Strategies and Plans

27 November 2012

Destination NSW’s strategy and planning is directed to promote the sustainable growth and development of tourism in the State.

Visitor Economy Industry Action Plan

In the four years leading up to 2016/17 the NSW Government will invest $500 million to fund implementation of a new tourism and events strategy.

The NSW Government established the Visitor Economy Taskforce to develop the strategy, which will double tourism expenditure to NSW by 2020. The taskforce was chaired by Russell Balding, AO and other members include the Hon. Bruce Baird; John King, Chairman of the Australian Tourism Export Council; and Sandra Chipchase, CEO of Destination NSW.

The Visitor Economy Taskforce’s recommendations, in their final report, were released to the public in August 2012.

The report recommended actions to be taken by the NSW Government in partnership with industry to achieve the Government’s target of doubling overnight visitor expenditure to NSW by 2020.

On 19 December 2012, the NSW Government issued the Visitor Economy Industry Action Plan in response to the recommendations of the Final Report of the Visitor Economy Taskforce.

In developing the Plan, the NSW Government has considered the suitability and feasibility of each recommendation of the Final Report of the Visitor Economy Taskforce in consultation across Departments to enable a whole-of-government approach. The Visitor Economy Industry Action Plan outlines the actions for achievement by industry and Government in partnership.
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Aboriginal Tourism Action Plan 2013 - 2016

The vision of Destination NSW’s Aboriginal Tourism Action Plan is to support the existing and emerging NSW Aboriginal tourism experiences, products and businesses that will lead to economic and social benefits for Aboriginal people, both as operators and employees.

The goals outlined in the Aboriginal Tourism Action Plan are to be implemented by Destination NSW through a partnership model with Aboriginal businesses and organisations over a three-year timeframe.
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China Tourism Strategy 2012-20

Destination NSW’s China Tourism Strategy will guide business development and consumer marketing activity between 2012-2020. The strategy is directed towards ensuring that NSW keeps pace with the rapid expansion of geographic source markets within China and the changing travel preferences of maturing consumer segments.

A key objective of the strategy is to protect NSW’s leadership position. While the China market is continuing to grow, so too is the competitor threat from other destinations. NSW currently attracts 60 per cent of all Chinese visitors to Australia and 40 per cent of Chinese visitor nights.
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