Destination Development and
Institutionalization Strategies
In the OIC Member Countries
102
US, UK and Chinese cities. It has also partnered with Webjet and Accor hotels on a marketing
campaigns to promote visits to Sydney during the summer season. Destination NSW has an in-house
design studio that produces brochures, guides, print and digital ads.
In 2016-2017, Destination NSW hosted more than 695 executives from the travel trade, and
conducted 79 trade familiarization tours around Sydney and Regional events for travel trade buyers
from retail, wholesale and inbound sectors, along with product managers.315
b. The role of DMOs in terms of destination product development
Destination, product development and event funding programs Destination NSW works closely with
regional destinations, product suppliers and event organizers throughout New South Wales, providing
advice, research, skills development and grant opportunities to help grow visitation to the State.
Destination NSW has been quite active in supporting tourism product development. In 2016-2017, it
funded 42 regional events to promote events’ visitation. It offers “incubator event funding” up to
$20,000 for new events as well as “flagship event funding” for events that were held at least twice
providing them with annual or triennial grants.
Destination NSW has also supported product development through its Regional Tourism Product
Development stream through matching “dollar-for-dollar funding” for product development
activities in areas of accommodation, infrastructure, and development of new attractions among
other products.316
c. The role of DMOs with regards to stakeholders
The Regional Tourism Development team collaborates with both Destination Networks and a variety
of stakeholders including local tourism organizations, local government, industry associations and
industry operators. The Regional Tourism Development team facilitates the exchange of information
exchange in addition to providing consultation with regards to Destination NSW’s services and
funding programs available to industry stakeholders.
In 2016, the Industry Development team of Destination NSW has provided assistance to 1,109
tourism businesses and 46 Government agencies or industry organizations in a variety of areas
including product development consultation, provision of resources such as the Tourism Business
Toolkit, and introductions to Destination NSW’s partnership programs. Destination NSW also
conducted in March 2017 two half-day Seller Training sessions in Sydney for tourism businesses
registered to prepare them for trade events and train them on managing appointments and follow-
ups. 317
4. DMO performance indicators
DestinationNSWmeasures its performance in fourmain areas; growth in total NSWvisitor nights, growth
in total NSW overnight expenditure, media exposure, and consumer response to marketing activity.
315 Destination NSW Annual Report 2016-2017 (1-136, Rep.). (2017). Destination NSW. Retrieved from
316 Ibid.
317 Ibid.