Sydney, Australia: A Destination Management Plan Analysis Report

This report provides a comprehensive analysis of Sydney's destination management plan, focusing on its objectives, strategies, and the impact of changing consumer travel patterns. It begins with an overview of Sydney as a popular tourist destination, highlighting key attractions and tourism statistics. The report then outlines the objectives of the destination management plan, which include providing quality infrastructure, delivering remarkable services, and promoting sustainable tourism. Strategies to achieve these objectives are discussed, such as capital investment, carbon footprint reduction, and prioritizing public transit. The report further examines changes in consumer travel patterns, such as the convenience of online booking and the trend of global wanderlust, and how these offer opportunities for tourism growth. Finally, it suggests strategies for the destination management organization to promote a positive image, including the use of social media and offering discounted packages. The report concludes by emphasizing the importance of sustainable tourism and the effectiveness of the proposed strategies.

Running Head: Marketing
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Travel and tourism
Destination SYDNEY
4/12/2020

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Contents
Overview of the tourist destination..................................................................................................2
Objective of the destination management plan................................................................................2
Strategies to support the achievement of these objectives...............................................................3
Two Changes in consumer travel patterns that offer potential opportunities for tourism...............4
Two Strategies that the destination management organization could implement in their next
destination management plan to promote a positive image.............................................................4
Packages..........................................................................................................................................5
Conclusion.......................................................................................................................................5
References........................................................................................................................................6

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Overview of the tourist destination
Sydney is the most popular destination in Australia and it is also the state capital of New South
Wales. Sydney is located on the east coast of Australia and it is one of the largest cities in
Australia. The destination Sydney is best known for its Harbourfront Sydney Opera House and
Sydney Harbour Bridge. Sydney is the costal metropolis city which has the highest residents
(Ruhanen, et al., 2013). This destination Sydney is also famous for the dozens of the beaches of
sunbathed which are at the coastline. Sydney is the top-rated tourist attraction place which
includes The Rocks, Harbour Cruises, Queen Victoria Building, Darling Harbor, etc.
Sydney destination has wonderful places to visit from amazing attracting points to fascinating
heritage and beaches. In the east location of Sydney, there is the Harbour to Bondi Beach, in the
north location there is the Palm Beach, in the west location there are the fun adventure activities
and in the south location, there is the oldest national park of Australia. In 2018 and 2019, Sydney
has been ranked first in Australia where the number of visitors is highest (Ziakas, 2013).
Through the Sydney tourism statistics, it was evaluated that $10.2 billion was so ended by the
international visitors and $9.3 billion was sent by domestic visitors (Mariani, et al., 2016). It was
found around 16.1 million tourists visit Sydney each year in which the international visitors are
4.1 million tourists.
Due to the spreading of COVID 19, the visitation number has decreased with the high rates and it
is impacting the whole tourism and hospitality industry. In the overseas arrivals also changes are
seen which is affecting the tourism of Sydney (Tussyadiah and Pesonen, 2016).
The objective of the destination management plan
There are certain objectives of the destination management plan which has stated below:
 To provide the quality infrastructure to the tourist
 To give the remarkable services to the tourist so that they could repeat the visitation in
the city and even promote the other visitor too.
 To emphasize mainly on the supply side of tourism (Herstanti, et al., 2014).
 To develop sustainable tourism in the country

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 To generate the growth of the visitors so that the economy of the tourism industry can be
maximized
Strategies to support the achievement of these objectives
The strategy for developing suitable tourism in Sydney can be done through the capital
investment plan which is mainly designed for increasing the traffic of visitors in the city, creates
the job and helps in increasing the turnover of the employees of hospitality services. The carbon
footprints have to be reduced from the city of Sydney and support the sustainable options in the
destination (Della Corte, et al., 2017). The heritage places of Sydney have to take care and
strategy is to make the hotels go Green. The objectives of providing the quality infrastructure to
the tourist can also be achieved with the strategy of prioritizing public transit and encouraging
compact development as it helps in attracting many visitors.
The infrastructure of tourism can also be improved by the strategy of making effective parking at
the destinations and make gardens, parks, and museums clean. The strategy of repeating the
visitors in the country can be achieved by giving them the adorable services and to treat them
like the important guest of the country (Williams, et al., 2014). The people over Sydney should
make an effective relationship with the visitors so that they prefer to repeat this destination again
and even promote the other tourist too to visit the places. When any visitor comes to the
destination places they also do some shopping whether it is the resident or the international
tourist.
To attain the objectives of the supply side of tourism, the strategy is to focus on the two-tiers of
tourism business one is to serve the tourist and the other is to serve the mixture of the local and
the tourist visitors (Coccossis, 2016). The growth of the visitors can also be increased through
the strategy of promoting the destination of Sydney at the social media accounts with the videos
and pictures. It is the best way to capture a large number of audiences and helps in increasing the
growth of the visitors. The economy of the tourist will get enhanced through adopting the social
media ways for promoting the Sydney destination.
Two Changes in consumer travel patterns that offer potential opportunities for tourism
Booking is convenient

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The opportunities for tourism have increased within the region of Sydney through online
bookings. It becomes easy for the consumers to book the tickets as per their convenience through
the technology and it helps in increasing the growth of visitors in the country (Scerri, et al.,
2016). The online booking of the tickets, hotels, cabs, etc. has allowed the consumers to travel
easily. It not only saves the time of the consumer's bit also helps in saving the cost. Even there
are opportunities provided to the consumers to get the concession of booking the tickets in
advance so this service helps in increasing the tourism services within the region. The consumers
also find these online services convenient as due to some emergency they can even cancel the
tickets and get their money refunds so it helps in attracting the consumers more (Mason, 2015).
Global wanderlust
It is becoming the trend of the consumers that want to wanderlust the different destinations and
roam around the global world. People are seeking each other and this trend helps in increasing
the number of tourists. Global wanderlust helps in growing traveling and it increases the
revenues for the hotel and the travel industry. People also travel to know the different cultures, to
diversify their thoughts and to generate their knowledge (Herstanti, et al., 2014). Global
wanderlust is also increasing to know to investment of the money in real estate and to find new
business opportunities. The consumers also travel to fund themselves and to create new
inventions. It becomes the trend nowadays that people wanderlust so that they can evolve the
new things and this helps in increasing the number of visitors in the region.
Two Strategies that the destination management organization could implement in their
next destination management plan to promote a positive image
Use of social media sites
The use of social media sites can be done for promoting the positive image of the region Sydney
as it helps in attracting the many customers and also helps in addressing the trends of the global
wanderlust. This strategy is very much effective in destination management as it creates a
positive image by guiding the people towards the destination of Sydney (Banks, et al., 2016).
They could implement the other various advertising strategies to attract visitors such as
campaigning of tourism helps in gathering a large number of audiences. Even many sponsors

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would like to promote the destination regions and it also helps in building a positive image in the
market.
Packages
The destination management organization has the strategy to offer the discounted packages to the
visitors through which the positive image can be build up. The trends of booking the tickets can
be captured more when the discounted offers are given to the customers. It is the plan to attract
the visitors that when some packages and combo services of traveling are offered to them they
generally like to visit the place (Guttentag, 2015). The objective of repeating the visitors in the
city Sydney can be done through the strategy of the offering packages and discounted rates and
also helps in promoting the positive image.
Conclusion
From the above report, it is concluded that Sydney city is one of the famous Australian regions
and also ranked first in the number of visitors. There are several visiting places in Sydney so
there are many tourists who attracted to this place. In this report, the trends and the travel
patterns in global tourism have stated which helps in evaluating why travel attraction to the
destination is increasing. The strategies are also made to create the positive by the use of the
destination management organization. The strategy for developing sustainable tourism in Sydney
is the major objective that is done by making the hotels go Green. Online booking and global
wanderlust offer potential opportunities for tourism which has stated above. The use of social
media sites and offering discounted packages are the strategies that the destination management
organization could implement to create a positive image.

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References
Banks, J., Hedge, L.H., Hoisington, C., Strain, E.M., Steinberg, P.D. and Johnston, E.L., 2016.
Sydney Harbour: Beautiful, diverse, valuable and pressured. Regional Studies in Marine
Science, 8, pp.353-361.
Coccossis, H., 2016. Sustainable development and tourism: Opportunities and threats to cultural
heritage from tourism. In Cultural tourism and sustainable local development (pp. 65-74).
Routledge.
Della Corte, V., D’Andrea, C., Savastano, I. and Zamparelli, P., 2017. Smart cities and
destination management: Impacts and opportunities for tourism competitiveness. European
Journal of Tourism Research, 17, pp.7-27.
Guttentag, D., 2015. Airbnb: disruptive innovation and the rise of an informal tourism
accommodation sector. Current issues in Tourism, 18(12), pp.1192-1217.
Herstanti, G., Suhud, U. and Wibowo, S.F., 2014. Three modified models to predict intention of
Indonesian tourists to revisit Sydney. European Journal of Business and Management, 6(25),
pp.184-195.
Lin, B.B., Meyers, J., Beaty, R.M. and Barnett, G.B., 2016. Urban green infrastructure impacts
on climate regulation services in Sydney, Australia. Sustainability, 8(8), p.788.
Mariani, M.M., Di Felice, M. and Mura, M., 2016. Facebook as a destination marketing tool:
Evidence from Italian regional Destination Management Organizations. Tourism
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Mason, P., 2015. Tourism impacts, planning and management. Routledge.
Ruhanen, L.M., Mclennan, C.L.J. and Moyle, B.D., 2013. Strategic issues in the Australian
tourism industry: A 10-year analysis of national strategies and plans. Asia Pacific Journal of
Tourism Research, 18(3), pp.220-240.
Scerri, M., Edwards, D. and Foley, C., 2016. The value of architecture to tourism.
In Proceedings of 26th Annual CAUTHE Conference (pp. 1-21).

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Tussyadiah, I.P. and Pesonen, J., 2016. Impacts of peer-to-peer accommodation use on travel
patterns. Journal of Travel Research, 55(8), pp.1022-1040.
Williams, H.A., Williams Jr, R.L. and Omar, M., 2014. Gastro-tourism as destination branding in
emerging markets. International Journal of Leisure and Tourism Marketing, 4(1), pp.1-18.
Ziakas, V., 2013. Event portfolio planning and management: A holistic approach. Routledge.