Visitors want more than a Sydney Harbour selfie, says NSW Tourism Minister John Graham. Pictures: ANDREW KACIMAIWAI
NSW Tourism is being encouraged to look to the light, and beyond Sydney Harbour, to boost visitor spending.
A government-commissioned review of the NSW Visitor Economy Strategy wants the government to adopt an “experience-led strategy” that focuses more on nature and culture.
And an emphasis on early morning beach and cafe visits are among the new experiences that have been suggested.
In an NSW Government statement, the review’s findings state that visitors are chasing more “interactive” experiences such as nature expeditions, culinary, agritourism, art and culture, nightlife and First Nations experiences.
NSW Tourism Minister John Graham says the review’s recommendation “is clear … elevating world-class experiences on offer in NSW will be key to future growth in our visitor economy”.
“People want more than a selfie at the opera house; they want to find the unique parts of NSW that allow them to live like a local,” he says.
Sydney’s iconic opera house.
“This is what will keep visitors coming back time and time again.”
He points out that NSW has more to offer than two “great” Sydney Harbour icons.
“We need to do more work on creating and promoting the incredible experiences on offer in our state,” Mr Graham says.
“Travellers will go home and tell their best travel story dozens of times in their lifetime.
“Those stories won’t be about the buildings they saw; it will be about the food they ate, the great show they saw, the spontaneous night out or the great characters they met,” the minister says.
“A big selling point highlighted in the review is our first light culture. These sunrise moments on sun-soaked beaches along with our wellness culture and great coffee, create some of the best early morning experiences in the world.”
Research from BDA Marketing Planning and Tourism Research Australia highlighted the top four factors that are attractive to domestic and international visitors.
- NSW residents; food and wine (43 per cent), coastal and beach experiences (40 per cent), history and heritage (30 per cent), shopping (27 per cent);
- Interstate visitors: food and wine (43 per cent), coastal and beach experiences (40 per cent), history and heritage (31 per cent), road trips (30 per cent).
- International visitors: natural beauty (31 per cent), food and beverages (27 per cent), natural wonders (22 per cent), culturally significant sites (19 per cent).
The review was announced by the government in April
The NSW visitor economy is Australia’s biggest with a record $51.4 billion spent in 2023.
It is poised for accelerated growth when the Newcastle International and Western Sydney International Airports open in the next two years.
