NSW Tourism Strategy Overview
The NSW Tourism Strategy focuses on improving NSW’stourism performance through enhancing promotion of Sydney and regional
NSW, an expanding international presence and addressing supply-side issues.
The strategy focuses on eight key areas:
1.Revising Targets:Increase NSW’svisitor nights and yield by setting a more ambitious target for tourism.
2.Tourism Governance: Deliver the NSW Tourism Strategy within an agreed governance arrangement to realise maximum benefits for the tourism industry.
3.“Brand Sydney”:Revitalise and strengthen the image and appeal of Sydney through a coordinated “Brand Sydney”project.
4.“Visit Sydney”: Increase promotion of Sydney as a tourist destination through a strengthened dedicated business unit within Tourism NSW.
5.Expanding International Tourism:Expand NSW’sinternational tourism through increasing our presence in emerging markets of China, India and South Korea and increasing promotional activityin both traditional and emerging markets.
6.Expanding Regional Tourism:Enhance promotion of regional NSW through strengthened regional partnerships.
7.Addressing Supply Side Issues:Government working with Industry to ensure sufficient tourism related infrastructure and services are available to satisfy increased demand.
8.Tourism Industry Plan: Implement a coordinated industry plan to boost tourism performance in NSW based on a partnership approach from government and industry.