HOW THE FEEL NEW BRAND HAS TURBOCHARGED
VISITOR ECONOMY GROWTHDestination NSW is marking the second anniversary of Feel New visitor brand launch by celebrating its positive impact on the NSW visitor economy. Feel New underpins Destination NSW’s marketing activity to promote Sydney and regional NSW by tapping into the unparalleled feelings that visitors experience when travelling throughout the state. Building the visitor brand is a key pillar of the NSW Visitor Economy Strategy 2030, which is the blueprint to achieving the shared vision of making NSW the premier visitor economy of the Asia Pacific, contributing $65 billion in visitor expenditure by 2030. Since its launch in October 2021, Feel New-branded campaigns have
delivered more than $230 million in incremental visitor expenditure in NSW and generated more than 6.9 million leads to industry and more than 11,000 pieces of media coverage.
Destination NSW Chief Executive Officer Steve Cox said: “The strategic thinking behind Feel New was to build an enduring brand platform to market and promote NSW through its many and varied cultural and natural experiences. "We know visitors are seeking more than a checklist of things to see. They want experiences that inspire, amaze and revitalise them. Feel New highlights the rich emotional benefits that a visit to NSW provides." Destination NSW shared data on the success of the Feel New campaign at the NSW Visitor Economy Forum earlier this month. Watch a video here to learn more.
FEEL NEW ON THE SAPPHIRE COAST
CAMPAIGN SUCCESSDestination NSW, in consultation with Sapphire Coast Destination Marketing, recently delivered a Feel New marketing campaign in response to challenges that emerged in the region due to COVID-19-related border closures. The campaign was delivered via the Feel New Co-operative Marketing Program, which provided four regions that had been hardest hit by state border closures - The Murray, Sapphire Coast, The Tweed and Broken Hill - with bespoke marketing support aligned to the Feel New brand. Learn more here. The Sapphire Coast campaign targeted travellers from Sydney, Southern NSW and the ACT across YouTube, Facebook, Instagram and digital advertising in News Corp’s Escape magazine. The objective of the campaign was to increase appeal and consideration of the Sapphire Coast among 25 to 44-year-olds by encouraging the audience to travel to the region to experience natural beauty without the crowds. Research conducted by Destination NSW into the effectiveness of the campaign showed it was highly successful in meeting its core objectives, with both appeal (40 per cent) and consideration of a trip to the Sapphire Coast (38 per cent) increasing significantly with people who saw the campaign, versus those who had not. In addition, 74 per cent of those who saw
the campaign went on to take action, including 18 per cent visiting a website about the Sapphire Coast for further information; 17 per cent deciding to expand their itinerary with additional Sapphire Coast locations; 13 per cent speaking to family and or friends about going to the Sapphire Coast for a holiday or short break; 12 per cent extending their length of stay by a night or more; and eight per cent booking a new trip to the Sapphire Coast during the campaign period. The campaign delivered over 12.9 million impressions via paid media with over 4.5 million completed views on YouTube. The Sapphire Coast pages on VisitNSW received 46,300 visits and generated 7600 leads to operators in Sapphire Coast during the campaign period. This was a 36.5 per cent increase in traffic during the campaign period compared to the previous period. View the campaign here.
THE VALUE OF TOURISM TO SOUTHERN NSWEvery minute of every day tourism delivers $5948 of domestic visitor spend to Southern NSW. That is $8.6 million per day, a value that grew by 100.4 per cent in 2022. Destination NSW's 'Value of Tourism to Southern NSW 2022' report shows the number of domestic visitors to the Destination Network was 6.09 million who spent more than $3.1 billion. The most visited LGAs for domestic travellers in Southern NSW was Eurobodalla (1.259 million), followed by Snowy Monaro Regional (1.17 million), Bega Valley
(1.011 million) and Goulburn Mulwaree (961,000). The most popular activities for domestic overnight visitors were eating out/dining at a restaurant and/or cafe (52 per cent), going to the beach (28 per cent) and visiting pubs, clubs and discos (27 per cent). In 2022, Destination NSW secured events for the southern NSW region that have delivered $244 million worth of domestic visitor expenditure to the state. They included Ultra-Trail Kosciusko by UTMB, Bowral Classic, Narooma Oyster Festival and the Wanderer Festival. Part of a 'Value of Tourism' Series.
HOW VIBRANCY REFORMS WILL BOOST THE
NSW 24-HOUR ECONOMY Live music and alfresco dining lovers, workers, hospitality businesses and creative organisations are set to benefit from new legislation that has been introduced in NSW Parliament. Outdated, complicated and often duplicated regulation will be overhauled under the 24-Hour Economy Legislation (Vibrancy Reforms) Amendment Bill 2023. 24-Hour Economy Commissioner Michael Rodrigues said: “This reform package is a fantastic step towards enhancing the night-time offerings across our city, and the state. The state has changed a lot in the past decade, but the problem is the regulations have not and they don’t reflect what people expect from a modern going out experience. "We're on a mission to remove unnecessary burden on venues so that they can focus more on customer experience and spend less time battling red tape. We want to create a more flexible environment for trading - to allow outdoor dining when the weather calls for it, music into the wee hours when your favourite band comes to town and the ability to shut streets for festivals that bring the community together, without wasting time and money on unnecessary and duplicative processes. "It’s now up to the NSW Parliament to make the call on whether we can get it across the line in time for summer!” The NSW Government is seeking feedback to help inform its finalised planning reforms for outdoor dining and live music venues. Click here to have your say
INDUSTRY VERDICT ON NIGHTTIME REFORMSNighttime economy stakeholders and industry experts have welcomed the NSW Government's Vibrancy Reforms. ARIA CEO Annabelle Herd said: “The removal of red tape that has suppressed NSW’s capacity to deliver a world-class live entertainment offering is a major step toward retuning the state to its former glory as a hotbed for fostering up-and-coming talent and connecting them with new fans.” Clubs NSW said the reforms were timely, as clubs across the state prepare to host music festivals and other performances during the festive
season, and with several clubs set to put on events as part of Destination NSW's upcoming Great Southern Nights program. ClubsNSW CEO Rebecca Riant said: "From Dunedoo Sports Club's annual Tunes on the Turf music festival to the bowling green that Leichhardt Bowling Club has transformed into an outdoor dining and entertainment space, our industry is always looking for new ways to support local artists and businesses and keep their communities vibrant and engaged. "We thank the NSW Government for including ClubsNSW in the consultation process for these reforms and for reducing some of the red tape for clubs when it comes to trading and hosting live entertainment. The changes announced today will make a huge difference for clubs looking to diversify their offerings." The Independent Bars Association of NSW (IBA) President Karl Schlothauer said: “The Vibrancy Reforms announced by the NSW Government herald the beginning of a new era for the nighttime economy in NSW. "It is great to see the NSW Government, come good on their election commitment by making the 24-Hour Economy Commissioner’s role a statutory appointment, having a permanent body within government championing the night is not only a good thing for industry it also great for locals and visitors to our wonderful state." The Property Council NSW Deputy Executive Director Helen Machalias said: “This legislation offers a blueprint for how the planning system could be modernised in other areas through a commonsense approach to
balancing the needs of various groups, using more nuanced compliance tools rather than blanket regulation and ensuring local councils can respond to community need, in this case by ensuring the flexibility of outdoor space that people embraced during COVID-19 remains in place.” Business NSW CEO Daniel Hunter said: "This new legislation will be the catalyst for street innovation, entrepreneurs and different uses." Learn more about the proposed legislation here.
HOW THE NIGHTTIME ECONOMY IS PERFORMINGThe Council of Capital City Lord Mayors has released its latest Measuring the Australian Night Time Economy Report, which shows the night-time economy generated $146 billion in sales turnover in 2021-22. This was a 10 per cent increase from the previous financial year and a five per cent rise compared to pre-pandemic levels in 2018-2019. The report profiles the night-time economy in NSW cities including Sydney, Newcastle, Parramatta and Penrith. It outlines the various initiatives aimed at supporting businesses in the sector and includes
analysis of trading patterns and mapping of business clustering.
NSW REGIONAL TOURISM LEADS THE NATIONThe latest DSpark report released by the Tourism & Transport Forum (TTF) Australia shows domestic travel to regional NSW is the success story of Australia’s domestic market. Average visitation to regional Australia surged nine per cent above pre-pandemic levels during December 2022 to May 2023. For all Australians, regardless of age group, the most popular regional tourism destination was North Coast NSW. Byron Bay/Ballina was the most visited area in the region, with visitation 4.2 per cent above pre-COVID-19 levels. The second most popular regional destination was South Coast NSW. Shoalhaven was the most visited area in the region, with
visitation 3.1 per cent above pre-COVID-19 levels.
STRONG FUTURE FOR HOTEL MARKETAn Accommodation Australia NSW panel discussion has confirmed domestic tourism has mostly returned to pre-pandemic levels, with international visitor arrivals continuing to climb each month. Accommodation Australia NSW Manager Stacey McBride said. “It was fantastic to hear from experts such as Taylor O’Brien from JLL Hotels and Hospitality Group, who confirmed a continued strong recovery in visitation over the short-to-medium term with Sydney and Melbourne markets expected to be the major beneficiaries." STR’s Matthew Burke said forward occupancy was consistently running ahead in comparison to last year, with Sydney anticipated to be the
strongest market.
GOOD FOOD GUIDE NAMES TOP NSW RESTAURANTSThe Sydney Morning Herald Good Food Guide 2024 Awards have named Double Bay's Margaret - with Neil Perry at the helm - as Restaurant of the Year. Chef of the Year is Josh Niland from Paddington restaurant Saint Peter and St Leonards' bistro Petermen. Regional Restaurant of the Year is Bistro Livi in Murwillumbah, while New Regional Restaurant of the Year is Bar Heather in Byron Bay. Bar of the Year is PS40 in Sydney. Malay Chinese Noodle Bar in Circular Quay and Ashfield has won the Critics' Pick Award. Alice Dwyer at Pipit in Pottsville received the Service Excellence Award. The Drinks List of the Year can be found at
Yellow Billy in Pokolbin.
TWO NSW WINERIES IN AUSTRALIA'S TOP 10The Halliday Wine Companion has revealed its Top 100 Wineries for 2023, a list that recognises the finest Australian producers who put their wine first in every aspect. Two NSW wineries made the top 10: Mount Pleasant vineyard came in at number three, with the judges noting that "a whole series of its current-release wines are classics in the making"; while Tyrrell's was in the number eight position and described as "a pillar of strength for its region". Chief Editor Campbell Mattinson said: “These are the producers that, essentially, guarantee that you’ll always drink well ... who are prepared to stake their
reputation on every single wine they release."
SYDNEY OPERA HOUSE CELEBRATES 50 YEARSThe 50th anniversary of the opening of the Sydney Opera House was marked from 20-22 October with events including a laser show on the building's iconic sails and an open house weekend. According to data from Deloitte, the Sydney Opera House contributed $1.2 billion to the state economy in FY23, including $824 million from tourism alone, with 82 per cent of international visitors saying it was a consideration in choosing Sydney as a destination. There were 1.8 million international visitors to the precinct in 2022-23. Deloitte modelling forecasts that international arrivals should reach pre-pandemic levels by late 2024, with the Sydney Opera
House likely to be an important contributor.
HIGHLIGHTS FROM SXSW SYDNEYThe inaugural SXSW Sydney may have officially come to close, but it has left an indelible mark on our creative industries and cultural landscape. With over 1100 events, including more than 500 conference sessions, an extensive music line-up, over 80 feature films and TV screenings and the launch of new games and tech, SXSW Sydney brought a wave of innovation and entertainment to NSW. Destination NSW was thrilled to highlight the "new" in NSW during activations at NSW House and the NSW Hub. NSW House alone welcomed more than 2200 attendees, hosted 64 guest speakers, held 16 panels, presented seven activations and poured over 1000 coffees. Bring on SXSW
Sydney 2024!
REGISTER FOR 'SELL ONLINE' WORKSHOPSJoin Destination NSW for a half-day Sell Online workshop and find out how to increase bookings by using online booking software, creating effective ATDW-Online listings and working with online travel agents (OTAs) to grow visibility. Upcoming workshops include Dubbo (register here), Sydney (register here), Broken Hill (register here) and Wagga Wagga (register here).
INBOUND STRATEGY WORKSHOPSDestination NSW is hosting a series of Inbound Strategy Workshops designed to help visitor economy businesses to develop and sell export-ready products to international visitors via the inbound travel trade. The first workshop will be held in The Tweed on 2 November 2023. Register here. Workshops will also be held in Merimbula on 21 November and Shoalhaven on 23 November.
NEW CENTRAL PARK FOR SYDNEYThe NSW Government has announced plans to transform part of Sydney's Moore Park Golf Course into a public park. Public consultations will be held to discuss how to repurpose this public asset. Visitors and local residents will be the beneficiaries of access to the new park, with over 30 million visits to the neighbouring Centennial Parklands every year.
APPLICATIONS OPEN FOR CID PILOT PROGRAMApplications have opened for the Australian-first Community Improvement District (CID) pilot program. It will provide successful applicants with funding ranging from $150,000 up to $400,000. CIDs are business-led place-based partnerships that bring businesses together to support and grow local economies, high streets and centres.
CRUISE SEASON KICKS OFF IN EDENThe first cruise ship of the season, Brilliance of the Seas, docked at Eden this week, bringing 2200 passengers to the town. There are 41 cruise ships scheduled to berth at the popular South Coast port this season, including nine maiden visits. Criuise Eden Manager Debbie Meers said: "If all the ships are at capacity, that's more than 70,000 passengers and 20,000 crew." It is estimated the current cruise season will inject $18 million into the town and its surrounds. Destination NSW has worked with Port Authority NSW to produce a revised Cruise Sydney & NSW – Along the Blue Highway guide, which showcases NSW cruise ports and experiences to cruise lines and stakeholders.
BUMPER NSW SEASON FOR PRINCESS CRUISESPrincess Cruises will have four ships sailing in Australian waters during the 2023-24 cruise season, with Royal Princess arriving this week in Sydney Harbour for its inaugural season. Princess Cruises Senior Vice President Asia Pacific, UK and Europe Stuart Allison said: "We’ll have 44 per cent more guest capacity than last season and 85 per cent more guests passing through Sydney, making this the biggest summer season in Australia Princess has ever had. The vast majority of guests disembarking [from the Royal Princess] are international so it is sure to be a multi-million-dollar day in economic contribution to NSW and setting the industry on the way
to exceed the $5.6 billion of economic contribution last year.“
CELEBRATING ABORIGINAL CULTURE IN MOREEThe Blak Markets will be running for the first time in Moree on Sunday 29 October at the Aboriginal Sculpture Walk at Jellicoe Park. The markets will kick off with a traditional Welcome to Country and Smoking Ceremony at 10am, followed by performances from local Aboriginal dance groups and singers, native plant and grain talks, hands-on weaving and fishnet crochet yarn bombing workshops and a variety of artists demonstrating their crafts. More than 20 stallholders will be selling a range of authentic and handmade artworks, clothing, jewellery and homewares. There will also be food stalls selling a variety of bushfoods.
UNITED CUP 2024 GROUPS ANNOUNCEDThe groups have been announced for the 2024 United Cup, with Sydney to host Groups B, D and F, beginning on Saturday 30 December. A blockbuster clash between Stefanos Tsitsipas and Felix Auger-Aliassime will kick of the Sydney matches when Greece and Canada square off in Group B. Group D includes France, Italy and Germany; while Group F includes Croatia, Netherlands and Norway. Quarter-final winners will progress to the semi-finals and finals at Ken Rosewall Arena in Sydney from 6-7 January 2024. View the full schedule here. The United Cup is proudly supported by Destination NSW.
NSW STATE OF THE BEACHES REPORTThe NSW State of the Beaches 2022-2023 report has been released by the NSW Government. It shows 96 per cent of monitored beaches have excellent water quality, up from 94 per cent in 2021-2022. Grades are compiled from water quality samples collected at sites monitored under Beachwatch and Beachwatch Partnership programs. Minister for the Environment Penny Sharpe said: "Rainfall is the main reason water quality changes, and we had a lot of it in 2022. The Beachwatch website has real-time information for swimmers who want to check conditions after rainfall.”
ASSOCIATION EVENTS SURVEY RESULTSAssociations Forum, which assists associations and charities in governance, membership, operations and finances, has released its Association Events Survey 2023. The results include 50 per cent of respondents reporting a return to pre-COVID-19 levels of event attendance, an easing of the significant growth seen in events in 2019, a change in attendee patterns that has seen many delegates booking much later for events and a trend towards conference organisers booking venues much later than previously, with the majority now only looking one to two years ahead.
NSW WINE WELCOMES CHINA TARIFF REVIEWNSW Wine Industry Association has welcomed the news that China has agreed to review the 220 per cent import duties it imposed on Australian bottled wine. President Mark Bourne said: "The announcement of a potential pathway to resolve the multi-year trade dispute, and the reopening of the Chinese market, is positive news for many grape growers and winemakers across NSW. NSW Wine has been active in supporting engagement with China that reaches beyond just commerce, particularly at an industry-to-industry level and in promoting collaboration."
SMALL BUSINESS CYBER SAFETYThe NSW Government is marking Cyber Security Awareness Month and Small Business Month with a new resource for small businesses to help them prevent identity theft and data breaches. ID Support NSW has developed a webpage containing information and tips on how to stay cyber secure, as well as free interactive learning modules and printable checklists to help businesses regardless of their size or budget. ID Support NSW also runs a free fortnightly webinar where business owners can learn directly from experts on how to keep customers’ personal information safe.
ECONOMIC IMPACT OF ROYAL EASTER SHOW Ahead of the 169th Sydney Royal Easter Show taking place from 22 March-2 April 2024, new research has been released about the impact of the 2023 Royal Easter Show. The event welcomed 878,677 attendees and had an impact of over $247 million on the NSW visitor economy. Statistics show that 17 per cent of attendees in 2023 were regionally based, while 77 per cent called Greater Sydney home. On average, guests spent over seven hours at the event watching the animal competitions, going on rides, shopping in the commercial pavilions, viewing the onsite entertainment, eating and enjoying the event atmosphere.
NEWSCORP TRAVEL TREND FORECASTNews Corp's biannual Consumer Travel Trend Forecast has given insight into the 13.5 million Australians who engage with its brands every month and identified the key consumer travel trends that will shape the next six months. The results show travellers are taking shorter, more frequent trips, closer to home and often booked spontaneously. Despite the economic downturn, people are still committed to holidaying, but some are adjusting the tempo of their trips and are more likely to be travelling domestically. Road tripping has maintained its popularity, while drinking and dining is a major priority for many travellers
NSW WINS AT TRIP.COM AWARDS Destination NSW has been named Best Global Partner at Trip.com Group's 2023 Global Partner Summit, while Sydney took out Most Popular Destination. The global travel service provider's sites include Trip.com, Ctrip and Skyscanner. The Best Global Partner 2023 award was based on Destination NSW's long-term partnership with Ctrip, as one of its first partners when it was established in China over 10 years ago. Sydney was named Most Popular Destination based on the number of consumer searches on all Trip.com platforms. Regional Director North Asia Jennifer Tung and Regional Manager South East Asia Siew Hoon Tan accepted the awards on behalf of Destination NSW.
SERVICE NSW BUSINESS BUREAU OPENSThe NSW Government has launched an initiative dedicated to breaking down the barriers to make doing business easier. The Service NSW Business Bureau will connect businesses with free, personalised support to understand and access government programs to grow their business, alongside digital tools to manage transactions and licences. From guidance on government regulations, processes and programs, to one-on-one advice on topics such as business planning, marketing and cash flow, the Service NSW Business Bureau will connect businesses with the support they need. There are more than 840,000 small businesses in NSW, which employ 1.8 million people.
VISITOR ECONOMY WEEKLY HIGHLIGHTS ABORIGINAL BUSINESS ROUNDTABLE GOES INTERNATIONAL: Aboriginal business leaders have met with their Māori counterparts to better understand and share information about how to grow Indigenous businesses and create new jobs in the fourth Aboriginal Business Roundtable on Closing the Gap. Learn
more VIRGIN NAMED AUSTRALIA'S MOST TRUSTED TRAVEL BRAND: Virgin has taken out the top tourism spot in the Roy Morgan Trusted Brand Awards. Learn more NSW TRIPLE-A CREDIT RATING REAFFIRMED: Global ratings agency Moody’s has affirmed NSW’s triple-A credit rating. Learn more Fitch Ratings has also acknowledged the
NSW Government’s 2023-24 Budget approach to stabilising the state’s finances with a triple-A rating. Learn more NEW INFRASTRUCTURE NSW CHIEF EXECUTIVE APPOINTED: Tom Gellibrand has been appointed to the role and brings more than 25 years of experience in strategic urban, transport and infrastructure planning and delivery at the state and local government level to the position. Learn more NEW QANTASLINK CEO APPOINTED: The Qantas Group has announced that Rachel Yangoyan will be the new CEO of its regional and charter business, QantasLink. Learn more CHANGE IN LEADERSHIP AT AUSTRALIAN REGIONAL TOURISM: Joel Chadwick has stepped into the role of Chair, Lori Modde has been appointed as Deputy Chair and Hamish Fell has taken on the role of Treasurer. Learn more DISASTER ASSISTANCE FOR KEMPSEY, MID-COAST AND PORT MACQUARIE HASTINGS: Following severe bushfires on 16 October 2023 onwards, assistance is being provided to individuals, businesses. primary producers, non-profit organisations and local councils through the jointly funded Commonwealth-State Disaster Recovery Funding Arrangements. Learn more RECOVERY CENTRE OPENS IN KEMPSEY REGION: A Recovery Centre has opened at
Willawarrin to support communities in and around the Kempsey region recover from the recent bushfires. Learn more BUS INDUSTRY TASKFORCE LAUNCHES WHITE PAPER FOR BETTER BUS SERVICES: To read the Directions for On-Street Transit White Paper click here ENTRIES OPEN FOR THE NATIONAL BANKSIA SUSTAINABILITY AWARDS: The awards seek to
highlight outstanding initiatives, individuals, and organisations contributing to a more sustainable Australia. Learn more ZIG ZAG RAILWAY BACK ON TRACK: The Blue Mountains’ historic Zig Zag Railway has benefited from a $3.6 million restoration of its locomotive workshop, funded by the NSW Government through Crown Lands. Learn more AIME EXPANSION
ANNOUNCED: Asia Pacific Incentives and Meetings Event (AIME) is moving to a larger show floor in 2024, with two new zones that are expected to bring a number of first-time exhibitors. 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
|