Insights - 4 October 2024
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EXPERIENCE TOURISM IN THE SPOTLIGHT AT
NSW VISITOR ECONOMY FORUM
More than 600 industry leaders, experts and stakeholders gathered at ICC Sydney on 3 October for Destination NSW’s 2024 Visitor Economy Forum (VEF24).
The full-day event focused on the theme of ‘Experience NSW’ and explored growing visitor demand for authentic, interactive experiences that enable people to connect with local culture, natural landscapes and vibrant communities when travelling.
The event discussed the latest trends, strategies and visitor experiences that will accelerate sector growth in the coming years.
Destination NSW partnered with EarthCheck and the ICC Sydney to ensure the forum operated sustainably and certified as an EarthCheck Responsible Event.
Learn more here.
ADAPTING TO A NEW WORLD OF EXPERIENCES
Former Executive Director and Chief Technology Officer of Lonely Planet Gus Balbontin gave a keynote address on ‘Adapting to a new world of experiences’ at VEF24.
Mr Balbontin said: “Giving your customers an experience they will never forget is a certain way to drive innovation in your business and stay relevant. The pursuit will inevitably deliver uniqueness, authenticity, surprise and delight.
“Customers' needs and expectations are continuously shifting - if you invest in your adaptability and embrace novelty your ability to delight the customer with unforgettable experiences increases."
Learn more here.
THE FUTURE FOR TRAVEL LOOKS HEALTHY
Attendees at VEF24 heard from culture research specialists Fiftyfive5 about the latest travel trends, how visitors are planning and booking their travel and ways NSW visitor economy stakeholders can tap into opportunities.
Fiftyfive5's Klara de Wit and Victoria Loutas explored the socio-cultural drivers of change that will be impacting tourism over the next three to five years.
Learn more here.
THE POWER OF COLLABORATION
Thank you to everyone who attended VEF24. We hope the expert insights on the data and trends shaping the NSW visitor economy provided an opportunity to focus on the future and how we can work together to accelerate our shared goal of driving growth and new opportunities.
BUILDING OUR VISITOR ECONOMY WORKFORCE
Ensuring the $52.9 billion NSW visitor economy continues to build its workforce in the years ahead was the focus of a panel discussion at VEF24. Topics included strategies for growing the workforce pipeline, how to engage and retain workers, where businesses can find new workers and how to prepare to onboard appropriately skilled workers.
KEYS TO STORYTELLING WITH IMPACT
Storytelling has always been central to tourism marketing, but we now live in a world of endless on-demand information, growing competition and fragmented digital channels. A panel discussion at VEF24 centred on how to cut through the noise, stay relevant, reach travellers and ultimately grow visitation to NSW destinations and experiences.
THE BUSINESS EVENTS OPPORTUNITY
The growth opportunity provided by business events and corporate travel was the focus of a panel session at VEF24. Panellists discussed what business event decision makers, delegates and corporate travellers are seeking, strategic sales and marketing, the rise of delegates mixing business and leisure and how stakeholders can get involved.
HOW TO LEVERAGE WORLD-CLASS EVENTS
Event tourism opportunities were explored at a VEF24 panel featuring Sydney Marathon event director Wayne Larden, Tamworth Country Music Festival event manager Barry Harley, Destination NSW General Manager Events Julie Turpie and ARIA CEO Annabelle Herd. Topics included leveraging events to ensure visitors stay longer and return.
INTERNATIONAL MARKETS IN THE SPOTLIGHT
Destination NSW regional directors and international market managers took part in three panel sessions during VEF24, providing updates on the North Asia, South-East Asia and India and Western markets, exploring the latest visitor expectations and travel preferences, which have evolved post-pandemic.
CONNECTING WITH VISITORS VIA CULTURE
Why cultural experiences connect so deeply with visitors, how to deliver or integrate culture into businesses or regions and how businesses can better engage with the cultural sector were among the topics discussed during a VEF24 panel session. Experts discussed how to elevate authentic experiences through storytelling.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
FIRST TEST FLIGHTS LAND AT WESTERN SYDNEY INTERNATIONAL AIRPORT: Runway testing is underway ahead of the airport opening in 2025 with the capacity to cater for up to 10 million passengers. Learn more
DESTINATION NSW CORPORATE WEBSITE WINS DESIGN AWARD: The Australian Good Design Awards showcase the very best in design and innovation to a worldwide audience. Learn more
DESTINATION NSW ANNOUNCED AS FINALIST IN ATEC EXCELLENCE AWARDS: Voting is now open to Australian Tourism Export Council (ATEC) members. Learn more
NSW NUMBER ONE FOR ROAD TRIPPING: The latest data from Tourism Research Australia shows NSW was the top road trip destination in Australia for visitors, nights and expenditure in the year ending December 2023. Learn more
NSW TRIUMPHS IN 52 WEEKENDS AWAY: Sixteen accommodation options across the state were named in Good Weekend’s 2024 edition of 52 Weekends Away feature. Learn more
NSW POWERING UP FOR CLEANER CRUISE SHIP VISITS: The NSW Government has awarded a $20 million contract to begin the landmark Shore Power project at White Bay Cruise Terminal. Learn more
EXTRA SUPPORT DURING SMALL BUSINESS MONTH: The Service NSW Business Bureau will expand availability for in-person appointments at around 50 Service NSW Centres throughout October. Learn more
MARKING 10 YEARS OF INDIGENOUS BUSINESS MONTH: Indigenous Business Month commenced on 1 October 2024 with four weeks of events planned. Learn more
NSW GOVERNMENT HOLDS ABORIGINAL BUSINESS ROUNDTABLE: Registrations are now open for businesses to attend a day of networking, masterclasses and strategy workshops in Parramatta on 30 October 2024. Learn more
NSW HOUSE IS BACK AT SXSW SYDNEY: Visitors will hear from the brightest minds in the arts, creative industries and business, plus experience cutting-edge tech. Learn more
SYDNEY’S NEW 24-HOUR CARGO PRECINCT: Construction of an integrated 24-hour Cargo Precinct is taking flight at Western Sydney International Airport, with both Qantas Group and Menzies Aviation signing up to operate there. Learn more
RED AND YELLOW FLAGS GO BACK UP AS PATROL SEASON COMMENCES: Thousands of surf lifesaving volunteers have returned to the state’s coastline for the 2024/25 Surf Life Saving Patrol Season. 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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