Domestic Marketing: Regional NSW

26 October 2011

A key advantage for NSW tourism is the State’s geographic and climatic diversity. No other state can offer outback, country, alpine, coastal, island and subtropical regions all within its borders.

From a marketing perspective, Destination NSW has a particularly extensive range of destinations and visitor experiences that appeal to a broad demographic and multiple visitor segments. Domestic audiences include every age and life stage, ranging from youthful backpackers, to luxury seeking escapists, to families and seniors.

To promote the state to potential visitors Destination NSW has aligned the diverse regions into the following holiday zones:

Short Breaks from Sydney

Short breaks destinations are within a 2-4 hour drive from Sydney. It includes destinations like: Hunter Valley, Central Coast, Lake Macquarie, Newcastle, Port Stephens, Barrington Tops, Hawkesbury River, Southern Highlands, Illawarra Region, Blue Mountains, Mudgee, Orange

Blue Mountains

The small picturesque towns of the region are surrounded by the sandstone cliffs and deep valleys thick with rainforest that are part of the vast Greater Blue Mountains World Heritage Area, just 90 minutes’ drive from Sydney. For more information about what to see and do in this region, go to visitnsw.com/destinations/blue-mountains

Central Coast

An hour’s drive north of Sydney, this region is known for its lakes, rivers, beaches and lush countryside­­­ where you can go bushwalking, surfing, fishing and sailing, and whale-watching. For more information about what to see and do in this region, go to visitnsw.com/destinations/central-coast

Country NSW

This region of varied landscapes is one of the state’s richest agricultural regions as well as one of its most historic. Visit historic towns, enjoy great food and wine experiences, visit national parks, gardens and heritage sites. For more information about what to see and do in this region, go to visitnsw.com/destinations/country-nsw

Hunter

Known for its top-class wineries, restaurants and accommodation, the Hunter is a dynamic place for a getaway. Add golf courses and spa retreats, fabulous beaches, bushwalking and water sports all just two hours’ drive from Sydney. For more information about what to see and do in this region, go to visitnsw.com/destinations/hunter

Lord Howe Island

This tiny World Heritage-listed paradise located two hours’ flight from Sydney or Brisbane is surrounded by the world’s most southerly coral reef. Explore the island by bike or on foot, snorkel, canoe and bushwalk. For more information about what to see and do in this region, go to visitnsw.com/destinations/lord-howe-island

North Coast

The incredible natural wonders of this region on land and in the sea offer plenty of enjoyable experiences from bushwalking and snorkelling to dolphin-watching, surfing, bird-watching and canoeing. For more information about what to see and do in this region, go to visitnsw.com/destinations/north-coast

Outback NSW

The landscape of this grand region is where red ochre earth merges with clear blue skies. A cultural highlight is the Willandra Lakes World-Heritage Area, famous for the 60,000-year-old burial sites at Lake Mungo as well as its lunar landscape. For more information about what to see and do in this region, go to visitnsw.com/destinations/outback-nsw

Snowy Mountains

Whatever the season, the Snowy Mountains is spectacular. Mt Kosciuszko, Australia’s highest peak, is located in here, while Kosciuszko National Park is the largest national park in Australia. Go skiing in winter and hiking in summer. For more information about what to see and do in this region, go to visitnsw.com/destinations/snowy-mountains

South Coast

Stretching from Stanwell Park to Eden, the South Coast is a region of unspoilt natural beauty. It has more than 30 national parks, crystal-clear bays and lakes, uncrowded beaches, beautiful rivers and the whitest sand in the world at Hyams Beach in Jervis Bay. For more information about what to see and do in this region, go to visitnsw.com/destinations/south-coast

The aim is to build consideration and intention to visit the different holiday zones in conjunction with the state’s key experiences. These include:

Destination NSW’s approach is led by multi-tiered brand, retail and industry partnership advertising which is supported by publicity, trade marketing and digital programs. To assist promotion of specific destinations within the holiday zones, Destination NSW also invests in partnership campaigns managed by the state’s Regional Tourism Organisations (RTOs) and their supporting partners.

Key target markets are Sydney, regional NSW and the ACT, South East Queensland and regional Victoria.

Supporting Programs

Destination NSW offers many opportunities for partners to be involved in marketing activities for regional NSW. These include:

  • Travel Guides and Apps: produced by Destination NSW in partnership with the industry and distributed online and via partner networks.
  • Caravan and Camping Shows: Destination NSW coordinates industry participation for the Sydney, Melbourne and Brisbane shows held between March - June each year.
  • Regional Flagship Events: is a program funded by Destination NSW to support events that play an important role in bringing visitors to regional NSW.
For details about the full range of marketing opportunities for industry see our
Partner Opportunities Guide
.