By Mary Ward
Selfies at the Opera House will be replaced with shucking oysters and a glass of sparkling on the Hawkesbury River in an overhaul of the strategy to woo potential tourists to Sydney.
A review of NSW’s “visitor economy” strategy, due to be released next month, will recommend the state government adopts an “experience-led” approach, selling holidaymakers on food and drink, arts and culture, wellness, and First Nations experiences.
The review found visitors were seeking interactive experiences that connected them with the people of NSW, local culture and natural landscapes, rather than photo opportunities to see landmarks.
Sheridan Beaumont, right, and her father, Phil Barry-Cotter, second from right, run tours at their oyster farm north of Sydney.Credit: Wolter Peeters
Research conducted by consulting firm BDA Marketing Planning and the federal government’s Tourism Research Australia analysis group found both NSW and interstate visitors listed good food and wine, coastal and beach experiences, and history and heritage as the top three “pulls” to plan a holiday in NSW.
International visitors were most likely to seek locations with beautiful natural environments, good food and beverages, natural wonders and culturally significant sites.
The review also conducted 40 roundtables with more than 500 industry stakeholders, which revealed nature and wellness tourism were the state’s fastest-growing markets, with opportunities to market NSW’s “early morning” culture to health-conscious travellers.
Further recommendations from the review, commissioned by the state government in April, will be released in coming weeks, before the state’s Visitor Economy Strategy 2035 later this year.
Tourism and Jobs Minister John Graham said the review’s clear recommendation was the new tourism strategy needed to elevate world-class experiences on offer in NSW beyond Sydney Harbour.
“People want more than a selfie at the Opera House, they want to find the unique parts of NSW that allow them to live like a local,” he said.
Graham said Sydney’s early morning culture had been identified as a particular drawcard, and a point of difference from other global cities.
“These sunrise moments on sun-soaked beaches along with our wellness culture and great coffee, create some of the best early morning experiences in the world,” he said.
Insights from NSW’s tourism review industry roundtables
- Visitors want authenticity and to go where locals go
- NSW should develop and promote self-guided walks around Sydney’s arts and cultural institutions
- NSW should further develop multicultural precincts around western Sydney
- Nature and wellness are NSW’s fastest-growing markets
- Opportunity to market NSW’s “early morning” culture
- Large opportunities to create experience trails: food, cycling, nature walks
- Destination NSW to develop more regional drive itineraries
Review into the NSW Visitor Economy 2030
At her family’s oyster farm at Brooklyn, about an hour north of the CBD, Sheridan Beaumont started foodie boat tours to diversify the business.
But when COVID-19 restrictions came into force social distancing measures meant she needed to explore other options.
“The only logical thing to do was to put people at tables in the water,” she said.
It took two years for Beaumont’s plans to be approved, by which time restrictions had lifted. But people had booked the low-tide dining experience, so she went ahead with it.
With Sydney reopening to international visitors, Sydney Oyster Farm Tours found a new market.
While weekends are booked out with locals, on weekdays tourists from Malaysia, Taiwan, China and other Asian countries arrive on coaches.
“People are just looking for something unique,” Beaumont said. “They’re the freshest oysters you’ve ever had from waters you’re literally standing in. You can have a beautiful dinner at a restaurant, but this is a memory you won’t forget.”
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