Role of Destination NSW in increasing visitor economy

Title: Role of Destination NSW (Destination agency) in increasing the visitor economy of a region, city
or country
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Contents
1. Executive Summary.......................................................................................................................1
2. Introduction..................................................................................................................................1
3. Strategies implemented by Destination NSW..............................................................................2
3.1 Destination NSW...................................................................................................................2
3.2 Infrastructure........................................................................................................................3
3.3 Principles and practices.........................................................................................................3
3.4 Stakeholders..........................................................................................................................3
3.5 Risk management..................................................................................................................4
3.6 Promotion and support.........................................................................................................5
4. Conclusion.....................................................................................................................................5
5. Recommendations........................................................................................................................5
6. Reference list................................................................................................................................6
7. Appendices....................................................................................................................................8
1.Executive Summary
The main purpose of this report to evaluate the strategies which have been deployed by
Destination NSW organization in increasing the visitor economy of NSW. The findings of
this report stated that the agency should improve its infrastructure, marketing, and
stakeholder engagement strategies in order to achieve increase visitor economy. The scope of
this study is to focus only on principles, practices, stakeholders, risk management and
marketing strategies of Destination NSW agency. In this report, some recommendations have
been provided to the agency that will help it to double overnight visitor expenditure by 2020.
2.Introduction
Visitor Economy includes communities and business organization which benefit from the
indirect and direct economic activity generated through various initiatives that support the
provision of services and goods to overnight visitors(Havi, 2013). Visitor’s economy reflects
the current transition in the way used to manage the destinations (Hristov, 2015). Destination
NSW (New South Wales) has established under the Destination NSW act 2011 in order to
achieve social and economic advantages for the people of NSW through the development of
tourism. The main purpose of this report is to evaluate the strategies which have been
implemented and articulated by Destination NSW agency to increase the visitor economy of

NSW. This report outlines the infrastructure, stakeholders, risk management, principles and
practices, promotion and support that the agency provides for the destination in a detailed
manner.
3.Strategies implemented by Destination NSW
3.1 Destination NSW
The establishment of Destination NSW has merged four government-funded entities named
as the Greater Sydney Partnership, the Homebush Motor Racing Authority, Tourism NSW
and Events NSW into a single entity(NSW, 2018). The major responsibility of Destination
NSW agency is to implement and devise effective strategies to increase visitor economy of
state(Souris, 2012). It is the major investor in Business Events Sydney with an objective to
secure international conventions, corporate events, incentive travel reward programs for
regional and Sydney NSW(NSW, 2018). Presently, Destination NSW is offering a variety of
services to increase visitor economy such as
1. Brand development and management
2. Destination development assistance
3. Funding for tourism activities and tourism activities
4. Visual resources – photography and footage
5. Regional conferencing
6. Major event investment, evaluation, and acquisition
7. Product development advisory services
8. Strategic partnership programs
9. Market and business development programs
10. Market research and insights etc.
The mission of Destination NSW is to double overnight visitor expenditure in order to boost
the state’s economy by 2020. In simple words, the destination agency wants to achieve a total
of $36.6 billion in overnight visitor expenditure/annum by 2020. NSW government has
launched a flagship plan to increase tourism from China in NSW that will help the state to
double overnight visitor expenditure by 2020. The flagship plan is also referred to as “China
Tourism Strategy (2012-2020). This plan enhances various tourism areas such as business
growth in 4 primary China source markets, aviation and route development, business events,
targeting high performing consumer segments, etc. Destination NSW has decided to build
world-class visitor experience for Chinese visitors. In 2012, the count of Chinese visitors in

NSW has been increased by 60% with the implementation of the China Tourism industry
(Writer, 2012).The current annual growth of the organization is 2.2% only, hence the
organization will be required to increase overnight visitor expenditure.Destination NSW has
launched the Western Sydney Visitor Economy Strategy as a strategic framework in August
2016 to increase visitor economy.
3.2 Infrastructure
NSW government has been investing in sports in order to fulfilthe demands of its
users(SOURIS, 2012). In order to drive growth in the visitor economy, the NSW government
has invested in major events for various stadiums like rectangular Western Sydney Stadium
at Parramatta, Sydney Football Stadium at Moore Park(Crilley, Weber & Taplin, 2012). This
initiative of the NSW government increases social and economic benefits of strong cultural
and sports sector which will further improve the liveability of citizens and the entire NSW
community. According to the Tourism Research Australia’s Tourism Investment report 2017,
Destination NSW has invested 36% in tourism pipeline, 27% in accommodation and 32% in
recreation, arts and business services(NSW, 2018). Currently, Destination NSW agency has
been faced some infrastructure and cross-border issues due to poor strategic engagement and
planning. Along with this, it is highly challenging for the agency to improve the supply of
visitor accommodation and secure funding(Destination NSW, 2018).
3.3 Principles and practices
Destination NSW has committed to offering a supportive, productive and harmonious
environment for its valuable end users. It has been reviewed grievance management policy
and procedures including issues, grievances, resolution of complaints, etc. to ensure best
practices have been implemented(Quinn, 2016). The monthly wages have been provided to
staff members based on NSW Wages policy taskforce. The destination agency encourages
and welcomes applications from all groups including LGBTI, Indigenous people, people with
disability, etc. Along with this, the agency is used multi-cultural policies and services plan to
promote the economic and social participation of destination visitors. It supports the policy of
the NSW Government on Aboriginal Employment by offering significant support to
Aboriginal tourism events & operators as a part of the sponsorship, product development and
investment activities(Chipchase, 2013).