Promoting Tourism in CBD Sydney

This report discusses the promotion of new events in the Central Business District (CBD) region of Sydney to attract tourists during the winter season. It explores the selection of an event, short-term and long-term recommendations, additional infrastructure and services, and methods to assess and measure success. The report emphasizes the need for collaboration with tourism organizations and accommodation providers to promote the event.

Running head: TOURISM PROMOTION
TOURISM PROMOTION
Name of the Student:
Name of the University:
Author Note:

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Executive summary
In the central business district of Sydney, the amount of tourism gets reduced in the winter
season as winter is truly unbearable in the southern hemisphere. In order to increase the rate
of visit through promoting new event in Australia, has become essential. This report has
therefore found out what new event can be started in this area and how the long and short
term goals can help the authority to mitigate such problem. By utilising the resources in this
season and using the best method of promotion of the event like food festival, the CBD area
of Sydney can attain the goals.

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Table of Contents
Introduction:...............................................................................................................................4
Findings:.....................................................................................................................................4
Selection of event:......................................................................................................................4
Short-term and long-term recommendations:............................................................................5
Additional infrastructure, services and expert knowledge:........................................................7
Assess and measure the success:................................................................................................9
Conclusion:..............................................................................................................................11
Recommendations:...................................................................................................................12
Reference:................................................................................................................................14

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Introduction:
The aim of this paper is to discuss the promotion of new events in the Central
Business District or CBD region of Sydney that so that this can attract the tourists from the
country as well as from the different nations of the world. This report will be discussing the
best event suitable in the CBD region of Sydney aligned with the strategies for promoting
tourism in winter season. The report will be detailing short time and long-time
recommendations so that the number of visitors in this region in the off season can be made
possible. For promoting and accommodating the tourists in this region positively, additional
infrastructure, services and expertise will be required that can help the tourism department of
this region to promote their initiatives to the target markets. This report will also be
discussing the methods of assessing and measuring the success of the events of increasing
visitation. Finally the report will be concluded with the appraising of established strategies
and theories to create appropriate solutions to the issue of lower visitation.
Findings:
Selection of event:
Central Business District or CBD region of Sydney faces reduced amount of visitors
in the winter season especially from June to August. This is due to the fact that the continent
experiences temperate weather most of the years but winter in Australia is unbearable to most
of the residents. The southern states experience cooler winters hence the tourists from the
country as well as from the other places tend to avoid to visit this place. In such situation, the
selection of the event attraction is important so that it can attract the target market properly.
As CBD region of Sydney is the most important commercial centre of Sydney and the state
capital of New South Wales area, food festival for three day tenure will be effective for

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attracting the target market.in this food festival, the attends will get the chance to taste the
cuisines from different parts of the continent as well as varied culture of Australia. Food
festival will be successful in the CBD region of Australia in winter season because it will
present the rich and speckled cultures of Australia through food and beverages. The time for
this type of festival is effective because the rest of the world during these months faces
summer. Therefore, especially the tourist from China, India and other Asian countries, hence
will try to attain this type of event gladly.
Short-term and long-term recommendations:
In order to arrange a food festival, the need for short term and long term goal are
needed to be set. The short term of this food festival for five days tenure will earning
profitability so that the authority will be developing capability to arrange this event in the
same venue in the same time each year (Knott, Fyall & Jones, 2016). The long term goal will
be attracting both the domestic as well as international visitors during the off season for
Australian tourism.
For attaining the short term goal, some steps are essential to be followed which
include, selecting the food tasting locations, planning the budget, choice of the cuisines and
participants and developing a reliable team for success of the event. For short term goal,
firstly the managers need to first plan or design the concept for everything. Starting from the
organisation of team to event name, date, venue, time and projected budget. Secondly, they
need to lay out the content and style of the event (Knott, Fyall & Jones, 2016). Unlike every
event, this food festival of CBD Sydney needs to create a strong brand image therefore,
styling of the posters, pamphlets, tickets, banners are needed. In this respect proper content
must be developed for the websites and social media so that this can lead to help the

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marketing process smooth and appealing for the domestic and international visitors. The
brand can gain more support from the sponsors if has a catchy and promoting collaterals.
Thirdly, for the profitability of this event and its success to create a legacy, proper
team development is necessary. The members from general management team, operation
management team, sponsorship management team, concern or talent management team and
marketing management team along with the volunteers need to be properly coordinated so
that the brand image of this new food festival in the CBD area of Sydney can be developed.
Fourthly, promotion and public relation must be effective to reach the target
customers of this festival. As this particular event is the chief method of increasing tourism in
the CBD area of Sydney in the winter season, therefore, proper coordination between the
tourism department and event management department is expected. By properly recognising
the trend and experience from the other food festivals arranged in the other part of Australia,
can help this event in promoting and reaching the target audience properly (Evans, 2016).
Promoting message and posting of ads in the websites and social media of tourism Australia
can help the customers to find out data who follow the tourism websites for attending those
events. This event will be able to choose from the intensity as well as volume of the website.
For the offline ad campaigns will be increased if food business companies, restaurants and
eating places get attached with this festival. Along with this, native news channel can be used
as the promotion partner of this event that can attract the domestic travellers to attend this
festival and enjoy the winter.
For the long term goal, the authority needs to contact tourism organizations and
accommodation providers. The national, international and regional tourism boards of
Australia needed to be partnered to promote the event and raise awareness on their highly
ranking websites as well as social media channels. This will allow the event to be a part of

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their campaign for the promotion of tourism in the CBD region of Sydney. To reach the
tourists from the ground, the local tourist centres need to be connected that will also get help
from the holiday makers to get the best possible experience through sharing their local
knowledge. The method of targeting the accommodation providers help the event to point out
the need for the infrastructure in the CBD region for accommodating tourists in the guest
houses, hotels and camping sites. In addition to this, connection with the accommodation
companies allow the festival to get exposed as the employees of the hotels will mention about
the events to the guests looking for things to do in Sydney.
Additional infrastructure, services and expert knowledge:
Unlike other business the tourism industry is selling of a place where every needed
things must be in their place. The place has different things related to cultural, social and
emotional aspects to offer therefore the competition remains with the entire world from
where the people will be joining the destination (Todd, Leask & Ensor, 2017). It is the
method of promoting tourism of a given destination which demands creative as well as
unique approach (Evans, 2016). This is the reason why setting goal and designing the best is
necessary. In order to reach and convince the tourists from different region to visit the place
with particular aim to fulfil therefore creating interest on this scale is an essential factor for
the success of the event or the destination.
As the food festival arranged in CBD Sydney is a part of events tourism where people
from different caste and creed, culture and interest will be attending therefore the
infrastructure resources services and knowledge ought to be broader than expected.
Partnership is one of the most important factors for reaching desirable audience and
promoting tourism for the destination. This is the reason why strengthening the infrastructure
of that place is essential. Tourism infrastructure is the basis of tourism development as well

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as utilisation of existing distribution resources. Infrastructure of tourism includes large
number of service that are necessary for meeting the needs of the visitors and increasing
satisfaction during their stay in the destination (Knott, Fyall & Jones, 2016). Infrastructural
development provides competitiveness to the destination and the demand for high standard of
infrastructure is growing with the growth of income and wealth in the Global population in
addition to this improvement in the transport system consumer values and changing lifestyles
are seeking new type of infrastructure where the lives will be more comfortable during visit
to a destination. The international openness and increase deliver time has promoted education
and special events therefore the people from different parts of the world are becoming more
aware to be sure about the places they are going to visit (Leng et al., 2016). By utilising
Information and Communication Technologies the destination promotion and marketing have
improved. Therefore tourism infrastructure also demands growth otherwise it will break the
trust of the Tourists and gain negative publicity about the place.
In order to promote CBD area of Sydney for increasing tourism in the winter season,
possible changes in the existing infrastructure is needed. As the tourism of Sydney has proper
infrastructure needed for the tourists coming in the summer and other seasons but not in
winter, therefore infrastructure, services and essential knowledge for managing
accommodation and other facilities in CBD region. In order to promote the events for which
the domestic and international tourists will be visiting CBD area will be needing full support
from the city authority. The facilities like roads, public toilets, electricity, signage, water
system and healthcare systems need to be developed. There need to be different infrastructure
development process initiated by the tourism board of the region (Getz & Page, 2016). In this
regard proper initiatives of making programs by the government at the top level to train the
local level governance is needed so that proper understanding of what exactly is needed is
realised.

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Tourism infrastructure has mainly four types of classification which include physical,
cultural, services and governance the physical infrastructure includes available hotels,
restaurants, communication process, transportation water and electricity. The cultural
infrastructure includes Heritage fairs and festivals, culture, local music and art, dance and
dress and food and language (Kelly & Fairley, 2018). Similarly the service infrastructure
includes banking facilities insurance agencies, travel agencies and tourist guides. The
governance infrastructure is maintenance of customs and immigration and the law and order
machinery of the destination.
From the aspect of cultural infrastructure poor ambience like criminal activities in the
City has to be managed by the governance infrastructure. in addition to this long and slow
moving security queues and prolonged waiting for getting service will affect the attraction of
the visitors which to lead the festival to failure. Therefore in Sydney the authorities need to
be more aware about the needed services which the visitors will be needing for staying there.
the visitors will be needing the service of information about the venue for Time and the way
to the festival for which they have visited the CBD region staff therefore guiding these
tourists will be one of the most important service for the success of the events tourism.
Along with upgradation of the roads transport systems, water and power supply,
electricity and security in the City the need for health facilities will be needed. It is a food
festival therefore problems with health can be inevitable for which the tourists will be finding
inexpensive get high quality Healthcare services so that there problems do not affect the
success of the festival (Higgins-Desbiolles, 2018). To develop the potential proper
knowledge of necessity is essential therefore the authority arranging the festival must be
gaining knowledge through proper research and what differences will be occurring between
the tourism events arranged in winter from that of summer.

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Assess and measure the success:
In order to target market proper marketing plan of this festival is necessary in that
case formation of tourism partnership and connecting with the travel and tourism trade shows
are important. For attracting the attention of the target market which is the visitors from Asia
and domestic tourists from other parts of Australia the authority must advertise in the trade
Publications. This will create a brand for the destination which will speak about the offers in
detail. Placing the advertisement in a targeted and smart manner is a method of reaching the
target market most successful. In this era of social media and online marketing the
influencing process has changed completely (Laing, 2018). The authority must leverage
social media, online videos and blogs which will allow the destination to be connected with
the target market and leverage the brand with the end customers who already love this type of
festivals.
In order to measure the success of the event tourism in CBD Sydney there are
different ways. First the authority must monitor the social media activity. This is due to the
fact that most of the visitors after attending an event to share their experience and images of
the event in social network channels. Therefore the authority needs to continue closely
monitor the social media activities of the visitors after the event. Eventstagram is tool which
helps the events to monitor the social media activities and mention about the incidents of the
event through hashtag. Thus the success of the event will be measured from the perspective
of the visitors.
Secondly the event managers can survey the post event experiences to the attendee.
Through this process the visitors can share their feedback about typical preferences of the
event which will reveal the weaknesses of the event so that the strengths can be built within
one year period (Akhoondnejad, 2016). Though this survey the managers will get a general

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idea of the perceptions of the attendees and identify the weak points like insufficient space or
variety of food, lack of entertainment. Along with this, the tourism problems like availability
of transport system, accommodation, service of the health care facilities, proper supply of
water electricity and power will be understood properly.
Thirdly measuring revenue and overhead cost can be one of the most important
parameters for the measurement of success. It is a corporate event there for bring additional
revenue in the winter season Sydney. It is the efficiency of planning the budget of the event
which will affect the success of the festival and measure profitability quite effectively.
For monitoring the sales number in the days following the event will be helping the
management to understand the success of learning food festival in CBD Sydney in the off
season of tourism. It will help to keep track of the persons who are making purchases. It will
also measure whether they are repeat customers or the existing visitors returned after an
absence (Kirkup & Sutherland, 2017). The number of synapse for the trial service in the
event as well as the hotels and other places of accommodation will give proper understanding
of how much tourists have visited Sydney due to this festival.
Finally the sponsor recognition is a very important determinant for understanding and
assessing the success of the events tourism. It is not only the level of satisfaction of the
visitors but also the satisfaction of the sponsors who can repeat their investment in this
particular festival so that this can be arranged annually in the same venue. If the sponsors are
satisfied then the festival will be funded for more and a relationship of trust and dependability
will be developed. Thus proper assessment of profitability and success of event tourism can
be attained.

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Conclusion:
Therefore, it can be concluded that the food festival arranged in CBD Sydney is a part
of event tourism where people from different caste and creed, culture and interest will be
attending therefore the infrastructure, resources, services and knowledge ought to be broader
than expected. These are some primary need for attracting the tourists both domestic as well
as International who will be visiting for the food festival and staying in this area for 5 days.
The event management teams along with the government bodies of this city if collaborates
properly and plan for this type of event, will definitely attract the tourists from different parts
of the country to this Australian city.
Recommendations:
The theory of sustainability by Felix Ekardt ascribes with the fact that the
sustainability cannot be achieved without business (Ekardt, 2016). Therefore in winter
season, the local and national food service providers and hotels will get the change of
business if this food festival is arranged. In the case of Sydney Central business district
Infrastructures like accommodation, restaurants, tools and transport, build up attractions need
to be strengthened.
Private investors are to be manipulated who are mainly unwilling to invest in the
tourism facilities. Therefore for both the tourists as well as the sponsors proper infrastructure
is needed in Sydney otherwise the investors will be unwilling to you understand the
essentiality of the tourism need in the winter season in Sydney.
The government of Sydney needs to identify the gap of knowledge as early as
possible because inappropriate infrastructure limits the growth of tourism sector.

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As CBD Sydney is a vital area for business therefore the transport system and
telecommunication does not have much to be managed but due to festival a large number of
visitors will be residing in the same city therefore emergency services must be present so that
no accident can affect the brand image of the food festival arranged in the City.
Road Infrastructure and good Airport facility needed to be available where the tourists
will have opportunity to get affordable and basic services like water, sewage, electricity
power and health facilities along with telecommunication system. In addition to the proper
maintenance of existing transportation facilities is needed but introduction of new vehicles
for the uses of visitors in the winter season will strengthen the Transportation system of the
city during the festival. The city will have different venues for different program of this food
festival therefore Transportation system connecting those values has to be amended.
Repairing of potholes in the roads of the city to be prepared as the transportation facilities
will be prolonged. These problems if resolute, the tourism problem in winter will be solved in
CBD Sydney.

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handicrafts festival. Tourism Management, 52, 468-477.
Ekardt, F. (2016). Justice and Sustainability: Normative Criteria for the Use of Phosphorus.
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management, 52, 593-631.
Higgins-Desbiolles, F. (2018). Event tourism and event imposition: A critical case study from
Kangaroo Island, South Australia. Tourism Management, 64, 73-86.
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research, 10(1), 105-118.

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perspectives. Tourism management perspectives, 25, 165-168.
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