Growing the NSW Visitor Economy - Dawn of a New Era March 2012 - PowerPoint PPT Presentation

Growing the NSW Visitor Economy - Dawn of a New Era March 2012 Presented by Sandra Chipchase

Destination New South Wales Vision : To make Sydney and NSW one of the world’s most successful tourism and events destinations Mission : To double visitor expenditure by 2020 and maximise the benefits of the visitor economy for NSW Corporate Goals - To generate increased overnight visitor expenditure in Sydney and New South Wales - Attract and secure high value Major Events - Build a sustainable Events Calendar for NSW - Maximise yield and dispersal from the Visitor Economy - Create and sustain a high performance organisation 2

NSW Government Commitment Goal: Double the overnight visitor economy by 2020 - From $18.3B $36.7B - To achieve that goal, DNSW and partners must deliver 6.5% growth p.a 3

Overnight Visitor Economy Expenditure in New South Wales Actual, Forecast, Target and Trend to 2020 $36.7b $12.7b Overnight Visitor Expenditure ($ Billions) $24b Actual $18.3b Source: Tourism Forecasting Council 4

How Are We Going to Achieve That? • Promoting to Key Markets – Domestic and International • Developing New Market Initiatives - Innovation • Redefining Our Events Strategy – Event Genre, Seasonality, ROI • Growing Our Industry Partnerships and Distribution Channels • Reinventing The Way We Operate and Engage with Industry • Utilising New Technologies • Focusing on The Right Customer • Implementing the Visitor Economy Taskforce (VET) Recommendations 5

NSW Visitor Economy Taskforce • The Visitor Economy Taskforce was established by the NSW Government to develop a tourism and events strategy to double overnight visitor expenditure by 2020 • Members of the Visitor Economy Taskforce: • Russell Balding, AO – Chairman • The Hon. Bruce Baird, AM • John King, OAM • Sandra Chipchase (CEO, Destination NSW) • 14 Advisory Group Chairs • A Visitor Economy strategy is broader and more comprehensive than a traditional tourism and/or events industry strategy • The Taskforce is consulting widely with stakeholders

Workshop Consultation Approach: Identifying factors to achieve growth Demand Side Target Consumer Cooperative Brand Promotions Distribution Markets Trends Partnerships Supply Side Transport Infrastructure & Visitor Investment Events Destination Industry Access Product Experience Attraction Planning & Development Development Delivery Management Overarching Factors Innovation Skills, Training & Labour Sustainability Local and Regional Factors Key challenges, opportunities and strategies

Visitor Economy Taskforce Timeline DATE 21 October 2011 Online consultation opened 15 November 2011 Consultation workshops commenced 30 November 2011 Online consultation closes and submissions due December 2011 Advisory Group Chairs present to Taskforce End of February 2012 Interim Report due End of May 2012 Final Report due

Opportunities – Where Are They? International • China/India/Asia • Sector Focus - VFR & Youth/Education, Events, Leisure, Business Delegations, Conventions, Incentive Travel, Cruise Market • Seasonal Campaigns – event driven Domestic/Regional • Sector Focus - Youth, Short Breaks, Families, Grey Nomads/Caravan and Camping • Seasonal Campaigns – event driven • New approach to the way we work and promote regions – no more logo soup (consistent brand) • Business Events – Conferences, Field Trips, Incentive Travel Events • Consolidate current list • Build new ‘anchor’ events for Sydney and Regional NSW • Align Event Acquisition and Development with our new Brands for Sydney and NSW • Focus on events that deliver high ROI towards the 2020 goal 9

10 International Visitor Trends

International Visitor Trends - Annual % change latest year International Visitor Trends – Annual 3,500,000 -2% NSW 3,000,000 QLD 2,500,000 -3% 2,000,000 Visitors +9% VIC 1,500,000 1,000,000 Australia + 1% 500,000 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Year Ending September Source: TRA International Visitor Survey September 2011 11 11

International Visitor Nights - Annual 80,000,000 % change latest year International Visitor Nights – Annual +5% 70,000,000 NSW 60,000,000 50,000,000 +4% Nights QLD 40,000,000 +3% 30,000,000 VIC 20,000,000 Australia + 4% 10,000,000 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Year Ending September Source: TRA International Visitor Survey September 2011 12 12

Top Source Markets – Visitors to NSW 500,000 450,000 400,000 350,000 300,000 250,000 200,000 150,000 New Zealand United Kingdom 100,000 China USA 50,000 Korea Japan 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Year Ending September Source: TRA International Visitor Survey September 2011 13 13

Top Source Markets – Visitor Nights in NSW China United Kingdom 12,000,000 Korea New Zealand USA India Japan 10,000,000 8,000,000 6,000,000 4,000,000 2,000,000 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Year Ending September Source: TRA International Visitor Survey September 2011 14

Top Source Markets – Expenditure in NSW China United Kingdom 1,400 Korea New Zealand USA India 1,200 Japan 1,000 $ Millions 800 600 400 200 0 2005 2006 2007 2008 2009 2010 2011 Year Ending September Source: TRA International Visitor Survey September 2011 15

61% of all international nights to NSW – come from Youth Market Youth market NIGHTS +4% 45,000 40,000 41.3 million nights 35,000 Nights (thousands) 30,000 23 million nights 25,000 20,000 23 million nights 15,000 10,000 5,000 0 2005 2006 2007 2008 2009 2010 2011 NSW VIC QLD Source: IVS YE 2011 16

Eastern Markets - Dispersal in Regional Visitor Nights Spent in Sydney NSW India 95% 5% Korea 93% 7% Japan 92% 8% Hong Kong 92% 9% Indonesia 92% 9% China 90% 10% Malaysia 88% 12% Taiwan 85% 15% Thailand 84% 16% Singapore 82% 19% All Markets to NSW 84% 16% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Sydney Regional NSW Source: International Visitor Survey 17 17

Western Markets - Dispersal in Regional Visitor Nights Spent in Sydney NSW Italy 85% 15% Ireland 82% 18% France 81% 19% United Kingdom 75% 25% Scandinavia 75% 25% USA 75% 25% New Zealand 75% 25% Germany 75% 25% Canada 72% 28% Switzerland 71% 30% Netherlands 68% 32% Total markets to NSW 84% 16% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Sydney Regional NSW Source: International Visitor Survey 18 18

Top Destinations in Regional NSW (Where International Visitors Stay Overnight) 170,423 180,000 160,000 140,000 120,000 100,000 83,862 72,031 66,283 80,000 55,737 60,000 51,242 29,907 29,272 27,388 26,983 40,000 24,066 23,574 20,000 0 Byron Bay Blue Mountains Coffs Harbour Port Macquarie Wollongong Shoalhaven Bega Valley Eurobodalla Newcastle Port Stevens Gosford Tweed International Overnight Visitors to Regional NSW Source: International Visitor Survey 19

20 Domestic Market Trends

Domestic Visitor Trends – Annual % change latest year 30,000 NSW +3% 25,000 QLD 20,000 +6% Visitors 15,000 +6% VIC 10,000 Australia +4% 5,000 0 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Year Ending September Source: TRA International Visitor Survey September 2011 21 21

Domestic Visitor Nights – Annual % change latest year 100,000 NSW 90,000 2% 80,000 -2% 70,000 QLD 60,000 +2% Nights 50,000 VIC 40,000 30,000 20,000 Australia + 1% 10,000 0 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Year Ending September Source: TRA International Visitor Survey September 2011 22 22

23 International and Domestic Opportunities

Partnerships - Incorporate NSW destination messaging and images into partner campaigns and promotions - Build on partnerships with Tourism Australia + other States - Partnerships with Tourism Industry (campaigns) - Business Events Sydney - Airline and rail partnerships crucial 24

Market Focus - Asian Markets - present significant opportunities but we still need to defend share in large volume traditional markets - Singapore/Malaysia growth via new Low Cost Carriers - More resources for Greater China - Capitalise On Youth Segment Opportunities - Event Packaging Opportunities 25

Channels to Market - Publicity/Promotions and Digital - Outstanding Visuals/Content - invest in materials that can be shared globally with partners - “Making it Easy” – more focus on sample itineraries, on-line, searchable product, link events & tourism into value packages - Media visits and industry famils 26

Dispersal - Capitalise on Sydney’s high appeal and entice travellers to products and experiences beyond the city - Picking ‘winners’ – destinations and experiences - Better understanding of visitor preferences - Helping regional operators understand international markets and customer servicing levels required - Best prospects for Regional NSW are those that have time to wander and explore : youth and retirees - Cruise – pre and post touring 27