The forthcoming review of the NSW Visitor Economy Strategy is shaping up to be a transformative blueprint for tourism in New South Wales and one that complements the work of the outdoor industry!
With recommendations for the Minns Government to adopt an experience-led strategy, the future of tourism will go far beyond the Harbour Bridge and Sydney Opera House, inviting visitors to explore the true depth and diversity of the state's nature, culture, and communities.
A Shift Towards Experience-Driven Tourism
The focus on creating immersive, experience-based tourism stems from extensive research on travel trends and insights from over 600 industry stakeholders. The demand is clear: visitors want more than just sightseeing—they crave authentic, interactive experiences that allow them to connect deeply with local cultures, natural landscapes, and the people of NSW.
Recent research from BDA Marketing Planning and Tourism Research Australia outlines the top decision-making drivers for both domestic and international visitors. For NSW residents, coastal experiences, good food and wine, history, and shopping are key factors. Interstate visitors are similarly drawn to food, beach life, and heritage, with the addition of road trips. International tourists, on the other hand, prioritise natural beauty, food, and culturally significant sites.
These findings highlight the importance of showcasing NSW's diverse offerings, from its stunning beaches and lush landscapes to its vibrant culinary and cultural scenes. The review encourages further development of self-guided tours around Sydney's arts and cultural precincts, multicultural hubs in Western Sydney, and an expansion of nature and wellness-focused activities.
The growing popularity of food, cycling, and nature walk trails also presents an exciting opportunity to link local communities with tourism growth, creating a mutually beneficial relationship between travellers and the regions they visit.
Wellness tourism, in particular, represents a significant growth area, as travellers seek moments of reflection, relaxation, and rejuvenation in NSW’s stunning natural environments.
With the NSW visitor economy already hitting a record $51.4 billion in 2023, the outlook for growth is strong. The review sets the stage for a refreshed strategy by the NSW government, aligning with global trends while showcasing the unique elements that make NSW a world-class destination.
As we look toward the future, the opportunities of tourism in the outdoor industry are boundless. By embracing an experience-led strategy, operators can play a key role in creating the world-class, memorable experiences that modern travellers seek. Whether through wellness, nature-based activities, or combining with culinary and cultural adventures, the opportunity is real.
Outdoors NSW & ACT is committed to supporting our industry members in navigating this shift. Let’s work together to get more people outdoors more often!
Image courtesy of Valley Outdoors
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