Strategic Intelligence Report - NSW, Australia

Résumé du document

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.

Extraits

[...] Major Problems and Challenge (based on the SWOT analysis Appendix Intra industry knowledge management: to enable retails operators and agents from all around the world to discover NSW, NSW tourism has established a new program called “Educational­tour”. Moreover, to facilitate this operation, NSW tourism established a partnership with Qantas in January 2009. The objective is to promote Sydney and NSW to people living on the West coast of the USA by offering special prices and packages. Changes in supply market: during the past few years, technological development has brought changes to the international market structure, allowing a concentration of service providers. [...]

[...] The NSW Tourism Strategy's objectives are to improve the state's tourism performance by enhancing promotion of Sydney and regional NSW, expanding international presence and addressing supply­side issues. Selling Proposition proximity to Australia's biggest city, and the Key Facts YE Dec 08 extraordinarily varied Total visitors: 71.1 million of total visitors experiences a visitor can in Australia) find in regional NSW, Nearly 24.1 million domestic overnight visitors make it an appealing ( 15.5 for Sydney) Nearly 44.3 million domestic daytrip visitors holiday destination. [...]

[...] Opportunities Emerging international markets (China, India, South Korea) Low currency rate for Americans and Europeans visitors Growth of leisure focused airlines and international air services Niche market development Destination management approach to tourism planning and development Heighten community support and awareness of the importance of tourism to the city Threats Crime and safety problems Remaining competition to relation to other tourist destinations, both in Australia and overseas Aggressive price promotion by European and American airlines against Australian destinations Preference from Australian tourists to take their holidays outside of the country 13 Reference List Sydney official website: http://www.sydneyaustralia.com/en/ Visit NSW official website: http://www.visitnsw.com/ Tourism NSW official website: http://corporate.tourism.nsw.gov.au/ The Anholt's Nation Brand Index 2008: http://www.nation­branding.info/2008/10/01/anholts­nation­brand­index­2008­released/ Travel to New South Wales, Tourism New South Wales, December 2008. http://corporate.tourism.nsw.gov.au/Sites/SiteID6/objLib12/TotalNSW_YEDec08.pdf New South Wales first for flight, Tourism NSW. http://corporate.tourism.nsw.gov.au/Sites/SiteID6/objLib20/ATE08_Aviation_NSW.pdf Backpackers in Australia http://www.tra.australia.com/content/documents/Snapshots/2008/BackPacker_07_FINAL.pdf Business Tourism Facts & Figures, Tourism New South Wales http://corporate.tourism.nsw.gov.au/Sites/SiteID6/objLib40/BusinessTourismUpdate_YEDec07.pdf New look for Sydney Global Brand, Department of State and regional Development august 2008. http://www.business.nsw.gov.au/PDF/newsroom­news_20080812_brandsydney.pdf Sydney, travel, work, study, play. http://corporate.tourism.nsw.gov.au/Sites/SiteID6/objLib14/Sydney_TravelWorkStudyPlay.pdf New South Wales Tourism Strategy report O'Neill Review into Tourism in New South Wales, February 2007. [...]

[...] The aim is to educate and motivate the distribution channels and maximise visitation potential through effective trade development and servicing. For example, Tourism NSW hosts familiarisations (sponsored tours designed for overseas trade buyers of travel product and services) to showcase NSW by using the 3 travel experience. The objective is to convert the experience into sales for those products and services involved in the programs. Some additional international market segments offering further opportunities to Tourism NSW are: Backpacker Tourism, this market spends more, travel further and stay longer than other travellers. [...]

[...] Secondly, the north coast target more experienced tourists, especially the hunter valley which offers wine testing and gastronomy. Lord Howe Island: is a world heritage listed place where travellers can observe rare birds, plants and marine life. The coral reef and the island allow snorkelling, bushwalking, trekking. It is a “Place to revitalise and de­stress”. South coast: on the other hand, the south coast is more oriented on the cultural side; travellers can learn about aboriginal culture or can discover the water ecosystem through marine's parks and reserves. [...]