Swimming in Castlereagh River, Coonamble, 2003, photograph by Darren ClarkNew South Wales Destination Marketing ReportByParis-John-George PigisStudent ID: 28042009Submission Date: 05/03/2019ContentsTable of Figures1.Introduction 1.1 Overview 1.2 Key Word Definitions2. The Destination 2.1 Tourism Development 2.2 Visitor Types & Offer 2.3 Visitor Statistics3. Destination NSW 3.1 DMO Purpose 3.2 SWOT Analysis4. Conclusion 5. ReferencesTable of FiguresFigure 1. Map of Australian states, highlighting NSW (citrusaustralia) pg 3Figure 2.Figure 3.Figure 4.Figure 5.Figure 6.Figure 7.Introduction1.1 OverviewThis report will cover the state of New South Wales, Australia and its development regarding tourism. The services and products provided to visitors, what type of visitors the state attracts as well as relating statistics.
Further on, the Destination Marketing Organization responsible for the state of NSW will be covered, including its purpose and structure.1.2 Key Word DefinitionsDestination is a difficult term to define, with no universally accepted definitions (Pike & Page, 2014). According to (Pike, 2016) destinations are characterized by a political boundary, ranging from continents, to countries, states, provinces, cities and towns. This is due to the way destination marketing organizations get funded, which is mainly through the government, which in turn taxes the local populace of the area the destination covers.
However, based on (Ryan, 1995) a destination can be defined by a geographic area in which an array of tourism resources exists. It is believed that the term destination is emerging as the fundamental unit of tourism analysis (WTO, 2002).A D.M.O. (Destination Marketing/Management Organization) is what arises when a community organizes itself in order to provide the resources and reach needed to attract visitors (Pike, 2016), with a strong focus on long-term competitiveness. A necessity is also the ability to innovate and implement new ideas in the overall organizational strategy (Galbraith & Lawler, 1993). Since travelers now have a large variety of potential destinations to choose from all vying for their attention (Pike, 2007), it is paramount that nations, states and cities support/create their DMOs as it is their most effective tool for their destinations to be noticed on the world stage (WTO, 2002).2. The DestinationThe state of New South Wales is a sparsely populated expansive area of 809,444 kmІ larger than France and the UK combined but with only 1/20 the population. This means that for the most part it’s a state untouched by human hands of unparallel natural beauty. On the other hand, it is Australia’s most populous state, with its capital Sydney being the largest metropolitan center in the country. These contradictions place the state in a unique position of possessing limitless natural beauty, which can be used to attract more active adventurous, nature orientated visitors among others and at the same time being the commercial center of the region attracting investment and business opportunities alike (Destination NSW). Figure 1. Map of Australia, highlighting NSW.2.1 Tourism DevelopmentThe state taking onboard its natural diversity brands itself as the region where you can do anything, from lying on a sunny beach on the east coast, to savoring some of Hunters valleys best wines, to hiking up the spectacular Blue Mountains. A state where events are constantly taking place, from sports, to music, business and everything in between (Destination NSW). Thanks to its vastness there is something to do for just about everyone. Tourism plays a pivotal role in the state’s economy contributing 6% NSW’s Gross State Product, employing approximately 171.000 people in 2016-2017 (NSW Gov). These figures have been steadily increasing since 2010, indicating a healthy environment ripe with investment opportunities. Recently Sydney became the country’s leading city in terms of visitors, conventions hosted and visitor expenditure, all through the government’s new initiatives (DNSW). Figure 2. Arrivals and Departures (Millions) to NSW from 2014-2018 Figure 3. Number of visitors by state in 2017 Figure 4. Butler’s Destination Life-Cycle, depicting NSW’s growth. According to DNSW and the data they published, NSW as a destination has been and is predicted to keep developing and expanding. This is evident by the data regarding the number of visitors for the last decade and based upon predictions which the regional government has completed which indicate that this increase will continue.2.2 Visitor Types & Offer What makes the state of New South Wales such a strong contender when compared to the other nation’s states is the fact that it does not cater to one or a specific group of visitors but to everyone. That is the impression one gets when studying their online presence, they offer something for everyone, and this is reflected in the types of visitors they get age-wise. Figure 3. Alone’ (32%) was the most common Figure 4. ’15 to 29 years’ (29.9%) was the travel party amongst visitors to NSW. Adult biggest age group amongst international couple’ (25.5%) was the second most common, overnight visitors to NSW. ’30 to 39 years’followed by friends or relatives’ (20.9%) (DNSW (18.1%) was the second largest age group followed by ’50 to 59 years’ (16.7%)From the above figures it can be surmised that age-wise although 30% of the visitors are of a younger age, the age distribution is rather homogenous throughout all age groups, supporting the states claim of it being able to offer something for everyone. While at the same there is an equivalent distribution regarding who people travel with, notable being a stronger focus on couples or people travelling alone, but still a substantial amount who visit as a family or to visit relatives, business associates etc. (NSW Gov). The reason for this homogeneity across age, race and travel intention is because of the varied experiences NSW has to offer. Thanks to its great size and wilderness it has a lot of activities to offer for the adventurous person, from hikes to kayaking, paragliding, surfing and snorkeling to name just a few. Perfectly suited for families, with planned family drives and road-trips, customized family holidays and camping or caravanning across the state’s national parks. For a more refined pallet, a variety of luxury hospitality & fine dining establishments, including a myriad of local vineyards, art, culture and heritage centers. Of course, no great metropolitan center can go without a bustling night life, with a plethora of bars and clubs, due to Sydney’s six universities (VisitNSW).2.3 Visitor StatisticsAs previously stated, the tourism and hospitality industry is constantly increasing year to year in New South Wales, this is partly due to the fact that the regional government body has set as its goal to double expenditure within the State’s visitor economy by 2020 (DNSW). Figure 5. Indicating the number of visitors from each country in millions and the percentage growth rate compared to 2014.NSW has maintained its leading position as the country’s state with the most visitors 97.4 million, 31.5% of the nation’s total and highest visitor expenditure $36.8 billion, 31.1% of total visitor expenditure in Australia for the year 2017-2018, and still striving to be better.Destination New South WalesDestination New South Wales (DNSW) is the government sanctioned marketing organization responsible for implementing strategies to grow the state’s visitor economy. Established in 2011 as the lead agency for the tourism and major events sector of the state (DNSW Annual Report). 3.1 DMO StructureThe DMO’S vision is to make Sydney and NSW one of the world’s most popular tourism and events destinations. With plans to achieve that vision by focusing on driving tourism and acquiring and facilitating major sporting and cultural events for Sydney and the region. Additionally, it is a major investor in Business Events Sydney in an effort to facilitate more international conventions, incentive travel reward programs, corporate events and exhibitions for the region (DNSW).Its goal is to double overnight visitor expenditure by 2020 and increase the benefits of the visitor economy for NSW, it plans on achieving it by several ways. Firstly, by establishing Sydney and the region as a world-class tourism and events destination. Secondly by creating a sustainable events calendar for NSW and by securing high-value major events. Thirdly, by developing value in partnership/co-operative programs and implementing the Visitor Economy Industry Action Plan (DNSW Annual Report).Through the DMO a local business can develop and manage its brand and enter strategic partnerships. It will have access to market research and insights offered by the DMO and assistance on how to develop their product. Also, it will be able to utilize market and business development programs alongside event leveraging activities. Finally, it will have access to funds for events and tourism activities and visitor resources and information. These are only some of the services which the DMO offers to the local industry in its effort to promote the region even further.3.2 DMO SWOT Analysis