Insights - 29 September 2023
No images? Click here
STELLAR SPEAKERS JOIN DESTINATION NSW
VISITOR ECONOMY FORUM
It’s the last chance for industry stakeholders to register for next week’s NSW Visitor Economy Forum, hosted by Destination NSW.
Futurologist Professor Rocky Scopelliti and McCrindle Director of Advisory Ashley Fell have joined the line-up for the NSW Visitor Economy Forum – Building Momentum to 2030 on 5 October at the ICC Sydney.
Professor Scopelliti has revolutionised Australia's understanding of the intersection between demographic shifts and digital innovation. His presentation - Destination 2030: The future of the visitor economy in NSW through the lens of global consumer and workplace trends - will incorporate topics including navigating NSW's visitor economy amid evolving global trends, visitor experience evolution, how to craft an authentic yet data-driven personalised Journey, sustainability and digital pioneering, plus a glimpse into 2030's workspace.
Ms Fell's presentation - The top trends set to shape the visitor economy towards 2030 - will explore the megatrends transforming the visitor economy in NSW. She will address the key implications of these trends on visitor economy businesses and visitor experiences and how the industry can thrive through collaboration, innovation and adaptation.
The compelling line-up of experts and visitor economy leaders taking part in the NSW Visitor Economy Forum also includes Google Head of Data and Analytics Max Kaye and Tourism Australia’s Strategy Manager Rob Harding-Smith.
Attendance is free, but registrations are limited and close on Tuesday 3 October 2023.
INTERNATIONAL VISITOR RECOVERY:
NSW LEADS THE NATION
The NSW visitor economy is leading Australia's recovery from the pandemic, with new data showing NSW recorded the largest absolute increase nationally for international visitors, nights and expenditure in the year ending June 2023.
According to Tourism Research Australia, international visitors took 5.4 million trips to Australia during the period, with the lion's share - over 2.7 million - coming to NSW (up 451.3 per cent on the year ending June 2022). They stayed 67.8 million nights in NSW (up 221.5 per cent) and spent $8.6 billion (up 344.8 per cent) in the state.
NSW received a total of 38.9 million domestic and international overnight visitors (up 53.3 per cent on the year ending June 2022), who stayed 182.7 million nights (up 71.6 per cent) and spent $38.9 billion (up 98.8 per cent).
Pre-pandemic, NSW received 41.6 million domestic and international overnight visitors in the year to June 2019, who stayed 214.2 million nights and spent $33.9 billion.
Total overnight visitation to Sydney was 13.2 million (up 92.4 per cent compared to year ending June 2022), visitor nights increased to 87.5 million (up 128.5 per cent) and expenditure increased to $19 billion (up 172.1 per cent).
Domestic overnight visitors to NSW increased to 36.2 million (up 11.3 million or 45.4 per cent compared to the year ending June 2022), visitor nights increased to 114.9 million (up 29.5 million or 34.6 per cent) and expenditure increased to $30.2 billion (up $12.6 billion or 71.7 per cent).
Domestic overnight visitors to Sydney increased to 10.7 million (up 67.2 per cent compared to year ended June 2022), visitor nights 30.1 million (up 60 per cent) and expenditure increased to $11.1 million (up 116 per cent).
Western Sydney accounted for one in five domestic overnight visitors to Sydney (19.9 per cent) in the year ending June 2023.
Western Sydney welcomed a total of 2.1 million domestic overnight visitors in the year ended June 2023 (up 57.4 per cent). They stayed 5.4 million nights and spent $1.2 billion (representing an increase of 43.9 per cent and 104.2 per cent respectively).
All NSW regions registered huge increases in domestic visitors and expenditure, which is testament to the amazing visitor experiences and world-class accommodation on offer in our spectacular state.
The North Coast received 5.7 million domestic overnight visitors, leading the regions in visitors, nights and expenditure.
NSW is accelerating on the road to post-pandemic recovery and has reached 74.7 per cent of the NSW Visitor Economy Strategy’s target of $65 billion for total visitor expenditure by 2030.
In the year ending June 2023, NSW was the top destination in Australia for caravan and camping nationally according to Tourism Research Australia.
Australians spent 13 million visitor nights in commercial caravan parks or camping grounds in NSW, up 57.4 per cent on the previous year.
The total volume of commercial and non-commercial caravan and camping visitors in NSW reached 4.9 million trips, up 43.5 per cent on the previous year. The total number of visitor nights spent in these accommodations was 19 million nights, up 50.1 per cent on the previous year.
Nearly half of the caravan and camping trips in NSW were taken by visitors aged 20-44 years (2.2 million trips or 45.1 per cent of all caravan and camping visitors).
There were also 15.1 million nature-based overnight visitors to NSW, up 46.1 per cent on the previous year. These visitors stayed 54.5 million nights in NSW and spent an estimated $16 billion (up 31.6 per cent for nights and 58.6 per cent for expenditure).
THE VALUE OF ABORIGINAL TOURISM TO NSW
According to Tourism Research Australia's National Visitor Survey a total of 190,600 domestic overnight visitors participated in an Aboriginal cultural tourism experience in NSW in the 12 months to June 2023.
These visitors stayed 0.7 million nights, contributing $329.8 million in visitor expenditure to the state.
When compared with the previous year, domestic overnight visitors who engaged in an Aboriginal activity in NSW increased by 48.8 per cent. Visitor nights and expenditure increased by 64.4 per cent and 61.7 per cent respectively.
Over the past five years, from the year ending June 2019 to 2023, the volume of domestic overnight visitors who engaged in an Aboriginal activity in NSW increased by 18.3 per cent.
BUSINESS EVENTS REVIVAL FOR NSW
Domestic business travel in Australia increased by 44 per cent to $6.9 billion in the year ending June 2023 compared to June 2022, according to Tourism Research Australia.
Sydney welcomed 2.9 million domestic overnight business visitors during the period, who stayed 8.3 million nights and spent $3 billion.
Compared to the previous year, domestic overnight business visitors, nights and expenditure in Sydney increased by 84.8 per cent, 91.9 per cent and 156.3 per cent, respectively.
In the June quarter 2023, international business visitors spent $256 per night in Sydney, which was higher than international leisure visitor spend ($189 per night).
Domestic overnight conference visitors spend on average $494 per night in NSW, which is 114.6 per cent higher than domestic leisure visitors spend per night in NSW.
International business travellers took 621,000 trips to Australia during the period, which was 62 per cent of June 2019 levels. Spend in Australia was $1.7 billion, 78 per cent of June 2019 levels.
NEW RESEARCH SHOWS STRONG COMEBACK FOR BUSINESS EVENTS
Research by Tourism Australia’s specialist business events unit indicates the industry is bouncing back.
The 2023 Business Events Consumer Demand Project shows both association and incentive sectors are returning to normal, with more than 90 per cent of decision makers running events in the last year, a 32 per cent increase from 2022.
Tourism Australia Executive General Manager of Commercial and Business Events Australia, Robin Mack said: “In the short term, global uncertainty and key financial factors are the biggest influences on decision makers’ confidence, but this hasn’t impacted future budgets, with 90 per cent of decision makers indicating they will retain or increase their budget compared to pre-COVID-19 times.”
The research also showed that Australian Indigenous experiences hold increasing appeal for both association and incentive decision makers. Association decision makers are drawn to incorporating an Indigenous-guided experience or a traditional Welcome to Country Indigenous ceremony, while 85 per cent recognise the appeal of an Indigenous experience in a program itinerary.
LAKEMBA RECEIVES PURPLE FLAG STATUS
Lakemba has been recognised as a Purple Flag-accredited nightlife zone, joining London, Dublin, Stockholm and 90 other international locations.
Purple Flag accreditation allows members of the public to quickly identify districts that offer a safe, vibrant and well-managed night scene.
Lakemba is the third precinct in Australia to gain accreditation under the program, joining the YCK Laneways in Sydney’s CBD and Parramatta CBD.
The suburb has more than 160 businesses and is home to the popular Ramadan Night Markets, which attracts more than a million visitors each year.
Canterbury-Bankstown Deputy Mayor Rachelle Harika said: “The recognition will lift the city’s profile and draw people to the area. This is going to be a massive boost for businesses."
The pilot phase of Purple Flag, being run by the NSW Government, continues later this year in Marrickville.
INDIAN VISITOR GROWTH SURPASSES 2019 LEVELS
India has become the first country to surpass pre-pandemic levels of travel to Australia. According to Tourism Research Australia data India is now the country's fourth biggest international market. In the year ending June 2023 Indians took 363,000 trips to Australia, up four per cent on June 2019 levels. Their spend in Australia was $1.4 billion, up 14 per cent on June 2019 levels. The rise in direct weekly flights on the India-Australia route compared to pre-COVID-19 levels has been a major contributing factor to the growth of India as a source market for Australia. There are currently 22 direct weekly flights from India to Australia.
CHINESE TOUR GROUPS RETURN
Visa processing for Chinese group tours recommenced this week, following the resumption of the Australia Approved Destination Status (ADS) scheme. Since borders reopened in March this year, China has climbed back to be Australia's second largest inbound traveller market. Data shows Chinese visitor arrivals surpassed 50 per cent of pre-pandemic levels for the first time in July when Australia welcomed 79,040 visitors. Minister for Trade and Tourism Don Farrell said: “The resumption of Chinese group tour travel will provide another welcome boost for Australia’s hard-working tourism operators.”
SYDNEY OPERA HOUSE CELEBRATES 50 YEARS
Sydney Opera House’s 50th Birthday Festival kicks off in October with a month-long series of free events, world-premieres, contemporary performance and public art. Minister for the Arts, Minister for Music and the Night-time Economy John Graham said: “Imagine Sydney without the Opera House. You can’t. You can’t underestimate the role Sydney Opera House has played inspiring millions of artists and audiences in Australian - and around the world. It is the symbol in a single picture that captures imaginations and communicates the best we can offer to the world – the building and all it houses is a place of ambition, creativity and ingenuity. It has shaped and reflected our identity, our stories and I look forward to another 50 years of programming. This month-long festival is a fantastic opportunity for the people of NSW to join in the celebrations.”
OYSTER ARTWORK FOR OPERA HOUSE
To celebrate Sydney Opera House's 50th anniversary, Quandamooka artist Megan Cope has created three art installations called Whispers on and around the exterior of the iconic building. They meld First Nations history and environmental consciousness and have been created using more than 85,000 oyster shells. The artist has evoked the ancestral midden sites that were used on this site for Aboriginal celebrations and gatherings for thousands of years. Over the past year, more than 3000 volunteers have taken part in over 100 workshops in three key sites - the Opera House Forecourt, Addison Road Community Centre in Marrickville and the artist’s studio in Brisbane - where they have worked together to clean, polish, drill and thread thousands of shells by hand. Whispers is on display at the Sydney Opera House until 31 October 2023.
CIRRUS WINS AUSTRALIA'S WINE LIST OF THE YEAR
Sydney's Cirrus Dining has won Australia’s Wine List of the Year for 2023, while Australia’s Best Listing of NSW Wines has been awarded to Charred Kitchen & Bar in Orange. Other NSW winners were CHU by China Doll at West HQ (Best Restaurant Wine List – Club), Bells at Killcare (Best Non-Alcoholic List), Sarino's in Baulkham Hills (Best Cocktail List), plus Sydney's CBD Bentley Restaurant + Bar (Best Aperitif List), Café Sydney (Best Listing of Australian Wines) and Quay (Best Champagne List).
WHITE BAY TO HOST BIENNALE
Nearly 40 years after the lights were switched off at White Bay Power Station, the iconic building will reopen its doors in March 2024. The public will have the opportunity to explore this historic industrial masterpiece at the 2024 Biennale of Sydney, with Placemaking NSW securing the event as the first free activation at the site. Proudly supported by Destination NSW, the Biennale of Sydney is one of the largest international contemporary art festivals and will take place from 9 March until 10 June 2024.
NSW GOVERNMENT BACKS KOORI KNOCKOUT
The NSW Government is supporting the 2023 NSW Aboriginal Rugby League Koori Knockout through a major sponsorship package. This year’s event will be hosted by the Newcastle All Blacks Aboriginal Rugby League team at Tuggerah on the Central Coast from 29 September to 2 October, bringing together amateur players through to NRL stars across men’s, women’s and junior competitions. More than 30,000 people are expected to attend the carnival, supporting more than 130 teams and providing a major boost for Central Coast businesses.
NRL CELEBRATES GRAND FINAL WEEK
Grand Final Week celebrations have been taking place ahead of the NRL Telstra Premiership Grand Final, including a Fan Fest in Circular Quay from 27-29 September. The NRL Telstra Footy Country Tour’s final leg also took place at Penrith today. The Grand Final, which is proudly supported by Destination NSW, will see Penrith Panthers take on Brisbane Broncos in the men’s decider, while Newcastle Knights will play Gold Coast Titans in the NRLW Grand Final. A sold-out crowd will watch the matches at Accor Stadium on Sunday 1 October.
POWERHOUSE MUSEUM PARRAMATTA DONATION
Engineering and science education will benefit from an $8 million donation to the Powerhouse Museum in Parramatta by the Sir William Tyree Foundation supporting generations of students, particularly in Western Sydney. Powerhouse Trust President Peter Collins AM KC said: “This extraordinary investment will have a profound impact on future generations of young people in Western Sydney, motivating future creative thinkers to pursue careers in engineering in fields such as medicine, technology, communication, and the environment.”
REGIONAL AND REMOTE ARTS TOURS
Creative Australia has announced an investment of more than $2.25 million in eight performing arts tours to more than 86 locations and cities nationally, with most of these activities benefitting regional and remote communities. The grants will provide support to artists and help them to develop their craft and or performances, as well as engaging new audiences. Creative Australia CEO Adrian Collette AM said: "This funding round has strong outcomes for youth arts, with five of the eight funded tours featuring work for children, young people and families."
BROKEN HILL TRADES HALL HERITAGE BID
The Broken Hill Trades Hall has been endorsed for inclusion on the UNESCO World Heritage Tentative List, following the backing of its preliminary nomination by both the NSW and Federal Governments. Built between 1898 and 1905, the Trades Hall is an excellent example of a Victorian-era building and stands as an enduring symbol of the labour movement. It was the first building in Australia to be owned by unions and saw unionists battle to improve working conditions in the mines, including winning an Australian-first – a 35-hour week for underground workers in 1920.
INVESTING IN SYDNEY KOALAS
The NSW Government is investing $80 million to protect koalas and secure their habitat in south-west Sydney. The 2023-24 NSW Budget has provided $48 million to help establish a new National Park along the Georges River between Long Point and Appin, which will eventually cover up to 1830 hectares. The NSW Government is also providing $26 million to create koala-friendly crossings in south-west Sydney. Two will allow animals to cross below Appin Road and a third will cross a canal, while $5.7 million will go towards koala care in the Macarthur area to look after local populations of the iconic animal.
REX REDUCES REGIONAL NETWORK
Rex has announced it is making further reductions to its regional network, attributing the decision to continued workforce shortages. The reductions, effective from 30 October, involve Sydney routes to Albury, Coffs Harbour, Griffith, Narrandera, Orange, Parkes and Port Macquarie. Rex will also temporarily suspend services between Sydney and Armidale until at least March 30, 2024.
DENI UTE MUSTER KICKS OFF
The 2023 Deni Ute Muster will be held from 29-30 September 2023, with an all-Australian line-up of acts and a record number of new attractions. The event, which is proudly supported by Destination NSW, draws around 20,000 people to Deniliquin to celebrate all things Australian and the iconic ute. General manager Vicky Lowry said the muster generates about $8 million for the region's visitor economy.
CHANGES TO BYRON BAY SHORT-TERM RENTALS
The NSW Government has endorsed a tightening of the cap on some non-hosted short term rental accommodation in Byron Bay from 180 days to 60 days a year Some precincts with high tourism appeal will operate without a cap, allowing for year-round use. Hosted short term rentals are unaffected by the decision.
AGRITOURISM BUSINESS GUIDE
The Department of Planning and Environment has released a new guide to help NSW farmers set up agritourism businesses on their land. It explains what planning approvals are needed and how landowners can meet the requirements. It also includes practical advice on issues such as location and design.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
$10 MILLION FOR ABORIGINAL ORGANISATIONS: Expressions of interest are now open for Aboriginal organisations to apply for the next round of Community and Place Grants. Learn more
$23 MILLION SPLASH FOR SURF LIFE SAVING: The NSW Government has announced the biggest funding commitment ever for Surf Life Saving NSW, pledging an additional $23 million over four years to help keep NSW beaches safe. Learn more
ICC SYDNEY RECOGNISED IN NATIONAL EQUALITY PROGRAM: It is the first convention centre to be awarded a Bronze Tier status in Pride in Diversity’s Australian Workplace Equality Index. Learn more
QUEENSCLIFF READY FOR SUMMER SERVICE BOOST: After months of restoration work, the Queenscliff is readying to return to Sydney Harbour as the Freshwater Class ferry undergoes its final touches at Garden Island. Learn more
BEATLESFEST 7 VALLEYS LAUNCHES: Australia's first festival dedicated to The Beatles will be held from 29 September to 1 October in Lithgow, Portland and Wallerawang. 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
DID YOU ENJOY THIS NEWSLETTER? Forward it to colleagues and friends so they can subscribe too. Was this issue forwarded to you? Click here to sign up
