LGSA Conference11 March, 2011

Lyndel GrayExecutive Director & General ManagerTourism NSW

The Business of Tourism…

$63 million per day

The Business of Tourism…

2.8 million international overnight visitors

23.4 million domestic overnight visitors

49.4 million domestic day trip visitors

(Year Ending September 2010)

The Business of Tourism…

162,500 jobs in NSW

The Business of Tourism…

Tourism ForecastsTFC forecasts continued growth for international visitors, but domestic tourism to remain stagnant

•Fast growth predicted from China, India, Indonesia and Middle East.

•The UK, NZ and USA will see continued growth and remain large, important tourism markets

•Internet will continue to be main source of travel-related searches

Challenges for Tourism

• Domestic travellers taking fewer and shorter trips

• Fierce competition for tourism spending in international and domestic markets

• Outbound travel strengthening, aided by strength of Australian dollar and attractive airfares

Role of Tourism NSWMarketing & CommunicationsWith industry, we market and promote Sydney & NSW

Our Key Pillars/Experiences:-Food and Wine-Nature/National Parks-Arts & Culture-Fashion and Shopping-Coastal/Surf Lifestyle-Touring/Camping & Caravaning

Regional NSW Campaigns• Television commercials• Print advertising• Digital/Online marketing• Media and Public Relations

Advertising & Marketing

BRAND + PRODUCT

Call to actioneg: www.visitnsw.com

Reservations & Business Leads

CCIA Campaign• New $200,00 partnership

campaign with CCIA launched in February 2011

• 2010 campaign generated almost 2,000 business leads to partners

• Total visits to campaign page – 34,199

• Partner deals viewed – 7,041

Sydney Campaign• Television commercials• Print advertising• Digital/Online marketing• Media and Public Relations

Advertising & Marketing

BRAND + PRODUCT

Call to actioneg: www.sydney.com

Reservations & Business Leads

International Marketing• More than 60 partnered campaigns in international

markets in 2010/2011

• Media famils: 118 international media trips and 224 domestic media famils

• Trade famils: 80

• Trade education: 180 training sessions in 2010-11

• 140 NSW businesses and destination representatives assisted in 2010-11 to attend Trade Missions in overseas markets under the International Industry Incentive Fund

$3.2 million global marketing blitz

• “Vacations” promotion with Qantas in the US

• 3 campaigns in NZ promoting short breaks in Sydney, Byron Bay and regional NSW

• Best of Australia campaigns with Emirates in Germany and France

• Essential Australia campaign with Travelbag in the UK

International Marketing

• Websites – visitnsw.com and sydney.com

• Over 987,000 leads to the tourism industry

• Facebook – 16,500+ fans• Twitter – 10,200+ followers• YouTube – 60,000+ video

upload views• 120,000+ subscribers to the

eScapes newsletter• Number one State Tourism

Organisation website market share

Digital Marketing

• School holiday deals

• 13 Airline Partners worth more than $10 million in marketing campaigns

• Airports (Sydney, Newcastle, Gold Coast)

• Regional Tourism Organisations (RTOs)

• CountryLink

• Tourism Queensland

• Industry Associations

Industry Partnerships

Regional Tourism Partnership Program• NSW Tourism Strategy provided an additional $10.5

million to Regional Tourism Organisations over 3 calendar years.

• $5.133 million per year

• In the first two years, 165 applications were processed to access $6.6 million in demand building funding.

Regional Flagship Events• The program has been running since 1996, more than

200 different events have been supported

• In 2011, 17 events are receiving $10,000 and 4 are receiving $20,000 to assist in their marketing

• Tourism NSW is also investing $160,000 to promote these Flagship Events

• 12 Regional Events workshops were held in 2010 to assist regional events become established and grow to their potential.

Greater Sydney Partnership Program• Supports promotion and marketing of tourism

destinations in the Greater Sydney region

• $400,000 available each year to support 40 metropolitan councils to develop cooperative destination marketing campaigns, on a dollar for dollar basis

• Another $100,000 is available for event organisers to promote local events

• To date, 8 campaigns and 6 events have been supported.

Addressing supply issues• Work across industry and government to identify

infrastructure and services needed to match current and future tourism demand

• Ministerial Taskforces on National Parks, Education, Local Government, and Planning & Investment

• Industry training – Regional Events & Export Ready workshops

• AVIC Program – Signposting regional NSW and Sydney

• Research and analysis

Tourism in NSW

Where are we today?

NSW Performance – since late 2008

• Strong growth in holiday market share

• NSW holiday outperforming other states

• NSW still number one

• 12 months significant growth

• NSW share eroding in non-holiday purposes

• Sydney continues to outperform Melbourne and Brisbane

LGSA Conference11 March, 2011

Lyndel GrayExecutive Director & General ManagerTourism NSW