Insights - 30 June 2023
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DESTINATION NSW JOINS CHINA MISSION
Destination NSW has joined a Tourism Australia delegation to China aimed at turbocharging visitation to Australia from the world’s biggest market.
The delegation attended meetings in Guangzhou, Shanghai and Chengdu and held one-on-one appointments with major airlines, travel service providers and media.
The visit culminated with the official Chinese launch of Tourism Australia's Come and Say G’Day campaign, featuring Ruby the Roo.
The event has been designed to make a big splash across China, with an Australian beach themed activation in the heart of Chengdu and a takeover of 3D outdoor advertising to run in the city for two weeks.
“China is such an important market for Australia’s visitor economy and that’s why the timing of this visit with tourism and business events industry leaders is so critical as we welcome the return of Chinese travellers,” Tourism Australia Managing Director Phillipa Harrison said.
"With airline capacity between China and Australia back to 54 per cent of pre-pandemic levels, we believe the time is right to introduce China to Ruby the Roo and the Come and Say G’day campaign. Ruby is already proving to be a success in other markets around the world, and we are confident she will be very popular in China."
Research has shown Australia’s native animals are a major drawcard for Chinese visitors along with blue skies, beaches and fresh seafood.
Destination NSW CEO Steve Cox said it had been a productive week, with Chinese travel service providers reporting huge pent-up demand among their clients.
"My message during the China mission was clear – when you come to Sydney and NSW you will feel rejuvenated, feel joy, feel awe-inspired, feel belonging, feel connection, feel adventurous and feel free," Mr Cox said.
"This focus on how Chinese visitors feel during a visit to NSW will continue to drive our thinking in coming years from our marketing and promotional activities and the events we secure to our engagement with industry and where we collectively invest our efforts."
The number of Chinese passengers passing through Sydney Airport recovered to 54 per cent in May 2023 compared to May 2019.
Sydney Airport CEO, Geoff Culbert, said: “The recovery of the China market continues to impress, with passenger numbers on the mainland route increasing seven-fold since the start of the year.
“Capacity in this market will continue to grow with a total of seven airlines flying 48 return services per week between mainland China and Sydney in July.
“This is one of the strongest China recoveries of any international airport globally, which provides a critical boost to Australia’s tourism industry, and the economy more broadly”.
China was the third top nationality travelling through Sydney Airport in May 2023.
The total number of passengers that passed through the airport in May was 3,010,000, representing an 85.7 per cent recovery compared to May 2019. The international terminal welcomed 1,076,000 passengers (83.1 per cent recovery rate compared to May 2019), while domestic passenger traffic was 1,934,000 (87.3 per cent recovery rate compared to May 2019).
The latest Tourism Research Australia Tourism Forecasts project visitor arrivals from China will return to pre-pandemic levels by 2026.
CHINA LEADS NIGHTS AND EXPENDITURE FOR NSW
Tourism Research Australia's International Visitor Survey data for the year ending March 2023 shows China was the main contributor to the growth of visitor nights and expenditure in NSW, mainly driven by international students.
NSW continued to draw the largest share of visitors, visitor nights and expenditure nationally in the year 12 months following Australia reopening its borders.
In the year ending March 2023, there were nearly 2.3 million international visitors to NSW, an increase of 844 per cent or two million more visitors than the year ending March 2022.
International visitor nights increased by 46.8 million over the 12-month period, reaching 59.9 million nights in the year ending March 2023. International visitors spent $7.2 billion in the state (up $5.9 billion on the prior year).
The average spend per night in NSW increased considerably, up from $101 per night in the year ending March 2022 to $120 in the year ending March 2023.
Top 5 international visitor markets for the year ending March 2023
1. New Zealand: 827,000 trips (67 per cent of March 2020 levels); $1.3 billion spend (85 per cent of March 2020 levels).
2. United Kingdom: 512,000 trips (80 per cent of March 2020 levels); $1.6 billion spend (95 per cent of March 2020 levels).
3. United States: 452,000 trips (63 per cent of March 2020 levels); $1.3 billion spent, 72 per cent of March 2020 levels).
4. India: 341,000 trips (93 per cent of March 2020 levels, the fastest recovering international market); $1.3 billion (7 per cent up on March 2020 levels).
5. Singapore: 291,000 trips (75 per cent of March 2020 levels); $940 million spend (94 per cent of March 2020 levels).
Learn more here
NSW WELCOMES RECORD NUMBER OF DOMESTIC OVERNIGHT HOLIDAY VISITORS
Tourism Research Australia's National Visitor Survey data for the year ending March 2023 shows NSW received its highest volume of domestic overnight holiday visitors (15.5 million), nights (51.5 million) and expenditure ($14.9 billion) on record.
NSW welcomed a total of 36 million domestic overnight visitors, who stayed 114.5 million nights and spent almost $30 billion. Their average stay was 3.2 nights, with an average spend per night of $261.
NSW recorded the highest absolute growth nationally in domestic overnight visitors, nights and expenditure in the year ending March 2023.
Among Australia's capital cities, Sydney recorded the highest increase in daytrip visitors and expenditure for the reporting period.
The key drivers of domestic overnight expenditure growth in NSW were in regional NSW (up $7.1 billion and 58.8 per cent), by intrastate visitors (up $6.8 billion and 57.7 per cent) and by holiday visitors (up $6.1 billion and 68.8 per cent).
The key drivers of daytrip expenditure growth were in regional NSW (up $2.5 billion and 72.6 per cent), by intrastate visitors (up $4.1 billion and 87.7 per cent) and by holiday visitors (up $2.5 billion and 94.1 per cent).
NAIDOC WEEK SHINES A LIGHT ON
ABORIGINAL VISITOR EXPERIENCES
NAIDOC Week celebrations are being held across NSW from 2-9 July 2023 and offer an opportunity for all Australians to learn about Aboriginal and Torres Strait Islander cultures and histories and participate in celebrations of the oldest, continuous living cultures on earth.
As we mark NAIDOC Week 2023 there is a rising interest in Aboriginal visitor experiences among both domestic and international travellers.
According to Agoda’s 2023 Travel Goals Survey, Australia’s top visitors among respondents are from Japan and Singapore, who rank cultural experiences as their number one priority.
“We are witnessing a wave of travellers coming to Australia fascinated by our First Nations culture, contemporary art and the burgeoning Aussie food scene,” said Agoda Director (Oceania) Zsuzsanna Janos.
Aboriginal tourism is a strategic priority for both Destination NSW and Tourism Australia, with the aim of facilitating a greater understanding of Aboriginal and Torres Strait Islander cultures and driving the uptake of these experiences.
NSW is home to the largest Aboriginal population in Australia, represented by more than 80 different tribal groups, each with a unique story to tell. With such cultural diversity on offer, NSW can guide visitors on some of the most authentic and accessible adventures in the nation.
The NSW Visitor Economy Strategy 2030 identifies strong, vibrant and diverse Aboriginal culture as a key strength for NSW.
Throughout Sydney and regional NSW, Aboriginal tourism operators offer visitors deep and diverse experiences that are potentially life changing — from ancient Songlines and Dreaming stories to medicinal plants and bush tucker. With connections to generations of Aboriginal people who have access to thousands of years of accumulated knowledge, wisdom and lore, NSW’s Aboriginal tourism operators offer visitors unique cultural encounters.
Destination NSW Product Manager, Aboriginal Experiences Sarah Allen said: "It has been great to hear that Aboriginal tourism businesses are booked out over NAIDOC Week. There is a rising interest in Aboriginal culture and tourism offerings around the state, not only is it exciting for the businesses, it’s also great for the NSW visitor economy and sustainability of the industry."
According to Tourism Research Australia's National Visitor Survey Aboriginal tourism drew 171,300 domestic visitors to NSW in the year ending December 2022, who spent $313.1 million. Over the past five years, from the year ending December 2017 to the year ending December 2022, the volume of domestic overnight visitors who engaged in an Aboriginal activity in NSW increased by 38.1 per cent and expenditure was up by 66.3 per cent.
A new Destination NSW 'Domestic Culture and Heritage Based Tourism in NSW' report shows culture and heritage tourism drew 9.1 million domestic visitors to NSW in the year ending December 2022, who spent $7.3 billion.
Cultural and heritage tourism can include experiencing Aboriginal art, craft and cultural displays; visiting an Aboriginal site or community; attending Aboriginal performances; going on a tour with an Aboriginal guide; participating in traditional activities; having an Aboriginal food experience; and having a camping experience on Aboriginal land. Learn more here.
Learn more about NAIDOC Week here.
The latest issue of the Discover Aboriginal Experiences digital magazine has been released to coincide with NAIDOC Week. Produced as part of Tourism Australia's Signature Experiences of Australia program, it features four NSW products: Bundyi Cultural Tours, Firescreek Aboriginal Storytelling & Wine-tasting experience, Bridgeclimb Burrawa Climb and Australian Museum.
The National Indigenous Art Fair is also returning to Sydney to coincide with the commencement of NAIDOC Week.
In addition to 60 stalls representing remote Indigenous Art Centres and Blak Markets stallholders, the festival program will include a smoking ceremony, live music and dance performances, a communal weaving project, art workshops, panel discussions, bush tucker cooking experiences and talks, children’s storytelling, craft and dance workshops.
Proudly supported by Destination NSW, the National Indigenous Art Fair will be held at the Overseas Passenger Terminal, The Rocks, from 10am to 5pm on 1-2 July 2023.
KOREATOWN EASTWOOD SET TO POP
The Korean Community Chambers in the City of Ryde will bring its vision of marketing Eastwood as ‘KoreaTown’ to life thanks to the NSW Government’s Uptown program.
KoreaTown is one of 21 new projects supported by the NSW Government’s Uptown program. The program was established to encourage local businesses to collaborate and build a self-sustainable cultural district. Each district was then given tools and resources to brand their project and brought to the table their ideas.
The goal is to create a vibrant area that is to be enjoyed by locals and visitors all year round.
Centred on Rowe Street, the vision for Eastwood will include K-Pop music festivals, street-dancing, Korean traditional dance performances, baked goods, Korean cuisine and night markets served up to a thriving night-time precinct around the clock.
Minister for Music and the Night-Time Economy John Graham said: “Ideas like this will not only enhance our state’s global reputation, but it will also highlight the vibrant, diverse, and exciting opportunities available to visitors and residents across Greater Sydney.”
Moko Eastwood owner and KoreaTown representative Jong Hoon Park said Rowe Street was already home to 120 Korean shops and restaurants.
“We are only a small street, but we are full of Korean culture, and we want to encourage more people to come and experience what we have to offer,” Mr Park said.
“The Uptown grant will allow our collective to hire a marketing agency to promote Eastwood as KoreaTown through partnerships that will showcase our offering whether daytime or into the night.”
NSW 24-Hour Economy Commissioner Michael Rodrigues said KoreaTown was just one of the great district visions for Sydney to come out of the Uptown program this year.
“Uptown will help these districts to deliver brilliant night-time experiences that will enhance greater Sydney’s rich social fabric and bring more visitors to these great locations,” Mr Rodrigues said.
SXSW SYDNEY ANNOUNCES GAMES FESTIVAL
South by Southwest (SXSW) Sydney has announced the features and scheduled events at its Games Festival. The festival will celebrate and support games as a major creative industry and will explore future trends in game development, publishing and hardware manufacturing with games demos, product launches, hands-on play, stage sessions, performances, screenings, networking events, investment sessions and workshops. It has also unveiled international esports tournament Intel Extreme Masters will be part of the festival. Destination NSW is a proud partner of SXSW Sydney, which will be held from 15-22 October 2023.
ATEC ONLINE LEARNING FOR HOSTS
Destination NSW has partnered with the Australian Tourism Export Council (ATEC) to provide free access for internationally-ready NSW tour, attraction and accommodation businesses to access three ATEC Host online learning modules. These include China Host, India Host and Accessible & Inclusive Host. The training programs show how to effectively attract and service visitors from key markets by being culture-ready, product and service ready and marketing and trade ready, plus how to work effectively with key travel distributors. Express interest in participating in the online learning modules via the link below. Places are limited.
UNITY BEAT HARBOUR BRIDGE CELEBRATION
The iconic Sydney Harbour Bridge was transformed into a festival of football on 25 June, bringing together communities from around Sydney to mark the 25-day countdown until the FIFA Women's World Cup Australia & New Zealand 2023™.
More than 4000 fans walked across the Sydney Harbour Bridge in a “Unity Celebration” hosted by former Matildas player Amy Duggan, with the flags of the 32 competing nations carried through the crowd. Sydney will come alive during the FIFA Women's World Cup Australia & New Zealand 2023™ tournament, hosting 11 matches across two venues, secured by Destination NSW. The tournament will run from 20 July to 20 August 2023.
SYDNEY'S FIFA FAN FESTIVAL™
Destination NSW is hosting Sydney’s FIFA Fan Festival™ in Tumbalong Park from 20 July to 20 August 2023. The free public area will give fans the chance to watch every match during the tourament, enjoy live music and street food, explore the first FIFA Museum in Australia and purchase products from the official FIFA store. NSW Minister for Jobs and Tourism John Graham said: “Between Sydney WorldPride 2023 and the record-breaking Vivid Sydney 2023, Sydney has cemented its position as a truly global, inclusive and multicultural city. We can’t wait to welcome international football fans and players to NSW and to share Sydney’s vibrancy and energy with the world."
NSW TRIUMPHS IN TRAVELLER AWARDS
Tripadvisor's 2023 Travellers’ Choice Awards has revealed the Best of the Best ‘Things to Do’ around the world, with NSW scoring five spots on the Top 20 Attractions in the South Pacific for 2023 list: Sydney Opera House (number one), Sydney Harbour (number three), Sydney Harbour Bridge (number five), Royal Botanic Garden Sydney (number 17) and Blue Mountains (number 20). Additionally, the Day Trip with Chef-Led Hunter Valley Gourmet Food and Wine from Sydney tour was named the number 25 best wine experience in the world.
#VIVIDSYDNEY BREAKS ALL RECORDS
After attracting its highest ever visitation in its 13-year history, Vivid Sydney 2023 has set a new festival record for content using the #vividsydney hashtag, reaching more than 649 million people and delivering an 84 per cent increase year on year in social reach. The festival’s most-shared light artwork on social media was Dark Spectrum, an immersive experience in Wynyard Tunnels, which was created in collaboration with Vivid Sydney, Sony Music UK, Culture Creative and Mandylights. Dark Spectrum is still open until 16 July 2023.
2023 NSW SOMMELIER’S WINE LIST AWARDS
The category winners in the 2023 NSW Sommelier’s Wine List Awards have been announced, with Piers Haszard from Botswana Butchery claiming the overall winners' title of 2023 NSW Sommelier’s Wine List of the Year. The 2023 NSW Wine President’s Award for Outstanding Support of the NSW Wine Industry went to Matt Underwood from The Newcastle Club. The awards are run by the NSW Wine Industry Association (NSW Wine) and supported by Destination NSW.
NEW BRANDING FOR NSW WINE
NSW Wine Industry Association (NSW Wine) has launched new branding to reflect the breadth and strength of the NSW wine industry. NSW Wine President Mark Bourne also announced the founding of the NSW Parliament Friends of Grape Growers; a cross-party group co-Chaired by Clayton Barr MP, Dave Layzell MP and Phil Donato MP that will provide opportunities for the wine industry to meet NSW Ministers, local members and other elected officials.
WINTER CAMPAIGN FOR CENTRAL COAST
Destination Central Coast has launched a Love Central Coast winter campaign. It aims to grow off-peak visitation and encourage people to explore and experience the broader Central Coast region, from its beaches and waterways to the lush hinterland. The campaign's website page features special winter offers, packages and menu deals designed to put the Central Coast top of mind with people seeking a winter break. The campaign will run until 31 August 2023.
MONET HEADS TO THE TWEED
A $174 million masterpiece by Claude Monet will be among the first artworks shared with a regional gallery under the Federal Government’s Sharing the National Collection initiative. Meules, milieu du jour [Haystacks, midday], 1890 – from the National Gallery of Australia’s collection will head to Tweed Regional Gallery & Margaret Olley Art Centre, along with three works by Ms Olley and Natura morta [Still life], 1956, by Georgio Morandi – one of her favourite artists.
NSW ARCHITECTURE AWARDS WINNERS
The NSW chapter of the Australian Institute of Architects has announced the winners of the NSW Architecture Awards 2023, with ARM Architecture’s Sydney Opera House renewal, which reimagined the interior spaces of the concert hall, winning the NSW Architecture Medallion. The Sulman Medal for Public Architecture went to SANAA with Architectus for their addition to the Art Gallery of NSW. Winners will progress to the National Architecture Awards program, which will be announced in October.
CARAVAN INDUSTRY REMAINS STRONG
Caravan Industry Association of Australia’s Business Conditions Report for the six months to January 2023 has shown significant growth for the industry. Annual caravan and camping trips in Australia overtook 2019 levels, with 15.1 million trips and 60.1 million visitor nights recorded at the end of 2022. The association said economic conditions were acting as protective factors for the industry, with tightening household spending limiting international travel, a trend that was expected to see domestic travel remain strong.
TURNING UP THE VOLUME ON LIVE MUSIC
Round Six of the Federal Government's Live Music Australia program is delivering grants to 62 recipients with a focus on supporting and improving live music venues. The funding will assist recipients with renovations, sound and lighting upgrades, and payments to artists - enabling venues to support more original music, hold more gigs and reach larger audiences. Among the successful NSW applicants were Bega Valley Commemorative Civic Centre, Milton Theatre, Wagga Wagga Civic Theatre, The Hoey Moey, The MoshPit, the Electronic Music Conference, Avoca Beach Theatre, and Petersham Bowling Club.
STARTUPS CONFIRMED FOR ACCELERATOR
Twelve tech startups have been given an opportunity to set their companies up for future success after being selected for an accelerator program run by leading global investment business Techstars. The three-month program at Sydney’s Tech Central district provides startup founders with seed funding, training and access to a network of mentors to build their entrepreneurial skills. They include Gecko, a booking system customised for event rental businesses, and Mantaray Climate, a procurement platform that provides companies with data and tools to make more climate-friendly supply chain decisions.
GET SET FOR NSW SMALL BUSINESS MONTH
NSW Small Business Month will be held in October 2023 and will feature hundreds of events to support small businesses. Local business chambers, industry associations, not for profits and local councils have been invited to apply for a grant to host an event or apply to be a Small Business Month collaboration partner.
BUSY SCHOOL HOLIDAY PERIOD FOR QANTAS
Qantas and Jetstar expect to carry more than four million passengers during the busy school holiday period. Qantas said travel demand remained strong, with data showing that consumers continue to prioritise travel over other spending categories. Domestic capacity has returned to pre-COVID-19 levels.
INTENTION TO TRAVEL STILL HIGH
Flight Centre Travel Group Leisure has revealed the results of its 2023 Travel Intentions customer survey, which showed 72 per cent of those polled plan to take more than one domestic trip in the next 12 months. There was also a preference for longer domestic stays (more than one week) among 35 per cent of respondents. The findings were presented at an investor strategy session in Sydney.
APPLICATIONS OPEN FOR DREAMTIME 2023
Applications have opened for operators with internationally ready business events products and experiences to participate in Dreamtime 2023. Dreamtime is Tourism Australia's business events incentive showcase. Hosted in Adelaide from 8 to 9 November 2023, it will provide NSW businesses with an opportunity to reconnect with buyers from key markets around the world.
AUSTRALIAN FERRIES FOR PARRAMATTA RIVER
Seven new Australian-made ferries will take to Parramatta River after the NSW Government awarded the construction tender to Richardson Devine Marine Shipbuilders in Hobart. The new Parramatta Class ferries have been designed by Incat Crowthers, naval engineers based in the Northern Beaches of Sydney. Construction of the new ferries will begin in July.
TOP AWARD FOR ORANGE CIDER MAKER
Orange-based Small Acres Cyder has won a gold medal at the 2023 Japan Cider Cup. The business was a participant in the Investment NSW Going Global Program for the Japan and Korea streams. Director Nick Geoghegan flew to Tokyo to accept the award and met with the Investment NSW team. To learn more about the Going Global program and to apply for upcoming streams, click below.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
DEADLINE TO CLAIM FLOOD RECOVERY COSTS EXTENDED: Business owners impacted by floods in 2022 who are still waiting for quotes, materials or tradespeople to complete repairs will now have more time to submit claims for their grants. Learn more
APPLICATIONS OPEN FOR TOURISM AUSTRALIA'S ADVANCE PROGRAM: The program provides funding and the opportunity to leverage Tourism Australia's international marketing and distribution expertise to increase the number and value of business events in NSW. Learn more
APPLICATIONS OPEN FOR ELSA DIXON ABORIGINAL EMPLOYMENT GRANTS: The NSW Government grant program boosts education, training and employment opportunities for Aboriginal people in the NSW public service and local government agencies, Learn more
$500,000 TO SUPPORT AND EMPOWER WOMEN IN SMALL BUSINESS: The NSW Government has invested in three programs to help women start and run successful small businesses through the Women in Business Networks grant. Learn more
QANTAS GROUP ANNOUNCES SENIOR MANAGEMENT CHANGES: Qantas Domestic CEO Andrew David will retire in September, with Chief Customer Officer Markus Svensson taking on this position. Qantas Link CEO John Gissing, will retire in November, with an executive search process underway to fill this position. 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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