Regional tourism in NSW is set to receive $22 million in advertising funding over the next 12 months, following the announcement of its first ever tourism spend target.
Destination NSW has set an ambitious target of achieving $20 billion in visitor expenditure in rural and regional NSW by 2025, rising to $25 billion by 2030.
To help support this growth more than $22 million will be spent on campaigns and activities promoting destinations and events in rural and regional NSW in 2018-19 through the state’s tourism and major events agency Destination NSW.
Media agencies and channels will be selected based on capability in line with the Department of Premier and Cabinet’s Advertising & Digital Prequalification Scheme.
Under the scheme, the five agencies that can assist with media planning and buying are Atomic 212, Havas Media, OMD, UM and Wavemaker, which are appointed from the roster rather than having to pitch to each department.
Minister for tourism and major events Adam Marshall told AdNews the funding comes off the back of unprecedented growth in visitation, overnight stays and expenditure in regional NSW.
In the year ending March 2018 NSW regional and rural communities welcomed 868,900 international visitors (+11.2%) who stayed 14.6 million nights (+2.4%) and spent $1.04 billion (+9.4%).
“It’s vital that we maintain this momentum and ensure our rural and regional communities continue to benefit from the growth we’re seeing in the tourism industry, particularly those areas impacted by drought," Marshall says.
Marshall says that for NSW to continue to deliver above trend growth in tourism arrivals and visitor expenditure, it is critical that investment in marketing campaigns is maintained.
“This Government is committed building on NSW’s reputation as a destination of choice, for both domestic and international visitors.”
“We will support the delivery of 144 individual programs, including many targeted regional campaigns.”
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