This report analyzes the tourism sector in Sydney, focusing on strategies to increase visitor numbers, particularly during the winter months when tourism is at its lowest. The report begins with an introduction to the problem, highlighting the importance of tourism to Sydney's economy and the need for strategies to maintain visitor numbers throughout the year. It reviews relevant tourism theories, including Plog's theory, Eric Cohen's theory, and Butler's Tourist Area Life Cycle (TALC) theory, to understand tourist behavior and destination development. The report then examines the role of tourism in Sydney, including its economic impact and the strategies for tourism development. It provides recommendations for both short-term and long-term initiatives to increase visitation, such as enhanced digital promotion, content marketing, and increased investment in the tourism sector. The report also discusses mechanisms to promote the target market, like employing local citizens and establishing Destination Marketing Organizations (DMOs). A critical appraisal of the tourism theories is also included. The report concludes with recommendations for improving the tourism sector in Sydney and maintaining a steady flow of visitors throughout the year. The analysis is based on the context of the Vivid Sydney event, exploring how to leverage such events to boost tourism.
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