Insights - 2 March 2023
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AVIATION ATTRACTION FUND BOOSTS
VISITORS TO REGIONAL NSW
Destination NSW is partnering with the Qantas Group to bring thousands more interstate visitors to regional NSW.
The Aviation Attraction Fund (AAF) will support increased inbound interstate airline seats on Qantas and Jetstar routes into Albury, Merimbula, Newcastle and Wagga Wagga.
The partnership will support more than 86,000 inbound seats, injecting almost $12 million into the regional NSW economy.
Regional NSW will welcome visitors from Adelaide, Brisbane, Cairns and Melbourne via the routes who will support local businesses including accommodation providers, hospitality venues, retailers and tourism operators.
Newcastle Airport CEO Dr Peter Cock said: “New routes mean growth and employment opportunities and most importantly, greater connectivity for the people of our region."
TWO MILLION EXTRA AIRLINE SEATS FOR NSW
Over the past 12 months the $60 million Aviation Attraction Fund (AAF) has secured partnerships with 24 airlines across 29 routes supporting the delivery of up to two million additional inbound seats to NSW.
Managed by Destination NSW on behalf of the NSW Government, the AAF is open until 30 June 2023. It aims to build aviation capacity across NSW by supporting airlines to return to the state’s airports.
The NSW visitor economy received a $142 million boost over summer through 280,000 additional inbound airline seats secured through the AAF, supported by 64 partnership campaigns with airlines, online travel agents and trade partners to drive incremental visitation and expenditure to Sydney and NSW from 14 priority markets.
A new digital campaign will be in market from 14 March to 30 April 2023, with activity in United States, United Kingdom and India. It will roll out across YouTube, Facebook and Instagram.
It is the first direct-to-consumer campaign in international markets under the ‘Feel New’ brand platform. Click here to watch the UK campaign.
2023-24 REGIONAL EVENT FUND ANNOUNCED
Event-goers across the country will soon be experiencing more of regional NSW thanks to the opening of the Regional Event Fund, managed by Destination NSW.
Grants from $20,000 to $50,000 will help support a wide range of regional events and festivals, with a total funding pool worth $1.5 million available.
Since the fund’s inception more than 27 years ago, it has invested almost $13 million in over 440 sports, music, culinary and lifestyle events and festivals across regional NSW.
Funding applications opened on 2 March 2023 and close on 29 March 2023. Learn more
BOOST FOR NATURE-BASED VISITOR EXPERIENCES
Visitor economy businesses seeking to develop nature-based experiences may be eligible for a share in $3.5 million to support project expenses.
Destination NSW is making available dollar-for-dollar matched grants from $100,000 up to $250,000 to businesses statewide to grow NSW’s visitor economy.
The Nature-Based Visitor Experience Development Grant program will enable the creation of new attractions or capacity to significantly grow existing offerings.
It provides an opportunity for visitor economy operators to expand or improve their business by creating a new nature experience, building viewing platforms, establishing infrastructure such as walkways or glamping accommodation, adding storage facilities for tour equipment such as bikes and kayaks or creating post-experience recovery facilities.
Applications for the grants will open on 27 March 2023.
DESTINATION NSW WELCOMES NEW BOARD MEMBERS
Destination NSW has welcomed two new members to its board. Founder of Bularri Muurlay Nyanggan Aboriginal Corporation Clark Webb and Chair of Regional Development Australia Sydney Anna Guillan AM have been appointed for three-year terms.
Mr Webb said: “Strategising the growth of cultural eco-tourism will be central to my focus as a Destination NSW board member.
“Tourism is a vehicle that can support cultural revitalisation in our communities. I aim to bring a unique grassroots perspective on how to combine cultural, ecological and economic sustainability to benefit the whole sector.”
Ms Guillan said: “NSW is full of iconic and authentic visitor experiences, venues and events. Regional NSW is the largest, most diverse regional economy in Australia and is the lifeblood of many communities."
Mr Webb and Ms Guillan will join Chair Sally Loane, Deputy Chair Russell Balding AO and directors Steve Cox, Anne Loveridge, Rod McGeoch AO, The Hon. George Souris AM, Emma Hogan and Elizabeth Mildwater on the Destination NSW board.
SUMMER CAMPAIGN DELIVERS FOR
NSW VISITOR ECONOMY
Destination NSW’s ‘Sydney Side of Summer’ campaign has boosted the state’s global profile and delivered more than $13.8 million in media exposure.
The campaign reached 342 million people via 54 media and influencer familiarisations and 2794 media clips.
In January alone, there were more than 2200 media mentions for NSW, equating to $23.5 million in advertising value equivalent.
The consumer websites received more than five million visits over summer with the spectacular New Year's Eve content on Sydney.com social channels viewed by more than 43 million people across the globe.
Meanwhile, the next wave of the Feel New Sydney campaign is rolling out and will be in market until early April 2023.
Developed to drive consideration and keep Sydney top of mind as a holiday destination, the digital campaign highlights incredible visitor attractions across key interest areas including:
- Dining: https://vimeo.com/803657547/3fb185c9d7
- Family fun: https://www.youtube.com/watch?v=-WsiRkYYE0o
- Nature: https://vimeo.com/803749875/a6651ed160
- Creativity: https://vimeo.com/803657702/26370d27f3
The first two films - featuring major sporting events and entertainment - drove over 100,000 visits to Sydney.com.
DESTINATION NSW ENERGISES INTERNATIONAL
MEDIA MARKETPLACE
Journalists, editors, influencers and broadcasters who attended TravMedia International Media Marketplace (IMM) last week at ICC Sydney were given a taste of how NSW energises visitors.
IMM connected 200 Australian and New Zealand travel media with 190 public relations professionals representing more than 143 international tourism brands.
The Destination NSW PR team ensured attendees would “Feel New” after a day of meetings by inviting them to check-in to Destination NSW’s stand – the ‘Feel New Hotel’.
One-to-one media meetings were conducted with more than 50 media to pitch NSW angles and ensure our destinations and experiences are top of mind for inclusion in earned media opportunities throughout 2023. Learn more
Destination NSW CEO Steve Cox joined Brent Hill from Tourism Fiji and Sofia Hansson from the European Travel Commission for a panel event during the TravMedia Summit at IMM to discuss opportunities for the industry as the visitor economy rebounds.
"With so much happening in Sydney and across the state, there was lots to share as the momentum of the roaring 2020s continues to build," Mr Cox said.
"From our stellar line-up of events including Sydney WorldPride, Vivid Sydney, FIFA Women's World Cup Australia & New Zealand 2023™ and SXSW Sydney, through to initiatives like the Aviation Attraction Fund, these initiatives will continue to turbocharge the industry’s recovery in the years to come."
DESTINATION NSW CREATES CAMPAIGN TO
SUPPORT THE MURRAY
Destination NSW will launch a targeted campaign in partnership with Murray Regional Tourism on 6 March 2023, aimed at attracting new visitors to the region following a challenging summer affected by flooding.
The campaign will target 25-35-year-old travellers, introducing them to unexpected ways to enjoy the Murray region that are beyond the river. It will roll out on 6 March 2023 and run across Youtube, outdoor media, Spotify, Facebook, Instagram, TikTok and through a content partnership with Concrete Playground.
Campaigns will also launch later this month for Broken Hill and the Sapphire Coast.
MARDI GRAS RETURNS TO OXFORD STREET
Hundreds of thousands of people lined Oxford and Flinders Streets for the Sydney Gay and Lesbian Mardi Gras Parade on 25 February 2023. Around 12,500 marchers and more than 200 floats filled the 2.4km route for the first time since 2020. Australia’s largest celebration of LGBTQIA+ communities was proudly supported by Destination NSW. On 5 March, 50,000 people will take part in the Pride March across Sydney Harbour Bridge as part of Sydney WorldPride 2023.
NEW NATIONAL PARK
FOR NSW
A 437,394 hectare site between Tibooburra and Bourke will become the third largest national park in NSW and a major visitor drawcard for the region. The acquisition of Thurloo - the largest acquisition in NSW national parks history - will protect globally significant wetlands and provide a haven for about 50 threatened species. The National Parks and Wildlife Service will deliver $4 million in capital works to support park management and visitor infrastructure.
DIGITAL SKILLS ACCELERATOR PROGRAM
Greater Sydney visitor economy businesses seeking to transform their online marketing have been invited to participate in the Destination NSW Digital Skills Accelerator for Tourism program. Offered in partnership with digital consultancy Tourism Tribe, the free program includes a customised digital health check report and Australian Tourism Data Warehouse review, two consultation sessions with a digital advisor and access to a course library. The program commences this month and is open to businesses in Sydney’s Eastern Harbour City, Central River City and Western Parklands City.
ACCESSIBLE TOURISM GUIDE
Destination NSW has created a new resource through its NSW First Program to help visitor economy businesses deliver better experiences for all visitors. ‘Quick Tips for Creating Accessible and Inclusive Experiences’ offers guidance on ensuring visitor experiences and marketing materials target the diverse physical, sensory and cognitive needs of visitors. A study by Wheelchair Travel found 90 per cent of visitors with disability take at least one leisure trip per year and 39 per cent travel three or more times per year, with their visitor spend higher than average when compared to someone not living with disability.
FIFA WOMEN’S WORLD CUP FAN FESTIVAL
To coincide with FIFA Women's World Cup Australia & New Zealand 2023™, the NSW Government will transform Tumbalong Park in the Darling Harbour precinct into a festival of football, sports, arts and cultural activities. The festival will be open on select days between 20 July and 20 August and entry will be free. The tournament is proudly supported by Destination NSW.
WANDERER FESTIVAL RETURNS
Wanderer Festival will return to Pambula Beach on the Sapphire Coast this September with a mix of music and performance art. The festival was a hit with attendees and local businesses last year and is expected to draw thousands of people from 29 September to 1 October 2023, injecting an estimated $2 million into the visitor economy.
TOURISM AUSTRALIA CHINA CAMPAIGN
Tourism Australia is launching its “Don’t Go Small, Go Australia” campaign in China. Research by the Australian Trade and Investment Commission shows the Chinese market aspires to restart travel activity, with Australia seen as a relatively short-haul destination with a good reputation, particularly among international students.
SOCCEROOS HOME COMING
The Socceroos are returning to Australia for the first time since their history-making feats at the FIFA World Cup Qatar 2022™. The team will take on Ecuador at Sydney's CommBank Stadium on 24 March as part of a “Welcome Home” series, with the match supported by Destination NSW. Tickets will go on sale to the general public on 6 March 2023.
DESTINATION NSW/MEA SCHOLARSHIPS
Congratulations to the recipients of the Destination NSW 2023 Diploma of Event Management Scholarships. The diplomas will help upskill and create more job opportunities for those living in regional NSW. The program runs in partnership with Meetings & Events Australia (MEA). This year's recipients are Ali Briggs, Izabella Apolloni, Peta Lehoczky, Rebecca Dunning, Camilla Palamo, Jade Medderman and Jake Hall.
REGISTER NOW: LGNSW CONFERENCE
The 19th LGNSW Destination & Visitor Economy Conference will be held in Manly from 29- 31 May 2023. The event will bring together local government staff and councillors, key industry stakeholders and local operators to share insights on the future of sustainable visitor economy growth. Among the guest speakers will be Destination NSW CEO Steve Cox and NSW 24 Hour Economy Commissioner Michael Rodrigues. View the program here.
MANLY BEACH VOTED IN TOP 25 WORLDWIDE
Manly Beach has taken the number 13 spot on TripAdvisor's Top 25 Beaches — World List in its annual Travellers’ Choice Awards. Northern Beaches Mayor Michael Regan said: “This award probably won’t surprise many locals who know the Northern Beaches is spoiled for choice when it comes to pristine beaches – any of our 24 ocean beaches could have made the top 25!"
SKATEBOARDING EVENT FOR SYDNEY
The world’s elite skateboarders will kickflip into Sydney this October for the Street League Skateboarding Championship Tour. Destination NSW has secured Australia’s inaugural tour stop in the 12-year history of the sport’s flagship international series. This event will see thousands of skateboarding fans roll into NSW, injecting an estimated $1.4 million into the visitor economy.
SYDNEY’S NEXT CULTURAL DESTINATION
The White Bay Power Station will be a dedicated cultural destination as remediation and repair of the former coal power station hits the halfway mark. The Bays West precinct will be a mixed-use precinct with public spaces, active transport links and space for commercial, residential and community uses.
MULTI-DAY WALK OPENS ON SOUTH COAST
The Murramarang South Coast Walk is ready to welcome walkers. Starting just north of Batemans Bay at Pretty Beach, the 34km, three-day walk has overnight stops at five beachside campgrounds. The walk was funded through Restart NSW's Regional Growth – Environment and Tourism Fund.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
PARRAMATTA PROJECT A CONSTRUCTION POWERHOUSE: The concrete slab has been poured and the first of 12,000 tonnes of structural steel has been installed in a milestone for the construction of Powerhouse Parramatta. Learn more
FUTURE OF ROXY THEATRE SECURED: The NSW Government is investigating potential pathways to secure the future of the historic and heritage-listed Roxy Theatre with the current owner via the $5 billion WestInvest fund. Learn more
THOUSANDS MORE HECTARES OF KOALA HABITAT PROTECTED: Another 3157 hectares of koala habitat in seven locations across NSW has been secured for the state’s national park estate by the NSW Koala Strategy. Learn more
MONITORING PROGRAM FOR NATIONAL PARKS: A world-leading program to report on the health of NSW national parks is underway with more than 600 surveillance sites across eight national parks areas to track long-term trends in biodiversity. Learn more
$36 MILLION TO GET FLOOD DAMAGED SPORTS FACILITIES BACK IN THE GAME: NSW flood affected sports facilities, programs and sporting organisations will get a share of $36 million thanks to the Essential Community Sport Assets Program, jointly funded by the Federal and NSW Governments. Learn more
ACCOR PACIFIC AND ECOTOURISM AUSTRALIA PARTNERSHIP: The partnership will see all Accor hotels, apartments and resorts across Australia and the Pacific as Sustainable Tourism certified. Learn more
A CLEANER SYDNEY HARBOUR USING AI TECHNOLOGY: Innovative technologies will be used to help reduce the amount of rubbish polluting Sydney Harbour, thanks to the new Smarter, Cleaner Sydney Harbour initiative. The initiative is a collaboration between Sydney Olympic Park Authority, Sydney Coastal Council Group Inc, CSIRO and Parramatta River Catchment Group and is co-funded by the NSW Department of Planning and Environment. Learn more
WESTINVEST FUNDS NEW HOME FOR THE PCYC IN PARRAMATTA: The $111 million five-storey building will include dance and music studios, a homework hub, indoor gyms and multi-sports courts. Learn more
BUILDING BACK BETTER IN NORTHERN NSW: Recipients of the Regional Road and Transport Recovery Package have been announced, with 57 projects that will improve the resilience of roads, bridges and causeways, co-funded by Federal and NSW Governments. 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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