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
When Destination NSW was formed in 2011, the NSW Government recognised the importance of the visitor economy as an economic driver and source of jobs by establishing a Visitor Economy Taskforce.
The role of the Visitor Economy Taskforce to develop a new tourism and major events blueprint for the State strategy to 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.
Implementation of the Visitor Economy Industry Action Plan has progressed well. More than 92 per cent of all actions have been delivered to date and work is continuing to complete the remaining actions. However, since the release of the Visitor Economy Industry Action Plan, the market and regulatory environment has changed considerably.
To ensure the NSW Government is tracking well to achieve the 2020 target and to look beyond, in August 2017, the NSW Government established an industry-led Visitor Economy Taskforce to conduct a mid-term review of the plan.
This Taskforce is headed by Destination NSW’s Chairman, John Hartigan, with the Hon Bruce Baird AM, Russell Balding AO, Simon McGrath and Robbie Sefton. The Taskforce will review the Government’s priorities and actions to ensure that they continue to deliver results in the three years remaining to the 2020 target.
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Aboriginal Tourism Action Plan 2017 - 2020
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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NSW Regional Conferencing Strategy & Action Plan
The NSW Regional Conferencing Strategy & Action Plan aims to build capability, improve NSW’s competitive position, stimulate demand and return the sector to growth. Destination NSW, in partnership with industry, will implement 11 Strategic Imperatives developed in response to Action 36B of the VEIAP.
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Western Sydney Visitor Economy Strategy
On 31 August 2017, the NSW Government announced its plans to drive visitor growth to Western Sydney with the release of the Western Sydney Visitor Economy Strategy.
The Strategy includes nine Strategic Directions supported by a Memorandum of Understanding with the Western Sydney Business Chamber and the Western Sydney Business Connection.
The NSW Government and key partners will work together to ensure one of Australia’s largest, fastest growing and most diverse economies is at the forefront of more visitors’ minds.
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