Friday, 02 March 2018 10:24

Councils briefed on Western Sydney Visitor Economy Strategy

Western Sydney councils gather for Visitor Economy Strategy briefing with Destination NSW, NSW Business Chamber and Western Sydney Business Connection. Western Sydney councils gather for Visitor Economy Strategy briefing with Destination NSW, NSW Business Chamber and Western Sydney Business Connection.

Western Sydney councils gathered on March 1st for a briefing on the Destination NSW Western Sydney Visitor Economy Strategy.

The Strategy which takes in WSROC, Macarthur Region and Hills Shire councils outlines nine strategic directions for Greater Western Sydney’s visitor economy to 2021.

These include:

  1. Building a cohesive approach to destination management.
  2. Infrastructure improvements to support a growing visitor economy
  3. Improve Western Sydney’s tourism offering through product and experience development
  4. Develop destination awareness and improve perception
  5. Business events,
  6. Educational sector,
  7. Medical related tourism, and
  8. Industry skills development.

 

Under the Strategy Destination NSW has signed a memorandum of understanding with the NSW Business Chamber and Western Sydney Business Connection who will carry out initial work towards a Western Sydney visitor economy action plan.

The NSW Business Chamber has been commissioned to conduct an audit of the region’s visitor economy to establish a ‘lay of the land’, and has been liaising with councils, industry and state government to gather a comprehensive overview of the region including strengths weaknesses and opportunities.

The second program to receive funding under the strategy is a regional marketing campaign - Visit Sydney’s West - due to be launched in the first quarter of 2018.

Developed by the Western Sydney Business Connection, Visit Sydney’s West, will attract and stimulate locals as well as intra-regional and interstate visitors through a cooperative marketing campaign and a series of shared assets.

Together, these two projects will form the basis of a visitor economy action plan for the Greater Western Sydney region to be developed by Destination NSW.

WSROC President Cr Stephen Bali said “It was great to have everyone together in the one room to talk about the future of Western Sydney’s Visitor Economy.

“Local government has always played a central role in regional tourism, particularly in Western Sydney where councils own, run and manage many of the region’s major arts and cultural institutions, festivals and events.

“For this reason, councils have a critical role to play, not only in delivering product to visitors, but also helping to inform and implement the strategy through specialist local knowledge and close association with the community.

“We hope this is the start of closer collaboration between councils and the state government so that historical issues around funding, geographical boundaries, and coordination can be addressed,” said Cr Bali.

 

About the Western Sydney Visitor Economy Strategy:

Western Sydney is a key contributor to the NSW Visitor Economy and currently delivers $4.2 billion in visitor expenditure. 

Destination NSW spends approximately $38 million each year on event acquisition and retention, marketing, public relations and content development and travel packaging for Western Sydney.

To overcome a number of key challenges, a cohesive approach to destination management is needed and a long-term destination management plan is required.

As part of this process, in April 2017 the NSW Government, through Destination NSW consulted broadly with more than 106 stakeholders to develop a strategy to drive growth in the Western Sydney Visitor Economy.

The result of that consultation is the Western Sydney Visitor Economy Strategy 2017/18-2020/21, which identifies specific supply side issues, including infrastructure and skills, and ways to stimulate demand, in order to grow the visitor economy.

In addition, the NSW Government has signed an historic Memorandum of Understanding with the Western Sydney Business Chamber and Western Sydney Business Connection, with a range of immediate and medium term actions to begin implementation of this strategy.

 

Further information:

Destination NSW Western Sydney Visitor Economy Strategy 2017/18 - 2020/2021

Last modified on Friday, 02 March 2018 13:12