Developing the NSW Tourism Industry

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Developing the NSW Tourism Industry

• David Tarr, Manager Development
• Tourism New South Wales

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Nature video played here
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What is Showcasing?

• A new marketing approach that promotes the Best
  of New South Wales
• Its consumer centric
• Its experience lead
• Its a tool to increase visitation to regions and
  for industry to promote and develop product

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Lead Themes

• Nature
• Beaches
• Discovery/Drive
• Food Wine
• Sydney
• Sport and Events

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Nature
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Beaches

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Discovery/Drive
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Food Wine

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Sydney

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How the themes work

• What is a theme?
• Must have a unique selling point
• Offer mono and/or multi destination opportunities
• Destinations are categorised as either Signature,
  Emerging and Niche

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The Showcasing Approach

• Each level meets a certain criteria
• To get the customers in we will use Signature
  destinations as the hook
• Matching product to target market

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The Showcasing Approach

• An umbrella for operators to market their product
  
• Strategy - only as good as the product
• If product doesnt deliver, the strategy will not
  meet expectations
• Product needs to exceed expectations conveyed in
  advertising

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Showcase Substance
Product Offer
Brand Motivation

• Opportunity for operators to showcase their
  product
• Tailored product
• Relevant to the source
• Quality experience for the consumer

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Nature in Tourism

• Purpose of Nature Initiative
• Vision and leadership
• Identifying key opportunities and priority needs
• More integrated government planning

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Purpose of Nature in Tourism

• Strategic direction for Tourism New South Wales
  and tourism in New South Wales
• Building industry understanding
• Catalyst for industry self-initiative

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Backpacker Tourism

• 10 of all visitors to Australia
• 22 of all expenditure (953 million to NSW)
• Travel further, stay longer and spend more than
  double
• Strongly motivated by word of mouth
• Price conscious but spend on adventure

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Backpacker Tourism

• 80 visit Sydney
• Arrive with flexible itineraries but few bookings
• Easy to target through specialist agents and
  hostels

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Backpacker Action Plan

• Aims
• Build backpacker numbers to the State
• Disperse backpackers throughout regional New
  South Wales
• How
• Work in partnership with BOA
• (Backpacker Operators Association)

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Backpacker images here
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Transport - Aviation

• Enormous change and restructure over the last 2
  years (internationally and domestically)
• Tourism New South Wales monitors key aviation
  industry and market trends
• Policy development through bilateral air service
  negotiation process and NSW Air Transport Council
  

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Tourism Aviation Plan

• Currently in preparation and will include a
  framework for policy and planning activities and
  market development projects
• Growth from existing and emerging international
  markets
• Appropriate resource allocations

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Transport - Signage

• Structure
• TASAC (includes RTA, TNSW RTOs)
• RTO involvement in policy development and
  communication to and from industry
• New structure in 2002 with 6 sub-committees

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Transport - Signage

• Policy
• Revised Tourist Signposting Manual complete and
  to be published by the RTA
• Revised policy from manual has been applied since
  early 2002
• Eligibility criteria for tourist attractions and
  application process available on
  www.tourism.nsw.gov.au/TASAC

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Transport - Signage

• Projects
• New Regional Gateway State Border Signage
• Darling River Run
• Upper Hunter Wine Region Signposting Scheme

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Images of signage here
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Will take you there!

• Accredited Visitor Information Centre Development
  program
• Managed by Aurora Practical Solutions

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What weve done

• Branding
• Advertising, editorial and promotions
• Publicity and media relations
• Publications and newsletters
• E-business

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Accreditation

• New accreditation manual
• Accreditation certificates
• National standards alignment

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Skills development

• November and December workshops
• Volunteer management
• Accreditation manual overview
• PR and media skills
• NRMA maps and guides
• Additional Workshops
• Design and layout
• Best practice
• Cross regional promotion

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Research

• Snapshot survey
• AVIC awareness benchmark survey
• Tract trends in AVIC visitation

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Food Wine

• Establishing a targeted skill development
  activity program
• Improving the coordination and delivery of
  industry and market research
• Delivering quality communication to the Food
  Wine segment
• Showcase/mainstream

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Aboriginal Cultural Tourism

• Australian Tourism Exchange
• Partnerships
• Aboriginal Tourism Strategy
• Mainstream not niche

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Destination Development

• Plans for each region of New South Wales
• Consumer driven focus
• Each RTO leads the implementation of their
  regional plan
• Strategies and action plans cover
• Regional development initiatives
• Marketing (market development) activities
• Management directions

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Destination Development

• 3 year action plan within a longer term vision
• Stronger partnerships and alliances with
  stakeholders
• Tool to increase involvement and investment

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Regional Tourism Action Plans

• Complete
• New England North West, Snowy Mountains
  Northern Rivers Tropical NSW
• Being finalised
• South Coast and Riverina
• Due by June 2003
• North Coast NSW, Capital Country and Explorer
  Country

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Regional Tourism Action Plans

• To commence by June 2003
• Outback and Blue Mountains
• Planning needs reviewed in 2003/04
• The Murray, Central Coast, Hunter, Illawarra,
  Lord Howe Island and Sydney

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Image of region here