TravTalk India Online Magazine
Sydney and New South Wales (NSW) have set their sights on becoming the premier visitor economy in the Asia-Pacific region by 2030. Samar Chokshi, Country Manager, Destination NSW, highlights the plans and ongoing efforts to develop programs and events that support business opportunities and drive recovery for Sydney and NSW.
Janice Alyosius
Samar Chokshi, Country Manager, Destination New South Wales (NSW), said that there is a need to not only create demand, but also train and develop the supply side of the industry for the industry growth, as Sydney and New South Wales (NSW) aim to become the premier visitor economy in the Asia Pacific region by 2030. “By partnering with airlines and regional stakeholders, the aim is to market the destination and bring experiences to life. This approach is aimed at attracting visitors seeking more immersive and experiential travel, which had become increasingly popular post-pandemic. Sydney and New South Wales have unique offerings to meet this demand and provide unforgettable experiences,” he said.
The ‘Feel New’ campaign
NSW’s “Feel New” campaign launched in 2021, aims to energize and rejuvenate visitors by showcasing the unique promise of New South Wales. Chokshi shared, “The campaign captured the transformative effect the region had on people, making them feel renewed and energized. The goal was to ensure that a trip to Sydney and New South Wales left a long-lasting and memorable impact on visitors.”
Chokshi shared the success of a recent campaign launched in India, which highlighted the memorable experiences an Indian family had during their visit to Sydney and New South Wales. The campaign garnered positive feedback and was set to be extended.
Events to drive tourism expenditure
Sydney gained popularity as the major events capital of the Asia Pacific region. Chokshi revealed, “With over 70 events scheduled for the year, it is expected to deliver more than half a billion of tourism expenditure to NSW. These events are expected to drive tourism expenditure and contribute to the goal of making Sydney the premier visitor economy in the region. We have substantial plans in the pipeline. We are doing a lot of work in the background to make sure that we have a wide range of programs and events, which will develop our industry and provide opportunities for businesses across the globe. Our initiatives aim to elevate our status as the premier visitor economy for the Asia Pacific region.”
Sydney’s transformation in aviation infrastructure
Chokshi emphasized Sydney’s role as the gateway to Australia, with the highest airlift of any state in New South Wales. Sydney is set to undergo a significant transformation in its aviation infrastructure, with plans to establish at least three or four international airports by 2026. “This expansion will enable people to fly into various regions, making travel more accessible and convenient. The city is focused on improving connectivity and transportation options to cater to the growing demand for tourism,” he said.
Marketing efforts
Sydney’s tourism industry actively engages in cooperative marketing with partners, including travel trade, travel agents, and tour operators. These collaborations aim to promote and stimulate demand for the destination. The city works closely with its partners to enhance their knowledge and skills through product development and training initiatives, ensuring a high standard of service and experiences for visitors, shared Chokshi.
When promoting the destination, Sydney adopts the ‘Sydney Plus strategy’, highlighting not only the city itself, but also at least one or two regional destinations. Chokshi said, “The marketing programs and initiatives aim to showcase the diversity and unique experiences offered by Sydney and its neighbouring regions. Popular regional destinations include the Blue Mountains, Hunter Valley, Port Stephens, Coffs Harbour, Byron Bay, and Wollongong.”
India’s growing travel market
India has emerged as a significant market for Sydney and New South Wales, experiencing remarkable growth post-COVID, shared Chokshi. “As of February 2023, India ranks as the fourth largest market, with a substantial increase of 90 per cent arrivals compared to February 2022. Indian visitors accounted for 6.3 per cent of all visitors to Sydney and New South Wales, with a significant share of Indian travellers choosing Sydney as their preferred destination.”
Aviation connectivity between India and Sydney has witnessed substantial improvements. Direct flight capacity from Indian cities has increased significantly, with daily flights from major carriers such as Air India, Singapore Airlines, Scoot, and Sri Lankan Airlines. “The availability of direct nonstop flights from various Indian cities to Sydney has increased threefold, offering travellers more convenient options for their journeys,” Chokshi said.
Sydney’s appeal to Indians
Sydney holds a strong appeal among Indian travellers, highlighted Chokshi. “It ranks high in terms of experience awareness, consideration, and intention for travel. Key factors influencing Indian travellers’ choices include safety and security, world-class infrastructure, diverse food and wine offerings, value for money, and the friendliness of the local population,” he said.
