Destination Development and
Institutionalization Strategies
In the OIC Member Countries
101
Figure 32: Organizational Chart of Destination NSW
Source: Destination NSW Annual Report
3. The Role of DMOs
Destination NSW’s vision is “To make Sydney and NSW one of the world’s most successful tourism and
events destinations.” Destination NSW’s mission is “To double overnight visitor expenditure by 2020 and
maximize the benefits of the visitor economy for NSW.”
a. The role of DMOs in terms of marketing
Destination NSWcarried out more than 137 marketing campaigns During 2016-2017. The campaigns
were conducted using through a variety of mediums including digital and social media platforms as
well as newspaper and magazine inserts.
Destination NSWworks closely with tourism industry players on creating joint marketing campaigns.
It has carried outs several joint campaigns with Qantas Airways for different markets including major