The Destination Southern NSW DMP (2018 – 2020) identifies a number of game changer and enabler opportunities to grow the visitor economy. In 2018, with the support of Destination NSW, seven key projects were selected. The ongoing outcomes of these are detailed below,
The outcomes of this project have now been completed. A Tablelands Destination Development Plan has been developed to create a roadmap to guide the collaborative work of local, regional and state tourism stakeholders to grow, develop and promote the Tablelands region and its towns and villages as a distinct new, appealing and competitive tourism region in NSW.
Five LGA Destination Action Plans (DAPs) have also been prepared that integrate with the priorities of the Tablelands Destination Development Plan providing specific local level priorities and associated actions for each of the LGAs to develop and grow their visitor economies.
Priorities for the next five years focus on establishing a sound collaborative delivery framework to lead and implement the actions of this Plan, as well as supporting the five LGAs and industry stakeholders to further develop tourism products, experiences and infrastructure to best position the region and grow local visitor economies.
The plans have recently been presented to Destination New South Wales and Visit Canberra who have offered their support to establish and promote the region. In addition, meetings have been held with senior executives of each of the five local government areas to present the plans and explain the implementation process.
A Sydney advertising agency, Bashful, has been engaged to undertake a brand strategy process to clearly articulate a brand identity and story for the region. This work is critical to launching the region on the regional tourism map and engaging visitors with a compelling reason to visit!
Being within close proximity to Canberra and situated between Sydney and Melbourne, visitors travel in and around the region along major routes; Hume Highway and the Princes Highway along the coast; the Barton, Kings and Monaro Highways into and out of the ACT; and other routes across all the sub-regions, making our region arguably the most reliant on a growing visitor economy.
Along with regional partners we supported the research into opportunities for self-driving and touring in Southern NSW.The draft Southern NSW Drive Tourism Opportunities Assessment Report can be viewed here.
This tourism partnership framework for the Destination Southern NSW Region and ACT aims to fully capture, grow and realise the full value of the Canberra market for our region. As well as develop a sustainable strategy and action plan to foster better collaboration to grow our visitor economy.
The resulting activities are guided by the six goals of
Measuring the success of the region’s visitor economy is a challenge but there a range of tools that have been developed to collect data to make quantifiable decisions.
The DNSW Westpac Tourism Expenditure Model is designed to complement the National Visitor Survey, which is published quarterly by Tourism Research Australia. The Monitor data is reported by tourism region and provides top-level monthly reporting on tourism expenditure in NSW, including:
By providing a greater understanding of tourism expenditure throughout NSW, this Monitor will be pivotal in benchmarking performance, identifying trends and highlighting opportunities for tourism growth.
Our Industry Development projects focus on improving the services around our region and reducing barriers to growth and development
The Tourism Business Improvement Guide for Southern NSW
We produced this toolkit specifically for businesses involved in the visitor economy in Southern NSW, both established and prospective. It provides some of the best and most useful online resources that have been developed by government and tourism organisations across Australia, as well as case study examples of businesses that are excelling in particular areas of business.
Industry Development Workshops
We run workshops across the region focusing on key industry development topics. Additionally we promote the NSW First Program that offers a range of online and live webinars.
Grant Writing Support
We produced six short videos with tips and guidance for preparing grant submissions. These assist businesses and operators in the region to prepare paperwork prior to new grants being announced.