Posts Tagged “tourism”

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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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Pelican feeding at The Entrance has been identified as an activity for review in the development of a Tourism Opportunity Plan, according to Central Coast Council staff.

Council’s Directorate of Connected Communities was responding to a question from The Entrance Ward Councillor, Bruce McLachlan. When Council met on May 7, Clr McLachlan asked: “What options do we have to monetise The Entrance Pelican Feeding, an example would be a photo stand and professional photography linked to a website or a photo next to a giant pelican statue? “This can be leased to an operator or Council run,” Clr McLachlan’s question added. “We have busloads of overseas tourists visiting the site and not adding to the local economy, before heading off to the Hunter Valley to spend their tourism dollars,” he said. In response, Council staff said: “Council endorsed the Central Coast Destination Management Plan 2018- 21 in December 2017. “This strategic document provides a high-level plan to support the growth of the visitor economy of the Central Coast region. “One of the deliverables of this overarching document is the development of a Tourism Opportunity Plan which will aim to identify specific opportunities to support the desired outcomes of the Destination Management Plan.

“Council is committed to exploring, in detail, and in conjunction with the local tourism industry, what greater opportunities can be identified to support the Visitor Economy of The Entrance and the greater Central Coast region. “The status of the Pelican Feed as an iconic and heavily-attended activity for our region, and the interest in it on both a local and international visitor level, has been considered by Council staff, and it is identified as an activity for review on the development of the Tourism Opportunity Plan,” the staff report said. “There are opportunities to improve the visitor experience and to prepare for any future increase in attendance and demand on the activity; including possible infrastructure, product development, revenue streams and marketing needs, and also to engage local businesses to leverage the activity to elevate the opportunities it has on the wider visitor economy. “Council staff would also like to note that the success of this activity to date has relied heavily on the dedication of a group of passionate volunteers, and it is our intention that they are consulted throughout the abovementioned process to ensure the Pelican Feed remains a sustainable activity that supports and contributes to managing the health and wellbeing of the local pelican population,” the report said.
Source: https://coastcommunitynews.com.au/central-coast/news/2018/07/pelican-feeding-tourism-the-entrance/

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FOR the first time, the Central Coast will be marketed to the world as a complete region.

From Wyee to Woy Woy and beyond, the Coast will not be picked apart into places­ of interest and major attractions. It will be recognised and marketed as a whole with plenty to offer local, interstate, national and international visitors.

NSW Premier Gladys Berejiklian­ visited the region last week and said she was taken aback when briefed on the number of international visitors the Central Coast attracted.

“In the last year, the Central Coast managed to host 900,000 international visitors,” she said at the Central Coast Chamber of Commerce’s economic breakfast.

“That represents a 50 per cent increase in the last three years alone.”

This comes as Central Coast Council’s tourism, marketing and industry services agency AFFINITY briefed 100 Coast tourist operators­ on its findings from an industry survey and provided a marketing update.

The Sydney advertising firm was awarded a $1.6 million contract in July to market­ the Central Coast to the world.

At the briefing, AFFINITY’s chief executive officer Luke Brown detailed a current Facebook campaign, which included 21 local businesses, designed to promote­ the Coast and test the Sydney market to find the most appealing branding messages.

The company is testing “brand positioning territories”, including “Adventure, Nature, Escape and Discover”.

“Adventure” will look at the Coast’s active pursuits, such as Glenworth Valley and the Australian Reptile Park, while “Nature” will highlight the stunning landscape.

“Escape” encourages people to pursue a relaxed, slower pace of life, and “Discover” delves into new and enriching experiences.

AFFINITY conducted an industry survey and gathered data from 500 local businesses in the dining/entertainment, activity, retail­, accommodation, government and transport sectors. It showed 48 per cent of the industry associated the Coast with the beach, while 26 per cent were unsure as to what made the Coast unique.

The largest barrier for visitation was the Coast’s facilities at 49 per cent. The survey revealed the need for new and different marketing, in particular digital marketing of the Coast.

Crowne Plaza Terrigal sales and marketing director Emma Perham attended the briefing and said she was really happy the council was making tourism a priority.

“We are really excited and very supportive of the direction Central Coast Council is looking to take tourism and the focus being placed on it,” she said.

Tourism on the Central Coast employs over 12,500 people and generates over $900 million a year for the regional economy.

Source: http://www.dailytelegraph.com.au/newslocal/central-coast/tourism-agency-affinity-to-market-central-coast-as-a-complete-region/news-story/b03c6319010ac81c0da1be5de6932e07