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LOVE NSW CAMPAIGN DRIVES DEMAND FOR INDUSTRY
Destination NSW’s tourism recovery campaign, Now’s The Time To Love NSW, is driving strong demand for industry in its first week through high levels of public engagement, widespread media coverage and support from industry partners.
Since launching on Monday 1 June to coincide with the easing of restrictions on regional travel within the state, social media mentions of #LoveNSW have jumped 80 per cent reflecting the growth in NSW travel related content and discussion online.
Videos posted on Destination NSW’s consumer social media channels to celebrate the return of travel on 1 June have reached more than 1.1 million people, attracting 395,000 views to date.
"These are great early results for the campaign and show that Destination NSW's approach and content is resonating well with potential travellers," Destination NSW Chief Executive Officer Steve Cox said.
"We have a lot of activity lined up in the coming months and VisitNSW.com will be our call to action for information and bookings, so businesses should sign up for a Get Connected listing now.
"Further, our NSW First Digital Marketing Tips webinar for operators, which included information about the Love NSW campaign, had a record 389 participants this week and is now available to view on demand."
Organic traffic to VisitNSW.com continues to grow, climbing 15 per cent in the past week. Website visits are up 82 per cent compared with three weeks ago, prior to the announcement about intrastate regional NSW travel resuming.
This week, Destination NSW secured the TODAY Show to present weather segments live from across NSW, showcasing many of the state’s top tourist destinations and operators to its national audience.
Destination NSW’s publicity team hosted weather presenter Tim Davies for a ‘recovery road trip’ through the Central Coast, Hunter Valley, Port Macquarie, Coffs Harbour and finishing in Byron Bay.
Tourism businesses featured across the week include:
- Central Coast - Bells at Killcare Boutique Hotel, Pearls of Australia, Onyx Coffee, The Marshmallow Co, Outdoor Adventures on the Central Coast, chef Sean Connolly cooking at The Wild Flower Bar and Dining and Australian Reptile Park
- Hunter Valley - Brokenwood Wines, Oaks Cypress Lakes Golf & Country Club, Hunter Valley Horses and NSW Segway Tours
- Port Macquarie - Salty Crew Kiosk, Port Macquarie Koala Hospital, Hello Koalas Sculpture Trail, Port Macquarie Surf School, Beach to Bush Trike Tours, Bill’s Fish House and twotriplefour Restaurant
- Coffs Harbour - The Big Banana, Nyanggan Gapi Cafe, Dolphin Marine Conservation Park and Coffs Harbour Butterfly House
- Byron Bay - Cape Byron Lighthouse, Tropical Fruit World, The Bucha of Byron, Three Blue Ducks and Elements of Byron
Viewers were directed to VisitNSW.com for more information about the destinations and operators featured in the broadcasts and to plan their own NSW escapes.
Destination NSW is also working with travel partners to drive conversion for Sydney and regional areas.
A TripAdvisor campaign is currently live promoting NSW as a short break destination through high impact digital media, and to convert some of the travel website’s 2.5 million unique desktop users and 4.9 million mobile customers to bookings for NSW operators.
The campaign focuses on inspiring travellers to take day trips across Sydney and regional NSW based on current traveller search behaviour on TripAdvisor.
MEDIA, TRAVELLERS READY TO REBOOT 2020
WITH NSW ADVENTURES
Destination NSW’s new list of the state’s most memorable travel adventures - 213 Ways To Reboot 2020 in NSW - has received prime media coverage, with publications setting the challenge for travellers to experience as many activities on the list as possible.
The guide - released as part of the Now’s The Time To Love NSW campaign - helps holidaymakers plan their uniquely NSW itinerary, prompting them to make the most of the 213 days remaining in 2020 from travel restrictions easing on 1 June.
It separates activities by category: Only in NSW, Animal Encounters, Food & Wine, Outdoor Adventures, Art & Culture and Aboriginal Experiences.
News Corporation’s national travel title Escape encouraged readers to embrace travel in 2020 by highlighting there is plenty of time and ample inspiration to reboot the year, one NSW adventure at a time.
“More than 102 NSW destinations, 131 operators, 37 hotels and other accommodations, 28 national parks, 19 animal encounters and more, feature as part of the line-up,” the article said.
The content was also featured on Studio 10, Eat, Drink Play, Yahoo Lifestyle, Karry On, Travel Daily and in regional press including the Illawarra Mercury, South Coast News, Byron Shire News and the Daily Examiner.
LONG WEEKEND THE PERFECT TIME TO LOVE NSW
Destination NSW is providing long weekend holidaymakers and daytrippers with lots of inspiration to make the most of three days off and regional NSW travel being allowed once again.
VisitNSW.com and Sydney.com have published a series of itineraries to satisfy every visitor’s interest this Queen’s Birthday weekend
Regional NSW visitors might be drawn by suggestions for cycling along the coast, horse riding in the bush, fishing on the rivers or exploring on a road trip
Sydney-explorers can refer to new guides on planning a picnic, where to take a coastal walk, visiting an art gallery or a trip to the zoo - not forgetting the wide array of dining out and eating in options promoted to astute foodies that highlight the Harbour City’s vibrant food and wine scene.
Ahead of the long weekend, the NSW Government has urged travellers to plan ahead, allow extra time for a safe journey, follow health advice and contact operators before visiting.
Premier Gladys Berejiklian said: “Anyone who is thinking of travelling this long weekend must plan ahead and follow health advice about physical distancing and personal hygiene. Our state has so much to offer and there is nowhere better to take a break right now but we are urging everyone to do so safely.”
Minister for Regional Transport and Roads Paul Toole said it was important everyone obey the road rules. Additional penalties apply to traffic offences on the long weekend.
“Most people have not travelled long distances in a while, so please remember to stick to the speed limit, take breaks to avoid fatigue, and if you’ve been drinking do no not get behind the wheel,” Mr Toole said.
NEW BUSINESS CONNECT ADVISORS TO HELP TOURISM OPERATORS
Small businesses in industries hit hard by COVID-19 are set to benefit from 40 new Business Connect advisors being deployed across NSW to help provide valuable advice and guidance.
Minister for Jobs, Investment, Tourism and Western Sydney Stuart Ayres said among the 40 new advisors are five with a background in tourism.
“We know small business operators across NSW are doing it tough and tourism is one of the industries that has been dramatically impacted by COVID-19,” Mr Ayres said.
“The new Business Connect advisors with a background in tourism will be able to share their insights and knowledge with small businesses from that sector.”
Minister for Finance and Small Business Damien Tudehope said 11 of the 40 new Business Connect advisors had already started work.
“We know COVID-19 has brought unique challenges for small businesses and since 1 March the program has assisted around 3,300 small businesses,” Mr Tudehope said.
Advisors connect businesses to support available from the NSW Government including grants and payroll tax waivers and deferrals.
Advisory sessions with Business Connect are currently free of charge and can be requested through the Business Connect website or 1300 134 359.
Business Connect continues to run free webinars for small businesses in response to COVID-19 covering topics such as building a successful online store, top 10 apps and tips to simplify business marketing and email marketing for business. Register online.
MOST NSW NATIONAL PARKS WELCOMING VISITORS, CAMPERS
Nature lovers and regional economies are set to benefit as NSW national parks welcome holiday visitors back into most campgrounds over the June long weekend.
Environment Minister Matt Kean said he expected many travelers would be dusting off their tents and vans and heading to the great outdoors but booking ahead is essential.
“More than 255 campgrounds across our State’s beautiful national parks are open for business this June long weekend and for the first time every open campground will be bookable online or by phone,” Mr Kean said.
Many cottages and cabins within National Parks have also reopened.
Campers should come well prepared and practice good hygiene in shared facilities, and be aware that physical distancing as per Government health advice must be adhered to.
Visitors to wild campsites in back country and remote areas of national parks must fill in a Trip Intention Form so that authorities know where people are in case of an emergency.
“NPWS has uploaded plenty of information on their website to help visitors get ready for camping covid style so please take the time to check it out.”
Some campgrounds across NSW remain closed due to fire or flood impacts, or upgrade works. Some visitor centres and public facilities also remain closed. Check the NSW National Parks website for bookings, information and tips on COVID-safe camping.
MAJOR RENOVATION FOR JAMBEROO RESORT
Regional hotel brokers Tourism Property have announced the sale of popular Illawarra site Jamberoo Resort as a freehold going concern.Tourism Property Managing Director Matt Davidson said the site has a long history as a wedding, function and accommodation centre but fell into disrepair in 2012. The new owners took possession in early April and have promptly commenced renovations. “There was a substantial amount of unused floor space here and we’ve already refurbished many of those spaces using local tradespeople from Jamberoo, Kiama, Shellharbour and Wollongong,” a representative of Jamberoo Resort Management said. The refurbishment will restore the swimming pool, tennis court and two on-site kitchens while a new yoga and wellness centre including day spa, gym, sauna, steam room and jacuzzi is in progress. Being so close to Sydney is a huge advantage and having the Shellharbour Airport just 10 minutes away, we will be marketing the property in Melbourne and Brisbane. Of course, the resort is also nearby to Jamberoo Action Park and has great accommodation and facilities for families – this will again be a key market,” the representative said.
READY, SET, GO – GYMS AND KIDS SPORT RETURNS
Gymnasiums, yoga, indoor pools and dance studios can reopen from 13 June and kids’ sport can resume across NSW from 1 July, as the NSW Government announces further COVID-19 restrictions to be lifted. Deputy Premier John Barilaro has thanked the community for its patience while the Government works through its COVID-19 recovery plan that is built around health advice. “I’m proud of this State for following the health advice and flattening the curve to such a point, where we can now re-introduce kids’ sports and open gyms,” Mr Barilaro said. Community sport competitions can restart for those aged 18 years and under from 1 July. Health Minister Brad Hazzard said COVID-19 safety plans for each activity or sport are critical to enable this re-start.“Sport and businesses will need to do things a little differently than in pre-COVID-19 times and following their safety plan is key to keeping people safe,” Mr Hazzard said. “Reopening kids’ sporting competitions on 1 July gives groups and local government which manages many of these facilities, time to work through all the new changes.” Read the full announcement.
TOURISM AUSTRALIA LAUNCHES TRAVEL STATUS MAP
Tourism Australia has created an interactive travel status map that enables consumers and industry to navigate the travel restrictions and the reopening of state and territory borders. The map provides a national picture including an up-to-date status of border restrictions, and links to each state and territory for further advice and resources. Tourism Australia has also created a new road trip tool to help locals discover and plan their next break. There are two parts to the experience, a dynamic landing page that allows travellers to filter featured trips based on their unique requirements and an interactive map that allows for a more visual exploration of the trips in your state. Tourism Australia is continuing to add itineraries to the planning tool and will continue to enhance the map over the coming months.
