Insights - 27 September 2024
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NSW VISITOR ECONOMY BREAKS NEW RECORDS
NSW is celebrating another record-breaking year for its visitor economy, with total visitor expenditure reaching a new high of $52.9 billion.
Tourism Research Australia data for the year ending June 2024 shows the state recorded the largest increase nationally for international visitors, nights and expenditure.
Both international visitor nights and expenditure exceeded pre-pandemic levels, with international visitor spending soaring to a record $12.2 billion during the period.
This growth contributed to NSW's position as Australia's top destination for international visitors, both in terms of visitor numbers and spending.
Learn more about the results here.
STRATEGY REVIEW RECOMMENDS SHIFT TO
EXPERIENCE-LED TOURISM
An independent review of the NSW Visitor Economy Strategy has recommended the NSW Government adopts an experience-led strategy to enhance NSW's appeal to visitors and turbocharge visitation growth.
Research commissioned as part of the review found visitors are seeking interactive experiences that connect them deeply with local culture, natural landscapes and the people of NSW.
This includes coastal and aquatic and nature-based experiences, culinary and agritourism, art and culture, nightlife, Aboriginal cultural experiences and wellness.
TRAINING PROGRAMS TO PLUG JOB GAPS
IN VISITOR ECONOMY
Destination NSW has partnered with TAFE NSW to provide a suite of new training programs that will help grow the visitor economy’s skilled workforce.
Minister for Jobs and Tourism John Graham was joined by Minister for Skills, TAFE and Tertiary Education Steve Whan this week to announce the program, designed to address industry workforce shortages by encouraging Australians to pursue a career in the visitor economy, helping operators to attract, retain and upskill staff.
Supported by the Australian Government’s Choose Tourism Grant Program, the initiative includes an ‘Introduction to the Visitor Economy’ Microskill, industry expert-led masterclass videos and a modernised Certificate III in Tourism (launching in 2025), targeting school leavers as well as seniors, First Nations Australians and people with disability.
NEW SPEAKERS AND PANELS ANNOUNCED FOR
NSW VISITOR ECONOMY FORUM
The full program has been finalised for the 2024 NSW Visitor Economy Forum.
Industry leaders, experts and stakeholders will gather at the ICC Sydney on 3 October 2024 for the event, which will feature the theme ‘Experience NSW’.
Cultural forecasting and research agency Fiftyfive5 will present on ‘Consumer Macro Trends, delivering a resilient tourism future’.
Two feature panels will explore 'Building our visitor economy workforce' and ‘Cutting Through the Clutter: Storytelling in the Digital Age’.
The 2024 NSW Visitor Economy Forum is free to attend and open to all visitor economy stakeholders, including operators, trade partners, industry representatives and government colleagues.
Places are limited. Register here.
REFRESHED 24-HOUR ECONOMY STRATEGY
A refreshed NSW 24-Hour Economy Strategy, 'A New State of Night', has been released. It outlines the work and programs of the Office of the 24-Hour Economy Commissioner as it expands its remit to support night-time economies across the state.
LIVE PERFORMANCE ACCELERATOR PROGRAM
From comedy nights and musical theatre to live bands and DJs, venues across the state looking to kick-start or expand their live performance offerings can soon apply for the NSW Government's Live Performance Venue Accelerator program (Round 2).
NSW SMALL BUSINESS MONTH LAUNCHES
NSW Small Business Month is returning in October 2024 with a refreshed program. It will include a series of expos that will take place in eight regions of NSW. The expos will give small business owners and their staff the opportunity to network with government agencies and large organisations, connect with other small businesses, gain knowledge and learn new skills.
DESTINATION NSW SIGNS CHINA MoU
Destination NSW has signed a Memorandum of Understanding (MoU) with GZL International Travel Service, one of the largest outbound travel agents in China. The MoU aims to drive visitation to NSW through immersive travel. The agreement will include themed travel routes, exclusive group tours and customised products that showcase the state's culture.
BUMPER SCHOOL HOLIDAYS FOR NSW
NSW will be the most popular state for Australians to visit this spring according to new research from Tourism & Transport Forum. The research follows Sydney Airport's forecast that 2.5 million passengers will travel through its terminals from 23 September to 13 October 2024. The figure is almost 200,000 more than the equivalent period during the 2023 September school holidays. A total of 1.5 million domestic passengers are expected to pass through the T2 and T3 Domestic terminals, a five per cent increase on 2023. The busiest day will be 27 November 2024.
CRUISE MONTH KICKS OFF IN AUSTRALIA
Cruise Month returns to Australia in October, putting cruise holidays in the spotlight ahead of a busy summer season of sailing. Cruise Lines International Association (CLIA) Managing Director in Australasia Joel Katz said: “Cruise Month is about celebrating the upcoming cruise season and capitalising on the passion Australians and New Zealanders have for cruising." Weekly themes for Cruise Month 2024 include: Ocean Cruising (29 September - 5 October); River Cruising (6-12 October); Expedition Cruising (13-19 October) and Luxury Cruising (20-26 October).
SYDNEY CELLAR DOOR RETURNS
November will mark the return of Sydney Cellar Door, a two-day celebration of NSW wine developed by industry association NSW Wine. Taking place in The Rocks from 9-10 November 2024, the event will be a highlight of the first-ever NSW Wine Month in Sydney, delivered in partnership with Destination NSW.
MAITLAND RIVERLIGHTS KICKS OFF EARLY
Maitland Riverlights cultural celebration is kicking off early this year. Attendees will immerse themselves in workshops, performances and community events from 8 October 2024. Supported proudly by Destination NSW, the festival finale will be held on 12 October, featuring a light show on the Hunter River.
FIVE-KILOMETRE RULE SCRAPPED FOR CLUBS
A rule that prevents people living within five kilometres of a club or RSL from signing in without first becoming a member will be scrapped by the NSW Government. Removing the rule is expected to encourage more people to enjoy the facilities at local clubs.
LISMORE REGIONAL GALLERY REOPENS
Lismore Regional Gallery is re-opening after the completion of a multi-faceted restoration project jointly funded by the Australian and NSW Governments. The restoration project received more than $5.1 million in funding following extensive flood damage.
NSW RESTAURANT NAMED AUSTRALIA'S BEST
Tripadvisor has announced the winners of its annual 2024 Travelers' Choice Awards for Best of the Best Restaurants, with Pokolbin's EXP. Restaurant named best in Australia and four other NSW restaurants making the top 10.
SYDNEY SUBURB AMONG WORLD'S COOLEST
Chippendale features in the top 10 of Time Out’s Coolest Neighbourhoods in the World list for 2024. It took seventh place based on its diversity of offerings, including a free concert space, Asian food alley and all-night pubs.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
ANNETTE PITMAN APPOINTED CEO OF MUSEUMS OF HISTORY NSW: Ms Pitman brings experience in heritage preservation, activation and storytelling across public, private and not-for-profit sectors to the role. Learn more
MULTICULTURAL NSW'S STRONGER TOGETHER GRANTS PROGRAM OPENS: Eligible organisations can apply for grants of between $5000 and $20,000 to help organise festivities that celebrate and embrace our state’s vibrant cultural diversity. Learn more
GLOBAL SUPERSTARS LEAD 2024 ARIA AWARD NOMINATIONS: Royel Oetis leads with eight nominations. Proudly supported by Destination NSW, winners will be announced on 20 November 2024 at the Hordern Pavilion in Sydney. Learn more
NSW GOVERNMENT DELIVERS FUNDING TO SUPPORT ALL RECREATIONAL FISHERS: Funding of $1.8 million has been announced to improve recreational fishing as part of the 2024/2025 Recreational Fishing Trust grants program. Learn more
COMMISSIONERS APPOINTED TO LEAD CONSULTATION WITH ABORIGINAL PEOPLE: The NSW Government has appointed three commissioners to lead a process with Aboriginal people and communities across NSW about their desire for a treaty process. Learn more
SUBSIDIES FOR AIR FLIGHTS TO WESTERN NSW: The NSW Government has announced the $2 million subsidy scheme for commercial flights in Western NSW will continue at least until November 2025. Learn more
NEXT GENERATION FRESHWATER VESSELS FOR MANLY FERRY ROUTE: The ferries will be made locally as the NSW Government develops an eight-year pipeline to maintain and upgrade its ferry fleet. Learn more
FOLLOW DESTINATION NSW ON LINKEDIN: Stay up to date with all the latest Destination NSW initiatives by following us on LinkedIn. Click here
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