Destination Development and
Institutionalization Strategies
In the OIC Member Countries
99
Figure 30: Organizational Chart for Australian Tourism
Source: DinarStandard Analysis
The focus of this case study is Destination NewSouthWales (NSW). New SouthWales is home to the country’s
largest city, Sydney, and is the most visited and populous state in Australia. 313 The state is characterized by
beaches, deserts, mountains, rainforest, bushland, and outback.
Although NSW is filled with natural beauty, the USP that Destination NSW focuses on is to market major
sporting and cultural events and host international conventions. Its arts and entertainment portfolio includes
events such as Broadway hit musicals, operas such as Carmen, The Sydney International Art Series, the vivid
Sydney Winter Festival among other events and exhibitions. Its sports events portfolio includes the NRL
Premiership Grand Fina and the Australian Open Golf Championship. The organizationmanages supercar and
world rally championships as well.
New South Wales tourism offerings also include Aboriginal Tourism, Cruises, Food and Wine and Youth
Tourism. New South Wales is in the consolidation stage of its life cycle. Tourism growth and investment has
stabilized. (Refer to the definitions of each of the stages in section 1.1 of this study). Major visitors to New
South Wales included China, with over 700,000 visitors. From 2011 to 2017, visitor average growth per
annumwas 3.9% and visitor expenditure average growth per annumwas 5.7%. To encourage growth.
1. DMO Development
Destination New South Wales was established under the Destination NSW Act 2011 as the lead
government agency for NSW tourism and events. The organization’s charter is to develop the state’s
tourism industry, secure major events, and to provide social and economic returns for the people of NSW.
Destination NSWwas formed by the merger of four government funded entities including Tourism NSW,
Events NSW, the Homebush Motor Racing Authority and the Greater Sydney Partnership.
313 Destination NSW Annual Report 2016-2017 (1-136, Rep.). (2017). Destination NSW. Retrieved from
Ministry of Trade,
Tourism, and
Investment
National Steering
Committee
Tourism Australia
Australia’s SouthWest
Regional Tourism
Organization
DestinationNew
SouthWales
Tourism and Events
Queensland
Gold Coast Tourism
Margaret River
Busselton Tourism
Association
Newcastle Tourism
Industry
Associations