Sector Marketing

26 October 2011

Sector markets offer avenues by which Destination NSW can target promotional activity to address the needs and interests of a specific consumer group - or else strengthen and broaden awareness of a unique range of products and experiences.

When working with sector markets Destination NSW frequently partners with special operator associations or stakeholder organisations.

Destination NSW currently focuses on specific growth and high yield sectors including Aboriginal tourism, Cruise, Food and Wine and Youth, as identified in the NSW Government’s Visitor Economy Industry Action Plan. The aim is to deliver a range of programs and projects to support the development and marketing of NSW products and destinations. This will provide visitors with authentic, high-quality experiences that will contribute to increasing visitation and tourism expenditure for the State.

Aboriginal tourism

Australia’s Aboriginal people are custodians of the world’s oldest continuous living culture. NSW has the largest Aboriginal population in Australia, and the longest continuous contact between Europeans and Aboriginal people. NSW has many opportunities for visitors to engage with Aboriginal people and experience their culture.

In the year ending September 2016, visitors to New South Wales who engaged in an Aboriginal experiences spent a total of $1.141 billion during their time in the State. A total of 394,000 domestic and international visitors participated in an Aboriginal cultural tourism experience in New South Wales an increase of 50 per cent on the previous year.

The NSW Aboriginal Tourism Toolkit released by Destination NSW in 2017 is a valuable resource for the tourism industry to connect with NSW Aboriginal tourism operators. We encourage those interested in Aboriginal tourism to connect with local operators who are best placed to provide cultural information and deliver authentic cultural experiences.

NSW Aboriginal Tourism Toolkit 

Destination NSW also provides assistance to Aboriginal tourism operators in the development of their businesses, from concept to market ready in both Australian and international markets. Aboriginal Tourism Workshops are held twice a year to update existing and emerging operators and to support the development of Aboriginal tourism businesses across the State. Find out more about Aboriginal tourism activities, including the Aboriginal Tourism Action Plan at destinationnsw.com.au/aboriginaltourism

Find out more about Aboriginal tourism

Cruise

The gateway to Australia, Sydney is one of the world’s most dynamic and cosmopolitan cities, blessed with a mild, Mediterranean climate, glamorous beaches and deep, blue waterways.

Regarded as a “marquee” port, Sydney is an essential stop for cruises to Australia and as the state’s capital, it is the gateway to cruising in New South Wales. Sydney feeds its sister ports of Newcastle, Wollongong, and Eden providing a variety of features and experiences to appeal to differing segments of the cruise market.

In 2015-16, the cruise shipping industry delivered to NSW more than double the economic benefit of that received by any other State, with cruise expenditure accounting for over $1.05 billion*.

For more information on NSW’s cruise ports visit the Port Authority of New South Wales website

*Source: Cruise Down Under Economic Impact Assessment of the Cruise Shipping Industry in Australia, 2015-16

Find out more about the cruise sector

Food and Wine

Across the globe, experiencing quality food, drink and local cuisine and produce is ranked amongst the top reasons for choosing a holiday destination. People are becoming more interested in where their food and drink originates, which is opening their eyes to different methods of growing, preparing and consuming these commodities.  New South Wales is well placed to take advantage of this cultural phenomenon, being Australia’s most geographically diverse, multicultural and populous state, as well as welcoming more international visitors than anywhere else in Australia.

New South Wales has fourteen wine regions, over 2,000 kms of coastline bursting with fresh seafood and produce from the most geographically diverse regions in Australia.  Mix this with cultural influences from all over the world – including the oldest continuous culture on Earth – and it is clear to see why we have the raw ingredients to whet the world’s appetite for travel.

In the year ended September 2015, there were 964,000 overnight domestic trips to NSW that included a winery visit.  These trips accounted for over 2.9 m nights and almost $920 million in visitor expenditure – an average of $953 per trip over 3.1 nights. There were a further 224,000 international visitors to NSW who visited at least one winery as part of their trip to Australia in the year ending September 2015, primarily from China, the UK, and South Korea.

Destination NSW works with industry stakeholders such as the NSW Wine Industry Association, the Restaurant and Caterers’ Association and the Royal Agricultural Society to address the development and promotion of NSW food and wine visitor economy assets. The identification of existing resources such as cellar doors, farm gates, restaurants, cafes and bars that showcase NSW produce and culture will be a key initiative that will inform Destination NSW Food and Drink Strategy and assist these industry stakeholders in the development of a collective message for NSW food and drink.  Results from Destination NSW food and wine activity revealed additional domestic and international visitor spend of nearly $20.4 million during 2015.

More information about the food and wine market

Food and wine snapshots - facts & figures

Food and wine industry groups

NSW Wine Industry Association

Winemakers Federation of Australia

Restaurant and Catering NSW

Youth

The Youth segment comprises visitors aged 15-29 years, including international students, backpackers, leisure visitors and working holidaymakers who travel year round, including shoulder and low season periods.

This group see travel as transformative and educational. In search of genuine interactions with local communities, they are more likely to travel further across the State to experience regional destinations. Subsequently, international youth travellers are particularly high value visitors, spending more per trip than many other segments.

Apart from the benefits this sector brings to the tourism industry, working holidaymakers supplement skills shortages and fee paying students not only contribute to the education sector but also boost visitation by encouraging ‘reunion’ visits from family members.

The youth segment responds to respectful engagement, inspiration, empowerment and education. Destination NSW engages this audience through a variety of channels and marketing partnerships to present Sydney and NSW as an exciting, accessible, unique, and affordable destination of choice for youth travellers, with work, study and play experiences amongst the best in the world.

More information about the youth market

Youth market factsheet - developing and marketing your product for the youth sector  (PDF 1.6 MB)

Youth market snapshots - fact & figures

Youth industry groups

Backpacker Operators Association NSW

ATEC Backpacker and Youth Tourism Advisory Panel


Related pages

Partner Opportunities Guide - for details about the full range of marketing opportunities for industry.

Market Segments - Facts & Figures

Targeting International Visitors