NSW boasts exceptionally diverse and preserved natural and cultural tourism potentials. This is a valuable asset that must be maintained and protected so that in the long term it may contribute to the development of tourism. Tourism needs to become one of the basic generators of development. Even though NSW has achieved real success in tourism, it has faced a small but constant decline in the number of visitors for the last few years. Therefore, in order to increase the economic benefits of tourism, NSW has developed a tourism strategy, ?Towards 2020 Masterplan', that is focused on sustainable development. Its orientation is towards such forms of tourism which will create added value to all those who engage in the tourism trade. The aim of this strategy is to create a framework designed for the development of high quality, modern, and innovative tourism supply, that will increase the competitiveness of NSW tourism in markets where there is demand, and have capital waiting to be invested. The ultimate goal is to put NSW on the tourist map as one of the market leaders in the AsiaPacific.
[...] Attracts mostly domestic vacationers from NSW, Victoria and capital territory during the winter season. Heart of Country: enable visitors to meet the locals and sample the country lifestyle. This zone proposes national parks, pioneer era history, a calendar of cultural events, and is peppered throughout with museums and galleries Marketing Strategy Within Australia, Tourism NSW conducts advertising campaigns for each zone described above and provides to its visitors many useful tools such as the Holiday planning guides, offering information about the region, accommodations, attractions, events, etc. [...]
[...] Total expenditure: 22.9 billion Domestic overnight visitors spent 12.5 billion ( of total expenditure) International: 5.6 billion ( of total expenditure) Domestic daytrip visitors spent 4.8 billion of total expenditure) Attributes Natural beauty, local communities, heritage Benefits Proximity to diverse experiences and landscape connection Personality/Values Charming and individual/Genuine & welcoming 2 Customer Intelligence International Market Domestic market Tourism NSW segments its travele rs in 5 types of holiday mindset defined from two research projects (2000 See Australia & 2004 Roy Morgan research). [...]
[...] Some additional international market segments offering further opportunities to Tourism NSW are: Backpacker Tourism, this market spends more, travels further and stays longer than other travele rs. The backpacking sector in NSW is about attracting more adventurous and independent international travele rs into regional areas, through the development of more 'must see and do experiences'. Business Tourism is seen as an important market, indeed, there were 10 million business tourists providing $ 2.8 billion during 2007. To promote this segment, Tourism NSW has settled a partnership with the SCVB (Sydney Convention and Visitors Bureau) to promote Sydney and New South Wales as a meeting and events destination. [...]
[...] However, according to the Anholt's Nation Brand Index 2008, Australia is within the top 10 most positively perceived countries in the world, and is ranked number 2 Destination Development Workshop Program: is a collaborative program between regional tourism organizations, tourism managers and local tourism operators. The objective is to share information; knowledge and experience to increase the understanding of the consumer needs and wants making NSW a better place, more attractive. Moreover, this workshop program delivers a clear direction for the region's development & marketing, adding value at every level. [...]
[...] NSW should use the brand to make travele rs visit it and then, Information gathering: as Sydney is the major hub of Australia and therefore NSW, the collection of information at the airport could greatly benefit tourism. According to the government, surveys could allow NSW tourism to collect information about their experiences in NSW (how they felt when coming and living in NSW, what activities they enjoyed most, what has to be improved to satisfy their expectations . ) 10 Appendix Appendix Austral Segmentation ia Market Appendix Travele r Type/Holiday Mindset Profile Segment Type Pampadour/ Luxury Traveller Compatriots/ Family Travellers Source: Colmar Brunton, Project Sturt Report and Tourism New South Wales Segment Profile Up-market, DFY (do-it-for-you), Fashion-conscious, Travel in adult couples, Avoid young children/family destinations Middle market, wanting DFY (do-it-for you) but forced to compromise, family-focused, role- driven, activities focused, budget conscious True Travelers/ Want depth of experience, experimental, adventurous, trailAdventure Travellers blazing, immersion, seeking difference and challenge, opinion-leaders, white collar skew, male skew, take longer holidays, will spend more getting there than being there, definitely DIY. [...]
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