Published on Apr 11, 2017

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Tourism in the Hunter

NSW tourism generates over 260,000 jobs, and $37 billion in consumption annually.

According to Destination NSW, the Hunter* received over 3.3 million domestic overnight visitors in the year ending September 2016 which is up 8.9% on the previous year. While for the year ending September 2016 the Hunter* received 155,500 international overnight visitors. This is a decrease of 6.6% from the year ending September 2015.

The NSW Business Chamber’s Mid Term Assessment found “regional NSW has largely missed out on the tourism boom, with visitors to Sydney failing to extend their trip with a visit to a regional area.”

This decrease represents lost income that Hunter Valley families can ill afford. The NSW Chamber says the major reason for this decrease is the amount of red-tape involved in access to tourism programs and funding, along with a lack of strategy.

“If the NSW Government is to grow regional tourism, it needs to provide the funding and policy attention that’s needed, starting with a strategy to boost the dispersal of the lucrative Chinese market,” Mr Gorddard, Executive Manager of the NSW Business Chamber, said.

Mr Gorddard, Executive Manager of the NSW Business Chamber, also noted that, “Regional areas offer a variety of cultural, food and lifestyle experiences to attract visitors, but tourism operators often lack the necessary support to market their products and understand the needs of consumers from diverse backgrounds”.

The ability to cater to diversity among tourists is a key component of capturing local, interstate and international markets.

Growth in our ability to capture the international tourist market will translate into jobs growth and business opportunities.

Look out for our upcoming article on how you can shape your business to meet the needs of
increasingly diverse customer markets.

Further Reading:

Austrade have outlined a number of key areas for improvement in their Tourism 2020 plan.