AVE
Advertising value equivalent
B2B
Otherwise known as business-to-business, refers to commerce or communications where products and services are sold or shared between companies, rather than directly to consumers.
Budget estimates
Public hearings held annually by the NSW Legislative Council’s Portfolio Committees to examine and scrutinise the NSW state budget. These intensive, public hearings allow elected representatives to question government ministers and senior public servants about the expenditure, performance and effectiveness of government departments and agencies, ensuring transparency and accountability in how public money is spent.
Corporate governance
A system of rules, practices and processes that directs and controls an organisation, ensuring it operates ethically and efficiently to meet its objectives and balance the interests of its various stakeholders, including shareholders, employees, customers and the community.
Day trip
Type of trip that must have a round-trip distance of at least 50km from the visitor’s usual place of residence and a minimum duration of four hours.
Day trips taken as part of an overnight trip or those that are routine (for example, from home to work or school, or an intrinsic part of a person’s job) are usually excluded from official definition/counts.
Destination Networks
There are seven Destination Networks in NSW. Established by the NSW Government in 2016, they work closely with local government, tourism organisations and operators to improve regional stakeholder engagement and better support the visitor economy of regional NSW.
eDM
An electronic direct mail (eDM) is a digital marketing strategy that uses email to promote products, news and services.
Export ready
Being export ready means a business is ready to work with distribution partners to sell their product. This includes third-party distributors or trade sales partners, such as inbound tour operators, wholesalers, online travel agents and retailers to sell their product to visitors overseas. Export ready businesses also factor appropriate commissions into their pricing.
Famil
An abbreviation of familiarisation. Familiarisation visits or tours are provided to travel agents, tour wholesalers, inbound tour operators, journalists or other members of the travel industry to allow them to experience a destination, product, experience or venue.
Inbound tour operator
A local tourism business that organises and manages travel services for international visitors within their home country. They create custom travel packages by coordinating accommodation, tours, transport and meals, acting as the local connection between global travel distributors and the destination’s tourism products.
Influencer
A social media personality who creates and shares content about their travel experiences to inspire and guide others.
Machinery of Government
Refers to the structured system of departments, agencies, functions and processes by which a government operates. Machinery of Government (MoG) changes involve reorganising departments, moving functions and resources between agencies, or creating and abolishing government bodies to meet policy goals or challenges.
Memorandum of Understanding
A Memorandum of Understanding (or MoU) is written, typically non-legally binding, agreement between two or more parties that outlines the terms of a working relationship, goals and mutual responsibilities.
NSW First
NSW First is Destination NSW’s capability-building initiative for NSW visitor economy businesses. The program shares practical insights for businesses via face-to-face workshops, webinars and online resources.
Out-of-home advertising
Marketing to consumers when they are in public places, in transit, or in commercial locations (such as in a retail venue). Out-of-home advertising formats fall into four main categories: billboards, street furniture, transit
and alternative.
Overnight trip
A trip that must include at least one night away from home and be a minimum of 40km from the visitor’s usual place of residence.
Regional Event Fund
The Regional Event Fund was established by the NSW Government in 1996. The program is managed by Destination NSW as a mechanism to grow regional visitation by assisting events that contribute to the unique character of regional NSW to market themselves to visitors from outside of their Local Government Area.
Short-term visitor
A non-Australian who enters Australia for temporary, limited purposes, such as tourism, business visits or visiting friends and family. The Australian Bureau of Statistics classifies a short-term trip as being less than one year.
Trade mission/roadshow
A planned, collective business trip to a foreign country or region to explore new markets, meet potential partners and clients and showcase products, destinations or services.
Unique visitors
A count of how many different people look at a website. For example, if a user leaves and comes back to the site five times during the measurement period, that person is counted as one unique visitor, but their activities would count as five ‘user sessions’ or ‘visits’.
User-generated content (UGC)
Any form of content created by users of a system that is publicly made available on that system. User-generated content most often appears as supplements to online platforms, such as social media websites.
Visitor economy
The visitor economy is the sum of all the industries that provide goods and services to people travelling for leisure, business, education or visiting friends and relatives. It encompasses various sectors such as travel and tourism, hospitality, retail, events and cultural activities.