THE VALUE OF SXSW TO THE NSW VISITOR ECONOMYThe inaugural SXSW Sydney kicks off this weekend, expanding the famed Austin, Texas-based South by Southwest festival outside North America for the first time in its history. From 15-22 October 2023, SXSW Sydney will see the Asia-Pacific’s pre-eminent creatives come together in the heart of the Harbour City. Emulating the eclectic collection of tech, innovation and creativity that has made the Austin event unmissable, SXSW Sydney will feature a stacked week-long program that brings together the best of the best across tech, music,
screen, gaming and culture. Destination NSW is a proud strategic partner of SXSW Sydney. which is estimated to attract more than 27,000 visitors in its first year alone, who will inject over $24 million into the NSW visitor economy. That economic impact will grow each year as SXSW Sydney cements itself as an unrivalled annual event for the Asia Pacific region. The original SXSW launched in Austin in 1987 as the South by Southwest Music and Media convention and attracted 700 attendees. It has grown to become one of the largest tech, film, music and gaming festivals in the world. In 2022, SXSW’s impact on the Austin economy in 2022 was $US280.7
million. In 2023, the SXSW Conference & Festivals and SXSW EDU Conference and Festivals drew approximately 345,066 participants, with 52,638 hotel room nights booked by attendees. Austin Mayor Steve Adler said: “Starting as a music festival, then expanding to include film and evolving further to cover interactive technology, as well as education and gaming, SXSW has become the world’s fair of the future. The economic impact of SXSW is on par with hosting the Super Bowl every year and all participants benefit year-round.”
SXSW Sydney will mark the first time SXSW has been hosted outside North America. SXSW Sydney Managing Director Colin Daniels has attended 19 SXSW festivals. He told the Destination NSW Visitor Economy Forum that he had watched the annual event transform Austin into an epicentre of creativity and the latest American tech hub. “I’ve seen Austin change, and I’ve seen what this event can do for businesses,” he said. “Our aim is to connect all of Asia Pacific’s tech, gaming, music, film, and creative industries with the rest of the world. The message we want to get across to the rest of the world is that if you want to do business in the Asia Pacific
region, you need to be at SXSW Sydney.”
NSW AND THE VISITOR ECONOMY IN FOCUS
AT SXSW SYDNEYDiscover the "new" in NSW during SXSW Sydney at NSW House and the NSW Hub. The activations, presented by Destination NSW in partnership with the Department of Enterprise, Investment and Trade, will showcase to attendees the unique experiences that NSW has to offer. NSW House will provide an opportunity to listen to thought-provoking speakers, forge new connections and taste the diverse flavours of NSW while enjoying city views and local drinks daily. Learn more here.
Meet experts at NSW Hub for one-on-one, informative discussions about studying, working, investing and living in NSW.
NSW House will be located at Collider, 477 Pitt Street, in the heart of Sydney's Tech Central, from 17-19 October 2023. NSW Hub will be located at the Tech and Innovation Expo at ICC Sydney from 18- 21 October. You can enter the expo with a SXSW badge or buy a day pass to enter the tech and innovation hub. Learn more here. A number of panel events will be held during SXSW with the visitor economy and tourism as their focus. Destination NSW will host a panel discussion on 'The Sydney Story: How creative vision is reshaping a global city ' during the SXSW Sydney Conference. Panellists will include Justin Hemmes (Merivale), Beau Nielsen (Phoenix), Stephen Page AO (Bangarra Dance Theatre) and L-FRESH the Lion (Hip Hop artist and Western Sydney advocate). Join us at Collider on October 19 from 4-5pm for our panel session. Learn more here. Accor Pacific, the Official Accommodation Partner of SXSW
Sydney, will host a speaker panel on 'The Future of Travel' on 18 October 2023 at the ICC Sydney. Moderated by Accor Pacific CEO Sarah Derry, the panel will include Elissa Keenan (CEO of Ecotourism Australia), Juliet Ashworth (creative director of CHADA), Quentin Long (managing director of Australian Traveller Media), and Nick Kavanagh (chief strategy officer of iProspect). The panel will focus on exploring the possibilities and advancements in the future of travel. With knowledgeable and visionary speakers, experts from the fields of design, sustainability and media, attendees can expect to gain insights into innovative technologies, trends and experiences that will shape the hotel and travel industry. Other travel-focused sessions
include ‘Why We Need Travel More Than Travel Needs Us’ on October 19 at ICC Sydney, a live recording of The Thoughtful Travel Podcast with host Amanda Kendle, an experienced travel journalist, a sustainability expert charged with ensuring tours are not harming the planet and a well-travelled podcast listener discussing what she has learned about thoughtful travel over years of episodes.
EXTENDED TRADING HOURS FOR SXSW SYDNEYThe NSW Government has extended trading hours for venues that support major upcoming sporting and cultural events during October, including SXSW Sydney. A series of special event extended trading nights kicked off on the long weekend and will continue through until the Rugby World Cup final on 29 October. The extended trading hours for SXSW Sydney will run from 10pm to midnight on the opening day this Sunday 15 October for venues in Sydney and The Rocks in the City of Sydney LGA, plus 10pm to midnight on 22 October for hotel or club
premises in Sydney and The Rocks (City of Sydney LGA). Minister for Music and the Night-time Economy John Graham said: “I’m very pleased that people attending South by Southwest will have the chance to see Sydney at its best after dark, with more venues able to open later as people walk between shows and venues soaking up the music, the ideas and the culture of an event being held for the first time outside its home city of Texas.”
THE AGRITOURISM & FINE DINING OPPORTUNITY IN NSWAgritourism and fine dining have been identified as major growth opportunities for the NSW visitor economy, with Destination NSW Product Manager, Culinary and Agritourism Sophie Calchera hosting two sessions during the recent NSW Visitor Economy Forum: 'The Agritourism Opportunity for NSW' and 'Connecting Through Culinary Experiences'. During the 'Connecting Through Culinary Experiences' panel discussion, Calchera joined with Straight to the Source's Tawnya Bahr, Rowlee Wines owner Nicole Samodol and Crystalbrook Byron and Vincent Area Director of Marketing
Pascale Rocher. They discussed NSW being home to amazing seasonal produce and how storytelling can elevate culinary experiences. “It's important for chefs to know where their food comes from and equally important for producers to know where their food is going," Bahr said. Rocher highlighted the growing appreciation of farm-to-table dining, with Crystalbrook having a commitment to reducing food miles and promoting sustainable farming practices. "Forest restaurant at Crytalbrook Bryon has achieved goal of 80 per cent of their products being sourced from within three hours of the region," she said. Calchera and Pearls of
Australia Managing Director James Brown discussed the multi-billion-dollar potential of agritourism for the NSW visitor economy. Calchera noted that visitors want authentic agritourism experiences that connect them to the destination and also to their families. She said the most important thing was to make experiences bookable (a set price that can be booked online and paid ahead). Creating experiences that are sensory and 'Instagram-worthy' was also perceived as highly desirable. Brown suggested linking up with other producers and farmers to maximise the visitor experience offering in regional areas. "The Central Coast Makers Trail, for example, was started by a group of passionate producers with the same barriers who
started sharing each other's information," he said.
DESTINATION NSW HOSTS AGRITOURISM & CULINARY EXPERIENCE WEBINARSDestination NSW will this month host ‘Creating World-class Agritourism Experiences’ and 'Elevating Your Culinary Experience' webinars for NSW businesses. The agritourism session will discuss how to create world-class agritourism experiences that exceed expectations and are also practical for farming operations. The fine dining session will explore how to enrich the visitor experience by delivering world-class tour, attraction or accommodation experiences that showcase regional culinary offerings. The NSW First Program is delivered by Destination NSW to help businesses to develop, promote and sell world-class visitor experiences. Webinar: Creating World-class Agritourism Experiences, 18 October 2023. Register here Webinar: Elevating your Culinary Experience, 25 October 2023. Register here
CARAVAN & CAMPING NIGHTS HIT RECORD HIGH IN NSWA new record has been set for the highest-ever number of June quarter nights spent caravanning and camping in NSW. A total of 1.2 million trips and 4.6 million visitor nights were registered for the June quarter of 2023, up 18 per cent and 32 per cent on the previous year. The results were announced in the Caravan & Camping Industry Association's caravan and camping performance report for the year ending June 2023. The data shows there were 4.99 million trips and 19.2
million visitor nights spent in NSW in the year ending June 2023. This signified growth rates of 44 per cent and 50 per cent respectively compared to the previous year. Visitor expenditure grew by 68 per cent to $3.6 billion. Trip and night figures across age segments grew significantly compared to the year ending June 2022. The over-55 market more than doubled the number of trips over the 12 months ending June 2023, increasing its market share to 34 per cent of total trips. Compared to the previous year, 900,000 additional intrastate trips were logged, reaching a new high of 3.5 million, or 74 per cent of total trips. Interstate nights have risen as visitation from Victoria and Queensland surges, leading to a larger market share of 33 per cent of total nights, up five points from year
ending June 2022.
THE TOP 10 VISITED NATIONAL PARKS IN NSWBlue Mountains National Park has retained the top spot as the most visited national park in NSW. The NSW National Parks and Wildlife Service 2022 Park Visitor Survey shows 6.4 million domestic visits were made to the World Heritage-listed national park, which is home to 260,000 hectares of bushland, including the Three Sisters, Meehni, Wilmah and Gunnedoo. Across the state, there were more than 53 million domestic visits to national parks in 2022. That’s an increase of 49 per cent in the past ten years. Minister for the Environment Penny Sharpe said: “The NSW Government is investing $74 million to upgrade visitor infrastructure in NSW national parks so people can enjoy unforgettable experiences, from camping trips in the bush to coastal getaways and alpine adventures.” The top 10 most-visited national parks in 2022 - Blue Mountains National Park (6.40 million visits)
- Royal National Park (5.05 million visits)
- Ku-ring-gai Chase National Park (4.40 million visits)
- Lane Cove National Park (2.61 million visits)
- Kosciuszko National Park (2.48 million visits)
- Sydney Harbour National Park (1.93 million visits)
- Eurobodalla National Park (1.41 million visits)
- Garigal National Park (1.18 million visits)
- Cape Byron National Park (1.03 million visits)
- Brisbane Water National Park (929,000 visits)
VIVID SYDNEY WINS GRAND PINNACLE AWARD Vivid Sydney, Australia’s largest festival, has won a record 17 medals, including a Gold Grand Pinnacle, at the 2023 International Festivals & Events Association (IFEA) Pinnacle Awards. Regarded as the Academy Awards of the festivals and events industry, the IFEAs recognise excellence in festival and event promotions and operations globally. A Gold Grand Pinnacle is the highest accolade awarded. Vivid Sydney 2024 will take place from 24 May to 15 June, with the creative direction of ‘Humanity', exploring what makes us human and how we can make a better world. Vivid Sydney is proudly owned, managed and produced by
Destination NSW.
VALUING 50 YEARS OF SYDNEY OPERA HOUSEDeloitte Access Economics has released Valuing 50 years of Australia’s Icon, which reports on the Sydney Opera House's value to NSW and the nation. In 2022-23 the Sydney Opera House precinct generated $1.2 billion in economic value and supported 8000 full-time equivalent jobs. Its social value is estimated at $11.4 billion in 2023. Deloitte concluded: "Of course, the Opera House is not just a building, a performance venue or a website – it’s one of the strongest brands in the world, making Australia one of the only countries that is recognisable by an arts and culture centre. In fact, the Opera House is the best-known
human-made symbol of Australia’s national identity."
DESTINATION NSW HEADS TO G'DAY AUSTRALIA Tourism Australia held its G'day Australia trade show this week in Cairns. More than 300 Aussie Specialist Program travel agents attended from around the world, taking part in scheduled business appointments and networking opportunities. Destination NSW conducted 110 meetings during the event, highlighting the key features and benefits of visiting NSW. There were also 12 NSW businesses at the event, showcasing their products to the international audience. Additionally, Destination NSW hosted familiarisation visits with 63 participating agents in Sydney and regional NSW.
SYDNEY STARS IN SAY G'DAY CAMPAIGNTourism Australia’s global campaign, Come and Say G’day, has celebrated its one-year anniversary in international markets. To mark the occasion, the campaign’s Brand Ambassador, Ruby the kangaroo, made special appearances with Sydney Harbour as her backdrop on major billboards in New York, Singapore, London, Chengdu and Beijing.
The campaign's positive impact in key markets has seen global consideration for an Australian holiday increasing over the past 12 months and the number of international travellers searching flights to Australia up 10 per cent compared to 2019.
INTERNATIONAL ARRIVALS FOR AUGUST 2023New Australian Bureau of Statistics data shows there were 230,460 short-term visitor arrivals to NSW in August 2023, 81.5 per cent of pre-pandemic levels in August 2019. The three leading source countries for NSW were: New Zealand (29,490 trips) China (27,370) and United States (26,180). For visitor arrivals to Australia, 603,360 short-term trips were recorded, which was 23.5 per cent lower than the pre-COVID level in August 2019. In August 2023 there were 48,770 international student arrivals to Australia, an increase of 8,120 students compared with the corresponding month of the previous year. The number of student arrivals in August 2023
was 11.3% lower than the pre-COVID levels in August 2019.
AVIATION GREEN PAPER SUBMISSIONSThe Commonwealth Government has taken the next step towards reforming Australia's aviation sector, releasing the Aviation Green Paper and calling for community and industry feedback. Consultation on this document will contribute to the development of the Aviation White Paper which will set the policy direction for the aviation sector out to 2050. The aim is to deliver a more competitive aviation sector, secure Australian jobs, develop stronger consumer protections, improve accessibility and transition the industry to net zero emissions. Industry, including the Australian Airports Association, welcomed the release of the paper. Submissions close on 30 November
2023.
NSW DINING TRIUMPHS IN TRIPADVISOR AWARDSNSW has taken out four of the top 10 restaurants in the 2023 Travellers’ Choice Best of the Best Restaurants fine dining awards. The awards are made to restaurants with a high volume of above-and-beyond reviews and opinions from TripAdvisor's community over a 12-month period. Fewer than one per cent of TripAdvisor’s eight million listings are awarded Best of the Best, signifying the highest level of excellence in travel. The Gates Restaurant in Pokolbin came in at number two, followed by L’isle De France in Terrigal (number four), Margan Restaurant & Winery in Broke (number six), The Zin House in Mudgee (number eight)
and The Stunned Mullet in Port Macquarie (number nine).
AUSTRALIAN FASHION LAUREATE WINNERSCongratulations to the winners of the 2023 Australian Fashion Laureate, which honours outstanding accomplishments in Australian fashion. There were six awards presented: Designer of the Year - Christopher Esber, Emerging Designer of the Year - Alix Higgins, Indigenous Designer of the Year - Denni Francisco (Ngali), Sustainable Designer of the Year - Kit Willow (KITX) and the Carla Zampatti Award for Excellence in Leadership - Lisa Havilah. Destination NSW partnered with IMG in 2008 to present the first Australian Fashion Laureate, which has now grown to become the highest accolade
in Australian fashion, taking place annually to celebrate excellence and highlight achievements in the Australian fashion industry.
SYDNEY IMPROVES SUSTAINABILITY RATINGThe results of the 2023 Global Sustainability Index have been announced and Sydney has achieved a score of 77 per cent, its highest ever result. The index data provides insights into the sustainability performance of cities of varied sizes. The Global Destination Sustainability Awards were also announced, with the new GDS-Movement and #MEET4IMPACT Impact Award, which acknowledges and celebrates a destination management organisation committed to legacy and impact through business events, being won by BESydney for the "BESydney Impact Programme".
SUSTAINABILITY SKILLS MICRO-CREDENTIALSRegister now for round 2 of our Sustainability Skills Micro-credentials program. Destination NSW has partnered with EarthCheck to deliver the free online courses, which are designed to help visitor economy stakeholders increase their sustainability knowledge, deliver on consumer demand for sustainable experiences and provide practical solutions to implement in their business. The micro-credentials can also help businesses to increase operational efficiency and reduce costs and implement sustainability actions to build their reputations.
REGISTER FOR 'SELL ONLINE' WORKSHOPSJoin Destination NSW for a half-day Sell Online workshop and find out how to increase bookings through online sales – both direct and indirect – by using online booking software, creating effective ATDW-Online listings and working with online travel agents (OTAs) to grow visibility. Upcoming workshops include Dubbo (register here), The Tweed (register here), Sydney (register here), Broken Hill (register here) and Wagga Wagga (register here).
DESTINATION NSW JOINS LEADERS SYMPOSIUMDestination NSW was proud to be a supporting partner of the Associations Leaders Symposium at Western Sydney Conference Centre from 10-11 October 2023. The event was attended by CEOs, Chairs, Presidents, Directors and emerging leaders from various industries and associations. Destination NSW exhibited at the event, highlighting the benefits of associations holding business events in regional NSW.
IMAX REOPENS AT DARLING HARBOUREVT has opened the doors to IMAX Sydney, with one of the world's largest screens. Among the opening week screenings are Avatar: The Way of Water and the global launch of TAYLOR SWIFT | THE ERAS TOUR. CEO Jane Hastings said: "With Laser by IMAX, our new seating options and our food and beverage offering, we are setting a new benchmark for immersive cinema entertainment."
FULLERTON HOTEL SYDNEY VOTED NO.1Condé Nast Traveller has announced the results of its annual Readers’ Choice Awards with The Fullerton Hotel Sydney recognised as the number one hotel in Australia and New Zealand. More than 520,000 Condé Nast Traveller readers rated their travel experiences across the globe. The Fullerton Hotel Sydney is housed within the historic General Post Office (GPO) building at 1 Martin Place.
AUSTRALIAN REGIONAL TOURISM CONVENTIONThe 2023 Australian Regional Tourism convention was held at Newcastle City Hall from 10-12 October. More than 230 representatives from across the country travelled to the city for the conference, where topics ranging from the latest trends in tourism and travel data to the visitor economy opportunities driven by accessibility, sustainability, wellness, business and artificial intelligence. Destination NSW CEO Steve Cox discussed NSW Visitor Economy Strategy plans for building momentum to 2030, while Destination NSW Assistant Director Regional Conferencing Mitchell Gunn explored the value of business events to regional destinations during a panel
session.
BUSINESS EVENTS BOOM FOR NEWCASTLECity of Newcastle, with the support of Destination NSW, vied against 30 other destinations to secure the 2023 Australian Regional Tourism convention. It is one of 11 large business events being hosted in Newcastle this month, which will see more than 2800 delegates inject over $3.5 million into the local economy. Lord Mayor Nuatali Nelmes said: “Major events and business tourism are key elements of City of Newcastle's Destination Management Plan, as primary drivers of the local visitor economy, Newcastle offers broad appeal as a host destination for large-scale business events, with world-class conferencing and meeting facilities as well as a range of
quality accommodation options including luxury hotels."
JOIN THE REFLECTIONS HOLIDAY PARKS BOARDThe NSW Department of Planning and Environment is seeking to fill three board positions, including a new chair, for Reflections Holiday Parks, which is the Crown land manager of 37 holiday parks and 45 community reserves across coastal and inland areas of regional NSW. The Board sets the strategic direction and governance framework for the organisation, which manages about 300 staff, generates over $80 million in economic benefits for NSW and hosts holiday stays for an estimated two million guests each year. Applications are open from 11 October to 1 November 2023, with successful candidates to be appointed by December and beginning five-year terms from
April 2024.
ALL ABOARD REDFERN STATION'S NEW LIFTS One of Sydney’s oldest and busiest railway stations, Redfern Station, has completed major accessibility upgrades. As part of the NSW Government’s Transport Access Program, the inner-city station has been transformed to improve safety and convenience for people with a disability or limited mobility and passengers travelling with prams, luggage or bikes. The upgraded station features a new southern concourse with six new lifts and stair access to Platforms 1 to 10, as well as two additional entrances, drop-off areas, accessible toilets, and improved streetscaping. The pedestrian bridge provides easier access to arts and employment precincts
such as Carriageworks and South Eveleigh.
MUNDI MUNDI BASH UNVEILS 2024 LINE-UPThe 2024 Mundi Mundi Bash has added Daryl Braithwaite, Ian Moss, Vanessa Amorosi and Tim Finn to the line-up. Organiser Greg Donovan told ABC News the festival's far-west NSW location, with its broad, red plains, was one of the reasons it had grown so quickly. The next bash will take place from 15-17 August 2024, with gates opening three days early to entice campers and caravanners to explore the region. Donovan said: "We think that'll be
a really great benefit for local business and all the towns surrounding Broken Hill."
URBAN SURFING FACILITY FOR WESTERN SYDNEYURBNSURF Sydney will open at Sydney Olympic Park in autumn 2024, providing an alternative to ocean-based surfing. The facility will have capacity to host more than 1000 surfers in a man-made lagoon. Designed to deliver authentic surfing waves to suit all abilities, it will have LED lighting to allow visitors to surf night and day. The facility will also feature a terrace restaurant and bar, a ground-level kiosk, a health and wellness centre, surf academy, kids’ playground and a 2000-capacity outdoor space for live music and sporting events.
VISITOR ECONOMY WEEKLY HIGHLIGHTS $64 MILLION FOR PRIORITY RIPARIAN REPAIR WORK: Waterways and estuaries including creeks, rivers and wetlands impacted by last year’s floods will be regenerated and protected from future disasters through a Riparian Stabilisation Package from the NSW and Federal Governments. Learn more NEW AUSTRALIAN CRUISE ASSOCIATION EXECUTIVES AND MANAGEMENT APPOINTMENTS: Among the new appointments are Chair Philip Holliday, Deputy Chair Brendan Connell and Treasurer James Coughlan, while Andrew McKinnon has joined the management committee. Learn more ON-GRASS PARKING TO REMAIN AVAILABLE TO MOORE PARK: The NSW Government will provide an extension to on-grass parking at Moore Park while supplementary parking
solutions are being built, to ensure these public facilities are accessible to all residents, not just those nearby or those who have easy access to public transport. Learn more RAIL TRAIL AWARDED BEST REGIONAL PROJECT IN NSW: The Tweed section of the Northern Rivers Rail Trail has been named Best Regional Project in NSW at the 2023 Australian Institute of Project Management Achievement Awards. Learn more SUSTAINABILITY ACCREDITATION FOR SOFITEL DARLING HARBOUR: The hotel has received full accreditation with Green Globe, the world’s leading certification for sustainable operation and management of travel and tourism worldwide. Learn more ICC SYDNEY'S 100 PER CENT LOCAL APPROACH CHAMPIONS ORANGE WINE PRODUCERS: The venue team from ICC Sydney recently travelled to Orange to meet with existing partners as well as prospective local vignerons to sample new products and sponsor the Best Exhibitor category of the 2023 Orange Wine Show Awards. Learn more W SYDNEY OFFICIALLY OPENS: Part of Marriott Bonvoy’s global portfolio, W Sydney is located in a dramatic curved structure rising over Darling Harbour. Learn more GAMEBOX ATTRACTION FOR DARLING HARBOUR: Merlin Entertainments is bringing Immersive Gamebox to Sydney's Darling Harbour in December. The new gaming concept will
feature eight interactive smart gaming rooms, which use picture motion tracking, projection mapping, touch screens and surround sound to transport players to a virtual world. Learn more
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