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Destination NSW ANNUAL REPORT 2013/2014

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Destination NSW ANNUAL REPORT 2013/2014 Destination NSW ANNUAL REPORT 2013/2014 Destination NSW ANNUAL REPORT 2013/2014 2 Destination NSW | Annual Report 2013/2014 The Hon. Troy Grant MP Deputy Premier Minister for Tourism and Major Events 52 Martin Place SYDNEY NSW 2000 31 October 2014 Dear Deputy Premier, We are pleased to submit the Annual Report of Destination NSW for the financial year ended 30 June 2014 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 2010, the Government Sector Employment Act 2013, the Public Finance and Audit Act 1983, and the Public Finance and Audit Regulation 2010. Yours sincerely, John Hartigan Sandra Chipchase Chairman CEO Destination NSW | Annual Report 2013/2014 Contents 3 Contents 4 Chairman’s Foreword 5 Organisation 6 About Destination NSW 8 Board Members 11 Organisation Chart 2013/2014 12 CEO’s Report: The Year in Review 15 Financial Overview 2013/2014 16 Destination NSW Performance 2013/2014 22 NSW Tourism Performance 2013/2014 24 Visitor Snapshot: NSW Year Ending June 2014 26 Review 27 Event Development 31 Marketing for Tourism and Events 40 Industry Partnerships and Government Policy 49 Communications 51 Homebush Motor Racing Authority 52 Corporate Operations 53 Appendices 54 Destination NSW Senior Executive 55 Human Resources 57 Policies and Programs 59 Corporate Governance 64 Operations 67 Management Activities 69 Grants 72 Financial Management 74 Financial Statements 75 Destination NSW Financial Statements 103 Destination NSW Staff Agency Financial Statements 122 Index 124 Access 4 Destination NSW | Annual Report 2013/2014 Chairman’s Foreword In my first few months as Chairman of Destination NSW, John Hartigan I was struck by three things in particular: Chairman Destination NSW 1. The wealth of outstanding attractions, experiences, festivals and events that New South Wales has to offer; 2. The strong NSW Government support of the work of Destination NSW and their commitment to delivering the Visitor Economy Industry Action Plan; and 3. The dedication and professionalism of the Destination NSW Board, CEO and team. Achieving the New South Wales Government’s goal of “Doubling Overnight Visitor Expenditure by 2020” is at the forefront of Destination NSW operations. In 2013/14, the organisation has been focused on delivering Year Two I also congratulate our CEO, Sandra Chipchase on her Actions outlined in the Visitor Economy Industry Action vision and commitment as she has guided Destination NSW Plan (VEIAP), which is the New South Wales Government’s to become an innovative, customer focused organisation response to the Visitor Economy Taskforce Report. with the agility to respond to changing priorities to ensure On reviewing the results and achievements of Destination that New South Wales maintains its position as the most NSW in implementing the VEIAP, it is clear the Plan is visited State in Australia. I also applaud the efforts of the certainly delivering excellent results for New South Destination NSW Executive team and our staff both in Wales. In both domestic and international markets NSW and overseas, whose commitment to achieving our Destination NSW is delivering innovation, stronger strategic objectives is outstanding. industry partnerships and in most cases record results. It has been a great pleasure to take on the position of Destination NSW’s work in developing Australia’s most Chairman following on from the exemplary work of my compelling calendar of major events is also paying predecessor, John Conde AO, and to work with a Board of dividends. In the past year Sydney and Regional NSW Directors whose immense knowledge of the tourism and have hosted some wonderful events across arts, major events sectors and the business world more broadly culture, lifestyle and sports that have strong appeal has contributed greatly to the organisation’s success. for international and interstate visitors. I look forward to working with the industry across I thank the former Deputy Premier and Minister for New South Wales to ensure that the capacity for the Tourism and Major Events, Andrew Stoner and the New South Wales Visitor Economy to grow and flourish New South Wales Government for their ongoing is further embedded during my term as Chairman. recognition and support of the work of Destination NSW in growing the State’s Visitor Economy. John Hartigan Chairman Destination NSW Destination NSW | Annual Report 2013/2014 Organisation 5 Organisation 6 About Destination NSW 8 Board Members 11 Organisation Chart 2013/2014 12 CEO’s Report: The Year in Review 15 Financial Overview 2013/2014 16 Destination NSW Performance 2013/2014 22 NSW Tourism Performance 2013/2014 24 Visitor Snapshot 6 Organisation Destination NSW | Annual Report 2013/2014 About Destination NSW Established under the Destination NSW Act 2011 as Role the lead Government agency for the New South Wales tourism and major events sector, Destination NSW’s Destination NSW is responsible for devising and charter is to achieve economic and social benefits for implementing strategies to grow the State’s visitor the people of New South Wales through the development economy. Our particular focus is on driving tourism of tourism and the securing of major events. and acquiring and developing major sporting and cultural events for Sydney and Regional NSW. In The establishment of Destination NSW saw the merger addition, Destination NSW is the major investor in of four Government-funded entities – Tourism New South Business Events Sydney with the aim to secure more Wales, Events New South Wales, the Homebush Motor international conventions, incentive travel reward Racing Authority and the Greater Sydney Partnership – programs, corporate events and exhibitions for Sydney into a single entity. and Regional NSW. Destination NSW is a Public Service Executive Agency governed by a Board of Management and is subject to the Vision control and direction of the Deputy Premier and Minister for Tourism and Major Events. It is principally funded by To make Sydney and New South Wales one of the world’s the NSW Government. Destination NSW is part of a cluster most successful tourism and events destinations. of agencies under the responsibility of the Secretary of the Department of Trade and Investment, Regional Infrastructure and Services (NSW Trade & Investment). Mission To double overnight visitor expenditure by 2020 and maximise the benefits of the visitor economy for New South Wales. Strategic objectives 1. P osition Sydney and New South Wales as world-leading tourism and events destinations. 2. Attract and secure high-value major events. 3. B uild a sustainable events calendar for New South Wales. 4. I ncrease industry stakeholder and customer engagement. 5. Deliver value in partnership/co-operative programs. 6. Develop and sustain a high-performance organisation. 7. Maximise yield and dispersal from the Visitor Economy. 8. Implement the Visitor Economy Industry Action Plan. Destination NSW | Annual Report 2013/2014 About Destination NSW 7 Importance of the Visitor Economy to Working with Industry New South Wales Destination NSW works with industry and Government The term ‘visitor economy’ includes businesses and stakeholders to realise our vision of making Sydney and communities that benefit from the direct and indirect NSW one of the world’s most successful tourism and economic activity generated through the wide range events destinations. of initiatives that support the provision of goods and The value of the contribution made by tourism and services to overnight visitors including, but not limited to, major events is undeniable and by working with industry leisure, business, events, food and wine, arts/cultural, stakeholders, we can undertake a wide range of activities nature and student visitors. that increase the profile of Sydney and NSW in key The visitor economy contributes $28.1 billion to the domestic and international markets. State’s economy and supports 158,000 direct jobs. In the year ended June 2014, New South Wales Services welcomed 29.7 million visitors and currently leads all Australian States and Territories in terms of visitor The services offered by Destination NSW include: numbers, nights and expenditure. • Brand development and management Visitor Economy Industry Action Plan • Strategic partnership programs • Market research and insights In December 2012, the Visitor Economy Industry Action • Destination development assistance Plan (the NSW Government response to the NSW Visitor Economy Taskforce Report) was released supporting • Product development advisory service the majority of recommendations made by the Taskforce. • Market and business development programs The Visitor Economy Industry Action Plan outlines the whole-of-Government commitment to the NSW • Destination and event marketing visitor economy and a long-term strategy to achieve • Co-operative marketing and publicity programs the NSW Government’s target of doubling overnight • Major event investment and evaluations visitor expenditure to NSW by 2020. • Event leveraging activities Destination NSW is working with industry and Government stakeholders to implement the approved • Visitor resources and information recommendations and actions outlined in the Visitor • Visual resources – footage and photography Economy Industry Action Plan. • Funding for regional events and tourism activities. 8 Organisation Destination NSW | Annual Report 2013/2014 Board Members
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