Insights - 8 July 2022
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BUSINESS EVENTS INDUSTRY REBOUNDS IN NSW
The NSW business events industry is on the road to recovery following challenges it faced during COVID-19 border closures and restrictions.
BESydney has secured more than 100 events for Sydney alone between 2022 and 2029. These events are expected to generate more than half a billion dollars for the visitor economy.
The positive financial impact of these business events is felt far beyond Sydney, with 46 per cent of those surveyed in BESydney’s latest research reporting visits to surrounding areas.
Destination NSW is the major investor in BESydney, with the aim of securing more international and domestic conventions, incentive travel reward programs, corporate events and exhibitions for NSW.
Destination NSW has secured 29 conferences for regional NSW between 2021-24, with an estimated $3 million in direct delegate expenditure. Sales activities in the last 12 months have generated an additional 90 business event leads, with an estimated potential value of $11 million.
Domestic overnight conference visitors spend on average $298 per night in NSW, which is 65.3 per cent higher than what domestic overnight leisure visitors spend per night in NSW.
This expenditure flows through to other sectors, including tourism and hospitality, with hotels, restaurants and tourism experiences benefiting, especially during traditionally off-peak periods.
Destination NSW works with its regional business partners to deliver a famil program that showcases regional NSW to professional conference organisers.
Hunter Valley Wine & Tourism Association recently co-hosted a famil with Destination NSW that has already secured two conferences for the region. Attendees took part in a variety of activities, including a vermouth masterclass, wine tastings, hot air ballooning and grape stomping.
Business Development Specialist Erin Williams said: “It was an invaluable opportunity to meet decision makers on location. The feedback we received was fantastic, attendees said they hadn’t realised the level of experience that could be achieved in the Hunter Valley.”
NSW FEATURED IN GLOBAL BUSINESS EVENTS CAMPAIGN
Tourism Australia has launched the second phase of its 'There’s Nothing Like Australia' brand campaign for business events.
Pre-COVID-19, business events were one of the highest yielding sectors of Australia’s visitor economy, attracting 1.04 million delegates who contributed $4.5 billion in direct expenditure for the year ending December 2019.
The new marketing campaign targets customers in the United Kingdom, Europe, North America, Southeast Asia and New Zealand.
“The campaign promotes Australia as a destination that is home to friendly people with fresh perspectives, coupled with our diverse and iconic landscapes and world-class venues,” Tourism Australia’s Executive General Manager of Commercial & Business Events Australia Robin Mack said.
"Our latest tracker shows that 75 per cent of those surveyed felt it was safe to travel to Australia, which is one of the highest scores we’ve had since we’ve been tracking our 15 markets," Mr Mack said. "That puts us in a strong position. It confirms that the market feels that we managed the past two years well. We’re perceived as a safe and secure destination.”
Click here to see the second phase of the campaign.
GROWING DEMAND FOR ABORIGINAL
TOURISM EXPERIENCES
As we celebrate NAIDOC Week, Destination NSW is proud to support the growth of Aboriginal tourism in NSW.
In the 12 months to March 2022, a total of 134,400 domestic overnight visitors participated in an Aboriginal tourism experience in NSW.
Destination NSW works with the NSW Aboriginal Tourism Operators Council (NATOC) and Aboriginal tourism stakeholders to showcase and develop authentic, accessible and compelling visitor experiences.
We also deliver an annual program of experience development workshops to foster the growth and sustainability of Aboriginal tourism.
One of the key pillars of the NSW Visitor Economy Strategy 2030 is to showcase the state’s strengths and the vibrant, diverse living Aboriginal culture in NSW offers visitors life-changing opportunities to 'Feel New'.
DINE & DISCOVER DELIVERS BILLION DOLLAR
HOSPITALITY BOOST
Data from the NSW Government’s Dine & Discover NSW program has revealed it injected almost $1 billion in direct spend into the economy.
Minister for Customer Service and Digital Government Victor Dominello said about 23,642,000 vouchers were redeemed by customers, with more than 1.1 million redemptions on the final day.
“The program has been a phenomenal success, with close to 72 per cent of vouchers redeemed across 16,736 NSW businesses,” Mr Dominello said.
“The vouchers have provided many businesses with a financial lifeline so they could survive and transition to a post-COVID-19 economy that is going from strength to strength every day. More than 5.5 million adults, which is about nine out of ten eligible adults, registered for the program, with the average customer spending almost $42 per voucher."
In the final week of the scheme, amusement parks, arcades and recreational activities redeemed 547,556 vouchers.
The Australian Reptile Park on the Central Coast benefited from about 128,000 vouchers being redeemed between March 2021 to June 2022, generating more than $5.6 million in ticket revenue.
During the last week of the voucher scheme the park had about 50,000 vouchers redeemed, with 30,000 of those coming in the final 24 hours.
”It’s just been insane, to say the least," Australian Reptile Park business and marketing manager Amanda Woodbine said.
"We’re a privately run small business on the Central Coast of NSW, we have a team of 25 full-timers, the majority of which are animal-keeping staff, and on that last day we had four of them stay here until midnight ensuring the spots were still going until the midnight cut-off."
On 26 June 2022, the final Sunday before the scheme’s cut-off on 30 June 2022, the park beat its previous single-day record of 3200 visitors, which dated back to January 2019, with 3636 people visiting the park.
While the Dine & Discover program has ended, families will continue to benefit from Parents NSW Vouchers and Stay NSW Vouchers, which are available until 9 October 2022. It's not too late for businesses to join the Parents NSW and Stay NSW programs.
NSW LEADS AUSTRALIA'S CARAVAN HOLIDAY MARKET
Holiday and caravan park revenue in Australia was 20 per cent above pre-pandemic levels in January to May 2022 according to new data from accounting firm BDO and the Caravan Industry Association.
The results were led by NSW, which accounted for more than a third of national revenue.
The sector generated $1.12 billion in the first five months of 2022, up four per cent on the same period in 2021 and up $928 million on 2019.
While the broader tourism industry remained constrained due to international border closures and global travel restrictions, the caravan and camping visitor economy strongly rebounded from 2020, generating 12.6 million trips over 50 million nights and $7.4 billion in visitor expenditure.
“This highlights the resilience of the industry in times of crisis and the importance the sector has in helping to support Australia’s economy when other sectors falter,” said Stuart Lamont, Chief Executive Officer of Caravan Industry Association of Australia.
Chief executive of Big4 Holiday Parks Sean Jenner said the group's performance for 2022 was "probably ahead of the numbers in the BDO report".
"Forward bookings for the next 12 months are looking very positive," Mr Jenner said.
The Australian Bureau of Statistics has also revealed its 2021 Census data, which shows there are now close to 58,155 caravans around the country, an increase of 150 per cent since the last census.
In NSW, more than 3.5 million caravan and camping trips were taken in 2021, making them the number one holiday accommodation choice in regional NSW.
Destination NSW recently launched a ‘Feel More, Live More’ campaign with Caravan & Camping Industry Association NSW to elevate awareness of caravan and camping holidays.
“The ‘Feel More, Live More’ campaign has driven strong response rate to our www.caravancampingnsw.com website, with traffic up 300 per cent year on year,” said Lyndel Gray, Chief Executive Officer, Caravan & Camping Industry Association NSW.
“Most pleasingly, the campaign has already generated more than 60,000 leads for our industry partners and members. We are are only halfway through the campaign and we anticipate those numbers will continue to skyrocket over the coming weeks."
INFORMATION ON FLOOD RELIEF
Our thoughts are with those battling devastating floods in NSW. It is heartbreaking that so many communities have been impacted again, with thousands of homes and businesses currently underwater.
Disaster assistance is now available in 29 local government areas (LGAs) following severe storms and flooding from 27 June 2022, which continue to impact large areas of Sydney and the NSW coast.
Assistance is being provided through the jointly funded Commonwealth-State Disaster Recovery Funding Arrangements (DRFA).
Assistance available under the DRFA may include:
- Help for eligible people whose homes or belongings have been damaged (eligibility criteria apply).
- Support for affected local councils to help with the costs of cleaning up and restoring damaged road and essential public assets.
- Concessional interest rate loans for small businesses, primary producers and non-profit organisations.
- Freight subsidies for primary producers.
For information on hardship and distress assistance, contact Service NSW on 13 77 88.
To apply for a concessional loan or primary producer grant, contact the NSW Rural Assistance Authority on 1800 678 593 or visit www.raa.nsw.gov.au.
Information on disaster assistance can be found on the National Recovery and Resilience Agency’s website at www.recovery.gov.au.
Destination NSW will work with our stakeholders to support the visitor economy and our communities as they recover.
ABORIGINAL CULTURAL SPACE FOR SYDNEY
A dedicated Aboriginal Cultural Space will be established at the Museum of Sydney, the site of First Government House in NSW. It will feature voices, significant stories, truths and histories of Aboriginal culture and people. Minister for Aboriginal Affairs and the Arts Ben Franklin said Australia should be a society that remembers, talks about and reconciles with its past. The development of the space will be informed by extensive consultation with the Aboriginal community and a series of exhibitions, public programs and workshops.
COVID-19 BORDER RESTRICTIONS LIFTED
People travelling to Australia will no longer have to complete a Digital Passenger Declaration to declare their COVID-19 vaccination status, following changes to the Biosecurity Act that came into effect this week. “As more and more of us travel internationally and we get more confident in managing our risk of COVID, our airports are getting busier,” said Minister for Home Affairs Clare O’Neil. “Removing these requirements will not only reduce delays in our airports but will encourage more visitors and skilled workers to choose Australia as a destination."
CELTIC & EVERTON HEAD UP SYDNEY SUPER CUP
Sydney is set to host an exciting match-up between Scottish Premier League Champions Celtic and English Premier League club Everton during the inaugural Sydney Super Cup. The England v Scotland football rivalry will be on full display as these two iconic clubs face off at Sydney's Accor Stadium on 20 November 2022. Backed by Destination NSW, alongside event promoters TEG Sport, Left Field Live and VenuesLive, tickets to the game are on sale 11 July 2022 at 2pm.
SCHOOL HOLIDAY SKILLS TO BOOST HOSPITALITY
Young people across NSW are eligible for fee-free hospitality training during the winter school holidays to help them get the skills they need for the jobs they want. Minister for Skills and Training Alister Henskens said 1000 free training places are up for grabs for students aged 16 and above as part of a new NSW Government initiative. Courses available include Statement of Attainment in Hospitality Skills, Statement of Attainment in Espresso Coffee and Food Safety Supervisor.
INDIGENOUS BUSINESS OF THE YEAR ANNOUNCED
Chocolate On Purpose has been announced as Indigenous Business of the Year at the 2022 Australian Rural Business Awards. Based in Millthorpe, Chocolate On Purpose combines premium, gourmet chocolate with Australian native botanicals to create its range. Blayney Shire Council recently selected the chocolates to be gifted to delegates attending the 2022 LGNSW Destination and Visitor Economy Conference in Orange.
RAIL TRAILS FRAMEWORK RELEASED
Rail Trails are revitalising former rail corridors in regional NSW, turning them into recreational assets that bring social and economic benefits to their local communities. The NSW Government has released a Rail Trail Framework to expedite the creation of additional trails in NSW by clarifying the proposal and approval process, as well as providing guidance for general rail trail operation and maintenance.
SEATS ON SALE FOR DUEL IN THE POOL
Famed swim meet Duel in the Pool returns to Sydney in August. Destination NSW is supporting the swim meet, which features some of the best swimmers from Australian and the United States going head to head. It will be the first time that USA Swimming has competed as a team on Australian shores since 2007. Sydney Olympic Park will host Duel in the Pool from 19-20 August 2022.
FAMED FLORAL SHOW COMES TO SYDNEY
A fresh floral celebration of remarkable women is coming to NSW. World-renowned floral show Fleurs de Villes will transform The Calyx in The Royal Botanic Garden from 19 - 28 August 2022. In partnership with Destination NSW, the FEMMES exhibition will showcase a series of 15 floral mannequins by local florists that pay tribute to women such as Evelyn Scott, Frida Kahlo and Kylie Minogue.
COUNTING DOWN TO PHANTOM OF THE OPERA
A spectacular new production of Andrew Lloyd Webber’s The Phantom of the Opera will premiere at the Sydney Opera House from 19 August 2022, marking the first time in the show’s history that it will play at the iconic venue. Supported by Destination NSW, the production broke box office history when tickets went on sale in 2021 and, with only six weeks until the curtain rises, a limited number of new seats have just been released.
HOTEL OPENS INSIDE SYDNEY AIRPORT
The first in-airport hotel in Australia has opened at Sydney Airport's T1 International Terminal. Aerotel offers flexible hourly bookings so passengers can enjoy an overnight stay or book only for the time they need. The hotel is located close to the arrivals hall and one floor below check-in and departures. Aerotel guests can also enjoy light refreshments and drinks from the bar or barista-made coffee from its Plaza Premium Lounge.
100 DAYS TO T20
The ICC T20 World Cup, one of the biggest sporting events in the world, is coming to Australia in October. The tournament will hit a six for the NSW visitor economy, with Destination NSW securing key matches for Sydney. Six Super 12 matches, including one double-header, plus the opening semi-final will be hosted at the Sydney Cricket Ground. Tens of thousands of interstate and international visitors are expected to travel to Sydney to watch the matches, which will take place between 22 October and 9 November 2022.
VALE BILL ROCHE
Hunter Valley Wine and Tourism has announced the sad passing of Bill Roche. The Roche family name has long been synonymous with the Hunter Valley through the developments including Hunter Valley Gardens, Mercure Resort Hunter Valley Gardens, Harrigan’s Hunter Valley, Hunter Valley Gardens Village and Roche Estate. Mr Roche and his wife Imelda were inducted as Hunter Valley Legends in 2019. His funeral will be held at St Mary Magdalene Church in Rose Bay on 18 July 2022.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
NSW SENIORS FESTIVAL GRANTS NOW OPEN: Local organisations and community groups can now apply for grant funding to host events and activities as part of the 2023 NSW Seniors Festival, which will run from 1-12 February 2023. Learn more
ABORIGINAL JOINT MANAGEMENT OF NATIONAL PARKS TO EXPAND: Consultation has commenced on the development of a groundbreaking new model for Aboriginal joint management of NSW national parks, which could see title to the entire estate transferred to Aboriginal owners over time. Learn more
PARK’NPAY GOES LIVE IN SYDNEY’S ROYAL BOTANIC GARDEN: Visiting Sydney’s iconic Royal Botanic Garden is now even easier, thanks to the NSW Government’s popular Park’nPay technology going live in the area. Learn more
THE GIINGAN GUMBAYNGGIR CULTURAL EXPERIENCE IS ON AGAIN: This NAIDOC Week engage with Gumaynggirr culture through language, dance, storytelling, bushcraft and more on 9 July 2022. Learn more
ART GALLERY OF NEW SOUTH WALES PARTNERS WITH OPTUS: Visitors will enjoy high-speed 5G access from December thanks to a new three-year partnership with Optus to celebrate the opening of its new art museum building. 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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