Insights - 16 December 2022
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CHRISTMAS MESSAGE FROM THE DESTINATION NSW CEO
On behalf of the Destination NSW Board and team, I would like to thank everyone in the visitor economy of our great state for their support, encouragement and outstanding commitment in 2022.
It has been a milestone year for NSW full of wins, challenges and opportunities as we worked together to build back better during the recovery phase of the NSW Visitor Economy Strategy 2030.
Major highlights have included the NSW Government’s Aviation Attraction Fund, managed by Destination NSW, which is forecast to give a $142 million boost to the visitor economy over summer through 280,000 additional inbound airline seats.
Destination NSW also recently announced $2.5 million in Experience Development Fund grants for 18 projects ranging from wildlife encounters to food and wine activities and wellness retreats in Greater Sydney and regional NSW.
Sydney’s 2022-2023 event calendar is heating up too, thanks to our agency’s support. It currently includes 84 major events and is forecast to deliver over $500 million in visitor expenditure for NSW. They include Noël Sydney, a new Christmas celebration that is lighting up the Royal Botanic Gardens from 9–24 December 2022.
It is also shaping up to be an exciting summer for the regional NSW events calendar, with the iconic Tamworth Country Music Festival and Parkes Elvis Festival in January, followed by the World Athletics Cross Country Championships in Bathurst in February.
None of this would be possible without the dedication of the Destination NSW team. Last week, the agency held its first-ever End of Year Recognition Awards ceremony, which honoured six outstanding staff members.
The award categories have been aligned to the agency’s values – Ownership, Collaboration, Passion, Agility, Respect and Excellence - to embrace and showcase positive ways of working.
Congratulations to Elliot Constable, Rachael Hayes, Kylie-Jane Menzies, Douglas Martin, Adrian Tamone and Nora Ortiz on winning the awards and to all 62 deserving nominees.
I am awed by the dedication shown by every member of the Destination NSW team in delivering amazing outcomes for the people of NSW.
Best wishes for the holidays and I hope you have a safe and joyous festive season.
Steve Cox
Destination NSW CEO
NEW REPORT FORECASTS TOURISM BOUNCE BACK
Tourism Research Australia (TRA) has published its first 'Tourism Forecasts Australia' report since the start of the pandemic, which shows total visitor expenditure will surpass pre-pandemic levels this year and total $227.7 billion by 2027.
Domestic overnight trip and day trip expenditure moved higher than pre-pandemic peaks this year. They are projected to reach $137.9 billion and $41.1 billion respectively by 2027. TRA forecasts the number of visitor nights will surpass pre-pandemic levels in 2023.
International visitor expenditure is expected to exceed pre-pandemic levels in 2024. TRA forecasts this to increase to $48.8 billion by 2027. Visitor arrivals are forecast to move higher than pre-pandemic levels in 2025 and total 11 million by 2027.
By 2027, New Zealand Europe, the US, UK and India are projected be among Australia's leading sources of international visitors, with China also expected to return to prominence over the forecast period.
View the report here.
Australian Bureau of Statistics data for October 2022 shows NSW had the highest number of visitor arrivals for short-term trips (150,840, an increase of 149,860 compared with the corresponding month of the previous year).
The three leading source countries for visitors to NSW were: New Zealand (27,750 trips) US (18,740) and UK (16,750).
For visitors arriving in NSW for a long-term trip (one year or more) there were 14,590 arrivals, an increase of 14,200 compared with the corresponding month of the previous year.
The total number of visitors to Australia was 1,212,850 – a monthly increase of 141,330 trips.
Pictured: Sydney Airport is gearing up for its busiest Christmas in three years, with more than 2.2 million passengers projected to pass through the terminals during the peak holiday period from 12 December to 1 January, an 82 per cent recovery compared to the same period in 2019.
DESTINATION NSW SUPPORTS THE STATE’S FUTURE
EVENT MANAGEMENT WORKFORCE
Destination NSW is investing in the future of the state’s event industry by providing scholarships for aspiring event managers in partnership with Meetings and Events Australia (MEA).
The scholarship program will support seven up-and-coming event professionals to upskill by undertaking a Diploma of Event Management.
The Diploma of Event Management, delivered by Meetings and Events Australia, is an industry designed and delivered qualification that includes training in the core competencies of the sector, from project and budget management to customer service and operational planning.
The Sydney business event pipeline through to 2029 features 85 global and national events, generating an estimated $483 million in direct expenditure, while the regional conference industry is worth more than $300 million in annual visitor expenditure.
Minister for Tourism Ben Franklin said: “These professionals will support the delivery of a robust events calendar in years to come that will drive visitor demand and generate visitor expenditure for Sydney and regional NSW.”
Meetings and Events Australia CEO Peter McDonald said: “These are the skills that our future event managers need to be successful and to empower the delivery of outstanding events in Sydney and regional NSW.”
Applications will close on 22 January 2023 and scholarships will be awarded to one successful candidate per Destination Network who meets the eligibility and assessment criteria.
DESTINATION NSW RELEASES 2021-22 ANNUAL REPORT
Destination NSW has released its annual report for 2021-22, which highlights the NSW Government's major events and tourism agency's focus on reinvigorating the NSW visitor economy through marketing activity, stakeholder education and a vibrant events calendar.
The 2021-22 financial year began with NSW in lockdown and travel restrictions in place. However, the visitor economy saw signs of recovery, with almost 560,000 international visitors coming to NSW and slight increases in total visitor expenditure, which reached $25.7 billion. The resumption of domestic cruising in NSW at the end of May 2022 was another positive step on the road to recovery.
Destination NSW kept its focus on developing new programs and initiatives to reinvigorate the visitor economy. Key among them was the launch of the new ‘Feel New’ brand. ‘Feel New’ was the culmination of extensive consultation with stakeholders to develop a brand that brings a fresh, new approach to the NSW Government’s strategy to grow visitation and connect with people on a personal level.
It was the first dedicated brand for the NSW visitor economy in a decade and marks a new era in the way the NSW Government promotes our state. ‘Feel New’ generated more than 987 media placements in the first 24 hours after its official launch, including coverage on all major news programs across Australia.
Among other key initiatives managed by Destination NSW were the $60 million Aviation Attraction Fund and a robust major events calendar, led by Vivid Sydney 2022, which surpassed all previous records, attracting total attendance of almost 2.6 million visitors, a 7.5 per cent increase on 2019.
Destination NSW CEO Steve Cox said: "We made considerable progress in 2021-22 and are well placed to continue that momentum.
"Looking ahead, our key focus is on supporting our visitor economy stakeholders to increase visitor expenditure and continuing to secure new events to support the NSW Government’s aim to make NSW the premier visitor economy of the Asia Pacific by 2030."
CHRISTMAS SKYSHOW FOR SYDNEY
Noël Sydney Christmas Skyshow will take to the air for the first time tonight at 8.15pm and 10pm. Hundreds of drones will redefine festive storytelling in an Australian Christmas first. The skyshow will continue every night until Christmas Eve. Noël Sydney features a Christmas market amid a glowing forest, alongside food trucks, bars, entertainment. There are also nightly workshops, including Christmas wreath making and decorations. Noël Sydney is part of the NSW Government’s Sydney in Summer event series, secured by Destination NSW.
FUNDING FOR ABORIGINAL BUSINESS GROWTH
The NSW Government will invest $10 million to help Aboriginal businesses diversify and grow. The funding will support actions to expand the Aboriginal business sector, including networking and mentoring, leadership and recognition. Minister for Aboriginal Affairs Ben Franklin said: “This funding will deliver on key learnings from our previous Aboriginal Business Roundtables and support the growth of the Aboriginal business sector, which we know is a powerhouse for Aboriginal economic prosperity and self-determination.”
ART GALLERY EXPANSION ATTRACTS 86,000 VISITS
People across NSW have flocked to the Art Gallery of NSW’s new building. Its opening week saw more than 86,000 visits to the gallery and more than 25,000 people at the Art for All concert in The Domain. The free concert - supported by Destination NSW and headlined by Grammy-nominated pop star Ellie Goulding – celebrated Sydney’s newest landmark and was the culmination of an opening program of art, music, performance and talks to mark the opening of the Art Gallery’s expansion.
DESTINATION NSW HOSTS WORLDPRIDE SHOWCASE
NSW First held a Product Showcase for visitor economy businesses to present their Sydney WorldPride experiences to Destination NSW teams. It was an opportunity to provide updates, receive feedback and discuss opportunities for working together. Representatives from various teams at Destination NSW attended, including Product and Distribution Development, PR and Visiting Media, Partnership Programs, Content and Creative Services, Digital Marketing and Regional Conferencing.
AUSTRALIAN TOURISM AWARDS FINALISTS
The Australian Tourism Industry Council has announced the finalists for the 2022 Qantas Australian Tourism Awards. The awards recognise excellence across 25 categories including Major Tourist Attractions, Festivals and Events and Adventure Tourism. Destination NSW is supporting Sydney as the host city for the 2022 Qantas Australian Tourism Awards on 17 March 2023. Tickets to the ceremony, which will be held at Dolton House on Darling Island are now on sale, click here for more information.
WORLD CUP SPECIAL TRADING EXTENSION
Football fans will be able to celebrate the FIFA World Cup final at hotels and clubs across the state for venues providing a live broadcast of the match. The NSW Government is extending trading from 10pm on Sunday, 18 December 2022, through to 5am on Monday morning, 19 December. Minister for Hospitality and Racing Kevin Anderson said: “It is great to see the special extended trading hours bringing benefits to the hospitality sector in NSW, creating more jobs and options for people to celebrate different events.”
DESTINATION NSW INKS ACCOR MoU
Destination NSW and Accor have inked a new three-year MoU that will accelerate visitation to Sydney and regional NSW via cooperative marketing campaigns. Accor is the largest hotel operator in NSW, with more than 100 hotels, resorts and apartments throughout the state, including international brands such as Sofitel, MGallery, Pullman, Swissôtel, Grand Mercure, Peppers, The Sebel, Mantra, Novotel, Mercure, BreakFree, ibis, ibis Styles and ibis Budget.
EVENTS BODIES PREPARE TO MERGE
Exhibition and Events Association of Australasia (EEAA) members have unanimously supported a resolution that would allow its board to merge with the Association of Australian Convention Bureaux (AACB) and Australian Convention Centre Group (ACCG), creating a new entity. AACB president Michael Matthews said a united front would have substantial benefits for sector advocacy, with one key voice fighting for industry growth and support.
FIVE HEADLANDS COASTAL EXPERIENCE FUNDING
The Five Headlands Coastal Experience has received $3.3 million in funding from the NSW Government’s Regional Tourism Activation Fund to create day walks, a multi-day hike and kayaking experience that connects four Macleay Valley Coast National Parks and links five headlands from Grassy Head to Point Plomer. The experience crosses National Park and council managed land and is a partnership between NSW National Parks and Wildlife Service and Kempsey Shire Council. Stage One will see existing walking trails along the coastline linked up.
FIFA WOMEN'S BASE CAMPS CHOSEN
Three facilities in Sydney and two on the Central Coast have been selected as FIFA Women’s World Cup 2023™ Team Base Camps. In Sydney, Campbelltown Sports Stadium will be home to the Republic of Korea, with Glenwood's Valentine Sports Park the base for France and Bossley Park's Marconi Stadium hosting Colombia. On the Central Coast, England will be based at Central Coast Stadium, with Germany at Central Coast Sport and Recreation Complex. Eleven games will be held in Sydney, including the final, supported by Destination NSW.
ICC SYDNEY CELEBRATES TRIPLE WIN
International Convention Centre Sydney (ICC Sydney) has been recognised as the exhibition and event industry’s highest achiever across three categories at the Exhibition and Event Association of Australasia’s Awards for Excellence. The venue’s Waste Management Plan won the Sustainability Initiative of the year; Senior Manager, Event Operations Jimmy Kadwa was celebrated as the Unsung Hero for his outstanding contribution to the exhibition and events community; and Senior Event Manager Jack Weatherby-Fell was awarded the Richard Geddes Young Achiever Award.
MADAGASCAR THE MUSICIAL PREMIERES
Madagascar The Musical has its Australian premiere tonight at Sydney Coliseum Theatre in Rooty Hill. Destination NSW has secured the nation’s first season of the international hit production, which has already performed to sold-out audiences across the UK and New Zealand. The limited season will run from 16 December 2022 to 1 January 2023. Minister for Tourism Ben Franklin said: "Madagascar – The Musical will be a major drawcard for Western Sydney with thousands of visiting theatregoers to inject over $2 million into the local economy during its two-week run."
ACTIVE TRANSPORT PLAN FOR NSW
The NSW Government has set a target of doubling walking and cycling trips, with the release of the state’s first Active Transport Strategy. Among the aims are to create walkable and connected 15-minute neighbourhoods across NSW to increase the percentage of short trips on foot and decrease those by car. It also aims to deliver more than 1000 kilometres of new cycleways and supporting infrastructure for continuous and connected cycling networks.
FAST CHARGER SECOND ROUND GRANTS OPEN
The NSW Government is investing a further $80 million to co-fund up to 180 ultra-fast charging stations in round two of its grants program, with all stations to be built over the next 24 months. This investment will see the largest and fastest public EV fast charging network in Australia. The ultra-fast chargers will be able to charge modern EVs from 20 per cent to 80 per cent in around 15 minutes and all stations will be fully powered with renewable energy.
REFLECTIONS DELIVERS $83.2 MILLION TO NSW
After welcoming two million guests in 2022 and contributing more than $83 million in economic value to regional NSW communities, Reflections Holiday Parks has published its first report card since launching its 2030 Strategic Plan in May this year. Highlights include $16.9 million in park developments and upgrades, with a further $34.8 million planned for 2023, to grow regional NSW tourism; and contributing $3.5 million to help Crown land managers such as councils and community groups in the upkeep of community reserves.
NEW SIGNS PROTECT NSW WINE SUPPLY
The NSW Government will install 65 new biosecurity signs across the state’s wine regions to keep vineyards phylloxera free. Phylloxera are very small aphid-like insects that are regarded as the world’s worst grapevine pest. Minister for Agriculture and Western NSW Dugald Saunders said an incursion of phylloxera in the state’s prime wine-growing regions would be devastating, not only for wine production but also for the 53,000 people the industry employs, with the grape sector contributing $14 billion to the NSW economy annually.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
NEW CEO FOR CREATE NSW: Annette Pitman has been appointed to lead Create NSW after acting as interim chief for 10 months. Learn more
MORE CULTURAL EVENTS AND FESTIVALS HEADING FOR LOCAL STREETS IN 2023: Another 122 community and not-for-profit groups will be able to host cultural celebrations in their local communities next year thanks to the NSW Government's Stronger Together Festival and Events Grants program. Learn more
NSW GOVERNMENT INVESTS $200 MILLION TO IMPLEMENT FLOOD INQUIRY RECOMMENDATIONS: The funding will ensure emergency services are better equipped to respond to future disaster events and support impacted communities during recovery. Learn more
NSW MOVES ONE STEP CLOSER TO COMPLETELY SEALED HIGHWAY NETWORK: A decade-long project to completely seal 153km of the Silver City Highway has been achieved, providing a safer and more resilient road for motorists. Learn more
LOCALS TO SHAPE THE FUTURE OF SYDNEY’S PARKS: Forty-one locals will play a greater role in the future of Sydney’s iconic parks as the inaugural members of Greater Sydney Parklands’ new community trustee boards. Learn more
ARCHITECTURAL TEAM APPOINTED FOR POWERHOUSE ULTIMO RENEWAL:
The team's concept was unanimously selected by an expert jury following a national design competition. The renewal is part of the NSW Government’s record investment in cultural infrastructure. Learn more
NEW HARBOURSIDE PRECINCT GETS THE GREEN LIGHT: Plans to breathe new life into a forgotten piece of Sydney's iconic harbour have received the final tick of approval with the rezoning of the Blackwattle Bay precinct now finalised. Learn more
SYDNEY FISH MARKET PROJECT REELS IN TONNES OF RUBBISH: More than two tonnes of rubbish has been removed from Sydney Harbour as part of the new Sydney Fish Market development, which is on track for completion in 2024. Learn more
NSW NATIONAL PARKS LAUNCHES PHOTO COMPETITION: The photo competition is an opportunity for nature lovers and photographers to showcase the beauty and diversity of parks and reserves. Entries close 31 January 2023. 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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