How effective marketing is reviving tourism growth on the Central Coast

Posted by | July 27, 2019 | Community, Industry News, News

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Tourism expenditure in the Central Coast region has topped $1 billion for the first time ever, a 22% increase on the previous year.

The unprecedented figure was generated through 672,000 extra day trip and overnight visitors, 666,000 additional visitor nights and $185,000 in additional visitor spending.

The latest National Visitor Survey results report that the number of Australian overnight visitors to the Central Coast grew by 15% to 1.618 million visitors for the year ending March 2019, outpacing 6% growth to regional NSW broadly, and outperforming competitor destinations the South Coast, North Coast and Hunter. Similarly, strong growth was seen in the number of day-trip visitors (4.09 million, +12.7%).

Although off a lower base, international visitor nights grew by 34.7% to 974,000, or an average of 14 nights for each of the 69,000 international overnight visitors.

This followed good growth in the Central Coast’s tourism visitation metrics in the year ending December 2018, when a total of 5.3 million day and overnight visitors came to the region, 259,000 more (5.1%) than December 2017.

Since July 17, Tourism Central Coast has set about improving perceptions, intention to travel and tourism spend to the Central Coast among the region’s largest and most accessible market, Sydney.

The Have a Little Adventure campaign ran from 24 June 2018 and finished 10 October 2018. This has been sustained by our “always-on” social and native campaign which started in December 2018.

The proximity of the key Sydney market to the Central Coast makes it much more responsive to marketing messages. Sustained campaign activity from June to March dovetails with the period of growth. This, along with post-campaign research showing increased desirability and intent to travel to the region show that our destination marketing is working to achieve increased visitation and tourism expenditure.

We’ve also worked hard to galvanise and engage the region’s tourism business community with the need to work together to revive tourism growth. That has been demonstrated by over $250,000 in cooperative campaign investment and more and more businesses engaging with us at our monthly industry networking events.

 

 

Source: https://www.tourismcentralcoast.com/news-item/2864/how-effective-marketing-is-reviving-tourism-growth-on-the-central-coast

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