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06. Dept Overview: Tourism & Events
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06. Dept Overview: Tourism & Events


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This is part of the Collaborative Solutions - Mobile Government program briefing event held on Thursday 17 November 2011. …

This is part of the Collaborative Solutions - Mobile Government program briefing event held on Thursday 17 November 2011.

For more information and to download the presentations, please go to

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  • 1. Destination NSW An introduction November 17, 2011 Diana Kahui – A/Director Marketing & Communications
  • 2. What is Destination NSW
    • Lead government agency for the NSW tourism and major events sectors
        • Functions of four organisations
          • Tourism NSW
          • Events NSW
          • Homebush Motor Racing Authority
          • Greater Sydney Partnership
        • Established as a Statutory Authority in July 2011
  • 3. Our Mission, Goal & Role
    • Our Mission
      • Achieve economic and social benefits for the people of NSW through the development of tourism and the securing of major events.
    • Our Goal
      • Double NSW’s annual tourism expenditure by 2020.
    • Our Role
      • Secure and develop events for NSW
      • Promote NSW destinations and events in order to grow visitor arrivals and expenditure
      • Implement programs and initiatives which will assist competitive development of NSW’s tourism and events sector
  • 4. How we will achieve this
    • Our Approach
      • Our approach is to align with industry in collaborative partnership.
    • Our Strategy
      • By 2016/17 NSW government will invest $400 million dollars to fund implementation of a new strategy, now under development with industry.
      • Visitor Economy Taskforce is coordinating strategic planning presented to the government by mid 2012.
  • 5. Digital Distribution * Source: Experian Hitwise Top 100 Travel Websites in Australia by monthly visits 26 million+ page views per annum 3:1 Visit to Lead ratio No. 1 State Tourism website in Australia 47 th Largest Travel Website in Australia* 100K+ keywords $1m invested In Search Engine Marketing 180,000+ Social Media Reach 7 million visits 2.2 million leads ATDW 8,500+ Tourism Products 1,000+ Events
  • 6. DNSW Digital Universe* ATDW (8,500 tourism products) Events (1,061 events) 7million visits; 2.2 million leads 740K visits & 91K leads Sydney & NSW Facebook 90K+ Fans Sydney & NSW Twitter 16K+ Followers Sydney YouTube 76K+ Views Sydney iPhone & iPad 20K+ Downloads Escapes 132K+ Subscribers Holiday Planners 15K+ dloads/mth Events Facebook 2K+ Fans Vivid Facebook 9K+ Fans Vivid Twitter 3K+ Fans Events Twitter 2K+ Fans * Statistics to year end June 30, 2011
  • 7. Digital Innovations for the Tourism and Events Sectors
    • Australian Tourism Data Warehouse
      • Developed in 2001 and progressing to a platform of indexed and decentralised tourism and events content
    • Tourism Exchange Australia
      • Developed in 2008 to amalgamate bookable tourism inventory across multiple booking engines and distribute to multiple global distributors
    • Events Social Platform
      • Centralised database of events information aggregated with social content
    • National Online Strategy for Tourism and Going Global Action Plan
        • Strategic documents to help guide innovation and global distribution within the tourism industry