Boost to Regional NSW to urism

The NSW Government has revealed it will plough big dollars into broadening the scope of Destination NSW, in a major revamp which sees the previous Regional Tourism Organisations structure disbanded.

Six new Destination Networks (DNS) will be established. They include regional zones – Destination Riverina Murray; Destination Southern NSW (spanning the Snowy Mountains and Far South Coast); Destination North Coast (encompassing the Mid-coast to Tweed Heads including Lord Howe Island) and Destination Country & Outback NSW. Two Sydney Surrounds DNS will also be formed – Destination Sydney Surrounds North (the Blue Mountains, Central Coast and Hunter) and Destination Sydney Surrounds South (including the Southern Highlands, Wollongong and Shoalhaven).

Transitional funding wiill be provided to assist with completing current projects and winding up existing RTOS as soon as possible. Announcing the $43m initiative last month, NSW Minister for Trade, Tourism and Major Events Stuart Ayres said the new Networks will work hand-in-hand with local government, tourism organisations and operators as well as partnering with DNSW on a variety of campaigns.

Following extensive consultation with more than 90 stakeholders last year, a thorough review determined a new regional tourism model was necessary to increase professional practices of regional tourism entities and better align with consumer experiences, Ayres said.

“I’m pleased that through our agency, Destination NSW, the reforms of regional tourism we are now implementing will ensure six new Destination Networks are established, more funding is guaranteed, governance is improved, and each of the new Networks, and the key destinations and regions they represent, can improve their effectiveness and destination management planning to attract even more visitors,” he added.

Destination Networks will be tasked to develop product, train and educate and engage the industry, with each having a General Manager, Business Development or Marketing Manager/officer and an Administrative Assistant. Applications are also now sought for a Chair and Board Members of each of the six networks.

Other changes will see a new Regional Division created within Destination NSW – a point of contact for DNS and responsible for developing the state-wide Destination Management Plan. The entity will have its own dedicated resources to promote and develop key sectors, such as Aboriginal tourism, Youth, Cruise and Food & Wine, with NSW also set to ramp up its Flagship Events Program.