Insights - 10 February 2023
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DESTINATION NSW INITIATIVES BOOST
REGIONAL VISITOR ECONOMY
Destination NSW is proudly supporting regional NSW with three initiatives aimed at turbocharging visitor nights and expenditure.
Campaign partnerships with Murray Regional Tourism and the Caravan and Camping Industry Association NSW have been extended and applications are opening for the 2023 NSW Regional Business Event Development Fund.
The NSW Visitor Economy Strategy 2030 aims to make NSW the premier visitor economy of the Asia Pacific by 2030 and the continued growth of regional NSW visitor economies is key to achieving that goal.
The NSW Visitor Economy Strategy has a target of $65 billion in total visitor expenditure by 2030, with regional NSW contributing $25 billion to the total.
Destination NSW has been shooting a new campaign for the Murray region, following a challenging summer affected by flooding.
It is an extension of a targeted campaign delivered in partnership with Murray Regional Tourism and aims to attract new visitors during the shoulder season at Easter and beyond.
Developed under Destination NSW’s Feel New brand, it will launch in March and feature a range of visitor experiences via lifestyle media website content, YouTube, Out of Home billboards, Spotify, TikTok, Instagram and Facebook.
Destination NSW is also partnering with the Caravan and Camping Industry Association NSW to extend its Feel More. Live More campaign to attract visitors to regional NSW.
The six-week campaign will run from 12 March 2023, spanning TV and digital, including editorial content highlighting holiday parks that were affected by floods in recent months but are now open, safe to visit and warmly welcoming visitors.
The industry plays a critical role in our visitor economy. In 2021, caravan and camping holidays accounted for 13 million visitor nights for NSW, generating more than $2.1 billion in visitor expenditure.
Applications open next week for the 2023 NSW Regional Business Event Development Fund, managed by Destination NSW.
There are $750,000 worth of grants on offer to the NSW regional business events sector, which plays a significant role in boosting the regional NSW visitor economy.
Domestic overnight conference visitors inject almost $430 per night when they stay in regional NSW - 68 per cent more than domestic overnight leisure visitor spend.
Since the NSW Regional Conferencing Strategy launched in 2017, Destination NSW has delivered more than $3 million in funding support to more than 160 business events and grassroots projects.
Funding applications open on 13 February 2023 and close on 31 March 2023.
FIRST LOOK AT SXSW SYDNEY INAUGURAL EVENT
Sydney will be the centre of the music, screen, gaming and tech world as host of the first South by Southwest (SXSW) outside North America from 15–22 October 2023.
It is estimated the event will attract around 27,000 visitors to NSW, who will inject $24 million into the state's visitor economy this year alone, which will grow as SXSW Sydney cements itself as an annual event for the Asia Pacific region.
Destination NSW is a strategic sponsor of SXSW Sydney. Its core element, the SXSW Sydney Conference, will take place in multiple venues including ICC Sydney, UTS and The Powerhouse Museum, featuring more than 400 keynote sessions.
The first line-up announcement of featured speakers includes Future Today Institute CEO Amy Webb; Twitch Chief Product Officer Tom Verilli; award-winning artist, designer and entrepreneur Yiying Lu; Chief Evangelist of Canva and former Apple Chief Evangelist Guy Kawasaki; co-founder of First Nations information technology business Baidam Solutions’ Jack Reis; and Australian business executive Robyn Denholm, Chair of Tesla and Operating Partner of venture capital firm Blackbird Ventures.
Ms Denholm said: “We believe Australia is on the cusp of a once in a generation opportunity to become a global technology powerhouse and SXSW Sydney brings the incredible opportunity to showcase our Australian technology story to the world."
Chair of SXSW Sydney Geoff Jones said SXSW Sydney would set a new benchmark for major events, providing legacy benefits for the NSW visitor economy and creative industries.
“SXSW Sydney will be a complete game-changer for Sydney and the Asia Pacific," Mr Jones said.
"Locally, it will increase visitation and bolster the creative economy. Within Asia Pacific, it will facilitate a special connection between creative industries and businesses in the region – the kind that can lead to collaboration and innovation on a global scale."
PRIDE VILLAGES BRING FREE STREET CELEBRATIONS
TO SYDNEY WORLDPRIDE
Darlinghurst will burst into life from 24 February to 5 March with pop-up dining, free performances and street parties for Sydney WorldPride’s festival hub, Pride Villages.
The Pride Villages will see Crown and Riley Streets reimagined with vibrant dining and bar stalls and live performances by local and international artists on the Crown Street stage. In addition, Oxford Street will be transformed on 4-5 March into a street party to celebrate the 45th anniversary of the Sydney Gay and Lesbian Mardi Gras.
Pride Villages will give the 78,000 expected visitors to Sydney free and open spaces to gather, celebrate and enjoy the festival.
More than 20 local businesses will extend their footprint onto the street to allow patrons additional space to connect with friends and enjoy the atmosphere.
During the nine days of Pride Villages, Crown Street (from Oxford Street to Campbell Street), and Riley Street (from Oxford Street to Goulburn Street) will be closed to vehicles, excluding 25 February which is impacted by Mardi Gras Parade road closures.
In addition to the Crown and Riley Street closures, Oxford Street will be closed on 4 and 5 March for Oxford Street Party (from College Street to the Taylor Square corner of Flinders Street).
Destination NSW is a strategic partner, investor and the lead government agency helping to coordinate Sydney WorldPride 2023.
PRIDE IS IN THE AIR AT SYDNEY AIRPORT
Qantas and Sydney Airport are preparing to be the first rainbows to welcome people flying to Sydney WorldPride. Qantas has added new 'Pride is in the Air' livery on one of its Airbus A330-200s, while rainbows are appearing throughout the Sydney Airport terminal. Sydney Airport is an official supporting partner of the event, while Qantas is the official airline partner. Qantas is preparing to take off from Los Angeles on 22 February to bring members of the LGBTQI+ community to the Harbour City. There will be entertainment by comedian Joel Creasey, live inflight drag performances and special edition 'Rainbow Roo' pyjamas and an exclusive menu created by Neil Perry.
LATEST VISITOR SPEND AND STAY RESULTS
The Tourism Research Australia (TRA) National Visitor Survey Snapshot for November 2022 shows NSW recorded Australia's highest increase in visitor expenditure (up 37 per cent or $674 million, compared to November 2019). Spending by interstate visitors to NSW was up $170 million or 22 per cent compared to 2019. Intrastate spending was up $503 million or 49 per cent. Across Australia, the average spend per trip was up $309 (45 per cent) to $993 compared to $683 in November 2019. TRA said early data for December 2022 and the first three weeks of January 2023 showed domestic overnight trip rates were higher than pre-pandemic levels.
TOP BASKETBALLERS HEAD TO SYDNEY
Asia’s best women’s basketballers will face off in Sydney when the 2023 FIBA Women’s Asia Cup comes to the Harbour City, supported by the NSW Government. It will be the first time Australia has hosted the tournament, which will see the eight leading nations compete for the title of regional champion at Sydney Olympic Park Sports Centre from 26 June to 2 July. Basketball Australia CEO Matt Scriven said: “Following the success of last year’s FIBA Women's Basketball World Cup, which saw us achieve record crowds, we know women’s basketball has a highly engaged audience. We hope sports fans from around Australia will travel to Sydney to cheer on the green and gold.”
AUSTRALIA'S TINA STAR REVEALED
The timeless music and inspirational life story of legendary recording artist Tina Turner is set to rock the stage of the newly refurbished Theatre Royal Sydney in May 2023, with rising Zimbabwean Australian star Ruva Ngwenya in the coveted lead role. Destination NSW has secured the Australian premiere of TINA – The Tina Turner Musical, the Broadway and West End sensation that celebrates the resilience and iconic music of the multi-Grammy Award winner and Rock and Roll Hall of Fame legend. The musical will be a major drawcard for Sydney, with around 50,000 theatregoers estimated to inject more than $52 million into the NSW economy during its run.
FREE INBOUND STRATEGY WORKSHOPS
Destination NSW has been delivering free inbound strategy workshops throughout the state as part of its NSW First Program. These one-day workshops set out the tools and steps for businesses to tailor experiences for international visitor markets, how to become export ready and how to sell experiences via online travel agents and inbound travel trade. Registrations are still open for these locations: Coffs Harbour, 14 February; Port Macquarie, 16 February; online workshop (Zoom), 21 February; Griffith, 23 February; Orange, 8 March.
RISING DESIRE TO FLY DOMESTICALLY
More than one in three Australians view flying as critical to their wellbeing, the first national survey of air travel consumer sentiment by industry safety provider Airservices Australia has shown. CEO of Airservices Australia Jason Harfield said the survey findings were a timely reminder of the importance of air travel not only to the economic lifeblood of the country, but to people’s lives in general. Australians under 30 are among the most eager to be flying again, with 71 per cent planning at least one or more domestic trips in the next 12 months.
LATEST WESTINVEST WINNERS
A revamp of Canterbury Olympic Ice Rink and Riverside Theatre, an Indigenous Centre of Excellence, a boost to walking and cycling paths and the redevelopment of Enfield Aquatic Centre are among 34 new projects funded through the NSW Government's $5 billion WestInvest program. The projects will boost Indigenous education, connect communities and create more ways for visitors and locals to stay active.
SECOND SWIMMING SPOT FOR BARANGAROO
Nawi Cove has been earmarked as the site for a second Barangaroo swimming spot, which will also be home to a new park. Infrastructure NSW is scoping the project, with options including a floating pool similar to the Spree River in Berlin or Islands Brygge Harbour Bath in Copenhagen. A temporary recreation area will open at the site in March and include trees and shrubs, a children’s play area, an outdoor gym and handball courts.
NEW RESCUE BOAT FOR THE HAWKESBURY
Boaters in the Hawkesbury region will be kept safer thanks to the delivery of a new $441,000 rescue boat to Marine Rescue NSW. Hawkesbury 30 is one of 38 new vessels being rolled out across the state under a $37.6 million investment by the NSW Government to support Marine Rescue in protecting communities and visitors. Marine Rescue NSW Deputy Commissioner Todd Andrews said the new rescue boat had been custom-designed and built to meet demanding local conditions and would prove a reassuring presence for locals and visitors.
SURF CLUB UPGRADES FOR BEACHGOERS
Coastal communities and visitors will benefit from more than $5 million to upgrade, restore and improve local surf clubs as part of the Office of Sport's Surf Club Facility Program. Twenty-six surf clubs will receive funding through the program to create more modern, accessible facilities and to ensure lifesavers have what they need to keep the community and visitors safe on NSW beaches. Among the recipients is Brunswick Surf Life Saving Club, which received $650,000 for an overall clubhouse redevelopment.
HOSPITALITY SCHOOL FOR HUNTER VALLEY
Hospitality entrepreneur Dr Jerry Schwartz is teaming up with the University of Newcastle to address the hospitality skills shortage by establishing a new training academy for the Hunter Valley. The private Hunter Hospitality School will be established at Dr Schwartz’s property in Newcastle’s Honeysuckle district and will offer courses in hospitality, IT, spa therapy and brewing.
AIRPORTS WELCOME WHITE PAPER
The Federal Government has released its Aviation White Paper Terms of Reference. Australian Airports Association Chief Executive James Goodwin said: “This is the right time to review the aviation policy and regulatory settings as the sector begins the slow recovery from the impacts of the pandemic. It provides an opportunity to get the right settings in place for the decades ahead."
DESTINATION COUNTRY AND OUTBACK SUMMIT
The inaugural Destination Country and Outback NSW Visitor Economy Summit will be held on 8 March 2023 at Dubbo’s Lazy River Estate. The line-up of speakers includes representatives from Tourism Australia, AAT Kings, The Destination Marketing Store, Bangalay Luxury Villas, Whitton Malthouse, Windy Station Woolshed, the Dolly Parton Festival, Blak Markets and the National Indigenous Art Fair.
UPTOWN GRANT PROGRAM NOW OPEN
Applications are now open for the Uptown Grant Program. The program is designed to facilitate the growth of vibrant hubs in line with the NSW Government’s 24-Hour Economy Strategy for Greater Sydney. District teams can now apply for seed funding valued at up to $200,000. A virtual information session will be held on 22 February 2023 to run through the application process and answer any questions.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
PAVING THE WAY FOR URGENT ROAD REPAIRS IN METRO SYDNEY: Thirty-five Sydney councils will share $220 million in Transport for NSW funding to repair roads damaged by unprecedented rain. Learn more
TIM TSZYU WORLD TITLE BOUT A KNOCK-OUT FOR NSW: Australian boxing superstar Tim Tszyu will challenge for the interim world title in Sydney next month in a knock-out sporting event secured by the NSW Government. Learn more
NEXT STOP FOR CENTRAL STATION RESTORATION: Plans for the Sydney Terminal Building revitalisation by Transport for NSW are now open for public feedback, detailing the proposal for customer and community experience improvements, heritage restoration and new retail, dining and events spaces. Learn more
FINAL MASTER PLAN FOR BERRYS BAY UNVEILED: Sydney will soon have a new foreshore parkland at Berrys Bay that includes sprawling native foliage, walking tracks and slipways with spectacular Sydney Harbour views. Read more
FEEDBACK INVITED ON BLACKHEATH TO LITTLE HARTLEY UPGRADE: Transport for NSW is seeking feedback on the Blackheath to Little Hartley Environmental Impact Statement. Key features include two tunnels, with two lanes of traffic flow in each. Learn more
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