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Inland NSW Tourism Awarded almost $400,000 in Funding For Outback Campaign

September 3, 2013 DESTINATION No Comments Email Email

Inland NSW Tourism has been awarded funding of $394,745 under the NSW Government’s Regional Visitor Economy Fund (RVEF) as announced earlier today by the Premier Barry O’Farrell, Deputy Premier Andrew Stoner and Minister for Tourism and Major Events George Souris in Broken Hill.

AnnouncementThe grant is part of a ‘contestable’ funding pool of $3.5 million to be allocated to projects across the State, to be matched by industry investment, taking the Outback campaign to a value of almost $800,000.

Chairman of Inland NSW Tourism, Rodger Powell, applauded the Government’s new strategic approach to growing the visitor economy in NSW which currently contributes over $20 billion to the State’s economy annually and is responsible for 159,000 jobs.

“The current NSW Government has implemented a series of significant changes to the funding process, which rightly demands greater collaboration and more rigour and measurability to gain government support,” said Mr Powell.

“The broader strategic approach to destination management and an insistence on quantifiable metrics mean the return on investment of government and industry funds will far surpass anything achieved previously within NSW.”

“The Minister and his team at Destination NSW should be congratulated for their efforts to transform the culture from one of ‘government handouts’ to a collaborative government-industry partnership model.”

Inland NSW Tourism has received funding from Contestable Round 1 of the Regional Visitor Economy Fund (RVEF) for a major destination appeal campaign to be conducted across the Outback region of the State during 2014.

According to Inland NSW Tourism CEO, Graham Perry, the application reflects the outcome of a comprehensive collaborative approach to destination management throughout Inland NSW.

“We have been working with our stakeholders since mid-2012 in what has become the most extensive regional destination management program in NSW history and comprises almost 40 per cent of New South Wales,” said Mr Perry.

“Importantly, our destination management process has placed the consumer front, back and centre of our strategy. The starting point was the most comprehensive consumer research program ever undertaken in regional Australia. This provided important consumer insights as the foundation of our strategy which is important if you consider that the visitor will ultimately be the judge of the effectiveness of our efforts.

“This  destination appeal campaign – the first of many we hope – is the fruit of our destination management work and will help as we strive to achieve the goal we share with Destination NSW which is namely to double overnight visitation expenditure by 2020.

“The collaborative campaign will bring regional stakeholders together and collectively increase the appeal of a holiday in Outback NSW as well as increase overnight visitor spend.”

Full details of the campaign and its executions will be unveiled in the lead up to it appearing in 2014.

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