AUGUST 2018 Visitor Economy Industry Action Plan 2030 Visitor Economy Industry Action Plan 2030 Forewords Premier Deputy Premier New South Wales is not just The resulting The importance of the visitor While the Australia’s international gateway, revised VEIAP economy to NSW cannot be over successes of the but a nationally and internationally identifies and stated. Latest figures show that over visitor economy recognised destination for visitors. articulates a the period from December 2016 are undeniable this number of areas to December 2017, visitors to NSW five-year review of Shortly after coming to for growth and has laid down new stayed a total of 194.5 million nights the government’s action plan is both government, the NSW Liberals & challenging targets for government and spent $29.1 billion. Importantly, timely and welcome. It affirms that we Nationals Government released and industry to drive our visitor the benefits of visitors to NSW are are on the right track, and provides the NSW Visitor Economy Industry economy to 2030 and beyond. widely spread, with regional NSW new focus to ensure NSW continues to Action Plan (VEIAP), recognising attracting 65% share of all visitors reap the benefits of the hard work put the importance of the visitor The NSW Government is committed to NSW. in by the people and businesses that economy sector to our state’s to supporting further growth of drive our visitor economy. prosperity. The results of this are tourism and ensuring the benefits These figures place the visitor plain to see, with 50.4% growth in of a thriving visitor economy are economy sector up there with our The contribution by industry to this the sector since March 2011. felt across the entire length and agricultural and resources sectors review has been most welcome, breadth of the state. as major contributors to the NSW ensuring that the new Visitor Economy This is a wonderful success, not economy. Properly managed and Industry Action Plan 2030 continues just for the industry and the I applaud the work done in supported, the visitor economy sector to provide a relevant and accessible people it employs, but also for the the review. It sets in place the will continue to deliver sustainable blueprint for the sector’s growth broader population of NSW as the foundations for continued growth jobs and prosperity for the people of and prosperity. visitor economy contributes to our and success. NSW into the future. economic success and continues to showcase our state to a global NSW Government activities strongly audience. underpin our visitor economy. Support, marketing and other As a government that is not content measures such as legislation and John Barilaro to sit back, we have recognised that Gladys Berejiklian regulation ensure the conditions the time is right for a review of the are right to deliver a supportive VEIAP; to identify lessons learned climate for continued growth and and opportunities to harness. development of the sector. 2 Visitor Economy Industry Action Plan 2030 Minister for Tourism 4200000 and Major Events international $24.8 BII visitors in 2017 50.4% domestic The NSW Visitor Economy Industry Action Plan (VEIAP) was first laid GROWTH visitor spend ‘17 down in 2012 and has helped the NSW economy to prosper. In total, the in the sector visitor economy targets set in the VEIAP have delivered some $12 billion more value in overnight expenditure than would otherwise have been created. since March ‘11 Yes! In 2017, the NSW Government appointed an independent Visitor Economy Taskforce to review the VEIAP five years after its introduction. The Taskforce set out to validate the effectiveness of the VEIAP and to ensure the plan continues to meet the needs of the sector, the NSW Government, and the people of NSW. $10.4 BILLION This VEIAP 2030 incorporates the high-level findings from the Independent Review of the international $43 MILLION NSW Visitor Economy Industry Action Plan, the lessons learned in the past five years, and visitor spend ‘17 confirms the value the VEIAP has added to the visitor economy in working toward doubling committed to overnight expenditure to $36.6 billion by 2020. With the support of the sector, significant $29.1 BILLION a new regional value has been added to the visitor economy, with the 2012 targets identified as helping tourism framework drive the sector to the outstanding successes that it is has achieved to date. overnight The taskforce review identified a number of areas for growth and recommended new expenditure targets be set to challenge industry and NSW Government. These targets are to: more than triple the 2009 overnight visitor expenditure amount by 2030, aiming to achieve $45 billion by 2025 and $55 billion by 2030 aim to achieve $20 billion in regional overnight visitor expenditure by 2025 and $25 billion by 2030, in alignment with the overall 2030 target. 34.2 These targets will drive the continued success of the visitor economy well beyond the original 2020 target. In direct response to the Visitor Economy Taskfore review, the BILLIN NSW Government will align cross-government departments and establish an ongoing GSP to NSW 14.5 communication channel with industry through a new ‘Team NSW Tourism Taskforce’. The economy 588 Team NSW Tourism Taskforce will oversee and support the development of the visitor MILLIN economy and drive implementation of this VEIAP 2030. in 2016/17 EVENTS nights per yr The continued success of the visitor economy relies on the NSW Government providing a = $3 billion supportive legislative, marketing, and financial climate to deliver an environment supportive 57.9M day trips of continued expansion. NSW must actively compete to bring big events to the state and visitor spend maintain those already here. As Minister for Tourism and Major Events, I will be guided by this action plan when considering NSW Government support for future major events. I wish to congratulate all involved in the review process. In particular, the participation of industry has been crucial in delivering a document that reflects the needs of the visitor 171,100 VS economy, the NSW Government and the people of NSW. people directly employed in tourism sector average in 2016/17 x domestic Adam Marshall spend $16B 90.9 BS international indirectly employed regional expenditure in tourism sector visitor spend per trip regional jobs 19 new airline services, 382% attendance Cruise Development 2018 1.4M extra seats to growth to Vivid Plan launched to guide Sydney—Destination Sydney festival for the future of NSW NSW has partnered with since 2011 (2.3M cruise-based tourism We set a course. Sydney Airport Corp. and airlines attended in 2017) 40 year Tourism & Transport NSW wins Best Event State Historic memorandum of Plan launched with All 26 actions from the Australian understanding and the The plan is working. focus on completed from the Event Awards. Western Sydney Visitor supporting Aboriginal Tourism NSW: Australia’s Economy Strategy signed growth in the Action Plan 2013–16 premier event by Western Sydney 2017 NSW visitor destination Chamber of Commerce and economy the Westen Sydney In 2012, the NSW Government appointed an a four-year $43 million investment in the Business Connection independent Visitor Economy Taskforce to creation of six new Destination Networks $300M Regional Guangzhou China Destination NSW Regional Conferencing develop a strategy to achieve double overnight across NSW to facilitate visitor economy Growth office Strategy & Action NSW opened. 1 Environment South China Plan and website visitor expenditure to the state by 2020 . At the growth at the local level. Each Destination & Tourism BD Manager developed. Grants time, the visitor economy was growing at a rate Network has a mandate to capitalise on Fund created, appointed & pilot programs of only 2.2% a year2. tourism opportunities and deliver local programs started started visitor economy growth outcomes. In response, the NSW Government established Beijing China Destination $49M in upgrades to Sydney $1.5B ICC opens & the Six Destination Networks the 2012 Visitor Economy Industry Action Cumulative expenditure in the visitor NSW office opened. Opera House, Art Gallery of Western Sydney Airport created in economy to 2017 was $18 billion above the 2016 Yes! Plan (VEIAP). It detailed 167 actions and 48 North China NSW, State Library, plans announced place of the recommendations, with the aim to double performance baseline, including $6.5 billion BD Manager Australian Regional cumulative expenditure in 2017. appointed Museum & Tourism overnight visitor expenditure from $18.3 billion Powerhouse Organisations in 2009 to $36.6 billion by 2020. Museum Independent taskforce Transformation Plan: The $200M invested in Circular Barangaroo Point Reserve Brand NSW created To achieve this ‘stretch target’ consistent with a review of VEIAP 2012 Bays Precinct Quay upgrade to the wharf opens to the public including ‘Love Every Second’ ‘very high growth’ scenario, bold action by the released with & transport and ‘It’s On’ NSW Government and industry was required. In September 2017, the NSW Government a $250M plan interchange promotional established an industry-led taskforce to to redevelop campaign Annual average visitor economy growth of 7.1% the fish markets brands conduct a mid-term review of the 2012 VEIAP 2015 a year was needed to achieve a total 44.8% and provide recommendations and actions to increase in overnight visitor expenditure by achieve the 2020 targets. The taskforce review Historic Sydney CBD $139M committed to Walsh 2M Facebook likes China Market Toolkit launched 2020. Since 2012, 92% of all actions outlined process included: standstone buildings Bay Arts Precinct on the Sydney for tourism to be converted to in the VEIAP have been delivered and yielded in the Cultural Facebook page operators and substantial gains, including: a luxury hotel.