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| Sandra Chipchase |
The Chinese Year of The Snake 2013 has certainly started
with some challenges for NSW Visitor Economy. The bushfires and now recent
floods have been devastating to several communities within NSW.
Minister George Souris has announced that Destination NSW
will offer promotional support to all affected communities in getting messages
out about them being “open for business” as they recover.
Our PR Team are working with key media in ensuring that
as each region gets back to normal, there will be focus put on these regions to
ensure consumers and the travel trade are aware of the opportunities to come
back to the areas.
Our sympathies go to those communities who have been
affected by recent natural disasters.
As many of you would be aware, the Government Response to
the Visitor Economy Taskforce Report was released just before Christmas and has
now set the blueprint for Destination NSW in the years leading up to 2020. The
Visitor Economy Action Plan is designed to assist industry, as well as
Destination NSW, to achieve the Government’s goal of doubling the overnight
visitor expenditure to NSW by the year 2020. A number of the action items have
already been implemented with more on the way. It is definitely a pivotal time
for the Tourism and Major Events industries in NSW.
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| Ellen DeGeneres Show, |
The partnership Destination NSW has forged with the Ellen
DeGeneres Show, Swisse Wellness Products and Qantas is another landmark
opportunity to promote more aspects of regional NSW and Sydney to a global
audience. The Ellen DeGeneres Show is seen in 21 countries and she has a
worldwide audience of more than 16 million viewers. In less than an hour, the
NSW Government’s media release on Ellen DeGeneres coming to Sydney was picked
up by more than 300 major media outlets across the United States.
Our China Strategy launched in November last year is also
going full steam ahead. The China Mission for NSW Industry will occur in March
this year and we have a number of co-op marketing campaigns already in-market
with Chinese tour operators, as well as airlines servicing China, to expand
inbound traffic from China for NSW.
This year Destination NSW also has a goal of greater
engagement with our Regional NSW operators and the creation of more targeted
campaigns and activities to drive overnight visitation in our great State. The
new guidelines on the Regional Tourism Funding Program as recommended in the
Visitor Economy Taskforce Report, are almost complete and will be distributed
to industry shortly.
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| Chinese New Year |
Destination NSW looks forward to working closely with you
all to grow the visitor economy this year and achieve even greater success for
NSW.
Best regards, Sandra Chipchase, CEO,
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