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Impressive list of firsts powers NSW upward at IMM

May 14, 2014 Exhibitions, Headline News No Comments Email Email

egtmedia59While all Australia’s states and territories spruiked their wares and proclaimed their attractions at the International Media Marketplace before ATE14 in Cairns, New South Wales came through as a state with a formidable amount to offer.

For a start, there’s a very impressive list of number ones.

“In Australia, NSW is number one for visitors, number one for visitor nights, number one for visitor expenditure, number one for excitement,” Destination NSW chief executive, Sandra Chipchase, told her audience.

“Of all international visitors who come to Australia, more than 50% come to NSW – as well they should!”

Chipchase referred to an old adage in tourism: if Sydney fails, Australia fails.

“Well, Sydney is not failing,” she said. “Sydney is doing really well and it augurs well for the rest of Australia.

“Our huge array of festivals and events in regional NSW and Sydney, the infrastructure investments, and our fantastic new tourism products and experiences – and the way these are promoted both locally and overseas – are all driving strong results for our State,” Chipchase said.

According to the latest International Visitor Survey (IVS) results for the year ending  December 2013, NSW achieved its highest number of international visitors, nights and expenditure since 2005. unnamed (20)

“From December 2012 to December 2013, NSW welcomed three million international visitors who stayed 72.8 million nights and spent AUD 6.7 billion, giving our State the greatest share of international visitors to Australia,” Ms Chipchase said.

“In addition to our strong focus on increasing air services to Sydney from China, India, Singapore and Malaysia, our co-operative marketing campaigns, publicity activities and securing the right mix of major events, has resulted in a huge increase in interest and visitation to the State. These results prove Sydney continues to lead Melbourne and Brisbane in visitor numbers, nights and expenditure.”

Destination NSW has also, in partnership with Sydney Airport, secured a new Qantas A380 service between Sydney and Dallas/Fort Worth (DFW), Texas for six non-stop services between DFW and Sydney per week.

According to the December 2013 IVS results, NSW saw growth in visitor numbers from priority markets, including India, which grew 22.8%, Hong Kong grew 13.4%, China grew 12.4%, and the United Kingdom grew 8.4%. NSW maintains its position as the China market’s top destination of choice in Australia.

To support increased air services and partnerships with airlines including Qantas, China Southern and China Eastern Airlines, Scoot and AirAsiaX, Destination NSW has developed highly targeted international marketing campaigns.

The Sydney and NSW Events Calendar continues to drive visitation and receive acclaim, with NSW named Australia’s Best Event State at the annual Australian Event Awards.

“NSW is Australia’s home of major events and we’re proud that in addition to being named as the Best Event State, Vivid Sydney, which is owned and managed by Destination NSW, was named the Australian Event of the Year,” Chipchase said.

“Last year’s festival attendance was unprecedented with over 800,000 attendees, and it is testament to the popularity of Vivid Sydney and the significant marketing, promotion and travel packaging activity delivered by Destination NSW for this ‘only in Sydney’ winter event,” Chipchase added.

“Business events remain an important market for the State, with about a third of all business travellers to Australia visiting NSW, according to Tourism Research Australia (TRA).

“As development begins on the new International Convention Centre Sydney, Destination NSW continues to work closely with Business Events Sydney to deliver conferences and exhibitions for the interim Sydney Exhibition Centre@Glebe Island and to secure lucrative, international incentive travel programs.

“A highlight of this partnership is securing the rights to host the Pro-Health China Annual Conference in September 2014, the first time the Pro-Health Annual Conference will be held outside of Asia. Around 4500 delegates are expected to attend the conference which is estimated to inject AUD 22.5 million into the NSW economy.”

Written by : Peter Needham

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