The NSW government is yet to release its full 2035 Visitor Economy Strategy, but a summary, to be made public on Tuesday, says there is significant room for NSW to expand its experiential, luxury and upscale tourism offering.
It says modern visitors don’t just want to visit an iconic destination they can see online, such as the Opera House. “They want authentic connections with local culture, stunning landscapes, delicious food, a spontaneous night out and enriching, memorable moments. This is ‘experience tourism’.”
For domestic travellers, Sydney ranks third behind Melbourne and the Gold Coast as a preferred holiday destination – a return to a pre-COVID norm that the NSW government wants to change.
Under the new direction, tourism agency Destination NSW will be ordered to shift its focus from attracting major events toward developing leisure-oriented experiences, attracting new airlines, storytelling and collaborative marketing.
Graham said Sydney would always want to attract major events such the Rugby World Cup, but the focus would be on building a dependable calendar of regular events such as Vivid, Mardi Gras, Lunar New Year and annual sporting fixtures.
He said the focus on Sydney’s “first light” culture of early rising, physical activity and the outdoors was driven by market research, while food and beverage tourism “gets bigger” each year.
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The review was led by tourism expert Andrew McEvoy, chair of Destination NSW Sally Loane and department secretary Elizabeth Mildwater. Its goals require federal government co-operation in areas where priorities can sometimes clash.
For example, it identifies the need to leverage NSW’s attractiveness to foreign students by advocating for favourable policies from the Commonwealth. In August, the federal government announced a cap on foreign students as it responds to political pressure over high levels of migration.
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Source Agencies
