Insights - 22 September 2023
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NSW 2023-24 STATE BUDGET SHAPES THE FUTURE OF
THE VISITOR ECONOMY
The NSW Government's 2023-24 State Budget was handed down this week and includes $1.2 billion for arts, culture, music, and the night-time and experience economy.
From free museum entry and supporting local music venues in NSW to backing foundational arts and community festivals, this year’s State Budget demonstrates a new approach to encouraging the creation of vibrant and creative arts, entertainment and hospitality precincts and event experiences as unique as the communities they serve.
In 2023-24, the NSW Government is committing an additional $41.3 million through Destination NSW for events including Narooma Oyster Festival and Great Southern Nights. This supports existing funding to retain and attract events in Sydney and regional NSW such as Vivid Sydney, Sydney Gay and Lesbian Mardi Gras Parade, Sydney Festival and sporting World Cups.
Destination NSW will continue to work with stakeholders across government and the private sector to retain and secure major events, with a particular focus on the arts, culture and creative industries.
The NSW Government is also investing in complementary programs, including $31.2 million for contemporary music to develop a Music Scene Plan, establish Sound NSW and a venue support plan.
The Office of the 24-Hour Economy Commissioner will receive $26.8 million in funding in 2023-24 to continue delivering the 24-Hour Economy Strategy and accelerate its expansion to Wollongong, the Central Coast and Newcastle to build vibrant, safe, and diverse night-time economies in those regions.
Additional to program investment, the NSW Government is investing $487.9 million in capital expenditure. This includes the $3.2 million for the National Art School Precinct Renewal and the first year of a new commitment of $35 million over four years for infrastructure maintenance and critical works at cultural institutions including the Art Gallery of NSW, Australian Museum, State Library of NSW and Museums of History NSW.
The NSW Government is delivering on its election commitment to save the Powerhouse Museum in Ultimo, committing $250 million for a heritage revitalisation. An additional $5.5 million will fund improvements works and technology upgrades at the iconic Sydney Opera House, which is commemorating its 50th year.
There was also good news in the State Budget for regional NSW, including continuing support for the seven Destination Networks and new investments to strengthen the economy, social development, wellbeing and community amenity in our regions.
Learn more about the 2023-24 State Budget here.
Destination NSW's budgeted expenditure in 2023-24 has been confirmed at $339.1 million.
While there have been some adjustments from previous years to recognise election commitments and the whole of government expenditure review, Destination NSW will continue to deliver strong support for the visitor economy system, arts and culture and the creative industries.
In key changes, investment in consumer marketing will be adjusted in line with the NSW Government's election commitment to reduce advertising spend across all agencies. While this means Destination NSW will scale back some paid consumer marketing activity, the agency will lean heavily into the strength of its powerhouse owned and earned channels to tell Sydney and NSW’s brand story.
Further, while the Regional Business Event Development Fund has been paused, Destination NSW will explore fresh opportunities to bring more business events to regional NSW.
In terms of support for visitor economy businesses, the NSW First business capability building program will continue to offer new content to stakeholders statewide. Other visitor economy growth initiatives and partnership campaigns with travel industry partners and airlines will continue to leverage opportunities to promote travel to NSW in Australia and overseas.
AUSTRALIANS TURN TO ARTS & CULTURE
The 2022 National Arts Participation Survey has reinforced how important arts, culture and creativity are for improving wellbeing.
The results show nearly all Australians (97 per cent) engaged in arts and culture in some form in 2022, while 84 per cent acknowledged that arts and creativity have positive impacts for individuals, communities, and the economy, and 68 per cent attended live events and festivals.
More than half of all Australians acknowledged the benefits of arts and creativity to personal wellbeing (56 per cent in both years). However, the 2022 results show that there has been a strong rise in people acting on that belief.
There has been a substantial increase in those who are attending arts and cultural events to improve their wellbeing. A third of all Australians reported this motivation in 2022, up from a quarter in 2019.
NSW CELEBRATES HOTEL BOOM WORTH BILLIONS
NSW is riding a post-pandemic hotel building boom, with 3784 new rooms and 57 openings in the state since the end of 2020.
STR data shows there are 2923 new rooms in Sydney, with the latest additions including W Sydney, which will officially open on October 12. It follows Marriott International opening Moxy at the airport precinct last month and the new Citadines Walker opening this month in North Sydney.
Accommodation Australia CEO Michael Johnson said: “In Sydney the opening of the long-awaited W Hotel next month will be the 34th hotel to open since 2020. There have been 57 new hotel openings in NSW over that period - 15 in suburbs surrounding Sydney and nine in the regions. Great news for the sector and for the travelling public looking for choice."
Mr Johnson told the Sydney Morning Herald the hotel boom was being driven by several key factors, including Australia regaining Approved Destination Status for China and the industry reporting a move away from short-stay accommodation back to hotels.
“Customers know what they are getting with hotels, there are no hidden fees for cleaning or garbage or linen,” he said.
“Our members in the regions have also been saying customers are turning off short-term accommodation because it is taking away houses for locals trying to rent, and hotels are giving jobs to locals and contributing to the economy.
“Much like the retail sector, consumers want an experience, and they want to be pampered. They would like to order room service, enjoy a variety of restaurants including buffet breakfasts, a nice lobby and a concierge instead of having to clean up after yourself when you leave.”
THE COUNTRIES DRIVING INTERNATIONAL
ARRIVALS TO NSW
A total of 3.25 million passengers passed through Sydney Airport in August 2023, representing an 88.6 per cent recovery compared to pre-pandemic August 2019.
The 1 international terminal saw a total of 1.23 million travellers pass through in August, which is an 89.7 per cent recovery on August 2019 airport movements.
Two notable international markets experiencing a surge in visitor numbers are South Korea and Vietnam.
The number of South Korean passport holders was up 44 per cent on August 2019 levels, with strong capacity on the Seoul-Sydney route boosting travel to NSW.
The number of Vietnamese passport holders coming through Sydney Airport was 29 per cent higher compared with August 2019, with four airlines now flying return flights from Sydney to Vietnam, two more than pre-pandemic.
For the first month since the international border reopened, the number of United States visitors has risen above pre-pandemic levels, with a one per cent increase on August 2019 numbers.
The domestic passenger recovery rate was 88 per cent in August, with 2.02 million passengers coming through the T2 and T3 domestic terminals.
SYDNEY MARATHON MAKES HISTORY
The Sydney Marathon made history last weekend, with more than 17,000 entrants taking part, making it the largest marathon to ever take place in Australia.
Othamane El Goumri (Morocco) claimed victory in the men’s marathon, taking out first place in a time of 02:08:20. In the women’s marathon, Betsy Saina (United States) stormed home in a tight finish, taking out first place in a time of 02:26:47.
Sydney Marathon is recognised as one of the world’s best marathons and a bucket list event for recreational marathon runners across the globe, uniting people of all backgrounds to enjoy an unforgettable running experience in one of the great sporting event cities of the world.
After last year becoming the first marathon in the Southern Hemisphere to achieve Platinum Label status in its bid to become an Abbott World Marathon Major, the Sydney Marathon is in its second year of a three-year candidacy period to become a major marathon.
If successful Sydney Marathon will join the pantheon of great marathons of the world, including New York, Boston, Chicago, London, Tokyo and Berlin.,
Prior to the marathon, Premier Chris Minns joined with the CEOs of Sydney Marathon, Athletics Australia and all six World Marathon Majors Race Directors to celebrate the second year of Sydney Marathon's candidacy.
London Marathon Race Director Hugh Brasher told Wide World of Sports: "Sydney is on the road to being a major. Sydney, London, New York, Boston, Berlin, Tokyo, Chicago — it sounds right. Sydney should be there.
"The Sydney Marathon is epic ... Running across the Sydney Harbour Bridge, finishing in front of the Opera House ... It's not my first time in this city, but it's just an amazing city."
New York City Marathon Race Director Ted Metellus said: "This is my first time to Sydney, this is my first time to this event, I've been in the event space for 25 years, I've seen my fair share and I don't think I've ever seen anything this iconic as a finish."
Achieving World Major status will present an opportunity for the Sydney Marathon to attract the world’s elite runners and global media attention, along with tens of thousands of visitors each year to experience one of the world’s greatest running events, providing a significant boost to the NSW visitor economy.
Destination NSW is proud to support Sydney Marathon’s campaign push to become a World Marathon Major.
REGISTER FOR VISITOR ECONOMY FORUM
On Thursday 5 October, join Destination NSW at ICC Sydney for the NSW Visitor Economy Forum – Building Momentum to 2030 to hear about the market trends and programs that will drive the visitor economy over the coming 12 months. The forum will offer discussion and networking opportunities to gain further insight into the current state of play and help build or strengthen important business relationships. Participants will also have the opportunity to attend three concurrent break-out sessions, led by subject matter experts such as Channel 7’s James Tobin (Sunrise) who will speak about media engagement.
COUNTING DOWN TO SXSW SYDNEY
In less than one month’s time SXSW Sydney will put a spotlight on Sydney as the creative industries capital of the Asia Pacific. Minister for Jobs and Tourism, Minister for the Arts and Minister for Music and the Night-time Economy John Graham, Managing Director of SXSW Sydney Colin Daniels and SXSW Sydney Head of Conference Programming Fenella Kernebone celebrated the milestone by announcing a series of free activities in Tumbalong Park, including live music, interactive brand activations, tech demos, live gameplay, conference speakers, radio broadcasts and much more. SXSW Sydney is proudly supported by Destination NSW.
BUSHFIRE TIPS FOR BUSINESSES
Firefighters are currently battling numerous bushfires across the state. Destination NSW has created NSW First Quick Tips Guides that provide practical advice to help visitor economy businesses prepare, respond and recover from the impacts of bushfires and other natural disasters. View Quick tips for preparing for bushfires and natural disasters here. View How to respond during a bushfire or natural disaster here. View Quick tips for recovery after bushfires or natural Disasters here.
ARIA AWARD NOMINEES REVEALED
ARIA CEO Annabelle Herd and NSW Minister for the Arts, Minister for Music and the Night-time Economy and Minister for Jobs and Tourism John Graham have announced the nominees for the 2023 ARIA Awards. Genesis Owusu led the tally with seven nominations. The ARIA Awards are proudly supported by Destination NSW, with the winners to be crowned at The Hordern Pavillion on 15 November and live streamed in full on Stan.
SYDNEY NAMED TOP CITY FOR 'WORKATIONS"
Sydney has been ranked among the best ‘workation’ cities in the world by IWG. IWG, which is a workspace network that focuses on hybrid working, said Sydney's sunny outlook and views were a major drawcard for people wanting to work from abroad to prolong their holidays. Sydney was the only Australian city to make the list. IWG said: “One of the busiest cities in the country, Sydney offers travellers a unique blend of harbourside views, picturesque beaches and a food haven with various flea markets and festivals."
VOTE FOR THE BEST PUB IN NSW
Pub-goers across NSW have been asked to vote for their favourite local in this year’s AHA NSW Awards for Excellence. Collie Hotel took top honours in last year's People’s Choice Award, while this year pubs from Sydney to the Hunter, the Snowy Mountains, Parkes and just about everywhere in between have made the list of finalists. Voting ends at 11.59pm on 29 September 2023. The state’s most beloved watering hole will be crowned at the gala awards event on 31 October 2023 at Royal Randwick Racecourse.
DESTINATION NSW CREATES YOUTH CONTENT
The Destination NSW Content and Creative Services team in partnership with Study NSW has created new video and photography assets that showcase the student and working holiday lifestyles of NSW. Shot through a youth lens, the assets focus on activities and experiences around NSW’s top university regions – Sydney, Western Sydney, Wollongong, Newcastle and the North Coast. The content is available to use for campaigns, media and PR, to supply partners and for digital channels. It can be ordered through the Content Library.
ABORIGINAL CULTURAL GRANTS
Applications are open for $1 million in grants for Aboriginal community organisations to apply to stage events and activities that celebrate and promote traditional and contemporary expressions of Aboriginal culture. Grants from $500 to $20,000 are on offer. Minister for Aboriginal Affairs and Treaty David Harris said: “From digital installations showcasing Aboriginal history, to camps connecting young people to culture, to events honouring the achievements of community members – the opportunities are endless.”
AUSTRALIAN REPTILE PARK TURNS 75
The Australian Reptile Park at Somersby is gearing up to celebrate its 75th birthday this spring school holidays. Australian Reptile Park Director of the Tim Faulkner said: “It’s amazing to see how far this beautiful wildlife park has come! It’s grown exponentially over the years, and it brings me so much joy that we’ve been able to continue to share our love and passion for wildlife with visitors from all over the world for 75 years!”
TAKE 3 FOR THE SEA CEO CLEAN UP
Businesss leaders including Destination NSW General Manager Product, Policy & Engagement Stephen Mahoney gathered at Manly Cove this morning for the Take 3 for the Sea CEO Clean Up, sponsored by Norwegian Cruise Line. They cleaned up the beach, identifying the primary sources of plastic pollution in Sydney Harbour. Take 3 for the Sea campaigns for people to take three pieces of rubbish with them when they leave a beach or waterway.
AUSTRALIA-CHINA STUDENT SYMPOSIUM
The Australia-China Education and Tourism Symposium will be held at Sydney Town Hall on 24-25 October 2023. It will provide an update on China’s international education market. It will also explore the Migration Review’s effect on the flow of students and their ability to take on part-time work in tourism/hospitality as well as other sectors while studying. Destination NSW will showcase Sydney and NSW at the event.
EOIs EXTENDED FOR VIVID FOOD 2023
Expressions of interest for Vivid Food 2024 have been extended until 29 September. Hospitality companies, culinary talent, event producers, restaurants and venues are invited to submit concepts for consideration to be part of the 2024 Vivid Food program. Vivid Sydney is looking for concepts that align with its 2024 Creative Direction “Humanity” and that celebrate Sydney and NSW food and its produce in original and dynamic ways.
NORTH AMERICA DIRECTOR FOR BESYDNEY
BESydney has appointed Rahul Shah as Director for North America to lead the organisation’s presence across the US and Canada to maximise global meeting opportunities. Mr Shah said: “I’m thrilled to be joining the BESydney team and building on Sydney’s strong profile in the North American market. Sydney is the leading APAC destination for business events, showcasing Australia’s unmatched industry sector offerings."
SYDNEY AIRPORT APPOINTS NEW CEO
Scott Charlton has been appointed CEO of Sydney Airport. Mr Charlton has been CEO of Transurban since 2012 and was previously Group Chief Operating Officer of Lend Lease. Mr Charlton said: "Sydney Airport is the gateway to Australia, the economic heart of NSW and an iconic global infrastructure asset. I am excited and privileged to be given the opportunity to lead some of the most capable and passionate people in aviation."
DESTINATION NSW HOSTS SILVERSEA FAMIL
Destination NSW recently hosted a group from Silversea on a famil in Greater Sydney. Among the highlights were a Sydney Seaplanes flight to the Central Coast for Firescreek Aboriginal Storytelling & Wine Tasting Experience and a Sydney Oyster Farm Tours experience. Destination NSW Product Manager, Cruise, Rail, Road & Air Annika Leslie said the famil was an opportunity to showcase the premium shore experiences available in Sydney as the cruise line seeks to expand its elevated offering for passengers.
WEST SIDE STORY RETURNS TO HANDA OPERA
Opera Australia has announced that smash-hit musical West Side Story will return to the Handa Opera on Sydney Harbour stage in 2024, following renewed partnerships with Dr Haruhisa Handa’s International Foundation for Arts and Culture and Destination NSW. The 2019 production of West Side Story remains the most successful of all Handa Opera on Sydney Harbour productions. It attracted record audience numbers, selling more than 65,000 tickets. Performance dates for its return are 22 March to 21 April 2024.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
SUPERCHARGING THE SHIFT TO EVs IN NSW: The NSW Government will invest $260 million in the 2023-24 NSW Budget to increase electric vehicle uptake in NSW and help achieve Net Zero emissions targets. Learn more
PARRAMATTA LIGHT RAIL STAGE 2 PICKS UP STEAM: The NSW Government has allocated an additional $200 million in Restart NSW reserved funding towards the project in the 2023-24 NSW Budget. Learn more
NSW REGIONAL DEVELOPMENT TRUST FUND: The NSW Government will invest $350 million in regional industries, Aboriginal economic development, community infrastructure and service delivery via the fund. Learn more
CLIA APPOINTS NEW DIRECTOR OF GOVERNMENT AFFAIRS IN AUSTRALIA: Hugh Cavill has joined Cruise Lines International Association to help strengthen the cruise industry’s presence among policymakers and stakeholders. He was most recently the Director of Strategy at the Office of the Deputy Premier of New South Wales. Learn more
BLUE PLAQUE FOR DANIEL GOWING AT TATHRA WHARF: Gowing was instrumental in the development of Bega and surrounding towns in the state's far south coast.In the 1860s, he pushed for the erection of a jetty at Tathra to serve as a shipping outlet. Learn more
2023 ATEC AWARDS FOR EXCELLENCE: Nominations for the 2023 ATEC Awards for Excellence are now open, honouring individuals who go over and above in the tourism export industry. Nominations close 27 September 2023. Learn more
REGISTRATIONS OPEN FOR RURAL WOMEN'S GATHERING: Women from across rural, regional and remote NSW can register now for the event, which will take place on 25-26 November 2023 in Orange. 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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