surf tourism action plan

7/28/2019 Surf Tourism Action Plan

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Catchingthe wave

Tourism NSWs action plan toconsolidate the States position as

Australias premier sur destination.


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FRONT COVER: Cronulla Beach (Hamilton Lund)BACK COVER: South Cronulla Surf Club (Hamilton Lund)


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1tourism nsw action plan catching the wave

3 Executive summary

4 Market overview

5 The surng visitor

13 NSW product prole the States competitive advantage 18 Considerations when raming the action plan

21 Sur tourism what we aim to achieve

22 Strategy 1. Consumer engagement

24 Strategy 2. Business support

25 Strategy 3. Product and distribution development

26 Strategy 4. Destination support

28 Appendices

Contents

Lifeguard tower at Cronulla Beach (Hamilton Lund) Surfers at Bondi (James Pipino)


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s y kd 20 a. i 2007, a d dd 10

d k .*s dd y f f d . sfd - d bd, y bdybd d y bdyf, bd.

sf db y k 40 k f f d, d y f . sf y d f dk dy .

i 2008, 1.6 d

d k a .ty bd 30.7 y.**

Capitalising on NSWs competitiveadvantage

F nsw, dd f d f , d , d b d nsw. t s y d 40 f a d d d jy f k y.

nsw d d:

> 77 of the top 100 surf beaches in Australia> The majority of accredited surf schools are in NSW> An increasing prole in the professional surf event

market> Largest resident surng population in Australia> Five of the seven national surng reserves in

Australia> Most accessible surng coastline, suitable for

all skill levels> An established urban beach culture

Tourism NSW Sur Tourism Action Plan

t f t nsw sf t ap d s a f d, f a f k, d f .

t -y (200912) yd t nsw d . i bd d d f f

d, d-d - . i s nsw, e nsw, nsw , f d dy bd, , , d dy .

Target audiences

t f d - f :

> Australian families> Young Australian women aged 1534> Young Australian males aged 1534> International male and female backpackers 1834> International students and working holidaymakers

Strategic directions

t d f ky d:

Consumer engagement

t d by nsw a , ky b f nsw d

d.Destination support

t d ffyf d f , d , d f ky.

Business support

t f d f y d b b d b k.

Product and distribution developmentt qy d y f f x d f , d k d db .

*Source: Sweeney Sports Report Summer 2007/08*, Buckley 2002

**Source: TRA 2008 NVS and IVS

Executive summary


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g d yq d f f. my d f f d f f f . t dy bx f j bd. a d y, f, , d, f, d, d b.

w dd f d f , d , d b f d nsw.

Market overviewIn Australia

m a d f 200708. i f , f 20 a, d f k, b d fb.

o d b y b d dd by y f d 1629 d by d d 3044 ( f y ). i dd, d kby d kd 14 20 f x y.*

t jy f a f d y d bd b fy 50 nsw, d 28 Qd d 12 v.**

The sport o surng has a truly global ootprint. It is estimated that more than 10

million people in 50 countries, on six continents, regularly sur. It is an activity which

connects people with the ocean and with coastal destinations in some o the worlds

most exotic locations. Surng is not just a sport but also a culture with a singular

ethos based on respect or and connection with the worlds marine environment.

Surng ofers individuals and amilies the appeal o un, tness and health. For young

travellers, learning to sur is an aspiration connecting them with unique marine

environments, local sur culture and ellow travellers. For Australians, surng is quite

simply part o the national identity.

*Source: Sweeney Sports Report Summer 2007/08 Surng Australia Participation by people under 16 is not measured but anecdotal evidence suggests this is also a signicant

part of the market

** Source: Surng Australia Magazine, 2007

4

Hat Head near South West Rocks (Don Fuchs)


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The surng visitor

Domestic sur visitation

g b f a , b f . i 2008, 1.3 jyd

x dy.i 2008, d dd (f ) b f xd, b f d b.*

NSW market share

nsw y b f d d k f d 40 d f f dd. t bf b y b 2004 d 2.7 nsw 2008.*

0

750

1500

2250

3000

Number

ofvisitors(000)

576 560704

611517

1,409 1,352

1,6641,555

1,321

Y/E Dec 2004 Y/E Dec 2005 Y/E Dec 2006 Y/E Dec 2007 Y/E Dec 2008

New South WalesAustralia

41%41% 42% 39% 39%

0

3,750

7,500

11,250

15,000

Numberofvisitors(000)

2,724 2,7523,279 3,094 2,698

7,057 6,413

7,621 8,3217,741


New South WalesAustralia

39% 43% 43% 37% 35%

Domestic visitors where surng was an activity (20042008)

Domestic visitor nights where surng was an activity (20042008)

*Source: Tourism Research Australia (TRA), NVS 2008


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Source markets

a ky f nsw d f d f k . i 2008,nsw d 517,000 d ; f , 399,000 f nsw b 77 f d .

i 2008, v bd f d nsw,

Qd bd 13 .

0

37.5

75

112.5

150Numberofovernighttrips(000)

145

28

4 8

132

417

4

51

3

47

1

New South Wales Victoria Queensland Rest of Australia

Home state

South Coast Mid North Coast Northern Rivers

36%

39%

23%

3%

15-24 years25-44 years

45-64 years65 years or over

Domestic overnight visitors to NSW that engaged in surng (2008)

Key segments young men, young women and amilies

v d jy f d b 15-44 y:

> 36 d b 1524> 39 d 2544 > 37 f> 63 .

i f fy ky :

> Y = 39 > F = 34

*Source: TRA NVS 2008

6

Domestic overnight visitors who engaged in surng in NSW regions by home state (2008)


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i y dy dd by b d d by y . v d , 2004 b f kby y d b 1524, y, by 69 .

39%

16%

34%

11%

Young/midlife singleYoung/midlife couple, no kidsFamilies

Single/couple older persons

males63%

females37%

malesfemales

0

37.5

75

112.5

150

Numberofvisitors(000)2004

20052006

2007

2008Calendar year

15-24 years 25-34 years

53%67%

47%

68%

67%

Liecycle group o domestic overnight tourists to NSW who engaged in surng (2008)

Domestic overnight visitors to NSW who engaged in surng in 2008 by gender

Domestic emale visitors to NSW aged 1534 who engaged in surng


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a f fd y 55 d d $78,000.*

Where do they go?

i 2008, f f nsw n c h, c c, md n c dn r, y d 60 f d .a 36 jyd b f s c.*

sydy, d , d f d y.

F nsw d k , s c (36 )md n c (30 ) d n r (13 ).

i 2008, 68,000 Qd d nsw 69 bd n r jy .

F 37,000 v k nsw y, 76 d b f nsw s c.

$130,000 or more

$26,000 - $77,999$78,000 - $129,999Dont knowRefused$1 - $25,999

050

100150

200South Coast

Mid North Coast

Northern Rivers

Central Coast

Sydney

Hunter

Lord Howe Island

36%

30%20%

7%

5%

1%

3%

Number o domestic overnight trips where visitors engaged in surng, by NSW region (2008)**

Overnight domestic visitors to NSW who engaged in surng, by household income (2008)


Note: gures rounded to nearest %

n Indicates North Coast regions

8

2%

32%

24%

22%

11%

8%


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Seasonality

n y, d f k f . m 73 f dk, y, Db d m q. i a, b f d y, sb q f 12 f , y, .*

0

75

150

225

300

Thousands

March quarter June quarterSept quarter

Dec quarter

46%

16%12%

27%

Number o domestic overnight trips to NSW where visitors engaged in surng, by quarter (2008)

0

75,000

150,000

225,000

300,000

Numberofvisitors

188,393

226,980

268,175 265,594288,490


Australia

International visitors where surng was an activity (20042008)

0

5,750,000

11,500,000

17,250,000

23,000,000

Numberofvisitors

14,753,414

16,462,472

20,194,212 20,772,178

22,756,084

Y/E Dec 2004 Y/E Dec 2005Y/E Dec 2006 Y/E Dec 2007

Y/E Dec 2008

Australia

International visitor nights where surng was an activity (20042008)

International sur visitation

a y , y b f a d. s2004, b f d y d by 53 288,000 2008. o d, y jd 22 f 54 .



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Source markets

i f dy f a d J .

Country/Region Visitors Market share

e 85,561 29%

uK 64,397 22%

a 33,593 12%

usa 32,537 11%n Zd 26,055 9%

J 13,870 5%

cd 13,813 5%

o 18,663 7%

*Source: IVS Dec 2008

The majorityo internationalvisitors whosur come romthe westernhemisphere

New Zealand26,055

Japan13,870

USA32,537

Canada13,813

United Kingdom64,397

Europe85,561

Asia33,593

Other18,663

New ZealandJapanUSACanada

United KingdomEurope

AsiaOther

International visitors to Australia who engaged in surng (2008)

10

Boogie boarders, Newcastle


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NSW sur visitation

t f k kd d y. h, d f f d dy nsw d. t y f k d f bkk ( f j f ),- d d, y, k dyk.

t k y yf x f d f .i 2008:

> 48 f d 1524> 33 2534 > 59 > 41 .*

r dy y d 60 f bkk ky dk l sf a d jy d d y nsw.**

152448%

253433%

35448% 4554

6%55644%

65+1%

1524253435444554556465+

Male59%

Female41%

MaleFemale

International visitors to Australia who engaged in surng by gender (2008)

International visitors to Australia who engaged in surng by age (2008)

*Source: TRA IVS Dec 2008

**Source: TNT 2005 Backpacker survey


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Surng destinations Sydney and beyond

By f b f nsw x sydy. nsw f y k (37 ) d sydy ff d f k.

F y , f sydy d d-bk b fy. s d

b y y d sydy b xy d by --f . t y d d x f f d x f d d f fdy d f .*

od f sydy, d f By By. t f , y d d n, p mq,cff c d By By.

Seasonality

m d a dd d Db d m q.uk d k, by y x d .**

0

25,000

50,000

75,000

100,000

March Quarter June Quarter September Quarter December Quarter

International visitors to Australia who engaged in surng by quarter (2008)

*Source: TNT 2005 Backpacker survey

** Source: TRA IVS Dec 2008

***Tourism NSW 2007 surf school focus group report, IM Strategy

12


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NSW product prole the States competitive advantagensw b, by d .

Beach quality and variety

nsw 1,590 k f d 757 b* 194 f ff f a dbd b d. i y nsw y bd f f f y kd d f d xd .

Accessibility

t jy f f d b d d , x dd k f . F ky k f yf fd f, by d b f xy . B f d, k, f, d f .

o f nsw b d:**

> pxy d d d d > c f b y f d ( y/d) 2030

f > c f b ff y d f dfy f b, d d dd.

*The Beaches of the NSW Coast, Publisher, Sydney University, 2nd Edition 2007. Author, Prof. Andrew Short

**Source: Tourism NSW 2007 Surf Product and Destination Inventory Report Dhatom Consultants. The number of beaches in each cluster ranged in number from 4 to 20

In terms oproduct, NSW hassome exceptionaladvantages ingrowing the surtourism marketSurng at Port Macquarie (Greater Port Macquarie Tourism)


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Capacity

nsw b , f , dd. t b b d nsw y f b y. c d b k f f y b y dd .

F k bd f , f b f y d b d.s d d y b d f b f d.F x, b d q k y y f f. id y f dy d f k ddd d dy.

National surng reserves

t nsw g d b . t f , d a f . ty b f .

t ddd d f f b d y d f . t d d d.

t d nsw dd x *:

> Cronulla Beaches National Surng Reserve f sydy f d f d f d f a .

> Angourie National Surng Reserve d n c Yb d dy y f bk d by.

> Crescent Head National Surng Reserve 3.5 k f f pmq. i b - f f f wd w ii d b dy d bd d f bd a.

> Lennox National Surng Reserve d n c B d d d-flx p. t bk lx b fd 1950 d y nsw.

> Killalea Surng Reserve d s c d f qy f f d by.> Merewether Beaches National Surng Reserve dd m 2009 d f n

b.

t f f f y s - d a. i y wd h a d fd d , n s r d d.

14

*Source: Land and Property Management Authority, September 2009

Belongil Beach, Byron Bay (Sharyn Cairns) Redhead Beach, Lake Macquarie


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Surng events

s f f j, d . e a sf F p mq 700 d y f f fd d fy. s d f d d d b b. i dd, j d k xd f d d d f dy b.

s y x d b d d d nsw b .

a b d , by , f b d.

t nsw g y b f d x s.

Ky d:

>Surfest (n Fby/m). t b 25 y 2010. i f mk rd p wd Qfy s (wQs), p J d .

>The Commonwealth Bank Beachley Classic (my ob). t d f .

>Country Energy Australia Surf Festival (p mq a). t a f d bd, bd d d- dd bd.

>The Boost Mobile Surf Sho (d f Bd B m 2010) t d 2007 d 2008 sf pd Qd. i d b j Qd, d f d b f d d f f , d k. s nsw d f 2010.

>The Billabong World Juniors (nb B, sydy Jy). cy d by nswg d w c, d j (ud 21) d.

i dd j , nsw y dy d f 300 s y.

The signicanceo the reserves

in terms o surtourism is thatthey help toposition theState as the pre-eminent surngdestination.South Cronulla Beach (Hamilton Lund)


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Surf schools in NSW

The commercial catalyst for attracting surf tourism to the State is the body of accredited surf schools which

operate in coastal areas.

There are currently two bodies who run accredited schools in NSW:

>Surfng NSW

>Academy o Surfng Instructors

Within NSW, the schools vary substantially in size and tend to be concentrated on the North Coast.

Nevertheless, the six Sydney schools, supported by strong demand from the local market as well as theovernight domestic and international travel markets have by far the greatest turnover.

The North Coast has 68 per cent of all the States surf schools, Sydney 18 per cent and the South Coast

15 per cent.

16

Learn to Surf at Bondi Beach (Pierre Toussaint) Learn to Surf at Bondi Beach (Pierre Toussaint)


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Economic value o sur schools to NSW

t nsw y b nsw y.h, b k k d d b d . i dd, d xy jb d b d yd by k , d d, f dy fd fd d b k d x.

t f f f nsw k k. cy, d bk f y a.

i d k, jy f f d d f. a k d , y d . m bk b dy . vy f f d f f f bk bk .

Better linksto tourismmarkets couldbenet surschoolsBondi Beach, Sydney


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Considerations when raming the action plan

Sur tourism is a niche market, but part o a bigger picture

t d f f k k. p y d k d, y, k y. sk dd b b b f k fd k . a d b j w oy d f bdd d d x fdy f k d

d, d f faprs ski.

sf d jy. a , y k. t y f d b d d d . h, f k b d x. i b f k b d b . mj dy bd d f f d f. sf d , d f, d d d d d d y d dbd x f . t dy d k By By. sf y f b f d d k f d.

To know it is to own it

nsw f k b k d f . t r a b d f fd n v sy (nvs).

Engaging communities

i d f f . i d y y d q.

18

Norah Head near Toukley


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Digital channels are the most efective means o targeting surng visitors

t y k nsw :

Domestic

> Families> Young men and women aged 1534

International

> Backpackers aged 1834

> Students> Working holidaymakers

g yf f , d ky b ffy f . ty y y d -d d k.

20

Fingal Bay, Port Stephens (Hamilton Lund) Bennetts Beach, Hawks Nest (James Pipino)


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Strategy 1. Consumer engagementAim:t d by nsw a ; ky b f nsw d d.

Target audiences

r f d - f :

>Australian amilies

>Young Australian women aged 1534>Young Australian males aged 1534

>International male and emale backpackers 1834

>International students and working holidaymakers

Time rame: Digital campaign launch, 2009

Actions

Position NSW coastline as Australias surng coast:Create website content ocused on learning

to sur, NSW beach destinations, sur culture, liestyle and surng events. Further promote and

distribute content to target audiences across multiple digital channels.

Promote visitation to visitnsw.com/surf: Update content onvisitnsw.com and sydney.com. Develop

digital campaigns supported by destination and tactical advertising activity in targeted print

mediums. Work with event organisers and sponsors to include linkages and promotions to the site.

Develop new digital channels to consumer markets: Ofer product suppliers opportunities to access

online consumer audiences through social media programs.

Implement targeted social media campaigns: Reach target youth audiences.

22

Fingal Bay, Port Stephens (Hamilton Lund) Hat Head near South West Rocks (Don Fuchs)


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Tactical marketing opportunities:Partner with airlines, media partners, tourism providers to develop

and promote sur packages to coastal areas.

Publicity: Engage targeted segments through publicity campaigns that include sponsorship o visiting

media, broadcast assistance, consumer promotions and content sponsorship.

Enhance image and content resources:Commission and purchase quality print and broadcast imagery

o NSW sur coast destinations and experiences to underpin marketing activity. Maintain and update

inormation resources.

Integration o marketing messages to build destination appeal: Integrate sur tourism messages

in mainstream communications and ensure ollow-through in core international and domestic

marketing programs.

Event leverage:Work with Events NSW and industry to develop tactical marketing programs in

partnership with sponsors, event organisers, regional destinations and tourism operators to assist in

boosting visitation or major sporting events.

Bennetts Beach, Hawks Nest (James Pipino)


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Strategy 2. Business supportAim: t f d f y d b b d b k

Time rame: 200912

Actions

Business training: Facilitate involvement o local sur schools and tour companies in business support

programs coordinated by Tourism NSW and other government and industry bodies.Accreditation support: Encourage widespread accreditation o sur schools through the provision o

marketing support to accredited operators via inclusion on the State Tourism Data Warehouse (STDW)

through Tourism NSWs Get Connected program, and promotion on thevisitnsw.com and sydney.com

websites.

Industry alliances:Align sur schools and sur tour operators with industry bodies such as NSW

Tourism Industry Council (NSWTIC) and Australian Tourism Export Council (ATEC).

24

Belongil Beach, Byron Bay (Sharyn Cairns) Hat Head near South West Rocks (Don Fuchs)


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Strategy 3. Product and distribution developmentAim:t qy d y f f x d f , d k d db .

Time rame: 200913

Actions:

State Tourism Data Warehouse (STDW): Ensure accredited sur school and sur tour operators are

registered on STDW via Tourism NSWs Get Connected program, so that content can be distributed onvisitnsw.com, sydney.com and australia.com and business leads unnelled directly to operators.

Specialist product development guidance: Provide individual sur operators with specialist product

development guidance including market and distribution insights, inormation on marketing

opportunities and reerrals to useul contacts and resources.

Travel packaging: Work with tourism industry operators to develop export-ready product including sur

product customised to cater to backpacker, amily and youth segments. E.g. UK/European sel-drive

backpacker market in association with caravan parks and camping grounds.

Complementary packaging: Encourage regional and local tourism organisations to identiy and

package complementary experiences to surng. E.g. sur-indigenous culture experiences in South

West Rocks and sur-nature experiences in Port Stephens and Ballina.

Events support: Promote and provide links to unding support to surng events organisers or surng

events which have a broad appeal or recreational surers. The aim is to encourage events organisers

to extend the nature o these events beyond pure competition to include more liestyle-orientated

activities. Work with Events NSW.

Access industry distribution channels: Identiy principal tourism distribution channels or sur product

in priority markets and acilitate business to business (BTB) marketing opportunities. These to include:

> Travel agent amiliarisations

> Coordinated presence by sur operators at trade shows and exhibitions

> Regular online product communications

> Funding assistance or international-ready operators to be involved in coordinated missions and

trade visits to market

Fingal Bay, Port Stephens (Hamilton Lund)


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26

Strategy 4. Destination supportAim: t d ffy f d f , d d f k y.

Time rame: 200912

Actions

Research: Provision o key insights, consumer research and sur beach inventory data to assist NSW

destination planning or sur tourism.Marketing planning: Coordination o marketing planning with local government and regional tourism

organisations, tourism and sur industry partners.

Stakeholder communication: Involvement in stakeholder and community engagement between

government at all levels, peak industry bodies, local tourism and surng businesses and regional

communities.

Destination content:Assistance in developing destination content to support marketing and

communications activity.

Partnership opportunities: Identication o business, marketing and partnership opportunities that

support development o sur tourism.

Event support:Advise event organisations on suitability or Government support such as the Regional

Flagship Events Program. Aligned support with Events NSW to leverage marketing opportunities

associated with major sur events.

Increase destination appeal: Promotion o surng destinations through marketing and

communications campaigns.

Publicity: Engage targeted segments through publicity campaigns that include sponsorship o visiting

media, broadcast assistance, consumer promotions and content sponsorship.

Hat Head near South West Rocks (Don Fuchs) Bondi Beach, Sydney (Pierre Toussaint)


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Enhance image and content resources:Commission and purchase quality print and broadcast imagery

o NSW sur coast destinations and experiences to underpin marketing activity. Maintain and update

inormation resources.

Integration o marketing messages to build destination appeal: Integrate sur tourism messages

in mainstream communications and ensure ollow-through in core international and domestic

marketing programs.

Event leverage:Work with Events NSW and industry to develop tactical marketing programs in

partnership with sponsors, event organisers, regional destinations and tourism operators to assist in

boosting visitation or major sporting events.

Belongil Beach, Byron Bay (Sharyn Cairns) Mona Vale Beach (Hamilton Lund)


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AppendicesNSW coastal statistics

o 757 b. l f 1590 k; b y 62 f .

F p B c, 40 b (20 d; 13 bb; 7 c ).

NSW open coast

Total length 1590 km

rky 600 k (38%)

sdy 990 k (62%)

Number of beaches:o 757

mj by 120ld h id 15

Total 892

Source: The Beaches of the NSW Coast,

Publisher, Sydney University, 2nd Edition 2007

Author, Prof. Andrew Short

Reerences

t B f nsw c, pb, sydy uy, 2d

ed 2007. a, pf. ad s

r.c. Bky, gf uy, ad t d rd

id 2002t n s w 2007, sf t s sdy. c

c d D t c

t n s w 2007, sf pd & D

iy r. D c

t n s w, 2007 sf s F g r,

im sy

t n s w, 2007 sf s sy

s a, 2009 l n add sf s

t r a 2008. i v sy

t r a 2008. n v sy

sy s r, s a s 2005/6 d

s 2007/08

s a mz, 2007

tnt Bkk sy 2005/06

28


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tourism nsw action plan catching the wave


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surf tourism action plan

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