In the four years since its creation in 2011, Destination NSW has maintained a strong focus on innovative campaigns and strategies to boost the local visitor economy. Destination NSW Chief Executive Officer Sandra Chipchase said that this hard work has led to the State consolidating its position as the premier Australian State for visitors.

“NSW has once again held its spot as the number one state for visitors, visitor nights and visitor expenditure. This is thanks to our calendar of world class events in both Sydney and Regional NSW, investments in infrastructure and the focus on developing new products and experiences and marketing innovations in partnerships across the industry,” Ms Chipchase said.

According to the latest International Visitor Survey (IVS) results for year end December 2014, NSW received a record number of international visitors, who stayed the greatest number of nights and spent more during their stay than ever before.

“These results reflect the State’s position as the leader for major events, with Destination NSW securing a range of world class sporting, cultural and lifestyle events since 2011. Recent highlights include the visits of international football giants Chelsea FC and Tottenham Hotspur, the Opening Series of Major League Baseball, the Sydney International Art Series and the upcoming Australian premiere of Matilda: The Musical.

“Destination NSW is also continuing to expand the Vivid Sydney Festival, which it owns and manages. In 2014, this event was named as Australian Event of the Year, attracted a record 1.43 million visitors and delivered more than $41 million of economic benefit to the NSW economy. The 2015 event has just concluded, and recorded a 19% increase in attendees with more than 1.7 million people taking in the world’s largest festival of light, music and ideas,” she said.

Expanding the range and quality of experiences on offer in Regional NSW has also been a major focus.

“Destination NSW has implemented the largest reform to regional funding in the State’s history, including the introduction of the Regional Visitor Economy Fund (RVEF) which saw a $6 million increase in funding over three years. We also continue to work with local operators to drive visitation to the State’s regional areas,” she said.

“There has also been an increased focus on key overseas markets, with new marketing campaigns and partnerships aimed at attracting more visitors from 13 priority markets, including China, India and the USA.

“China has been a particular focus, with the implementation of the 2012-2020 China Tourism Strategy seeing a large boost in visitation. The Strategy has contributed to a 17.8 per cent increase in overnight visitation from Chinese travellers to NSW for the year ended December 2014, a figure we will continue to build on over the coming year

“Destination NSW has also developed targeted international marketing campaigns, along with partnering with airlines including Qantas, China Southern and China Eastern Airlines, Scoot and AirAsiaX.

“These events and strategies are crucial as Destination NSW helps work towards the NSW Government’s target of doubling overnight visitor expenditure by 2020,” she said.

Destination NSW has delivered more than 80 per cent of the Visitor Economy Industry Action Plan (VEIAP) actions since its release. The Plan provides strategies and actions to achieve the NSW Government’s goal of doubling overnight visitor expenditure by 2020 – a goal, which if achieved, will translate to an economic impact of $36.6 billion.

The VEIAP is based on the recommendations of the Visitor Economy Action Taskforce report, which was the largest ever review of the State’s visitor economy.

For more information on attractions and experiences in NSW, visit www.visitnsw.com and www.sydney.com.

For images go to http://images.destinationnsw.com.au/

Media contacts

Allison Lee
Director of Media and PR
Destination NSW
Tel: 0437 490 187
Allison.lee@dnsw.com.au

Florence Sandford
Senior publicist
Destination NSW
Tel: 0427 639 134
Florence.sandford@dnsw.com.au

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