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NSW AIMS TO BE PREMIER VISITOR ECONOMY OF
THE ASIA-PACIFIC BY 2030
A new strategic roadmap outlines the NSW Government’s bold plan to make NSW the premier visitor economy of the Asia-Pacific by 2030.
Minister for Jobs, Investment, Tourism and Western Sydney Stuart Ayres launched the Visitor Economy Strategy 2030 today to aid recovery and turbocharge visitor economy growth.
“If COVID-19 has shown us anything it’s that the visitor economy is everyone's business - it accounts for almost 300,000 jobs and 110,000 businesses, and is integral to our state’s economy,” Minister Ayres said.
“Once health advice allows, NSW will bounce back as a result of a $200 million a year investment to help get the tourism sector back on its feet; we have shown how agility and resilience will keep our State open for business throughout this challenging pandemic.
“NSW is the largest visitor economy in Australia and this strategy is a roadmap to rebuild our $43 billion visitor economy and grow it to $65 billion by 2030 to become the premier visitor economy of the Asia-Pacific. "
The strategy – developed by Destination NSW through extensive consultation with industry and government stakeholders – features these 2030 targets:
- To reach $65 billion in total visitor expenditure, up on the previous overnight visitor expenditure target of $55 billion by 2030 which was set in 2018
- A new focus on the day trip market, worth an estimated $10 billion by 2030
- Growing opportunities in regional NSW as a key to the future, to contribute $25 billion total
- The domestic market will be the primary focus until international travel resumes
“The Visitor Economy Strategy is not just about recovery, it’s about the future,” Minister Ayres said.
“From regions to roads, planning to precincts, the strategy also provides a framework to guide investment and decision-making in the areas of business support, regulations, training, product development, investment and visitor infrastructure.
“The NSW Government is already charging ahead to create new tourism experiences and icons such as the new Sydney Fish Markets, new sporting stadiums and cultural institutions and world-class walking tracks in regional NSW.
“We will bolster on our reputation for staging premier events including the Australian exclusive production of Hamilton, Vivid Sydney, Disney’s Frozen and we are close to securing the full suite of 10 World Cup sporting events for NSW in 10 years.”
The state’s product and visitor experience strengths will be showcased with compelling new brands and marketing campaigns for Sydney and NSW and a comprehensive events, conferences and entertainment calendar.
A new Senior Officers Group will be established within the NSW Government to coordinate funding and government services relating to the visitor economy while Destination NSW will lead a coordinated, whole-of-government approach to implementing the strategy.
Simon McGrath, CEO Accor Pacific, said the Visitor Economy Strategy was a solid roadmap which demonstrates the NSW Government’s understanding of how valuable tourism is to our state.
“From an industry point of view the Visitor Economy Strategy is prepared in a very collaborative way, with a focused approach. As a result it has delivered an incredibly dynamic and strong platform which gives confidence to investors, operators and the industry as a whole. The result of this is that it will bring renewed interest from the private sector into tourism in NSW,” Mr McGrath said.
Read the full Visitor Economy Strategy 2030: www.destinationnsw.com.au/VES2030
WHAT'S NEXT: IMPLEMENTING THE NSW
VISITOR ECONOMY STRATEGY 2030
The Visitor Economy Strategy 2030 is not only a roadmap to help the state recover following drought, bushfires and the pandemic, it is the blueprint to make NSW a global visitor economy powerhouse.
The new strategy will deliver economic prosperity, create new jobs and enhance the lifestyles of the people of NSW over three phases – Recovery to 2024, Momentum to 2026, and Accelerate to 2030.
Destination NSW will lead the implementation of the Visitor Economy Strategy 2030 in collaboration with other government agencies to align and coordinate resources and initiatives across the NSW Government. Deeper engagement with commercial partners and visitor economy stakeholders, at home and overseas, will help cement the state’s leading position in the Asia Pacific.
Five strategic pillars pave the way:
- The Road to Recovery includes a comprehensive program of marketing, business support and industry development to ensure NSW recovers quickly from the pandemic. The program will be implemented over two to three years, in-line with current industry projections
- A new destination brand framework will provide the foundation for the development of new brands for Sydney and NSW based on their individual and collective strengths
- There is a strong focus on working with the private sector to develop new products and experiences that showcase NSW’s strengths and competitive advantages and reinforce the Sydney and NSW brands
- A new events strategy will guide the NSW Government’s investment in events and venue programming to activate new cultural and sporting infrastructure, reinforce the brand and position Sydney and NSW as the events capital of the Asia Pacific
- A new Visitor Infrastructure Framework will provide a prioritisation method and Assessment Criteria to guide future NSW Government investments in infrastructure to support the visitor economy.
The strategy aligns with other key NSW Government initiatives including the NSW 2040 Economic Blueprint, Global NSW Strategy, the 20-Year Economic Vision for Regional NSW, 24-Hour Economy Strategy, NSW Infrastructure Strategy 2018-2038 and Future Transport Strategy 2056.
Read the full Visitor Economy Strategy 2030 here: www.destinationnsw.com.au/VES2030
