bawa To attend International Managers Meeting in Sydney followed by famil in Australia 1/04/2019 13/04/2019 Sydney then attend ATE in Perth

Celine Dong Attend ATE In Perth Australia 6/04/2019 13/04/2019

Nerissa Lee Attend ATE In Perth Australia 6/04/2019 13/04/2019

Pooja Razdan Attend ATE In Perth Australia 6/04/2019 13/04/2019

Christine Tang Attend ATE In Perth Australia 6/04/2019 19/04/2019

Michelle Fu Attend ATE In Perth Australia 7/04/2019 13/04/2019

Jessica Au To host QF Hong Kong trade famil to experience Sydney - Royal Easter Australia 10/04/2019 16/04/2019 Show and Handa Opera - plus Blue Mountains, Hunter Valley, Port Stephens Central Coast Surrounds North

Gin Woo To escort Air NZ famil group and attend DNSW Head Office induction Australia 27/05/2019 30/05/2019

Daliah Von Harten To escort Vivid Sydney famil for five top selling travel agents in UK Australia 3/06/2019 13/06/2019

Jennifer Tung To escort Vivid Sydney famil for South Korean trade VIPs with Jenny Kim Australia 26/05/2019 30/05/2019

Jinko Narita To escort DNSW & Qantas Vivid Sydney famil to Sydney plus conduct a one- Australia 29/05/2019 3/06/2019 day workshop ‘Focus on Japan’ in Sydney and regional NSW

Haruhiko Niihori To escort DNSW & Qantas Vivid Sydney famil plus conduct a one day Australia 29/05/2019 3/06/2019 workshop ‘Focus on Japan’ in Sydney and regional NSW

Siew Hoon Tan To escort Qantas (Singapore) famil taking in Vivid and regional NSW Australia 30/05/2019 5/06/2019

Lyndsey Long To escort Vivid Sydney famil group of 8 travel agents from Malaysia AirAsia Australia 10/06/2019 17/06/2019 X and also visit Blue Mountains and Port Stephens

Sue Doyle Travel to Singapore/Malaysia to meet with key travel trade partners with Singapore 15/06/2019 22/06/2019 Siew Hoon, Regional Manager - South East Asia & Malaysia

Page 101 DESTINATION NSW // Annual Report 2018-2019 APPENDICES

Operations Management Activities

Integrated Marketing Activities transport used, activities undertaken, expenditure, travel party, demographics, destinations visited, and source markets. The Destination NSW Marketing Business Unit continues to provide marketing services across campaigns, digital The International Visitor Survey is conducted in the exit media, digital development and distribution, social media, Get lounges of airports around Australia, sampling 40,000 Connected industry services and an in-house design studio. departing visitors each year. The National Visitor Survey interviews 120,000 Australian residents aged 15 years and During 2018-2019, the team worked closely with successful over. From January 2019, the National Visitor Survey was Regional Tourism Fund applicants on the delivery of regional conducted through 100% mobile interviewing. NSW campaigns and continued to collaborate with Destination Networks, co-operative industry partners, event owners, NSW Destination NSW uses the results of these surveys internally Government and other key stakeholders to deliver campaigns, to inform campaign activities as well as externally to share including 10 new creative positionings for regional destinations insights with industry. In 2018-2019, Destination NSW published across NSW. 316 visitor profile factsheets, time series, statistical tables and research reports for the tourism industry and other During the year, the Marketing business unit on-boarded new stakeholders. servicing agencies as part of its China direct consumer and organic and paid social media strategy to further develop Destination NSW’s digital capabilities, as well as strengthening Consumer Enquiries Response social media reporting and analytics. The team also supported Destination NSW continues to provide a Feedback Assist digital development for a range of Destination NSW programs functionality which ensures a consistent level of service is including the Destination NSW Blog redevelopment project, provided in response to enquiries and feedback received from Destination NSW meetinsw.com brand and web assets, Vivid our stakeholders and community. Sydney Expression of Interest process through Salesforce integration, new Vivid School website programs, significant All requests for information or assistance made to Destination Sydney For All website refresh, and Voice of Customer Project NSW are met directly and promptly and, where necessary, (facilitating live website feedback). are referred to the most appropriate officer. Destination NSW stakeholders and the community can make enquiries or offer In collaboration with the Destination NSW Program feedback via Feedback Assist or by providing comments in Performance and Assessment team, the Marketing business writing or by email. unit also commenced a revised approach to campaign research, including a greater focus on utilising Helix Personas Destination NSW received no significant consumer complaints to assist identification of target audiences with the highest during the reporting period. Consequently, no changes to the propensity to travel, and a revised approach to measuring Agency’s programs and services were warranted on the basis campaign advertising impact with Destination NSW’s existing of adverse consumer response. Destination NSW continues research and insights, as well as the roll-out of Google to be committed to providing professional, courteous and Analytics 360 Data Platform. prompt assistance to its stakeholders and community and the public in general. Research and Development Along with the Commonwealth Government and other States and Territories, Destination NSW co-funds two national surveys that provide detailed information on the size of the visitor economy and trends in visitor behaviour, including length of stay, accommodation used, purpose of visit, day trips,

DESTINATION NSW // Annual Report 2018-2019 Page 102 APPENDICES

Operations Management Activities CONTINUED

The Calyx, Royal Botanic Gardens

Economic and other factors affecting over the remainder of 2019 and into 2020, as external demand achievement of operational objectives is projected to recover. The United Kingdom is set to expand at 1.3 per cent in 2019 and The performance of the NSW visitor economy is affected by a 1.4 per cent in 2020. The forecast assumes an orderly Brexit wide range of economic, industry and consumer factors. followed by a gradual transition to the new regime. However, as of mid-July 2019, the ultimate form of Brexit remained Global economy highly uncertain. IMF World Economic Outlook, July 2019 In China, the negative effects of escalating tariffs and weakening external demand have added pressure to an The International Monetary Fund forecasts global growth economy already in the midst of a structural slowdown. With at 3.2 per cent in 2019, increasing to 3.5 per cent in 2020 (0.1 policy stimulus expected to support activity in the face of the percentage point lower than previous projections for both adverse external shock, growth is forecast at 6.2 per cent in years). The projected growth pickup in 2020 is precarious, 2019 and 6.0 per cent in 2020. presuming stabilisation in currently stressed emerging market and developing economies and progress toward India’s economy is set to grow at 7.0 per cent in 2019, picking up resolving trade policy differences. to 7.2 per cent in 2020. The downward revision for both years reflects a weaker-than expected outlook for domestic demand. The US economy has demonstrated remarkable resilience in the face of global and domestic disturbances. Its 2019 growth Japan’s economy is set to grow by 0.9 per cent in 2019 but is expected to be 2.6 per cent, moderating to 1.9 per cent in growth is projected to decline to 0.4 per cent in 2020. The main 2020. The revision to 2019 growth reflects stronger-than factors slowing growth are a persistently low inflation rate, anticipated first quarter performance. high government debt and a shrinking labour force brought about by an ageing population. Growth in the Euro area is projected at 1.3 per cent in 2019 and 1.6 per cent in 2020. Euro area growth is expected to pick up

Page 103 DESTINATION NSW // Annual Report 2018-2019 APPENDICES

Australian Economy carriers have reduced seat capacities in order to increase passenger loads and maintain yields. Tourism Research (Source: Reserve Bank of Australia, August 2019) Australia expects flat growth for 2019-2020 and 2020-2021 The Australian economy has been navigating a period of slow before growth picks up to 3.5 per cent in 2022-2023. growth, with subdued growth in household income weighing on consumption spending. In contrast, employment growth has been strong. Accommodation (Source: TRA Tourism Forecast 2019) The Reserve Bank of Australia expects GDP growth to reach about 2.5 per cent over 2019, to pick up gradually to 2.75 per The accommodation sector remains a key driver for the cent over 2020, and around 3 per cent over 2021, which is a tourism industry. Outside of the traditional accommodation little higher than previously forecast. Growth is expected to sector, the sharing economy continues to grow. The sector is be supported by a number of factors, including lower interest expected to maintain strength over the next three years on the rates and recent tax measures. back of strong investment and demand prospects. Growth in Australia’ accommodation capacity is forecast World Oil Prices to continue, with more than 50,000 rooms in the pipeline. Almost 33,000 of these are expected to be added over the (Source: TRA Tourism Forecast 2019) next three years and half of these expected to be available by World oil prices have dipped from late 2018 highs of over the end of 2020. New stock will be concentrated in the capital US$70 per barrel to range between US$50 and US$60 per cities, especially Sydney, Melbourne and Perth. Even with barrel through most of 2019. increased supply, average room rates are expected to increase approximately 2.4 per cent per year over the next three years, Trade tensions, a slowdown in China’s industrial production surpassing the $200 mark by 2021. and greater energy efficiency in major developed markets have restrained demand and forced prices down. On the supply side, US oil production will reach another record high in 2019. Infrastructure investment However global oil supply is capped by OPEC members and (Source: Tourism Investment Monitor 2017-2018) disruptions in oil producing countries such as Iran, Venezuela and Libya. On balance, world oil prices are expected to be Tourism Research Australia reported that the value of around US$60 in the short and medium term. the Australian tourism investment pipeline in 2017-2018 was $44.0 billion, a $6.2 billion increase compared to the 2016-2017 pipeline. Aviation accounted for 38 per cent of Aviation the investment ($16.9 billion), followed by arts, recreation (Source: TRA Tourism Forecast 2019) and business services ($16.6 billion) and stand-alone accommodation ($10.5 billion). Tourism Research Australia predicts Australia’s inbound air capacity to grow 4.7 per cent in 2019-2020 and in 2020-2021, NSW had the greatest share of the tourism investment while a long term average annual growth of 4.7 per cent is pipeline at $15.5 billion or 35 per cent share of Australian projected for the period between 2018-2019 and 2028-2029. investments. By sector, arts and recreation accounted for The growth of inbound air capacity to Australia over the period 45 per cent of the State’s investment ($7.0 billion), followed between 2019-2020 and 2020-2021 is expected to be below the by aviation (36 per cent, $5.6 billion) and stand-alone long run average for a number of key markets, mainly due to accommodation (19 per cent, $2.9 billion). higher oil and jet fuel prices. Key NSW tourism investment projects in the pipeline In 2019, about one-quarter of Australian domestic overnight included Western Sydney International (Nancy Bird Walton) trips involved air transport. Domestic air capacity influences Airport (worth $5.3 billion), Powerhouse Museum relocation the business travel segment more than any other travel ($1 billion) and the Sydney Football Stadium redevelopment segments. The growth of domestic air capacity has been low ($730 million). Stand-alone accommodation currently under since 2013-2014, following strong growth during the peak construction in NSW is worth $860 million (1,660 rooms). of the mining boom. In more recent years, major domestic

DESTINATION NSW // Annual Report 2018-2019 Page 104 APPENDICES

Grants

Regional Conferencing

Conference Organiser Grant Amount

Regionality Farm2Plate Exchange Regionality $20,000

Hunter Cell Biology Meeting Cellular Biology Meeting Inc $29,900

2019 CICA Conference, Exhibition & Crane Display The Crane Industry Council of Australia $50,000

2019 AUSTSWIM NSW Regional Splashout! Conference AUSTSWIM $9,900

National Poll Dorset Conference Australian Poll Dorset Association $13,400

The 40th Annual Conference of the Australasian Society for The University of New England $10,700 Classical Studies (ASCS)

National Carbon Farming Conference & Expo Carbon Farmers of Australia $10,000

ANZIAM 2020 Macquarie University — ANZIAM2020 $23,000

Dual Asia Pacific Staff Conference 2019 DUAL Australia Pty Ltd $5,000

Luminosity Youth Summit Luminosity Youth Summit $50,000

WINE DEPOT Industry Impact Conference Wine Industry Suppliers Australia Inc (WISA) $60,000

2019 MANSW Riverina Mathematics Conference Mathematical Association of NSW $4,600

Horseless Carriage Association of America Bathurst Regional Council $18,000 — 7th International Tour

Spring Seminar on Emergency Medicine 2019 PHEMC (Peripheral Hospitals Emergency Medicine $20,000 Conference) Inc

Pre-Tour World Federation of Rose Societies Convention 2021 The Rose Society of NSW Inc. $30,000

2019 Isolated Children’s Parents’ Association of NSW Isolated Children’s Parents’ Association — NSW $27,400 State Conference

National Rose Championships and Conference 2020 The Rose Society of NSW Inc. $24,500

The Friendship Force of Australia — 29th National Conference The Friendship Force of Newcastle Incorporated $6,300

74th Australian Jazz Convention Australian Jazz Convention Executive Task Force $30,000

In the Field: Observe Inquire Create Geography Teachers Association of NSW $7,900

Gibraltar Outdoor Conference Experience Gibraltar Hotel Bowral $20,000

Merinolink Annual Conference and Field Day MerinoLink Limited $15,000

Australian Bushfire Building Conference Blue Mountains Economic Enterprise $14,400

2019 Australian Olive Industry Annual Conference Australian Olive Association Ltd $19,000 and Exhibition

Bulk Freight Futures Junee Shire Council $10,000

CWA 97th Annual State Conference Country Women’s Association of NSW $11,000

Page 105 DESTINATION NSW // Annual Report 2018-2019 APPENDICES

Conference Organiser Grant Amount

Best Practice in Regional Study Hubs Symposium Country Universities Centre $10,000

AWA 2019 NSW State Conference Australian Water Association $10,000

Rural Fire Service Association Conference NSW RFSA $20,000

AHA Biennial Conference 2019 Australasian Hepatology Association $15,000

Artstate Tamworth 2019 Regional Arts NSW Ltd $20,000

Young Regional Leaders Summit Change Play Pty Ltd (on behalf of The Trustee for $10,000 the Changing Change International Group Unit Trust)

Australian Flora - Past, Present, Future: Australian Plants Society NSW Ltd (APS NSW) $22,000 Biennial Conference 2021

Australian Festival Industry Conference Carlina Ericson Marketing $10,000

ADA Annual Conference 2019 Australian Distillers Association $20,000

2019 Cotton Collective Cotton Australia Limited $17,000

Regional Events Conference King Events $8,500

Ignite Conference - Ideas that Excite, Engage Kempsey Shire Council $5,500 and Empower

Fly In Buy In - Orange360 Orange City Council $5,000

ICPA - NSW 48th Annual Conference, Moree Isolated Children’s Parents’ Association - NSW $15,000

Conference delegates at Echidna Gully, Armidale

DESTINATION NSW // Annual Report 2018-2019 Page 106 APPENDICES

Grants CONTINUED

Regional Events Fund 2018-2019 The program supports regional events that have the potential to become tourism flagships for the destination, building heir image and boosting visitation from outside the region. All grants were distributed as part of Destination NSW’s 2019 Regional Events Fund.

Event Organisation Grant Amount

A Day in the Orchard (Lake Wyangan) Eurythmics Pty Ltd t/a Piccolo Family Farm $18,282

Australian Celtic Festival (Glen Innes) Glen Innes Severn Council $44,011

Ballina Food & Wine Festival (Ballina) Rotary Club of Ballina-on-Richmond $20,000

Bathurst Cycling Festival (Bathurst) Bathurst Regional Council $20,000

Bathurst Winter Festival (Bathurst) Bathurst Regional Council $20,000

Batlow Cider Fest (Batlow) Batlow Development League $30,000

Big Country (Berry) Pink Salt Productions Pty Ltd $20,000

Bird Haven Festival (Shoalhaven Heads) Bird Haven Festival Inc $20,000

Bobby Jack’s Festival (Walcha) Bobby Jack’s Festival Incorporated $20,000

Boggabri Drovers Campfire Weekend (Boggabri) Narrabri Shire Council $30,000

Borderville (Albury) Flying Fruit Fly Foundation $20,000

Byron Bay Triathlon (Byron Bay) NX Sports Community Foundation Ltd $20,000

Canowindra International Balloon Challenge (Canowindra) Canowindra Challenge Incorporated $50,000

Carcoar Cup Running Festival (Carcoar) EnviroMio Pty Ltd $30,000

Casino Beef Week (Casino) Casino Beef Week Promotions Committee Inc. $30,000

Coffs Tri (Coffs Harbour) Village Sport Coffs Harbour Pty Ltd $20,000

Colour New England Street Arts Festival (Armidale) Armidale Regional Council $20,000

Curryfest (Woolgoolga) Woolgoolga Chamber of Commerce Industry & Tourism Inc. $38,100

Dressage by the Sea (Bawley Point) The Trustee for the Carrington Trust $20,000

Dubbo Stampede Running Festival (Dubbo) Dubbo Running Festival Inc. $30,000

Duval Dam Buster Trail Run (Armidale) Armidale Athletics Club $20,000

Eat the Street (Lismore) Lismore City Council $20,000

Eden Caravan Muster (Eden) Eden Tourism Incorporated $20,000

Elephant Trail Race (Port Macquarie) Coastal Sports & Fitness $19,650

Page 107 DESTINATION NSW // Annual Report 2018-2019 APPENDICES

Event Organisation Grant Amount

Flavours of Mudgee (Mudgee) Mid-Western Regional Council $20,000

Four Winds Easter Festival (Bermagui) Four Winds Concerts Inc $20,000

Gears & Beers Festival (Wagga Wagga) Rotary Club of Wollundary-Wagga Wagga Inc. $20,000

Girrakool Blues Festival & BBQ (Kariong) XABC Entertainment Pty Ltd $20,000

Grafton Jacaranda Festival (Grafton) Grafton Jacaranda Festival Inc. $20,000

Grazing Down the Lachlan (Forbes) Forbes Art Society $20,000

Great Australian Beer Festival (Albury) Australian Beer Ambassadors Pty Ltd $20,000

Griffith Spring Fest (Griffith) Griffith City Council $20,000

GV Block Party (Tongarra) Greenvalleys Mountain Bike Club $18,130

Harvest Festival Central Coast (Peats Ridge) Central Coast Council $20,000

Hello Koalas Festival (Port Macquarie) Arts & Health Australia Pty Ltd $20,000

Highlands Beer & Wine Festival (Bowral) TT Golf Pty Ltd $20,000

Jetblack Wild Wombat MTB Challenge (Batemans Bay) Rocky Trail Entertainment Pty Ltd $20,000

Kiama International Seaside Arts Festival (Kiama) The K.I.S.S Arts Festival $20,000

Lismore Friendship Festival (Lismore) Lismore Friendship Festival Inc $20,000

Lismore Lantern Parade (Lismore) Lightnup Incorporated $48,487

LithGlow (Lithgow) Lithgow City Council $20,000

Lost Lanes (Wagga Wagga) Wagga Wagga City Council $19,918

Love Seafood Festival (Port Stephens) Port Stephens Tourism Ltd $20,000

Macksville Music Muster (Macksville) Rotary Club of Macksville $20,000

Macquarie Credit Union Dream Festival (Dubbo) Events Dubbo Inc. $20,000

Moree on a Plate (Moree) Moree on a Plate Incorporated $20,000

Mudgee Hot Air Balloon Festival (Mudgee) Balloon Aloft $20,000

Mudgeeque (Mudgee) Mudgeeque $20,000

Narooma Oyster Festival (Narooma) Narooma & District Chamber of Commerce Inc. $30,000

National Cherry Festival (Young) Hilltops Council $20,000

Newcastle Writers Festival (Newcastle) Newcastle Writers Festival Inc. $20,000

DESTINATION NSW // Annual Report 2018-2019 Page 108 APPENDICES

Grants CONTINUED

Regional Events Program 2018-2019 CONTINUED

Event Organisation Grant Amount

Nosh Narrabri (Narrabri) Nosh Narrabri $20,000

Oberon Outdoor Week (Oberon) Oberon Council $20,000

Orange Winter Fire Festival (Orange) Orange 360 $20,000

Perfect Light Film Festival (Broken Hill) Film Festivals Australia Pty Ltd $20,000

Perricoota Pop & Pour Festival (Moama) E M Events $20,000

Peter Allen Festival (Tenterfield) Tenterfield Chamber of Tourism Industry & Business Inc. $20,000

Pie Fest (Bowral) Campaign Marketing Pty Ltd $20,000

Prohibition / Speakeasy (Dubbo) Dubbo Regional Council $19,500

Real Festival (Penrith) Penrith City Council $20,000

Rewind the Vines (Griffith) Pink Salt Productions Pty Ltd $20,000

River Daze (Barham) Barham Consolidated Incorporated $20,000

River of Art Festival (Durras Lakes to Tilba Tilba) River of Art Inc $30,000

Riverboats of Music Festival (Echuca-Moama) Westbound Productions Pty Ltd $31,306

Riverlights Multicultural Festival (Maitland) Maitland City Council $20,000

Sample Food Festival (Bangalow) Tancred Holdings Pty Ltd $30,000

Sand N Sea Festival (Huskisson) Elite Energy Pty Ltd $20,000

Sculpture at Scenic World (Katoomba) Katoomba Scenic Railway Pty Ltd $30,000

Sculpture for Clyde (Batemans Bay) Batemans Bay Business & Tourism Chamber Inc. $20,000

Sculpture on the Farm (Dungog) Sculpture on the Farm Inc. $20,000

Seal Rocks Adventure Festival (Seal Rocks) TightKnit Events $20,000

Seechange Jervis Bay Arts Festival (Huskisson) Jervis Bay & Basin Arts Inc. $20,000

Shellharbour Surf & Skate Festival (Shellharbour) Council of the City of Shellharbour $20,000

Snowy Valleys Cycle Challenge (Tumut) Rotary Club of Tumut $14,500

South Coast Food & Wine Festival (Berry) White Sands Events Pty Ltd $20,000

Spring Jam (Wagga Wagga) Wagga Wagga City Council $20,000

The Mullum Music Festival (Mullumbimby) Red Square Music Pty Ltd $30,000

The Sunsets Music Festival (Silverton) Sunsets Entertainment Pty Ltd $20,000

Page 109 DESTINATION NSW // Annual Report 2018-2019 APPENDICES

Event Organisation Grant Amount

Trundle Abba Festival (Trundle) Executive Events Solutions Pty Ltd $20,000

Wintersun 2.0 (Murwillumbah) Bowman, Stephen t/a Aces & Eights Event Management $20,000

Woolgoolga Blues & Berries Festival (Woolgoolga) Primow Pty Ltd $20,000

Woolgoolga MTB Festival (Woolgoolga) P Acevedo-White & C White & M A White $20,000

World Championship Gold Buckle Campdraft (Bawley Point) The Trustee for the Carrington Trust $20,000

Write Around the Murray (Albury) Albury City Council $20,000

All Amounts are GST Exclusive

L’Etape Australia by Tour de France

DESTINATION NSW // Annual Report 2018-2019 Page 110 APPENDICES

Grants CONTINUED

Regional Tourism Fund 2018-2019

Organisation Project Grant Amount

Regional Co-operative Tourism Marketing

Dubbo Regional Council Great Big Adventures $125,000

Tourism Snowy Mountains So Much More $100,000

Orange360 Orange Destination Marketing Campaign $131,000

Shoalhaven City Council Unspoilt South Coast $310,000

Eurobodalla Shire Council All Kinds of Natural $320,000

Penrith City Council Surprise Yourself $100,000

Maitland City Council My Maitland $100,000

Port Stephens Tourism Port Stephens Destination Marketing Campaign* $150,000

Broken Hill City Council Broken Hill Destination Marketing Campaign* $120,000

Regional Tourism Product Development

Prater Nominees Pty Ltd Sir George Stable & Barn Accommodation $150,000

Ecoline Pty Ltd TreeTop Crazy Rider Coffs Harbour $149,500

Circa Hotels Pty Ltd Circa 1928 Urban Retreat $150,000

Lucy Investments Pty Ltd 31 New Tourism Van/Camping Sites $150,000

Diamond Waters Pty Ltd Wedding, Conference and Activity Centre $85,790

Outback Astronomy Outback Astronomy Sky Dome & Cafe $93,223

Tallagandra Hill Tallagandra Winery Accommodation & Event Space $150,000

Hillbilly Harvest Pty Ltd Hillbilly Cider Shed $150,000

Highland Farm & Woodland Highfield EcoHut $100,580

Forget Me Not Farm Pty Ltd Forget Me Not Farm Cottage $150,000

L & M Demamiel Pty Ltd Brolga Hotel Motel Accommodation $145,738

The Newcastle Signal Box Pty Ltd Newcastle Signal Box Café and Heritage Attraction $150,000

Mountain Culture Pty Ltd Craft Brewery, Blue Mountains $150,000

Kapetanakos, Olivier Avonside Alpine Estate Infrastructure $55,089

Double Happiness Co Pty Ltd Seacliff House – Secondary Dwelling $150,000

Eden Beachfront Holiday Park Accessible Beachfront Villas $141,103

EJ & FM Hatty Pty Ltd Coonara Farm Stay Development $103,300

Coffs Harbour City Council Solitary Island Coastal Walk Interpretative Signage $25,000

S J Birrell & G J Deans Victoria Stores Apartments $150,000

Rosby Pastoral Co Rosby Cellar Door & Art Space $150,000

Callubri Station Pty Ltd The Cocky’s Wife Farm Stay & Function Centre** $150,000

Hilton Pty Ltd Currajong Eco Retreat** $125,875

Billabong Koala & Wildlife Park Pty Ltd Billabong Zoo Night Safari Activation Centre** $150,000

Note: * Marketing Program not implemented until beginning of 2020 ** Projects have been recommended for funding — not announced as yet

Page 111 DESTINATION NSW // Annual Report 2018-2019 APPENDICES

Minister’s Discretionary Fund 2018-2019

Event Organisation Grant Amount

A Day With the Devils (Gunnedah) Gunnedah Rugby Club Ltd. $5,000

Australian Country Fashion Week (Bathurst) Penrith Rugby League Club Ltd. $5,000

Beach Sounds Music Festival (Lennox Head) Lennox Groove Music $2,500

Berry Jazz Festival (Berry) Sydney Improvised Music Association Inc. $4,500

Buddy Williams Plaque (Dorrigo) Don Dorrigo & Guy Fawkes Historical Society Inc. $1,500

Bungendore Country Music Muster (Bungendore) Bungendore Country Muster Inc. $1,200

Byron Music Society – Mozart Requiem (Byron Bay) Byron Music Society $2,850

Cessnock NAIDOC Week (Cessnock) Cessnock City Council $5,000

Christmas on the Plateau (Alstonville) Baptist Church Alstonville $4,350

Cowra New Year’s Eve Beach Party (Cowra) The Trustee for Cowra Showground Racecourse & Paceway $3,000 Land Manager

Dubbo Motorcycle Rally (Dubbo) Dubbo Motor Bike Rally Inc. $5,000

Engadine Spring Fair (Engadine) Church of Christ Engadine $3,000

Garah-Boomi Pony Club 50th Anniversary Long Lunch (Moree) Garah-Boomi Pony Club Inc. $1,000

150th Anniversary of the Arrival of the Railway (Goulburn) Goulburn Loco Roundhouse Preservation Society Inc. $3,000

Helensburgh Lions Community Fair (Helensburgh) Lions Club of Helensburgh Inc. $4,000

Ingenuity Sculpture Festival (Mullumbimby) Creative Mullumbimby Inc. $5,000

Jamberoo Music Festival (Jamberoo) Jamberoo Music Festival Inc. $5,000

John Oxley Bicentenary Celebrations (Crowdy Head) Harrington Crowdy Head Chamber of Commerce Industry $5,000 & Tourism Inc.

Kandos & Rylstone Tourist Map Rylstone Kandos Chamber of Commerce Inc. $3,796

Kandos Street Machine & Hot Rod Show (Kandos) Rylstone Kandos Street Machine Club Inc. $5,000

Kurri Kurri Nostalgia Festival (Kurri Kurri) Towns With Heart Inc. $5,000

Let’s Dance Carinda Tribute (Carinda) Let’s Dance Carinda Tribute Committee $5,000

Lithgow – 150th Anniversary of Steam Trains (Lithgow) Gang Gang Gallery $5,000

Lithgow Halloween Festival (Lithgow) Lithgow City Council $5,000

Macksville Gift (Macksville) Macksville Athletics Club Inc. $2,000

Mount Hunter Music Stampede (Picton) K Ranch Events Pty Ltd $10,000

National Railway Museum (Werris Creek) A R M Management Inc. $5,000

NSW Junior Dirt Track Championships (Somersby) Central Coast Junior Motor Cycle Club Inc $5,000

NSW Senior Men’s Open Championships (Albury) Golf NSW Ltd. $5,000

OC1/OC2/V1 National Titles (Port Macquarie) Port Macquarie Maroro Outrigger Canoe Club $5,000

Running on Empty Festival (Cobar) Cobar Shire Council $4,500

Skullcandy Oz Grom Open (Lennox Head) LE-BA Boardriders Club Inc. $20,000

Spirit of the Planet Festival (Dubbo) The Spirit of the Planet Indigenous Corporation $5,000

Starfest (Coonabarabran) 2357 Partnerships $3,000

DESTINATION NSW // Annual Report 2018-2019 Page 112 APPENDICES

Financial Management

PAYMENT OF ACCOUNTS

Quarter Current Less than 30 Between 30 and 60 Between 60 and 90 More than 90 days (within due date) days overdue days overdue days overdue overdue $ $ $ $ $

All Suppliers

September 2018 63,276,521 1,595,330 82,996 4,753 NIL

December 2018 52,663,656 558,952 2,916 143 NIL

March 2019 4,338,708 84,779 10,129 888 NIL

June 2019 38,471,219 818,820 4,715 9,299 NIL

Total all suppliers 158,750,104 3,057,881 100,756 15,083 NIL

Small Business

September 2018 506,230 952 NIL NIL NIL

December 2018 638,585 NIL NIL NIL NIL

March 2019 60,202 NIL NIL NIL NIL

June 2019 272,841 NIL NIL NIL NIL

Total Small Business 1,477,858 NIL NIL NIL NIL

All Suppliers September 2018 December 2018 March 2019 June 2019

Total no. of accounts due for payment 2,772 1,752 220 1,183

No. of accounts paid on time 2,708 1,718 212 1,139

% of account paid on time (based on no. of accounts) 97.7% 98.1% 96.4% 96.3%

$ amount of accounts due for payment 64,959,600 53,225,667 4,434,504 39,304,053

$ amount of accounts paid on time 63,276,521 52,663,656 4,338,708 38,471,219

% of accounts paid on time 97.4% 98.9% 97.8% 97.9% (based on $ amount of accounts)

Number of payment for interest on overdue accounts NIL NIL NIL NIL

Interest paid on overdue accounts NIL NIL NIL NIL

Small business September 2018 December 2018 March 2019 June 2019

Total no. of accounts due for payment 156 147 24 119

No. of accounts paid on time 155 147 24 119

% of account paid on time (based on no. of accounts) 99.4% 100% 100% 100%

$ amount of accounts due for payment 507,182 638,585 60,202 272,841

$ amount of accounts paid on time 506,230 638,585 60,202 272,841

% of accounts paid on time 99.8% 100% 100% 100% (based on $ amount of accounts)

Number of payment for interest on overdue accounts NIL NIL NIL NIL

Interest paid on overdue accounts NIL NIL NIL NIL

Note: Small business must be registered to be able to be reported on for the payment of account statistics.

Page 113 DESTINATION NSW // Annual Report 2018-2019 APPENDICES

Accumulated Funds The deficiency of accumulated funds is consistent with the NSW Treasury approved position and results from cash management reforms instituted by NSW Treasury.

Investment Performance Refer Financial Statements: Financial Instruments Note 18.

Liability Management Performance Destination NSW has no debt greater than $20 million.

Financial Management In FY 2018-19 there are no after Balance-Day events which have a significant effect on the financial or other operations of Destination NSW.

Budgets Refer Financial Statements: Note 16.

Implementation of Price Determination Destination NSW is not subject to the Tribunal.

Ross Pearson Chief Operating Officer & Chief Financial Officer

Additional Matters: Annual Report Costs Nil. Annual report produced in-house by Destination NSW Communications Division. All images and other collateral included in the document were sourced from the Destination NSW image library and existing resources. Printing of required compliance copies was undertaken in-house.

DESTINATION NSW // Annual Report 2018-2019 Page 114 Pines Campground, Olney State Forest

Page 115 DESTINATION NSW // Annual Report 2018-2019 Page 115 Financial Statements

Contents

117 Statement in accordance with Section 41C (1C) of the Public Finance and Audit Act 1983 118 Auditor’s Report 121 Financial Statements for the Year Ended 30 June 2019 125 Notes to the Financial Statements: 125 1. Summary of significant accounting policies 129 2. Expenses excluding losses 130 3. Revenues 130 4. Other gains / (losses) 130 5. Service groups of Destination NSW 131 6. Current assets – cash and cash equivalents 131 7. Current/non-current assets – receivables 132 8. Non-current assets – property plant and equipment 134 9. Intangible assets 135 10. Current liabilities – payables 135 11. Current/non-current liabilities – provisions 137 12. Current/non-current liabilities – borrowings 137 13. Equity 138 14. Commitments 138 15. Contingent liabilities and contingent assets 138 16. Budget review 139 17. Reconciliation of cash flows from operating activities to net result 139 18. Financial instruments 144 19. Related party disclosure 144 20. Events after the reporting period

DESTINATION NSW // Annual Report 2018-2019 Page 116 FINANCIAL STATEMENTS

Statement in accordance

Page 117 DESTINATION NSW // Annual Report 2018-2019 Page 117 FINANCIAL STATEMENTS

Auditor’s Report

INDEPENDENT AUDITOR’S REPORT INDEPENDENTINDEPENDENT AUDITOR’S AUDITOR’S REPORTINDEPENDENT REPORT AUDITOR’S REPORT Destination NSW Destination NSWDestination NSW Destination NSW

To Members of the New South Wales Parliament To Members ofTo the Members New South of the Wales New Parliament SouthTo WalesMembers Parliament of the New South Wales Parliament Opinion Opinion Opinion Opinion I have audited the accompanying financial statements of Destination NSW (DNSW), which comprise I have audited Ithe have accompanying audited the accompanying financial Istatements have financial audited of statementsDestinationthe accompanying ofNSW Destination ( DNSWfinancial ),NSW whichstatements (DNSW comprise of), whichDestination comprise NSW (DNSW), which comprise the Statement of Comprehensive Income for the year ended 30 June 2019, the Statement of Financial the Statement theof C Somprtatementehensive of C omprIncomeehensive forthe the Statement I ncomeyear ended for of theComprehensive 30 year June ended 2019 ,30 theIncome June Statement 2019for the, theof year F Statementinancial ended 30 of June Financial 2019, the Statement of Financial Position as at 30 June 2019, the Statement of Changes in Equity and the Statement of Cash Flows for Position as at 30Position June 2019as at ,30 the June Statement 2019,Position theof C Statementhanges as at in30 ofE Junequity Changes 2019and the,in the E Statementquity Statement and theof of C Statement ashChanges Flows inof for EquityC ash Fandlows the for Statement of Cash Flows for the year then ended, notes comprising a Summary of Significant Accounting Policies and other the year then ended,the year notes then comprisingended, notes a Summary comprisingthe year thenof aS Summaryignificant ended, notes Aofccounting S ignificantcomprising Policies Accounting a Summary and other Policies of Significant and other Accounting Policies and other explanatory information of DNSW and the consolidated entity. The consolidated entity comprises explanatory informationexplanatory of informationDNSW and ofthe DNSW explanatoryconsolidated and the information entity. consolidated The ofconsolidated DNSW entity. andThe entity theconsolidated consolidated comprises entity entity. comprises The consolidated entity comprises DNSW and the entities it controlled at the year’s end or from time to time during the financial year. DNSW and theDNSW entities and it controlled the entities at itthe controlled year’sDNSW end andat theor the fromyear’s entities time end toit orcontrolled time from during time at tothethe time financialyear’s during end year. the or fromfinancial time year. to time during the financial year. In my opinion, the financial statements: In my opinion, Inthe my financial opinion, statements: the financial statements:In my opinion, the financial statements: • give a true and fair view of the financial position of DNSW and the consolidated entity as at • give a true• andgive fair aview true of and the fair financial view• of position thegive financial a of true DNSW andposition fairand view ofthe DNSW consolidatedof the andfinancial the entity consolidated position as at of DNSW entity asand at the consolidated entity as at 30 June 2019, and of their financial performance and cash flows for the year then ended in 30 June 2019,30 and June of their 2019 financial, and of performancetheir financial30 June and performance 2019, cash and flows of and theirfor cashthe financial year flows then performance for endedthe year in thenand cashended flows in for the year then ended in accordance with Australian Accounting Standards accordance withaccordance Australian with Accountin Australiang Standards Accountinaccordance g Standards with Australian Accounting Standards • are in accordance with section 41B of Public Finance and Audit Act 1983 (PF&A Act) and the • are in accordance• are inwith accordance section 41B with of• section Publicare Finance41B in accordance of Public and Audit Finance with Act section 1983and Audit 41B(PF&A ofAct PublicAct) 1983 and Finance(PF&A the Act) and and Audit the Act 1983 (PF&A Act) and the Public Finance and Audit Regulation 2015. Public FinancePublic and Audit Finance Regulation and Audit 2015 Regulation.Public Finance 2015. and Audit Regulation 2015.

My opinion should be read in conjunction with the rest of this report. My opinion shouldMy opinion be read should in conjunction be read inwithMy conjunction opinionthe rest shouldof with this thereport.be restread of in this conjunction report. with the rest of this report. Basis for Opinion Basis for OpinionBasis for Opinion Basis for Opinion I conducted my audit in accordance with Australian Auditing Standards. My responsibilities under the I conducted myI conductedaudit in accordance my audit inwith accordance AustralianI conducted with Auditing myAustralian audit Standards. in Auditingaccordance My Standards. responsibilities with Australian My responsibilities under Auditing the Standards. under the My responsibilities under the standards are described in the ‘Auditor’s Responsibilities for the Audit of the Financial Statements’ standards are standardsdescribed arein the described ‘Auditor’s in Responsibilitiesthestandards ‘Auditor’s are Responsibilities describedfor the Audit in theof for the ‘Auditor’s the Financial Audit Responsibilities of Statements’ the Financial for Statements’ the Audit of the Financial Statements’ section of my report. section of my report.section of my report. section of my report. I am independent of DNSW in accordance with the requirements of the: I am independentI am of independent DNSW in accordance of DNSW Iinwith am accordance independentthe requirements with of the DNSW ofreq the:uirements in accordance of the: with the requirements of the: • Australian Auditing Standards • Australian• AuditingAustralian Standards Auditing Standards• Australian Auditing Standards • Accounting Professional and Ethical Standards Board’s APES 110 ‘Code of Ethics for • Accounting• ProfessionalAccounting and Professional Ethical• Standards andAccounting Ethical Board’s Standards Professional APES Board’s 110 ‘Codeand APES Ethical of Ethics 110 Standards ‘Code for of Board’sEthics for APES 110 ‘Code of Ethics for Professional Accountants’ (APES 110). Professional Accountants’Professional (APES Accountants’ 110). (APESProfessional 110). Accountants’ (APES 110).

I have fulfilled my other ethical responsibilities in accordance with APES 110. I have fulfilled Imy have other fulfilled ethical my responsibilities other ethicalI have responsibilities in accordancefulfilled my other inwith accordance APESethical 110. responsibilities with APES 110. in accordance with APES 110. Parliament promotes independence by ensuring the Auditor-General and the Audit Office of Parliament promotesParliament independence promotes independenceby ensuringParliament the by Auditor ensuringpromotes-General the independence Auditor and the-General Audit by ensuring Officeand the of the Audit Auditor-General Office of and the Audit Office of New South Wales are not compromised in their roles by: New South WalesNew are South not Walescompromised are not compromisedin Newtheir Southroles by:Wales in their are roles not by: compromised in their roles by: • providing that only Parliament, and not the executive government, can remove an • providing• that onlyproviding Parliament, that only and Parliament, not• theproviding executive and not that government,the only executive Parliament, can government, remove and not an can the removeexecutive an government, can remove an Auditor-General Auditor-GeneralAuditor -General Auditor-General • mandating the Auditor-General as auditor of public sector agencies • mandating• themandating Auditor-General the Auditor as auditor•- General ofmandating public as auditor sector the of Auditor-General agencies public sector agencies as auditor of public sector agencies • precluding the Auditor-General from providing non-audit services. • precluding• the precludingAuditor-General the Auditor from• - providingGeneralprecluding from non- providingaudit the services. Auditor-General non-audit services. from providing non-audit services.

I believe the audit evidence I have obtained is sufficient and appropriate to provide a basis for my I believe the auditI believe evidence the audit I have evidence obtained I havebelieveis sufficient obtained the audit and is appropriatesufficientevidence andI have to appropriateprovide obtained a basis isto sufficientprovide for my a and basis appropriate for my to provide a basis for my audit opinion. audit opinion. audit opinion. audit opinion.

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FINANCIAL STATEMENTS

Auditor’s Report CONTINUED

Other Information DNSW’s annual report for the year ended 30 June 2019 includes other information in addition to the financial statements and my Independent Auditor’s Report thereon. The members of the Board of DNSW are responsible for the other information. At the date of this Independent Auditor’s Report, the other information I have received comprise the Statement by the Chair and Chief Executive Officer.

My opinion on the financial statements does not cover the other information. Accordingly, I do not express any form of assurance conclusion on the other information.

In connection with my audit of the financial statements, my responsibility is to read the other information and, in doing so, consider whether the other information is materially inconsistent with the financial statements or my knowledge obtained in the audit, or otherwise appears to be materially misstated.

If, based on the work I have performed, I conclude there is a material misstatement of the other information, I must report that fact.

I have nothing to report in this regard. The Board’s Responsibilities for the Financial Statements The members of the Board are responsible for the preparation and fair presentation of the financial statements in accordance with Australian Accounting Standards and the PF&A Act and for such internal control as the members of the Board determine is necessary to enable the preparation and fair presentation of financial statements that are free from material misstatement, whether due to fraud or error.

In preparing the financial statements, the members of the Board are responsible for assessing the ability of DNSW and the consolidated entity to continue as a going concern, disclosing as applicable, matters related to going concern and using the going concern basis of accounting except where operations will be dissolved by an Act of Parliament or otherwise cease. Auditor’s Responsibilities for the Audit of the Financial Statements My objectives are to:

• obtain reasonable assurance about whether the financial statements as a whole are free from material misstatement, whether due to fraud or error • issue an Independent Auditor’s Report including my opinion.

Reasonable assurance is a high level of assurance, but does not guarantee an audit conducted in accordance with Australian Auditing Standards will always detect material misstatements. Misstatements can arise from fraud or error. Misstatements are considered material if, individually or in aggregate, they could reasonably be expected to influence the economic decisions users take based on the financial statements.

A description of my responsibilities for the audit of the financial statements is located at the Auditing and Assurance Standards Board website at: www.auasb.gov.au/auditors_responsibilities/ar3.pdf. The description forms part of my auditor’s report.

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FINANCIAL STATEMENTS

My opinion does not provide assurance:

• that DNSW or the consolidated entity carried out their activities effectively, efficiently and economically • about the assumptions used in formulating the budget figures disclosed in the financial statements • about the security and controls over the electronic publication of the audited financial statements on any website where they may be presented • about any other information which may have been hyperlinked to/from the financial statements.

C J Giumelli Director, Financial Audit Services

Delegate of the Auditor-General for New South Wales

10 September 2019 SYDNEY

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Financial Statements for the Year Ended 30 June 2019

Beginning of the audited financial Statements

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Financial Statements for the Year Ended 30 June 2019 CONTINUED

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Notes to the Financial Statements

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Notes to the Financial Statements CONTINUED

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Notes to the Financial Statements CONTINUED

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Notes to the Financial Statements CONTINUED

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Notes to the Financial Statements CONTINUED

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Notes to the Financial Statements CONTINUED

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Notes to the Financial Statements CONTINUED

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DESTINATION NSW // Annual Report 2018-2019 Page 144 Lord Howe Island

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Contents

147 Index 149 Access

DESTINATION NSW // Annual Report 2018-2019 Page 146 INDEX & ACCESS

Index A E Aboriginal Tourism...... 69 Equivalent Advertising Value...... 22 About Destination NSW...... 9 Event Development...... 39 Access...... 149 Exceptional Movements in Remuneration...... 87 Annual Report Costs...... 114 Airline Partnerships...... 30 Appendices...... 84 F Arts and Entertainment Portfolio...... 40 Financial Management...... 113 Audit and Risk Committee...... 88 Financial Overview...... 21 Auditor’s Report...... 118 Financial Statements...... 116 Funds Sources of...... 21 Food & Wine Tourism...... 72 B Board Committees ...... 88 Board of Management...... 88 G Board Members...... 11 Government Information (Public Access) Act...... 89 Budget Structure...... 21 Grants...... 105 Business Activation Portfolio...... 43 Discretionary Grants...... 112 Business Events...... 44 Regional Conferencing...... 65 Business Support Programs...... 73 Regional Tourism Fund...... 61

C H CEO’s Report: The Year in Review...... 17 Human Resources...... 86 Chairman’s Foreword...... 6 Charter Aims & Objectives ...... 9 Communications...... 76 I Consultants...... 88 Independent Auditor’s Report...... 118 Consumer Enquiries Response...... 102 Insurance...... 93 Corporate Governance...... 88 Internal Audit and Risk Management Policy Attestation...... 95 Corporate Services...... 82 Internal Audits...... 93 Cruise Ship Tourism...... 71 L D Legal Change and Legislation...... 88 Destination NSW Staff Agency...... 89 Letter of Submission...... 3 Destination NSW Performance KPIs...... 22 Digital and Social Media...... 56 Disability Inclusion Action Plan...... 82 Disclosure of Controlled Entities...... 89 Disclosure of Subsidiaries...... 89

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M S Management Activities...... 102 Senior Executive...... 85 Management and Structure See: Sport and Strategic Events Portfolio...... 41 Board of Management...... 88 Staff Profile...... 86 Senior Executives...... 85 Statement by Chair and CEO...... 117 Organisation Chart ...... 16 Strategic Objectives...... 22 Marketing...... 51 Subsidiaries...... 89 Multicultural Policy...... 98 T N Tourism Industry Performance...... 29 NSW Cyber Security Policy Attestation...... 94 Tourism Snapshots...... 35 NSW Tourism Performance...... 29 Trade Familiarisation Visits...... 75

O V Operations...... 99 Visitor Arrivals...... 35 Organisation...... 8 Visitor Economy Industry Action Plan...... 10 Organisation Chart...... 16 Visitor Snapshot...... 35 Overseas Visits...... 99 Vivid Sydney...... 45

P W Partnership Programs...... 57 Work Health & Safety...... 97 Payment of Accounts...... 113 Workers Compensation...... 93 Policies and Programs...... 97 Workforce Diversity...... 97 Privacy and Personal Information Protection Act.....93 Y R Youth Tourism...... 72 Regional Conferencing...... 65 Regional Event Development...... 63 Regional NSW...... 61 Regional Portfolio...... 44 Regional Tourism Fund...... 61 Research and Development...... 102 Review...... 38 Risk Management...... 95 Risk Management Attestation Statement...... 95

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Access

SYDNEY OFFICE INTERNATIONAL OFFICES CONTINUED Level 2, NORTH ASIA 88 Cumberland Street, Shanghai Office The Rocks, Sydney, Room 4303, Level 43 CITIC Square NSW 2000 1168 Nanjing Road West, Shanghai 200040 Tel: +61 2 9931 1111 P. R. CHINA Fax: + 61 2 9931 1490 Tel: +86 21 5292 8833 Business hours: Fax: +86 21 5292 5557 9:00am-5:30pm Monday to Friday Beijing Office Postal address: Destination NSW GPO Box 7050, Sydney NSW 2001 Unit 1486, Level 14, China World Office 1, 1 Jianguomenwai Avenue, Chaoyang District, Beijing, P. R. CHINA CORPORATE EMAIL & WEBSITE Tel: +86 10 6535 0330 [email protected] destinationnsw.com.au Chengdu Office Destination NSW Unit 1729, Level 17, Raffles City Tower 2, CONSUMER WEBSITES No.3 Section 4, South Renmin Road, Wuhou District, Chengdu 610041, P. R. CHINA sydney.com Tel: 86 28 6511 2838 visitnsw.com Fax: 86 28 6511 8199 vividsydney.com Guangzhou Office Unit A2, Level 10, Development Centre INTERNATIONAL OFFICES 3 Linjiang Dadao, Pearl River New Town, Guangzhou, PRC, 510623 United Kingdom Office Tel: +86 20 3785 3009 Level 6, Australia Centre Strand, London, WC2B 4LG, UNITED KINGDOM Hong Kong Office Tel: +44 20 7438 4644 or 4643 Room 2405 Fax: +44 20 7240 6690 24/F Harbour Centre, No 25 Harbour Road Wanchai Germany Office HONG KONG Neue Mainzer Strasse 22 D Tel: +852 2531 3889 60311 Frankfurt, GERMANY Fax: +852 2877 0387 Tel: + 49 (0) 69 2740 0698 Fax: +49 (0) 69 2740 0640 Destination NSW Representative Office – South Korea 9/F Donghwa BD (Annex) North America Office 60 Sejong-daero, 9-gil 2029 Century Park East, Jung-gu, Seoul Suite 3150, Los Angeles, CA 90067, SOUTH KOREA UNITED STATES OF AMERICA Tel: +82 2779 2950 Tel: +1 310 695 3235 Fax: +1 310 641 1655 Japan Office 12F Sanno Park Tower New Zealand Office 2-11-1 Nagata-cho, Chiyoda-ku, Level 3, 125 The Strand, Parnell, Tokyo 100-6112, JAPAN Auckland 1010, NEW ZEALAND Tel: +81 3 6550 8061 Tel: +64 9 307 7040 Fax: +81 3 6550 8064 Fax: +64 9 366 6173

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