Nature Based Tourism in New South Wales

New South Wales has become a popular tourist destination due to its nature based beauty. The market trends, key attractions, current tourism marketing promotion, opportunities and challenges in the tourism industry are discussed in this article.

Running head: NATURE BASED TOURISM IN NEW SOUTH WALES
Nature based tourism in New South Wales
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Table of content
Overview of the destination.............................................................................................................3
Market trends of the destination......................................................................................................3
Key tourism attraction.....................................................................................................................4
Current tourism marketing promotion.............................................................................................5
Current opportunities and challenges in tourism industry...............................................................5
Recommendation.............................................................................................................................6
References........................................................................................................................................7

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Overview of the destination
New South Wales has become one of the popular tourist destinations in Australia due to
its nature based beauty. New South Wales is one of the popular states in Australia, which is
surrounded by Victoria in the south, Queensland in the north, Tasman Sea in the east and
southern part of Australia in the west (Gössling et al. 2016). It can be said that it is the populous
state in Australia as two third of the total Australian population live in this city. Due to its rich
history and natural resources, the Australian government decided to develop tourism destination
in this place. In the year 2015, the rate of nature based visitors has increased 10.5%. It has been
identified that with the increasing availability of international visitors, the estimated income has
reached 16.8 billion American dollars (Voyer et al. 2016).
Market trends of the destination
It cannot be denied that the New South Wales nature based tourism has higher level of
popularity in the international market. Analyzing the rate of international travelers it has been
identified that in between the year 2011 to2015, the contribution of international travelers in the
market share has reached 82.9% (Destinationnsw.com.au 2018). Due to increasing availability of
the visitors in NSW, the accommodation and expenditure process of the visitors have changed.

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Figure: Accommodation in New South Wales
(Source: Destinationnsw.com.au 2018)
In the above diagram it has been identified that Rented house, apartment, flats are popular
accommodation in NSW. Near about 44.1% visitors prefer this accommodation. On the other
hand 28.7% of the visitors spend night in relatives and friends houses.
Figure: Types of visitors in NSW
(Source: Destinationnsw.com.au 2018)
In the above diagram, it has been identified that near about 27.4% of the total visitors are
couple, 26% visitors are family group and 25.7 % visitors are friends group. Therefore, it can be
said that in case on increasing financial growth in NSW the adult couple visitors have higher
level of contribution.

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Key tourism attraction
In the words of Kido-Cruz, Kido-Cruz and Killough (2016) New South Wales is being
considered as one of the alluring cities in Australia. The state is graced by iconic harbor Bridge
and Sydney Opera house. On the other hand, Bondi Beach, Hawkesbury River, National parks
and Royal Botanic garden make the destination rich. On the other hand, historic Rocks places
and opportunities of Birding, Boating and bushwalking are enough to grab the visitors’ attention.
Blue mountain national park, snowy mountains, Hunger valley, Byron bay, Coffs harbor, Great
diving range in South coast, Norfolk Island and many other places have made it resourceful
tourist destination (Buchmann 2017).
Current tourism marketing promotion
In order to promote NSW as the resourceful tourism destination in Australia, he Tourism
Action plan has been introduced, in which the infrastructure and product development related
practices have been mentioned. Through different social media campaigns, the destination has
been launched. The NSW tourism department has contributed near about $1.5 million in the
tourism development planning (Cityofsydney.nsw.gov.au 2018). In order to increase the
popularity in international market and introducing the cross cultural promotion, NSW tourism
department has decided to improve its quality of performance.
Current opportunities and challenges in tourism industry
In the growing tourism industry in NSW, it has brought the job opportunities in the
market. It has been identified that after the development of tourism industry in NSW, 500000
people have been employed in this industry. With the increasing rate of international visitors, it
can be said that within 2022, the rate of international visitors will reach 8.4 million

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(Cityofsydney.nsw.gov.au 2018). After the development in tourism industry, the transport and
accommodation facilities have increased. With increasing growth opportunities, investors have
shown their interest towards investing in this industry.
On the other hand, with increasing demands of the visitors insufficient accommodation
has become major problem for the industry. Increasing competition in the Asia pacific region
tourist markets has brought the issue for this industry. Lack of maintenance has created
difficulties in terms of achieving the sustainability target (Buchmann 2017). Due to higher values
of Australian dollar, it is bringing the dampening effect in global tourism industry.
Recommendation
In order to deal with the challenges effective destination management planning is
required, it will be beneficial in terms of gaining competitive advantage. On the other hand, if
awareness among people can be increased, it will be beneficial in terms of maintaining the
environmental sustainability. In order o increasing the popularity of the destination, effective
strategic planning is required for destination marketing. These strategies can help to develop
vibrant tourism sector in NSW.

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References
Buchmann, A., 2017. Insights into domestic horse tourism: The case study of Lake Macquarie,
NSW, Australia. Current Issues in Tourism, 20(3), pp.261-277.
Cityofsydney.nsw.gov.au (2018). Available from
https://www.cityofsydney.nsw.gov.au/__data/assets/pdf_file/0008/156527/8945_FA3_Tourism_
Action_Plan_A4_UPDATE-Final-Low.pdf/[Accessed on 18th Sep, 2018]
Destinationnsw.com.au (2018). Available from https://www.destinationnsw.com.au/wp-
content/uploads/2013/05/Nature-based-tourism-YE-Dec-15.pdf [Accessed on 18th Sep, 2018]
Gössling, S., Ring, A., Dwyer, L., Andersson, A.C. and Hall, C.M., 2016. Optimizing or
maximizing growth? A challenge for sustainable tourism. Journal of Sustainable Tourism, 24(4),
pp.527-548.
Kido-Cruz, A., Kido-Cruz, T. and Killough, J., 2016. Economic Impact Assessment: A Review
of Literature on the Tourism Industry. Global Journal of Management And Business Research.
Voyer, M., Barclay, K., McIlgorm, A. and Mazur, N., 2017. Connections or conflict? A social
and economic analysis of the interconnections between the professional fishing industry,
recreational fishing and marine tourism in coastal communities in NSW, Australia. Marine
Policy, 76, pp.114-121.