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CAUSE TO CELEBRATE AS SYDNEY AND NSW SHINES
The beginning of March marks the beginning of a bumper month of activity for Sydney and NSW, and Destination NSW CEO Steve Cox is excited about the opportunities ahead.
Tomorrow, the Sydney Gay and Lesbian Mardi Gras Parade will take place, bringing a celebration of diversity, inclusion and creativity to the Sydney Cricket Ground (SCG).
Sydney really comes to life at this time of year with colour and excitement at every turn, with the whole city – from CBD office towers to cafes in Marrickville – supporting this very-Sydney signature event.
The parade at the SCG will be a great moment for COVID-safe events in NSW too with tens of thousands of supporters attending and many more around the country tuning in to watch it on SBS.
But Mardi Gras is just the start.
This month Hamilton opens at Sydney Lyric Theatre following 18 months of anticipation and excitement. Sydney is the only city in the world showing the acclaimed production right now – with The New York Times even giving the city a front-page shout-out for its world-leading moves to get theatres open and the performing arts back on stage.
The high stakes Autumn Racing Carnival also kicks off this month, and later Handa Opera on Sydney Harbour will present the magnificent La Traviata at Mrs Macquarie’s Chair against a backdrop of the Sydney Opera House.
Destination NSW has partnered with these events and is promoting Sydney to local and visiting event-goers through the Sydney Love It Like You Mean It campaign. The event promotion complements the TV commercial, digital ads and billboards reminding visitors of the magic, the discovery and the world-class experiences Sydney has to offer.
Regional NSW is also booming and many operators report that forward bookings for Easter and April school holidays are strong. Destination NSW will be encouraging visitors to book mid-week escapes and longer breaks wherever they can.
Behind the scenes, Destination NSW continues to advocate for industry stakeholders, work collaboratively across government and seek out new opportunities that will provide social and economic benefit to the people of NSW.
Keep an eye out for the latest visitor economy news on the Destination NSW corporate website and social media channels.
Watch the video (above) for a full update on Destination NSW activity from CEO Steve Cox.
BOOSTED CONFIDENCE IN THE RETURN OF FACE-TO-FACE EVENTS
A new survey commissioned by Business Events Sydney (BESydney) has found over half of Australians are now comfortable to attend a face-to-face business event following COVID.
The poll, by Roy Morgan Research, provided a snapshot into the pre and post pandemic comfort levels relating to a range of different gatherings. Events of up to 50 people were cited as suitable by 51.6 per cent of the 1,007 people surveyed.
Compared to other Australian states, NSW had the highest comfort level when it came to business events, with a 48.9 per cent rating.
Minister for Jobs, Investment, Tourism and Western Sydney Stuart Ayres said: “It’s pleasing to see confidence increasing in NSW when it comes to getting back to business and attending events in-person.
“Getting people and businesses back together is vital for our economy and we’re focused on increasing this activity and bringing key events to our city and state."
BESydney CEO Lyn Lewis-Smith said the research provided real-time insight into Australian sentiment as the community continues to navigate COVID.
“Confidence has started to turn a corner and the need and desire to come back together both personally and professionally is rising - we expect to see that come through as increased meeting bookings in the months ahead.
“Business events have a major role to play in domestic and international economic recovery bringing organisations back together with their people, their suppliers and clients and their professional communities,” Ms Lewis-Smith said.
BESydney has encouraged businesses to get back to meeting again through their latest campaign, It’s got to be Sydney. For more information, go to www.meetinsydney.com.au.
DESTINATION NSW AND NRMA PROMOTE SAFE NSW ROAD TRIPS THESE APRIL SCHOOL HOLIDAYS
Destination NSW and the NRMA have partnered to produce a new video promoting the steps to prepare for a safe road trip ahead of the April school holidays.
Building on Destination NSW’s existing road trip program, the new content encourages holidaymakers to complete some basic safety checks on their vehicle before departure and staying alert while travelling by road across NSW.
The video features footage of some of Destination NSW’s recommended road trip itineraries coupled with advice from NRMA roadside assistance, and will be used for digital and social campaigns by both partners.
CEO NRMA Motoring & Membership Emma Harrington said the NRMA’s #WhyWeRoadTrip campaign married perfectly with Destination NSW’s road trips campaign.
“A road trip with friends or family is one of the best ways to explore NSW and ACT. It allows you to get off the beaten track, reconnect with family and friends and have some truly unique experiences while knowing that you are also supporting local communities and businesses as you go.
“With more people on the roads over school holidays, it’s also important to be safe by taking some steps to prepare your car before heading off, plan where you’ll stop along the way to manage fatigue and how to drive safely on regional and country roads.
“As the majority of our members live in NSW, we share a common goal with Destination NSW to encourage residents to discover their own backyard and support the NSW communities, especially in regional areas who really needed a helping hand following a tough year of bushfires, drought, floods and a pandemic,” Ms Harrington said.
The partnership campaign commenced this week and will continue through early April.
The road trip safety video supports Destination NSW’s efforts to grow the organisation’s YouTube content and following. YouTube is a popular source of information and inspiration for potential visitors, so Destination NSW has committed to regularly produce new content that showcases destinations across the state. Engagement on Visit NSW’s YouTube channel has increased by 58 per cent in recent months, meaning more views, shares and comments on videos highlighting uniquely NSW experiences and attractions.
The video will also feature on the NRMA website, and on the VisitNSW.com road trip essentials webpage.
NSW GOVERNMENT SUPPORTS WORLDPRIDE 2023
The NSW Government has reinforced its commitment to growing the state's visitor economy as the first major partner to sign with Sydney WorldPride 2023, a colourful celebration of the LGBTIQ+ culture and community.
Destination NSW will work side-by-side with Sydney WorldPride to deliver a showstopping world-class event that highlights the diversity, inclusivity, creativity and innovation the Harbour City is known for.
Minister for Jobs, Investment, Tourism and Western Sydney Stuart Ayres said Sydney was the natural choice to host WorldPride 2023, and the partnership with the NSW Government would allow the event to shine even brighter.
“Sydney is Australia’s truly global city, a city rich in art and culture, and a city that truly celebrates diversity and inclusion.
“WorldPride 2023 will showcase Sydney’s strengths to a global audience, from the 500,000 attendees and 78,000 visitors expected to enjoy the event here in the Harbour City, to millions of supporters following from around the world.
“Sydney continues to be the world-leader in getting theatres reopened, artists on stage and running COVID-safe events, and Sydney WorldPride 2023 will cement our credentials even further," Mr Ayres said.
Sydney WorldPride will align with the Sydney Gay and Lesbian Mardi Gras in February-March 2023 and includes a range of events, celebrations, a First Nations Hub showcasing Aboriginal and Torres Strait Islander arts and culture, and a Human Rights Conference.
Sydney WorldPride 2023 interim CEO Kate Wickett said the support of the NSW Government was invaluable.
“Momentum is definitely building toward Sydney WorldPride 2023 and to have the backing of the NSW Government gives us confidence and expertise to make our event the most spectacular WorldPride in history,” Ms Wickett said.
For more information, visit www.sydneyworldpride.com.
CURTIS STONE CELEBRATES NSW FOOD AND WINE WITH MEDIA
Celebrity chef Curtis Stone and Destination NSW staged two interactive virtual dinner parties for media last week, showcasing the chef’s favourite Sydney and NSW food and wine direct from his Los Angeles’ kitchen.
Fifty top tier food, wine and travel journalists enjoyed the virtual journey through New South Wales, inspired by Stone’s own time travelling the state while filming a dedicated NSW episode of ‘Field Trip With Curtis Stone’ in 2019.
All media received branded NSW produce packs prepared by Curtis Stone Events to ensure a complete NSW immersive experience.
Items showcased included Clonakilla "O'Riada" Shiraz 2018 from the Canberra Wine District, 2014 Vat 1 Tyrrell’s Semillon from the Hunter Valley, and food items inspired by Stone’s visit to NSW.
“On my recent trip down to NSW, wow did we have fun. I was lobster diving in the eastern beaches, we went to a rooftop garden full of indigenous ingredients to Australia, I met some Aboriginal guys who walked us through this incredible food journey, it was just a beautiful trip,” Stone said.
Participants included US Travel & Leisure, US Food and Wine magazine, US Forbes, US Conde Nast Traveller, Escape, Traveller, Good Food and Gourmet Traveller Wine.
The workshops were hosted as part of Destination NSW’s program of activity with the NSW Wine Industry Association as part of their efforts to promote NSW food and wine in key international source markets, and complemented the 2020 virtual media workshop program hosted by the Destination NSW public relations team.
TOURISM AUSTRALIA LURES AUSSIES BACK TO CITIES
Homegrown personalities and Tourism Australia ambassadors, Hamish Blake and Zoe Foster-Blake, are helping to lure Australians back to major cities as part of a new campaign that shines a spotlight on the incredible dining, entertainment, retail and cultural offerings that are ready to be enjoyed.
The City Escapes campaign, which is the latest iteration of Tourism Australia's Holiday Here This Year campaign, seeks to drive visitors back into cities, which have been some of the hardest hit tourism destinations as a result of the global COVID-19 pandemic.
Federal Minister for Trade, Tourism and Investment Dan Tehan said every Australian should do their patriotic duty and take a holiday in Australia this year.
“Every dollar spent on a holiday in Australia is a dollar that supports a tourism job and business and helps support our wonderful tourism sector,” Minister Tehan said.
Tourism Australia Managing Director Phillipa Harrison said the new campaign sought to remind Australians of all the things our cities are known and loved for by travellers around the world.
“Our cities are the key international gateways to Australia and transit hubs for travellers, so it’s no surprise that they’ve been hit the hardest in terms of tourism spend, hotel occupancy and aviation capacity over the past year,” Ms Harrison said.
Hamish and Zoe said: “We have such a unique collection of clean, safe, beautiful cities with lots in common with each other but a vibrancy that’s unique to each city. We’re extremely lucky.”
The City Escapes campaign will be rolled out across a range of channels including TV, print, online, social media, content partnerships, search, radio, cinema and outdoor advertising. Assets and information are also being made available to industry to use in their own marketing initiatives.
The campaign is also being supported by a range of key partners including Qantas Holidays, Mastercard, Ticketek and Trip.com Group.
For more information about the campaign, go to Tourism Australia’s campaign page.
NEW MARKETING CAMPAIGN FOR BATEMANS BAY
A group of small businesses have collaborated to launch a new tourism marketing campaign for Batemans Bay, aimed at boosting the local economy following the challenges of bushfires, flooding and the COVID pandemic.
Visit Batemans Bay, the brainchild of the Batemans Bay Business and Tourism Chamber, this week released a new online guide and social media pages (@visitbatemansbay) to provide visitors with real-time, authentic travel information.
Chamber President Mathew Hatcher said he was excited at the prospect of tourism operators taking fate into their own hands.
“There's never been a better time to visit Batemans Bay, especially now as we head out of summer, there are tourism operators that still very much need Sydney and Canberra to come down for a sneaky mid-week getaway or a long weekend.
“Tourism is the driving force of Batemans Bay - we have great hotels, eateries and experiences from Durras to Batemans Bay to Mogo to Broulee. It's great to see iconic attractions like Mogo Wildlife Park come on board with local hotel operators and restaurants joining forces to tell our story to potential visitors,” Mr Hatcher said.
For more information and to view the new website, go to www.visitbatemansbay.com.au.
LATEST DATA REVEALS SYDNEY IS LEADING NATION’S COVID RECOVERY
Recent economic data has shown Sydney is leading the way in capital city economic recovery, with improving consumer and business confidence, house price growth and falling unemployment, further cementing Sydney’s position as Australia’s economic engine room.
Executive Director of Business Sydney Katherine O’Regan said: “Business Sydney, formerly Sydney Business Chamber, has a two-hundred-year history in advocating for and driving economic growth and our new title reflects our growing influence, reach and digital offering as the voice for business in the Sydney region.
“Recent positive economic news from the Treasurer, including that 80 per cent of NSW jobs lost in the peak of COVID have returned, the budget forecast revised down and a record 39 days with no new COVID cases, reflects the enviable economic recovery of our city, contrasting well against Melbourne’s.
“Business and consumer confidence is returning and as the voice for business in the Sydney region, Business Sydney, is committed to driving employment through opportunities for economic growth, along with reshaping and planning for the future to advance our city as a great place to invest, work, live and visit."
To read the full half yearly review, visit NSW Treasury.
QANTAS GETS GOING TO GRIFFITH
QantasLink added Griffith to its network this week, operating direct flights from Sydney for the first time to meet increased demand for travel within Australia.
The inaugural flight QF2121 arrived in Griffith from Sydney on Monday with local business and community leaders welcoming the aircraft’s arrival at the Airport.
The service will operate daily with the airline’s turboprop 50-seat Q300 aircraft, adding more than 700 seats on the route each week.
QantasLink CEO John Gissing said the new route reinforced the national carrier’s commitment to supporting regional Australia.
“We’re working with tourism partners to promote the world-class wineries and fresh produce of the beautiful Riverina region to millions of our frequent flyers around the country.
“This is the first time that the flying kangaroo has flown to Griffith.
“We think our customers will enjoy the benefits of our premium service, including complimentary food and drinks, baggage and lounge access before they fly out,” Mr Gissing said.
Griffith Mayor, Councillor John Dal Broi said this was a significant occasion for Griffith.
“Connectivity to Sydney is critical to our economy and lifestyle and Council is pleased residents and businesses will now have additional flight scheduling options – the introduction of these flights recognises Griffith as a growing regional city with increasing potential,” Councillor Dal Broi said.
Qantas also launched a new regional route from Melbourne to Merimbula this week. For more information and to book flights, visit www.qantas.com.au.
BROKEN HILL – IT'S OUT THERE, ONCE AGAIN
Broken Hill City Council has partnered with Destination NSW on the next phase of the successful Broken Hill and Silverton – It's Out There campaign.
Activity is now live across Facebook and Instagram, showcasing both destinations as 'a different kind of outback' travel experience, suiting mid-life couples and road trip enthusiasts in particular.
The fun and playful social campaign shines a spotlight on the quirky experiences on offer in this region, from drag culture to camel rides and the vibrant art scene, which proved engaging and enticing to interested travellers in the previous iterations of the It’s Out There campaign.
The five-week campaign, launched early March 2021, will run across paid and organic social media. Advertising will target regional NSW, the Australian Capital Territory, South Australia, Victoria, Sydney and South East Queensland.
To support the marketing activity, Destination NSW has updated the campaign toolkit to support Broken Hill and Silverton tourism operators. The toolkit gives businesses access to campaign images and video, video and imagery guidelines, email banners, digital banners and social media tiles.
Access the toolkit online now.
FUNDING BOOST FOR COUNCILS TO ENGAGE YOUTH
Children and young people across the state will enjoy more opportunities to engage and participate in their communities, thanks to a funding boost from the NSW Government ahead of Youth Week. Minister for Families, Communities and Disability Services Gareth Ward said local councils will receive a share in $335,000 to help run events in their communities. “Now more than ever it is so important for our young people to stay connected. COVID-19 has presented so many challenges and Youth Week gives young people an outlet to avoid social isolation,” Mr Ward said. The NSW Government will support local councils across the state to run locally-led community events, including an additional $76,000 provided to rural and remote councils to encourage even more young people from these areas to participate. NSW Youth Week 2021 will be celebrated from 16 - 24 April. For more information, visit the Youth Week website.
NEW SMALL BUSINESS REFERENCE GROUP
A new group of small business owners and operators from across NSW will meet regularly with the NSW Government and NSW Small Business Commission to share their views and experiences and help shape future government services and business support measures. Twelve business operators have agreed to join the new Small Business Reference Group (SBRG), to be jointly chaired by the Finance and Small Business Minister Damien Tudehope and the NSW Small Business Commissioner Chris Lamont. Mr Lamont said: “Often the best ideas and solutions to complicated issues come from small businesses themselves. The members of the group have been chosen to represent a diverse range of businesses and business experiences, including strong representation from regional areas and representatives from different cultural and linguistic backgrounds.” The group will meet at least quarterly, with the first meeting to take place this month.
GRANTS TO ENTICE MORE PEOPLE TO MOVE TO NEWCASTLE
City of Newcastle this week launched its ‘New Move’ initiative, offering up to 30 people a $10,000 grant to move to the city in the hope of attracting new talent and boosting the local economy. Lord Mayor Nuatali Nelmes said COVID-19 has shown that people can work from anywhere in the world. “Increasingly young professionals are choosing smaller, but well-connected cities, like Newcastle due to their superior lifestyle. Successful applications will be able to spend their $10,000 relocation grant within the Newcastle local government area to help with their transition, with the council also offering a tailored program of ongoing networking opportunities and support,” Ms Nelmes said. Expressions of interest for the program are now open. The council will host an event for applicants to explore and experience the local community, industry and culture from 9 - 11 April. Find out more via the website.
GROW YOUR BUSINESS WITH HELP FROM THE JOBMAKER HIRING CREDIT
Businesses that are creating new positions and employing young Australians may be eligible for a new wage subsidy called the JobMaker Hiring Credit, paid by the ATO. Employers that are increasing both their headcount and payroll can receive up to $10,400 per year for each new job they fill with an eligible employee aged 16 to 29 years, and $5,200 for each eligible employee aged 30 to 35 years. To be eligible, new employees must: be 16 to 35 years old, commence employment between 7 October 2020 and 6 October 2021, work or be paid for an average of at least 20 paid hours per week during the reporting period, and have received the JobSeeker Payment, Parenting Payment or Youth Allowance (except if they are receiving the allowance because they are undertaking full-time study or are a new apprentice) for at least 28 consecutive days in the 84 days prior to starting employment. Find out more via the ATO website.
TOURISM BUSINESSES TO GROW WITH GOOGLE
Google is hosting a three-part digital event series for tourism businesses to help expand their reach and grow their impact online. Grow with Google OnAir Australia is designed to help small to medium businesses show up and stand out online. Focused on the travel industry, the series will discuss industry trends, insights and examples of how travel businesses can grow using digital marketing. The events will cover how to create and manage a Business Profile on Google, how to grow brand awareness using Google Ads, and how to turn data into actionable insights with Google Analytics. Sessions will stream on Thursday 11, 18 and 25 March at 2pm. Register at Google.
FASHION WEEK’S NEXT GEN WINNERS ANNOUNCED
IMG announced the winners of Next Gen this week - Afterpay Australian Fashion Week’s (AAFW) emerging designer program, presented by DHL. The Next Gen runway show will take place on Tuesday, 1 June at 2pm as part of the official AAFW schedule. Established in 1996 with the goal of identifying Australia’s emerging designers, each year’s winners selected for the Next Gen prize are provided invaluable marketing, publicity and social media coverage to reach a global audience, and industry-networking opportunities. The winners of the 2021 program are: Aaizél, Erik-Yvon, Outfaced and Replica Project. Minister for Jobs, Investment, Tourism and Western Sydney, Stuart Ayres, said: “The NSW Government is proud to support an initiative that recognises the future leaders of this important industry and gives them a platform to showcase their ingenuity and innovation from Australia’s fashion capital, Sydney, to the rest of the world.” To find out more about AAFW, visit the website.
