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.

For more information and to download the presentations, please go to www.business.nsw.gov.au/collaborativesolutions

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06. Dept Overview: Tourism & Events

  1. 1. Destination NSW An introduction November 17, 2011 Diana Kahui – A/Director Marketing & Communications
  2. 2. What is Destination NSW <ul><li>Lead government agency for the NSW tourism and major events sectors </li></ul><ul><ul><ul><li>Functions of four organisations </li></ul></ul></ul><ul><ul><ul><ul><li>Tourism NSW </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Events NSW </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Homebush Motor Racing Authority </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Greater Sydney Partnership </li></ul></ul></ul></ul><ul><ul><ul><li>Established as a Statutory Authority in July 2011 </li></ul></ul></ul>
  3. 3. Our Mission, Goal & Role <ul><li>Our Mission </li></ul><ul><ul><li>Achieve economic and social benefits for the people of NSW through the development of tourism and the securing of major events. </li></ul></ul><ul><li>Our Goal </li></ul><ul><ul><li>Double NSW’s annual tourism expenditure by 2020. </li></ul></ul><ul><li>Our Role </li></ul><ul><ul><li>Secure and develop events for NSW </li></ul></ul><ul><ul><li>Promote NSW destinations and events in order to grow visitor arrivals and expenditure </li></ul></ul><ul><ul><li>Implement programs and initiatives which will assist competitive development of NSW’s tourism and events sector </li></ul></ul>
  4. 4. How we will achieve this <ul><li>Our Approach </li></ul><ul><ul><li>Our approach is to align with industry in collaborative partnership. </li></ul></ul><ul><li>Our Strategy </li></ul><ul><ul><li>By 2016/17 NSW government will invest $400 million dollars to fund implementation of a new strategy, now under development with industry. </li></ul></ul><ul><ul><li>Visitor Economy Taskforce is coordinating strategic planning presented to the government by mid 2012. </li></ul></ul>
  5. 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. 6. DNSW Digital Universe* ATDW (8,500 tourism products) Events (1,061 events) Sydney.com& Visitnsw.com 7million visits; 2.2 million leads NSWEvents.com Eventssydney.com Vivisydney.com 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. 7. Digital Innovations for the Tourism and Events Sectors <ul><li>Australian Tourism Data Warehouse </li></ul><ul><ul><li>Developed in 2001 and progressing to a platform of indexed and decentralised tourism and events content </li></ul></ul><ul><li>Tourism Exchange Australia </li></ul><ul><ul><li>Developed in 2008 to amalgamate bookable tourism inventory across multiple booking engines and distribute to multiple global distributors </li></ul></ul><ul><li>Events Social Platform </li></ul><ul><ul><li>Centralised database of events information aggregated with social content </li></ul></ul><ul><li>National Online Strategy for Tourism and Going Global Action Plan </li></ul><ul><ul><ul><li>Strategic documents to help guide innovation and global distribution within the tourism industry </li></ul></ul></ul>