Destination NSW ANNUAL REPORT 2017-2018 Destination NSW ANNUAL REPORT 2017-2018 DESTINATION NSW ANNUAL REPORT 2017-2018 PAGE 2 The Hon. Adam Marshall MP Minister for Tourism and Major Events 52 Martin Place SYDNEY NSW 2000 31 October 2018 Dear Minister, We are pleased to submit the Annual Report of Destination NSW for the financial year ended 30 June 2018 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 Warn Sandra Chipchase Chairman CEO DESTINATION NSW ANNUAL REPORT 2017-2018 CONTENTS PAGE 3 Contents 4 Chairman’s Foreword 5 ORGANISATION 6 About Destination NSW 8 Board Members 11 Organisation Chart 2017-2018 12 CEO’s Report: The Year in Review 16 Financial Overview 2017-2018 17 Destination NSW Performance 2017-2018 24 NSW Tourism Performance 2017-2018 28 Visitor Snapshot: NSW Year Ending June 2018 30 REVIEW 31 Event Development 38 Marketing for Tourism and Events 45 Partnership Programs 50 Regional NSW 62 Communications 68 Corporate Services 70 APPENDICES 71 Destination NSW Senior Executive 72 Human Resources 73 Senior Executive Profile 74 Policies and Programs 75 Corporate Governance 78 NSW Digital Information Security Policy Compliance Attestation Statement 2017-2018 Financial Year for Destination NSW 79 Internal Audit and Risk Attestation 81 Operations 84 Management Activities 86 Grants 91 Financial Management 93 FINANCIAL STATEMENTS 94 Destination NSW Financial Statements 123 Destination NSW Staff Agency Financial Statements 140 Index 142 Access DESTINATION NSW ANNUAL REPORT 2017-2018 CHAIRMAN’S FOREWORD PAGE 4 Chairman’s Foreword 2017-2018 John Warn Chairman Destination NSW Destination NSW continues to be at the forefront of I thank the Hon Adam Marshall MP, Minister for Tourism tourism and major events in Australia. Its delivery in and Major Events for his support of Destination NSW and driving tourism and major events and progress made the NSW visitor economy and look forward to working towards achieving the 2020 target are outstanding. with him in the delivery of VEIAP 2030. The visitor economy in NSW has never been stronger As the newly appointed Chairman of Destination NSW, I with our State consistently outstripping its rivals. NSW is would like to acknowledge the outstanding contribution of the most visited State in Australia with the highest level my predecessor, Mr John Hartigan, and in particular his of visitor expenditure. This does not happen by accident work in leading the Visitor Economy Taskforce in its mid- and since recently joining the organisation I have been term review of the Visitor Economy Industry Action Plan. extremely impressed with the work of Destination NSW I also acknowledge the efforts of my Deputy Chairman, and its approach to supporting tourism and major events Mr Russell Balding, for his role in shaping VEIAP 2030 in NSW. and supporting the Board of Directors. Partnerships are a key element of Destination NSW’s I also express my thanks to the CEO, Sandra Chipchase, operations. From record-breaking deals like the $40 who continues to lead Destination NSW to great heights million Qantas Memorandum of Understanding to that cements the NSW Government’s support for the ground-breaking innovative activities with non-traditional visitor economy. partners, Destination NSW is constantly pushing Looking ahead, I am proud to be taking on the role of boundaries to find new ways to drive tourism and major Chairman of Destination NSW at such a significant time. events even further. We have a lot of hard work ahead to achieve the goals The Sydney and NSW Events Calendar comprises the set for us but I am confident that we have the right team best event offering anywhere in Australia, consistently in place to deliver these targets and build on the many delivering world class events across the State. I am achievements and strong foundations set by Destination honoured to have the opportunity to work with the Board NSW thus far. on bids to assist the NSW Government Advisory Committee to secure 10 World Cups in 10 years to ensure that NSW has a strong pipeline of events to maintain momentum and demonstrate to the world that we have the capability to deliver blockbuster events time after time. It is an exciting time for tourism and major events in NSW. The recently published Visitor Economy Industry Action Plan 2030 (VEIAP 2030), outlines the strong framework John Warn from which we can build for the future. This includes the Chairman ambitious target of tripling overnight visitor expenditure Destination NSW in NSW by 2030 and a dedicated target to grow the visitor economy in rural and regional NSW to make sure that all of the State benefits from this $40 billion industry. DESTINATION NSW ANNUAL REPORT 2017-2018 ORGANISATION PAGE 5 Organisation 6 About Destination NSW 8 Board Members 11 Organisation Chart 2017-2018 12 CEO’s Report: The Year in Review 16 Financial Overview 2017-2018 17 Destination NSW Performance 2017-2018 24 NSW Tourism Performance 2017-2018 28 Visitor Snapshot: NSW Year Ending June 2018 The Living Desert and Sculptures, Broken Hill DESTINATION NSW ANNUAL REPORT 2017-2018 ORGANISATION PAGE 6 About Destination NSW Established under the Destination NSW Act 2011 as the lead Government agency for the NSW tourism and major events sector, Destination NSW’s charter is to achieve economic and social benefits for the people of NSW through the development of tourism and the securing of major events. The establishment of Destination NSW saw 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. As a Public Service Executive Agency, Destination NSW is governed by a Board of Management and is subject to the control and direction of the Minister for Tourism and Major Events. It is principally funded by the NSW Government and is part of a cluster of agencies under the responsibility of the Secretary of the Department of Industry. 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 addition, Destination NSW is the major investor in Business Events Sydney with the aim of securing more international 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 The Three Sisters, Blue Mountains, NSW successful tourism and events destinations. Mission To double overnight visitor expenditure by 2020 and maximise the benefits of the visitor economy for NSW. Strategic Objectives 1. Position Sydney and NSW as world-leading tourism and events destinations 2. Attract and secure high-value major events 3. Build a sustainable events calendar for NSW 4. Increase 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 2017-2018 ORGANISATION PAGE 7 About Destination NSW CONTINUED 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 economic activity generated through the wide range events destinations. The value of the contribution made of initiatives that support the provision of goods and by tourism and major events to the economy and local services to overnight visitors including, but not limited communities is undeniable and by working with industry to, leisure, business, events, food and wine, arts and stakeholders, we can undertake a wide range of activities cultural, nature and student visitors. that increase the profile of Sydney and NSW in key domestic and international markets. The visitor economy contributes $40.5 billion to the State’s economy and supports 171,100 direct jobs. In the year ended June 2018, NSW welcomed $37.3 million visitors Services and currently leads all Australian States and Territories in The services offered by Destination NSW include: terms of visitor numbers, nights and expenditure. • Brand development and management Visitor Economy Industry Action Plan • Strategic partnership programs In December 2012, the Visitor Economy Industry Action • Market research and insights Plan (the NSW Government response to the NSW Visitor • Destination development assistance Economy Taskforce Report) was released supporting the majority of recommendations made by the Taskforce. • Product development advisory service The Visitor Economy Industry Action Plan outlined the • Market and business development programs whole-of-Government commitment to the NSW visitor • Destination and event marketing economy and a long-term strategy to achieve the NSW Government’s target of doubling overnight visitor • Co-operative marketing and publicity programs expenditure to NSW by 2020. • Major event investment, acquisition and evaluation In September 2017, an industry-led taskforce was established by the NSW Government to undertake a mid- • Event leveraging activities term review of the Visitor Economy Industry Action Plan. • Regional conferencing The updated Visitor Economy Industry Action Plan 2030 was released by the NSW Government in August 2018 and • Visitor resources and information contains 34 recommendations to drive the NSW visitor • Visual resources – footage and photography economy to 2020 and beyond. • Funding for regional events and tourism activities.