Enhancing Sydney's Winter Tourism: A Report for HOS804

This report addresses the decline in tourist arrivals in Sydney during the winter months and proposes effective strategies to boost visitor numbers and revenue. The report begins with an executive summary outlining the problem and the report's objectives. It then delves into the reasons behind the lack of tourists, including the seasonal climate and lack of attractive events compared to the summer months. The report analyzes successful winter events worldwide, such as the Sapporo Snow Festival and the Quebec Winter Carnival, to draw inspiration for a potential event in Sydney. The core of the report proposes an "ultimate all-rounder Sydney winter carnival" on Bondi Beach, incorporating various attractions like snow-based activities, winter amusement parks, music concerts, and sports competitions. The report concludes with a summary of findings and recommendations for both short-term and long-term implementation, including support for the proposed event, offering a comprehensive analysis of the issue and proposing a practical solution to enhance Sydney's winter tourism.

Running head: MANAGEMENT
Management
Name of the Student
Name of the University
Author Note

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Executive summary
The purpose of this report is to assess the reasons behind lack of tourist arrival in Sydney during
winter month and suggest effective recommendation to ensure enhancement in the number of
tourists in the city during winter. In this report a detailed analysis of the reasons behind lack f
tourist will be performed along with that different types of events that have enhanced the tourist
count during winters in the city will be conducted. Finally, a effective event will be selected and
recommendations to enhance the number of visitors by implementing the mentioned event will
be provided in this report.

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Table of Contents
Introduction......................................................................................................................................3
Findings...........................................................................................................................................4
Reasons behind lack of tourists in winter months.......................................................................4
Famous winter events across the world.......................................................................................5
Event idea for increasing tourists in Sydney during winter months................................................7
Conclusion.......................................................................................................................................8
Recommendations............................................................................................................................8
Short Term Recommendations....................................................................................................9
Long Term Recommendations....................................................................................................9
Event Support............................................................................................................................10
Reference List................................................................................................................................13

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Introduction
Australia is best known for its summer and Sydney is not any difference. The magnificent
strip of golden beaches, hip outdoor restaurants and sprawling parks are just some of the major
features that have made the iconic harbour city Sydney, highly famous for tourism. However,
just because the temperature gets dropped during the winter, it does not mean nothing left to
enjoy in Sydney. The off peak season in Sydney is full of clear days and it never gets too cold to
head outside. However, during the winter time, the number of tourists in Sydney gets highly
diminished. The chief reason as per tourists includes the climate becomes too cold for tourists to
visit and enjoy the stunning beaches of the city. While the summer months in Sydney that form
1st December to 28th February, remains heavy crowded by tourists, lack of tourists can be
effectively evidenced during the winter months that is June 1st to August 31st (Xu et al., 2015)
This in turn is imposing negative impact on the revenue of the hotels, restaurants, city retailers
and businessman. Considering the fact that tourism is considered to be a significant part of the
NSW economy, in the year 2016-17, the mentioned industry contributed approximately 40.5
billion dollars to the NSW economy (Keller, Deleersnyder & Gedenk, 2019). Not only this, more
than 262,000 individuals are employed in the Tourism industry of New South Wales. Thus it can
be clearly understood that, lack of visitors during the winter season is imposing negative impact
on the economy of the mentioned nation. In this report, an assessment and recommendations for
a new attraction or event for the City of Sydney with the aim to increase visitors to the city
during the winter months will be presented.

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Findings
Reasons behind lack of tourists in winter months
According to Carlsson-Wall, Kraus & Karlsson (2017), more than 78.5 percent of the
total number of tourists in Australia possess the Agenda of enjoying beach holidays. The summer
months of the City begins during December and lasts still February. These 3 months are
considered to be the best months to enjoy the outdoor lifestyle. The temperature remains
perfectly favourable for boarding cruises in the Harbour city for picnics with friends and family,
beach visits as well as water activities such as surfing, swimming, kayaking and more.
According to researchers, considering the fact that the chief attractions of Sydney are its beaches
and water sports, majority of the tourists visits Australia during the summer season (Cashman,
2017). The temperature of the Gold Cost remains slightly colder than the other parts of the
nation. As a result of this, it is practically impossible for tourist organizations of Sydney to
organize similar water sports during the winter. Besides that frequent snow all makes it more
difficult for tourists to enjoy beach vacations during the summer in Sydney. This can be
considered as one of the chief reasons behind lack of tourists during the winter time.
Along with the above mentioned attractions, a good number of tourists visit Sydney
during the summer time due a good number of festivals lie Christmas and New Year. Sydney
celebrates its Christmas and New year in a grand way. A good number of events are held during
that time of the year and thus summers are considered by tourists to be the ideal months to visit
the city.
The autumn months are considerably colder in the city. However, tourists visit the nation
during this time for enjoying the pleasant weather and for fun activities like visiting the zoos,

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wildlife parks and other popular attraction of the city. According to Getz & Page (2016), the
chief reason behind lack of tourists during the winter months includes lack of attractive events.
Considering the fact that Sydney’s winter does not allow visitors to enjoy water activities, in
spite of irresistibly low price of hotels and air fare, majority of the tourists prefers not to visit
Sydney during winters. Despite the fact that the city during the winter months offers tourists
with popular Sydney Opera house shows, scenic costal walk from Bondi to Congee, a climb to
the iconic Harbour bridge, lack of tourists during the winter season can be clearly evidenced.
Famous winter events across the world
While Sydney is struggling to enhance tourist count and revenue during the winter
season, a good number of countries remain highly populated during the winter season due to
their highly entertaining events that go down each and every year. Raj, Walters & Rashid, (2017)
pointed out that every winter Sapporo, Japan remains highly populated by tourists and the chief
attraction during the winter includes the snow architecture and sculptures like the Odori Park, the
grounds at Community Dome Tsudome as well as the main street in Susukino. The mentioned
festival enhances the number of tourists in Japan too a great extent during the winter. Another
popular event that has been designed to attract the tourists during the winter season in Montana
includes Fiesta Pescado Blanco. The term Fiest Prescado Blanco means “white fish party” in
Spanish language. The mentioned event includes a series of program like ski parades, winter race
like skijoring, ice hockey, ski-racing as well as the annual Penguin Plunge that is a game
organized as a frigid dip in the white fish lake of Montana. Jones, (2017) have pointed out that
prior to the event, the number of tourists in the city used to be highly limited during the winter
season. The popularity of the place increased drastically after the implementation of the
mentioned event. According to the self determination theory, intrinsically motivated behaviour

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occurs in the absence of extrinsic motivations. Events arranged to enhance the number of
tourists in a specific destination can be considered as a perfect example of extrinsic motivation
for the organizers, the reward here being increment in revenue. The winters of Mayrhofen are
highly famous for its Altitude festivals. The mentioned festival is popular for its 5 days round
programs specially held to entertain the tourists. The mentioned festivals present comedy and
music shows along with other snow activities like snowboarding and snorkelling. The event is
hosted by two of the most popular comedians of the nation, namely, Marcus Brigstocke and
Andrew Maxwell and the pair has been successfully entertaining the tourists since years. The
festival was first launched in Meribel, France in the year 2008 and within a year ago is moved
across the Alps to Mayrhofen in Austria. Within the first year, the program became a massive hit
and now it attracts some of the biggest name across the global comedy industry.
Atefeh & Khreich, (2015) have pointed out that carnivals are some of the most popular and
effective way to tourist during the winter months. Carnivals can be planned by event organizers
in a variety of ways. It can be planned based on a single sector or activity or can include a variety
of activities. One of the effective example of winter carnivals based on sport activities is the
Saranac Lake Winter Carnival which is held in New York. In the mentioned carnival, a union of
winter sports competitions as well as offbeat contests, concerts, fireworks, and a parade are held.
However, the centrepiece of the carnival includes a 15-year-old fete is an elaborate ice palace
built by volunteers with ice blocks from Lake Flower. The festival Scheduled every year from
January 31 to February 9. Another major carnival held at Canada that is attracting international
tourists from all over the world includes the Queb Winter Carnival. The mentioned carnival is
one of the largest festivals of the world. The event organizers have incorporated a huge number
of activities in order to ensure enhancing the consumer base. The carnival includes a winter

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amusement park along with attractions like Skiing, snow rafting, ice sculptures, snow sled slides
and outdoor shows. The Quebec Winter Carnival has been specially designed in order to
incorporate all categories of he tourists including the family tourists as well as solo travelers and
friend groups. Professional as well as amateur teams from all over the world are invited in order
to participate in the canoes race on the icy surface of the St Lawrence River. Popular snow artists
from all over the world are invited to show their talent and compete in an eye-catching snow
sculpture competition. According to Ramos, Umbelino & Jorge, (2017) holding international
completion in an event accelerates the number of visitor. The chief reason behind this includes
incorporating sports activities encourages sport lovers to visit the destination. As a result of this
the tourist counts of the place gets enhanced.
Event idea for increasing tourists in Sydney during winter months
Considering the fact that almost 70 percent of the tourists in Sydney visits the city chiefly
for fun activities, beach parties and sporty water activities, one of the most effective ways to
enhance the number of tourists in the mentioned destination, is to plan a event that will be able to
meet all the three criterions of the tourists even during the winter. Or this, the best option that can
be implemented by the event organizers of the city includes an all-rounder winter carnival. The
winter carnival can be named as the “ultimate all-rounder Sidney winter carnival”. The carnival
can be held on the popular Bondi Beach. The carnival should include all types of entertainment
targeted to family tourists, solo travellers as well as sport enthusiasts. It can include a winter
amusement park with attraction that includes snow rafting, ice sculptures, snow sled slides as
well as outdoor shows. Like the carnival held in Canada, it should also include canoes
competition. These activities will encourage tourists who are sport enthusiasts to visit the city. In
order to attract the tourists who visit the place for lavish and entertaining festival, dance and

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music concerts should be organized. Eminent local as well and international singers will be
welcomed in order to ensure high quality performance. They can plan prizes for the children who
will be participating in different activities in the carnival. The event can also host certain
activities which can be played indoor as a lot of older people will be comfortable in playing
indoor games.
Conclusion
From the above discussion, it can be concluded that Sydney is an attractive tourist place
and the not so chilled weather of the nation is highly favourable for organizing events. Hence the
city possesses the potential to enhance its number of visitors. More than 78.5 percent of the total
number of tourists in Australia possesses the Agenda of enjoying beach holidays. The summer
months of the City begins during December and lasts still February. These 3 months are
considered to be the best months to enjoy the outdoor lifestyle. During winters, the temperature
of the Gold Cost remains slightly colder than the other parts of the nation. As a result of this, it is
practically impossible for tourist organizations of Sydney to organize similar water sports during
the winter. A good number of tourist places have enhanced their visitor counts with the help of
launching successful events. Hence, Sydney can perform the same in order to enhance their
visitor counts during the winter months.
Recommendations
Sydney can increase the number of tourists by a series of winter carnival events. The
winter carnival will include various attractions such as making ice sculptures, skiing, outdoor
shows and snow slides as well. All these events will definitely help in growing the number of

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tourists all across the globe to Sydney. The winter carnival can be the driving force for the
tourists.
Short Term Recommendations
The short term recommendations for the winter carnival event can include a number of
goals that must be fulfilled by the event so as to attract the visitors. At first the event can focus
on new ideas such as introduction of the cultural program that is indigenous to the place where
the event will be hosted (Boroweicki, Forbes & Fesa, 2016). Then the event can include some
dynamic sports that can be played by the visitors at that time of the season. These sports can
even be adjusted in accordance with the weather condition at that moment. The event can be
mainly divided into various categories according to age group and also whether the people are
coming with their partners, family or are attending the event alone. This will enable a large
section of people to take part in the event. They can also plan an entire floor map for the easy
convenience of the tourists. They can introduce interactive games which are the main attractive
part for any carnival. They can plan prizes for the children who will be participating in different
activities in the carnival. The event can also host certain activities which can be played indoor as
a lot of older people will be comfortable in playing indoor games. The carnival can also include
certain specific dress colors that the participants of the event has to wear. This will enable the
event in having uniqueness and an identity that will even help them to promote their carnival.
Long Term Recommendations
The long term recommendations that will be required for the event to take place
successfully during winters will involve better customer satisfaction. This will also help in
promoting their event and will result in heavy turnout of tourists. The date and time for the
carnival should be between the middle of the month of December to the first week of January.

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This will attract tourists who want to celebrate New Year. This will provide the tourists with
multiple reasons to visit Sydney at that time as they can attend the carnival along with the
celebration of New Year with their friends and family. The event should have both outdoor and
indoor services so that at the time of bad weather the carnival can continue without any difficulty
(Koukopolos, 2017). Another recommendation for the event is the introduction of carnival song.
This will help in elevating the mood of the tourists at the spot. They can even introduce a
carnival mascot wearing certain customized outfit that will be relatable to the essence of the
carnival. This will help in engaging the tourists to the carnival. The carnival can be organized
with a different theme each year so that the tourists remain excited throughout the year and look
forward to attend the event. They can even sell carnival specific merchandise to the tourists that
will help them to get a very personal feel and will also help them to recall about the event after
the carnival is over.
Event Support
As Sydney is going to host the carnival for the first time, they would need certain support
from the government and legislation. They would also need certain infrastructure and expert
knowledge for conducting the carnival. The management or authority who are conducting the
event should ask for government permits before conducting the carnival (Mosbah & Al Khuja,
2014). They would require permits for rides, food preparations and use of electricity at the
outdoors. The event will also need proper infrastructural support for rides. The authority before
hosting the carnival should also assess the risk factors that are associated with the program. The
event should ensure that they have a proper insurance cover so that the event is completed
securely and safely. The management team should definitely cover the rides under insurance
policy as they have greater risk associated with them. As the carnival has a lot of different

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components that needs to be managed simultaneously so they should form a committee for the
proper management and analysis of the entire event. They will also need a proper
communication plan so that the management committee can connect with the tourists at any time
and vice-versa. This will emphasize on the fact that the hosting authority of carnival are pretty
much serious about the concerns and need of the tourists (Gustavo, 2013).
The authority should also seek help from various experts who can analyze the entire carnival
event plan. The weather experts can give the proper time at which the event can be conducted.
They can even take help from an event management expert as they will be conducting the event
for the first time and thus, seeking help will ensure that the event is conducted smoothly. They
can seek help from an environmentalist who will help them to conduct the event with
environment friendly events. The authority can also ask for help from an historian who will be
able to narrate the history of the city and can even give ideas about various programs that will
represent the ethnicity of Sydney (Yuan, 2013; Singsombon, 2014). Finally for conducting the
carnival effectively and without any hassle the management will need a lot of services that will
include food services, fire safety services, security services as well as proper housing services for
the tourists who wish to stay at the carnival spot. This will also help to generate revenue for the
carnival (Chou, 2013). The carnival should also include healthcare services especially for the
elderly, adults and people with disabilities. The event manager can make certain modifications
for the disabled so that they can also come and enjoy the carnival which will definitely be a
differentiating point for the carnival from the other events that are being hosted by other cities.
Finally, in order to promote the carnival, the event organizers can opt for both offline as well as
online promotional techniques. The offline promotional techniques will include promotion
through campaigns in order to attract the local visitors. In order to attract the international

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visitors, the organizers can incorporate social media promotions along with promotion through
their official websites.

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Reference List
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Jones, M. L. (2017). Sustainable event management: A practical guide. Routledge.
Keller, W. I., Deleersnyder, B., & Gedenk, K. (2019). Price Promotions and Popular
Events. Journal of Marketing, 83(1), 73-88.

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Koukopoulos, Z., & Koukopoulos, D. (2017). Smart dissemination and exploitation mobile
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Mosbah, A., & Al Khuja, M. S. A. (2014). A review of tourism development in
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Appendices