Insights - 4 August 2023
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FIVE-STAR FUTURE FOR WESTERN SYDNEY
VISITOR ECONOMY
Infrastructure projects and cultural initiatives are transforming Western Sydney ahead of Western Sydney International Airport opening in 2026.
Sydney's second international airport will be able to serve 10 million passengers per year in a steadily growing region that is already home to around three million people. More than $15 billion has been invested by governments in infrastructure surrounding the airport.
Prime Minister Anthony Albanese said the opening of Western Sydney Airport would be "transformational".
"This is about jobs and economic activity and changing the focus of Sydney, so that instead of always looking inwards towards the east and towards the city, it looks outwards to Western Sydney where most of the population of this great, global city live," he said.
The airport reached its 50 per cent project completion milestone in May and is on track to open in late 2026. Both Qantas and Jetstar will operate from the 24-hour airport.
PENRITH DEBUTS FIRST LUXURY HOTEL
Penrith's first five-star hotel - the 153-room Pullman Sydney Penrith - will open next month, a 20-minute drive from Western Sydney Airport via the A9.
Alongside the hotel will be the Western Sydney Conference Centre, which will hold 1000 seated guests and be one of Australia's largest conference centres outside a capital city.
Pullman Sydney Penrith General Manager Glen Erickson told the Australian Financial Review: "It’s the first international five-star hotel west of Sydney Olympic Park and Warwick Farm. Furthermore, the hotel has aspirations to host Penrith’s first chef’s hatted restaurant.”
WESTERN SYDNEY TO COME ALIVE AFTER FIVE
Western Sydney will be the hottest ticket in town in spring and summer as arts and culture take over the streets during evening events in Bankstown, Camden, Liverpool, Penrith, Campbelltown, Cumberland, Parramatta, and Fairfield.
As part of the NSW Government’s Western Sydney Culture Up Late initiative, 11 successful grant recipients will share in $1.9 million in funding. The funding will support local arts and cultural organisations to develop new programs, engage new audiences and create vibrant local precincts connecting local restaurants, bars, retailers, and transport providers, through activations targeted to an after 5pm audience.
Minister for the Arts and Minister for Jobs and Tourism John Graham said: “We are declaring war on the lure of the couch with these nighttime cultural events. It is part of Sydney bouncing back after a tough decade after dark. The program ensures that Culture Up Late funding extends to Western Sydney."
Click here for details of the programs supported by Western Sydney Culture Up Late.
The funding follows the NSW Government announcing the first successful recipients of the Uptown Grant Program. Uptown is a program designed to fast-track the formation of local business communities and facilitate the growth of their districts into vibrant going out hubs in line with the NSW Government’s 24-Hour Economy Strategy for Greater Sydney.
The projects include The Gathering in Blacktown, which will create a program of activities to highlight Blacktown’s vibrant youth, arts and music scenes to attract the local community, encouraging them to engage and go out within the district.
Learn more here.
HAVE YOUR SAY ON ARTS AND CULTURE
The NSW Government is calling on artists, creative industry practitioners, musicians, organisations and community members to contribute their insights and ideas to inform the state's first-ever cultural strategy.
“As we are working on developing the first-ever cultural strategy that includes the creative industries, the initiatives in the Culture Up Late program are exactly the types of dynamic programming I want to see more of – programs that will enliven their regions and provide greater employment opportunities for performers, creatives and arts workers," MInister Graham said.
Your feedback will help develop innovative solutions and address challenges to foster growth in the arts and cultural sector.
A town hall discussion will be held in Liverpool on 25 August 2023. Register here. To learn more about the new policy and have your say click here.
FIRST COMMUNITY CABINET FOR WESTERN SYDNEY
The first Community Cabinet meeting of the NSW Government was held this week at the Joan Sutherland Performing Arts Centre in Penrith.
It provided a forum for direct engagement between the NSW Government and the local community of Penrith. More than 150 community members, business owners and stakeholders attended the community reception.
The insights from the community shared during the event will help the NSW Government to shape policies and initiatives in Western Sydney and across NSW.
Learn more here.
POWERHOUSE PARRAMATTA TO HOLD HOSPITALITY INDUSTRY BRIEFING
A Powerhouse Parramatta Hospitality Industry Briefing will be held on Tuesday, 8 August 2023, with the venue seeking collaborators to create unique explorations of food.
Powerhouse Parramatta will be the first NSW Government cultural institution to be based in Western Sydney when it opens in 2025 and its retail, food and beverage offerings will be equally pioneering.
As one of the world’s most significant new museum projects, it will be the largest museum in NSW and is expected to attract more than two million visitors annually.
"The retail food and beverage program will be concept-driven, collaborative and embedded into the Powerhouse program of exhibitions and programs alongside major events and festivals," said Powerhouse Chief Executive Lisa Havilah.
The Vitocco Family Kitchen will also operate within the museum, providing seating for 200 people in auditorium-style seating in front of the demonstration area. Powerhouse Parramatta hopes to attract chefs and industry leaders from across Australia and the world to present in the space.
THE VALUE OF TOURISM TO THE MURRAY
Every minute of every day, the visitor economy delivers $3833 of domestic visitor spend into the Riverina Murray region. That is a total of $5.5 million per day, a value that grew by 71.7 per cent in 2022.
Destination NSW's 'Value of Tourism to Riverina Murray 2022' report shows the number of domestic visitors to the Riverina Murray was more than 5.7 million in the reporting period, who spent more than $2 billion in the region.
Albury was the number one visitor destination in the Murray, with 1.303 million visitors. Wagga Wagga was the top destination in the Riverina, with 1.337 million visitors. The Snowy Mountains welcomed 488,000 visitors.
The top five activities for domestic overnight visitors to the region were eating out (53 per cent), visiting friends and relatives (31 per cent), going to pubs, clubs and discos (28 per cent), sightseeing (20 per cent) and shopping (15 per cent).
In 2022, the Riverina Murray secured events that delivered $243 million worth of domestic visitor expenditure into the state, including Play On The Plains, Southern 80, Deni Ute Muster and the Griffith Spring Festival.
Read the full report here.
Part of a 'Value of Tourism' Series. Next week: Country & Outback NSW.
'FEEL NEW IN THE MURRAY' CAMPAIGN SUCCESS
Destination NSW, in consultation with Destination Riverina Murray and Murray Regional Tourism, recently delivered a campaign to attract new visitors to the region.
Developed under Destination NSW’s Feel New brand in response to recent floods and border closures, the campaign targeted younger travellers from Melbourne, regional Victoria, the ACT and southern NSW. It reached more than 31 million people via out-of-home advertising, social media, digital video and Spotify, with more than three million completed views on YouTube.
The Murray pages on VisitNSW.com received 65,000 visits and generated 11,000 leads to operators in the Murray during the campaign period. This is a 56 per cent increase in traffic during the campaign period compared to the previous period.
Campaign tracking research conducted by Destination NSW’s research agency Fifty Five 5 showed the campaign was highly successful in meeting its core objectives, with both appeal (63 per cent) and consideration of a trip to the Murray (58 per cent) increasing significantly with people who saw the campaign, versus those who had not.
In addition, 63 per cent of those who saw the campaign went on to take action, including 17 per cent visiting a website for further information, 16 per cent speaking to family or friends about booking a trip, 13 per cent deciding to go on a holiday or short break to the Murray, 11 per cent expanding their itinerary to additional locations in the Murray and six per cent booking a trip to the Murray during the campaign period.
SYDNEY LIGHTS UP FOR WOMEN'S WORLD CUP
Following the Matildas’ win over Canada in their final pool match of the FIFA Women’s World Cup 2023TM, the NSW Government is getting behind the team for its next match on Monday, 7 August. Buildings will turn green and gold and messages of support will be displayed across the transport network. The Sydney Opera House will also be illuminated on Monday from 6pm, while NSW Government social channels will turn green and gold for the day. Minister for Jobs and Tourism John Graham said: “This is a defining moment for women’s sport and we are proud Sydney is the main stage where it will play out, including hosting the Final.”
MORE RECORDS BROKEN DURING WORLD CUP
FIFA Women’s World Cup 2023 TM is on track to be the biggest ever, with 1.65 million tickets sold across the tournament’s 64 games. Sydney has already sold 550,800 tickets, more than any other host city for the tournament ever. Over 118,000 people have attended the free FIFA Fan FestivalTM site at Darling Harbour. The Matildas’ victory against Canada also broke a historic TV ratings record, with more than two million viewers watching a female team sports match for the first time. It was Seven Network's most-watched program so far in 2023, with a total reach of 4.71 million viewers (close to 20 per cent of all Australians).
NEW BOARD MEMBERS FOR BESYDNEY
Two new Board Directors have been appointed to the Business Events Sydney (BESydney) Board. Judith Crompton joins as an Independent Director and incoming Chair of the Finance, Risk and Audit Committee from 1 September 2023, replacing Marlene Kanga AO. BridgeClimb CEO Deborah Zimmer has been appointed as a Member Director, filling a casual vacancy.
NEW NATIONAL PARK IN OUTBACK NSW
Threatened species and vital wetlands in outback NSW will be protected following the acquisition of Comeroo station northwest of Bourke. The NSW Government has acquired Comeroo, Muttawary and Maranoa stations (known collectively as Comeroo). The purchase will add more than 37,000 hectares to the NSW national park estate, managed by the National Parks and Wildlife Service.
MUNDI MUNDI TO BREAK NUTBUSH RECORD
Attendees at the Broken Hill Mundi Mundi Bash will attempt to Nutbush their way into a new world record on the Mundi Mundi Plains during the music festival. If successful, it will claim the title from sister event, the Queensland-based Birdsville Big Red Bash, which holds the current record for participants at 5838. Mundi Mundi Bash is expecting a crowd of 12,000 people and will be held from 17-19 August 2023. It is proudly supported by Destination NSW.
WORLD'S INDIGENOUS PEOPLES DAY
The International Day of the World’s Indigenous Peoples is celebrated every 9 August, with a focus this year on health and well-being. More than 500 health professionals, researchers and patient advocates came together this week for the 2023 Cancer Innovations Conference at the Sofitel Sydney Wentworth. Professor Gail Garvey's keynote address explored achieving better cancer outcomes for Aboriginal and Torres Strait Islander people.
PERFECT PLATE AWARD WINNERS
The winners of the 2023 Your Local Club Perfect Plate Awards have been announced, with patrons voting for the best club meals in NSW. Bankstown Sports Club won in the large club category with its Land & Sea dish, featuring crispy pork belly, grilled lobster tail, corn salsa, red coral tuile and lobster sauce. Kiama Leagues Club won in the medium club category with its Slow Cooked Lamb Shoulder with Cauliflower Puree. Towradgi Park Bowls & Recreation Club won in the small club category with its Red Wine Braised Beef Short Ribs.
LOGIES PUT SYDNEY IN THE SPOTLIGHT
Sydney was shining even more brightly on Sunday night when the TV WEEK Logie Awards took place at The Star Sydney. Destination NSW was proud to support Australian television’s night of nights, which brought together top talent and creative industries leaders and celebrated Sydney, not only as a stunning backdrop for screen endeavours, but also as an outstanding place to live, work and visit. Among those on the red carpet were Minister for the Arts, Minister for Jobs and Tourism John Graham and Destination NSW Chair Sally Loane.
SHOPPING TOURISM INSIGHTS
New insights from YouGov have revealed how "shopping tourism" can be a boon for visitor economies. According to YouGov data, roughly one in five (18 per cent) of global leisure travellers say they travel mainly for shopping. Singaporeans are the biggest shopping travellers, with 36 per cent of consumers typically travelling for shopping.
BOUTIQUE HOTELS OUTPACE LARGER RIVALS
A travel evolution sparked by the pandemic is driving the growth of Australia’s boutique hotel market, amid heighted demand for unique and hyper-personalised hotel stays according to CBRE Viewpoint data. The boutique hotels studied by CBRE performed more than 50 per cent better than luxury international hotels in the analysis.
CONCERTS DELIVER FOR NEWCASTLE ECONOMY
Paul McCartney will wing his way to Newcastle in October thanks to a major events partnership between City of Newcastle and Venues NSW. Lord Mayor Nuatali Nelmes said: "Events deliver both an immediate and ongoing benefit for the community and economy. Elton John's visit to Newcastle injected more than $14 million into the local economy while Pink's concert is forecast to deliver another $9 million economic windfall, with similar outcomes expected during Paul McCartney's visit." Elton John's concerts were watched by almost 50,000 music fans, with more than 75 per cent of people coming from outside of Newcastle. Newcastle's accommodation occupancy rates almost doubled compared to the same period in 2022.
IVS AND NVS RESULTS FOR MAY 2023
The Tourism Research Australia’s (TRA) monthly snapshot for May 2023 shows domestic spend was $8 billion (up 38 per cent on May 2019) and there were 8.6 million overnight trips (down 8 per cent on May 2019). Early data shows domestic overnight trip rates for June were slightly higher compared to June 2022, but were weaker than the same period in 2019. Learn more here. Data for the first two weeks of July showed weaker results when compared to July 2019 and 2022. International visitor data shows spending in May 2023 was $1.7 billion (95 per cent of pre-COVID-19 levels) and there were 481,000 trips (74 per cent of pre-COVID-19 levels). The top five visitor markets were New Zealand, United States, India, Singapore and China.
BETTER BUSINESS EVENTS DATA ON THE WAY
The Federal Government has provided $2 million in funding for Tourism Research Australia (TRA) to include business events measurements in national and international datasets. TRA’s Business Events Data Project will provide clarity around the business events sector. It will help businesses segment and quantify visitor types and their behaviours. It will also support governments to make decisions about business event support. TRA has started working with industry to implement the project, with some initial business events data available in the 2023–24 financial year.
MISS SAIGON IN FINAL WEEKS OF REHEARSAL
Cameron Mackintosh's new production of Boublil and Schönberg's award-winning musical Miss Saigon is now in its final weeks of rehearsal as the production prepares to move to the Sydney Opera House stage for its first preview on August 17. Since it premiered on the West End, Miss Saigon has won 70 major theatre awards, including three Tony Awards and two Olivier Awards and has been performed in 15 different languages in over 32 countries and 350 cities. Miss Saigon is presented by Opera Australia and Cameron Mackintosh and is supported by Destination NSW.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
GRANTS OPEN FOR WINE AND CIDER PRODUCERS: Applications for the fifth round of the Wine Tourism and Cellar Door Grants program are open, with funding of up to $100,000 to wineries and cellar door operators who grow and promote agri-tourism. Learn more
APPLICATIONS OPEN TO FUND SPRING HOLIDAY BREAK ACTIVITIES: Regional councils and eligible not-for-profit organisations are encouraged to apply for funding to deliver events and activities for young people during the upcoming spring school holidays under the Holiday Break program. Learn more
$200,000 IN GRANTS TO KEEP NSW SENIORS CONNECTED: Grants of up to $10,000 are available to fund programs focused on getting older people out and about during the 2024 NSW Seniors Festival. Learn more
2024 SYDNEY GAY AND LESBIAN MARDI GRAS PARADE DATE AND THEME REVEALED:
The theme for the 46th Sydney Gay and Lesbian Mardi Gras, which will be held on 2 March 2024, is “Our Future”. Learn more
ACCOMMODATION AUSTRALIA HOLDS FIRST BOARD MEETING IN CANBERRA: Member issues including migration, industrial relations, vocational education and training and short-term rentals dominated discussion. Learn more
RECORD ATTENDANCE FOR MARKETPLACE INDIA: Tourism Australia’s Australia Marketplace India (AMI) was held from 23-25 July 2023 in Bengaluru. It celebrated participation by 94 Indian travel agents from eight cities, while 86 Australian businesses were represented at the event. AMI 2023 saw a 20 per cent increase in sellers compared to AMI 2019. Learn more
SWANSEA CHANNEL DREDGING BEGINS: Work has started as the NSW Government prepares to dredge the Swansea Channel for the summer boating season. Learn more
SYDENHAM TO BANKSTOWN METRO SECTION CONFIRMED: The NSW Government will deliver the final section of the City & Southwest Metro by committing to the upgrade and conversion of the T3 Bankstown Line to metro standards. Learn more
REX AIRLINES ADDS DEDICATED BROKEN HEEL FESTIVAL 2023 FLIGHT: The flight to Broken Hill will include bubbles and canapes in the Sydney REX lounge, plus entertainment from an onboard drag hostess. Learn more
NRL & NRLW GRAND FINAL TICKETS: The first release of tickets for the matches, to be held at Sydney’s Accor Stadium on 1 October 2023, has gone on sale. The NRL Grand Final is supported by Destination NSW. 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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