Insights - 9 June 2023
No images? Click here
NATURE-BASED TOURISM REBOUNDS IN NSW
Destination NSW has released a new report - Domestic Nature-Based Tourism in NSW - that reveals the state welcomed 29.6 million domestic visitors seeking outdoor and nature experiences in 2022, up 35.4 per cent on 2021.
Nature-based tourism is a market segment based around outdoor and nature experiences. It includes activities such as visiting national parks, whale or dolphin watching, going to the beach, visiting botanical gardens, visiting farms, bushwalking and/or rainforest walks, visiting wildlife parks, zoos and/or aquariums and bird watching.
Natural beauty and wildlife are important factors for domestic and international visitors when choosing a holiday destination. They offer an opportunity for local councils and visitor economy businesses to provide services that enable visitors to immerse themselves in the natural environment.
Domestic visitors seeking nature-based experiences stayed 52.5 million nights (up 21.9 per cent year on year) in NSW during 2022 and spent $16.7 billion (up 62.2 per cent year on year).
Prior to the pandemic, nature-based tourism drew 33.5 million domestic overnight and domestic day trip visitors to NSW in the year ending December 2019, who spent $13.8 billion. There were also 3.5 million international visitors to NSW who took part in nature-based experiences and spent $10.3 billion in the state in the year ending December 2019.
View the report here.
Destination NSW has created a Quick Tips for Creating Sustainable Experiences guide as part of its NSW First program. Produced in collaboration with EarthCheck, it includes small steps every business can take to start their sustainability journey, examples of how businesses can reduce their carbon footprint and information on the types of sustainable experiences that resonate with travellers. View the guide here.
MAJORITY OF AUSTRALIANS SEEK
NATURE-CENTRIC EXPERIENCES
The latest Nielsen Consumer and Media View data shows 76 per cent of Australians “display a keen interest in visiting new places”, with a significant majority showing a preference for “nature-centric experiences” (64 per cent), “coastal proximity” (59 per cent), and “exploration of secluded, off-the-beaten-track locations” (54 per cent).
In terms of online booking trends, Nielsen data showed 34 per cent of travel packages were predominantly booked through online platforms, reflecting a significant growth over recent years. Learn more here.
Additionally, online research conducted by OnePoll on behalf of Contiki also showed the ‘perfect moment’ for Australian travellers aged 18-34 was enjoying food or drink with a view (51 percent), followed by watching a sunrise or sunset with friends or family (49 percent).
BLUE MOUNTAINS TOURISM REBRAND REVEALED
Blue Mountains Tourism (BMT) has unveiled its new 'Been There Done That' advertising campaign and revamped website.
Delivered in partnership with Blue Mountains Council, the campaign has been made possible through the Federal and NSW Governments' Bushfire Local Economic Recovery Fund.
It targets domestic and international visitors who are unaware of the breadth of visitor experiences the region has to offer.
The campaign highlights activities for every season and reason, including canyoning, apple picking, horseback riding, ice skating, dining, art galleries, health, relaxation and more.
Blue Mountains Tourism president Jason Cronshaw said: "The Blue Mountains has been a fantastic magnet for visitors from around the world for more than a century, but that doesn’t mean we should stay the same. Our new branding is fresh and vibrant and reflective of the 21st century world we are blessed to live in.’'
BMT marketing manager Colleen Kanzora said: "I bet there will be some discoveries even for long-time locals. I’m really pleased to share that this campaign was created by Blue Mountains-based creative company Kin Things, keeping this grant funding local."
Watch the brand campaign here.
WESTERN SYDNEY AIRPORT SECURES FIRST FLIGHTS
The Qantas Group and Western Sydney International Airport (WSI) have reached a landmark agreement that will see both Qantas and Jetstar operating domestic flights from the new airport when it opens in late 2026.
The Qantas Group plans to operate up to 15 aircraft – 10 Jetstar and five Qantas – from WSI within the first year, flying domestic routes such as Melbourne, Brisbane and the Gold Coast.
It is expected these aircraft will carry around four million passengers through WSI each year on more than 25,000 flights.
Prime Minister Anthony Albanese and Minister for Infrastructure, Transport, Regional Development and Local Government Catherine King joined senior executives from Western Sydney Airport and Qantas this week on a tour of the airport’s construction, which is now more than 50 per cent complete.
Qantas Group CEO Alan Joyce said: “In just over three years Qantas and Jetstar will take off from Western Sydney connecting one of Australia’s fastest growing areas through direct flights across the country.
“As we take delivery of more aircraft and expand our fleet, we see Western Sydney Airport as a significant growth opportunity for the Group, which will complement our existing operations in the Sydney basin and nationally.
“Western Sydney International Airport has some big strategic advantages with no curfew, technology that allows aircraft to be turned around quickly and a next-generation baggage system.
“Our data shows that more than two million trips per year are taken by people who live in the Western Sydney catchment so we know there will be demand for these flights from day one. Jetstar has a long history of stimulating demand when it starts flying to new destinations through low fares, so expect to see some great value travel options."
WSI CEO Simon Hickey said: “WSI is being designed for growth and will eventually become Sydney’s biggest airport. We have a roadmap to grow to 82 million annual passengers, around the size of the world’s major airports, such as Dubai and London Heathrow.”
DESTINATION NSW GIVES LONDONERS
A TASTE OF VIVID SYDNEY
Destination NSW lit up the heart of London last week with a Vivid Sydney activation at an immersive entertainment space called Outernet London.
The activation included life-like imagery and video of light installations projected on some of Sydney’s most iconic landmarks, plus stunning footage of regional NSW.
Several media events were held at the installation, which was also open to the public, with an average footfall of 157,000 people per day.
VIVID SYDNEY 2023 WELCOMES 1.8 MILLION
ATTENDEES TO DATE
Vivid Sydney 2023 is on track to be the biggest and best in the festival’s history having welcomed more than 1.8 million attendees already to enjoy the Lights, Music, Ideas and Food events in this year’s program.
The King’s Birthday long weekend is traditionally a popular time to visit Vivid Sydney, and with good weather forecast, bumper crowds are expected across the 8.5km Light Walk from Central Station to Circular Quay.
Vivid Sydney Festival Director, Gill Minervini said this year’s festival was shaping up to be one for the record books.
“Vivid Sydney 2023 has renewed the CBD and brought vibrancy, fun and a huge uptick to the night-time economy,” Ms Minervini said.
DARK SPECTRUM: WYNYARD TUNNELS NOW AND THEN
Wynyard Station's hidden tunnels have been opened to the public for the first time in 60 years as part of Vivid Sydney.
The immersive light show takes visitors through 900 metres of the tunnel system. Secret passageways are lit up, while pulses of electronic dance music ring out across eight rooms. Each space representing a different human experience and associated colour, with visitors moving through rooms themed to separation, constriction, pressure, the unseen, reflection, the unfamiliar, connection and end with a revelation.
Completed in 1932, the Wynyard tunnels once formed part of one of the largest tramway systems in the world.
Dark Spectrum is running until July 16, with daily sessions from noon until 9.15pm. The entrance for Dark Spectrum is located in Wynyard Park.
Learn more about Dark Spectrum here.
DESTINATION NSW eMARKETING COURSE
Expressions of interest have opened for the Destination NSW Digital Skills Accelerator for Tourism: eMarketing. The free course will provide NSW accommodation, tour and attraction businesses with knowledge and skills to maximise artificial intelligence (AI) tools, Canva, eMarketing platforms and video content to increase website visitation, formulate email marketing campaigns, generate new leads, and create a digital brochure. Expressions of Interest close 23 June 2023.
FIFA TROPHY TOUR FOR NSW
FIFA Women’s World Cup 2023™ has launched the NSW leg of its Trophy Tour ahead of the tournament kicking off on 20 July 2023. Minister for Tourism John Graham said: “The FIFA Women’s World Cup 2023 will help grow the state’s visitor economy and create jobs. More than 16,000 visitors are expected to come to Sydney during the tournament, injecting more than $21 million into our state’s visitor economy." Eleven tournament matches have been secured for Sydney by Destination NSW.
ACCC REPORT: AIRLINE COMPETITION
The ACCC has released its Airline Competition in Australia report, which concludes that a lack of competition in Australia’s domestic airline industry has resulted in higher airfares and poorer service for consumers. The report said the expansion of Rex and entry of Bonza had created an opportunity for the domestic industry to be more competitive, however they would need to grow significantly to compete meaningfully with Qantas Group and Virgin Australia. In April 2023, the two major airline groups flew 94 per cent of all domestic passengers.
TOURISM PILOT FOR PEOPLE WITH DISABILITY
The Federal Government has announced that organisations across Australia will share in $3 million to promote greater workforce participation for people with disability to work in the visitor economy. Project Etico Australia Limited will deliver the ‘Blue Mountains Tourism Disability Inclusion Project’ in Western Sydney, including interactive workshops, individualised support, coaching, peer support and disability-led capacity building activities for employers. The pilot will commence in early July 2023 and will continue for a period of 12 months.
REX TO FLY ADELAIDE-SYDNEY ROUTE
Rex will launch flights between Adelaide and Sydney from 29 June 2023. Rex Deputy Chairman the Hon John Sharp AM said: “This new route brings us one step closer to our ambition to fly between every capital city in Australia. More new routes will be announced shortly.” Adelaide Airport Managing Director Brenton Cox said “This service provides South Australian passengers with more choice when flying on our second most popular route and will start in time for the July school holiday peak.”
COVID-19 CLINIC CLOSES AT SYDNEY AIRPORT
Sydney Airport’s COVID-19 testing clinic has swabbed its final passengers, marking a new era in aviation recovery. Histopath Diagnostic Services first set up its clinic at Sydney Airport in December 2020 to test departing and arriving passengers. Since then, more than 500,000 passengers have been swabbed, completing either a PCR or RAT test. On its busiest days more than 2500 people were swabbed at the clinci and it took a team of over 40 nurses, laboratory staff and liaisons to keep up with demand.
PARRAMATTA MUSEUM SITE IS RISING
The world’s heaviest capacity tower crane has begun lifting pieces of Powerhouse Parramatta’s massive steel exoskeleton into place, marking a major milestone in the project. The exoskeleton will be made up of more than 1300 individual pieces of steel, ranging up to 20 metres in height and giving a unique look to the state's biggest cultural infrastructure build since the Sydney Opera House. Minister for Jobs and Tourism John Graham said: “Once complete, Powerhouse Parramatta is expected to bring two million visitors to Western Sydney each year.”
HOUSEHOLD SPENDING GROWTH SLOWS
Australian Bureau of Statistics (ABS) data shows household spending growth has slowed. ABS head of business indicators Kate Lamb said: “From a peak of 29.1 per cent in August 2022, this month’s six per cent growth has followed a downward pattern from an 11.9 per cent rise in February and an 8.4 per cent rise in March. This is mainly due to lower growth in spending on consumer services, like holiday travel and eating out, which continues to normalise.” In NSW, spending in hotels, cafes and restaurants rose 13.7 per cent.
DISASTER READY FUND PROJECTS ANNOUNCED
NSW will be better protected and prepared for future disasters following the announcement of 19 projects funded under Round One of the Federal Government’s new Disaster Ready Fund. They include delivery of risk reduction equipment, a critical evacuation centre and early warning systems in Western NSW; works to reduce flood and erosion risks in the Lismore river catchment on the North Coast; and strategic partnerships with Aboriginal communities and organisations to reduce the risk and impact of disasters.
AUSTRALIAN FESTIVAL CONFERENCE
Minister for the Arts, Minister for Music and the Night-time Economy and Minister for Jobs and Tourism John Graham will be a keynote speaker at the Australian Festival Industry Conference (AFIC), which is being held from 30-31 August 2023 at Luna Park, Sydney. Minister Graham will outline the NSW Government's priorities moving forward and what this means for the major events and festival industries. AFIC is the Asia Pacific’s leading industry event for festival management staff who deliver music, arts and culture, food and drink, ideas and sporting festivals.
QUAY QUARTER WINS MAJOR AWARD
Professional, residential and dining precinct Quay Quarter Sydney has been named as one of 10 winners in the 2023 Urban Land Institute (ULI) Asia Pacific Awards for Excellence. ULI Asia Pacific President David Faulkner said the winners demonstrated exceptional innovation and practice in land use, particularly in terms of establishing a deep connection with the community, enriching liveability and elevating connectivity to surrounding amenities.
NSW SKI SEASON OPENS FOR 2023
Extensive snowfalls have been recorded in the Snowy Mountains ahead of the 2023 ski season launch. The NSW ski season commences each year on the KIng's Birthday long weekend and runs until October. Thredbo is celebrating with its Winter 2023 Opening Weekend. Events will include dining, live entertainment, Olympian meet and greets, fireworks, kids’ activities and more. Perisher will welcome winter to the sounds of its PEAK Music Festival.
NEW AUSTRALIA'S OYSTER COAST WEBSITE
Australia's biggest producer of Sydney rock oysters - Australia’s Oyster Coast (AOC) - has launched a new consumer brand and website. AOC sources oysters from seven farms and 20 estuaries on the NSW coast. It works directly with farmers, as well as farming itself, builds relationships with wholesalers, retailers and chefs and supports events such as Narooma Oyster Festival.
DOMESTIC NIGHTS AWAY EXCEED 2019
Tourism Research Australia has released its latest domestic tourism snapshot, which shows March 2023 saw nights away and spend exceed pre-pandemic levels in Australia. Spend was up 32 per cent ($2.1 billion) on March 2019 to $8.5 billion. Visitors spent 31.7 million nights away, which was up 4 per cent compared to March 2019. Domestic overnight spend in NSW was up 27 per cent on 2019.
VISITORS BOOST ECONOMY IN MARCH QUARTER
The Australian economy only rose 0.2 per cent in the March quarter, but travel exports (ie visitors to Australia) increased by 17.5 per cent as the sector continued to recover from the pandemic and due to the return of international students. ABS head of National Accounts Katherine Keenan said: "Travel services exports have now recovered to around 70 per cent of pre-pandemic levels."
ILLAWARRA ORCHARD WINS MAJOR AWARD
Wollongong's Glenbernie Orchard has won the inaugural Agritourism Award at the Apple and Pear Australia Ltd (APAL) Awards for Excellence. Glenbernie Orchard is a sixth-generation family farm, growing apples and other fruit, making products such as cider and offering visitor experiences. The APALs recognise the contributions of those who’ve helped to shape the apple and pear industry.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
LAST CALL FOR REVIVING INTERNATIONAL TOURISM GRANTS: Austrade will close applications on 13 June 2023 for funding to help eligible tourism exporters and travel wholesalers attend expos and conferences and conduct marketing activities. Read more
STORM AND FLOOD SUPPORT UPDATE FOR STAKEHOLDERS: The NSW Government has released an updated communication toolkit to help share important information with networks and communities impacted by severe storms and floods. View toolkit
VISIT HAY APP LAUNCHES: Hay Shire Council has released an app that takes visitors on a tour of the town's four museums. Learn more
NIGHT AT THE BARRACKS RETURNS: The open-air concert series will be held at North Head Sanctuary, Manly, from 15 September to 8 October 2023. Learn more
REMEMBERING MAX HAZELTON: A public memorial service for the aviation pioneer and founder of Rex forerunner carrier Hazelton Airlines will be held at Orange Airport on 16 June 2023. Register here to attend
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
