John O’Neill report into the future of the New South Wales Tourism industry out at last – $40m on the table??

Tourism New South Wales and the New South Wales Government are always keen to get the media on side when they want to announce some new campaign and today the invitation was to an event to launch the Partnership NSW programme, which is TNSW’s attempt to try and get more money out of the trade to market NSW, rather a timely event in light of last week’s further slashing of Tourism New South Wales’ budget.

Although the Mole said “yes” to the event at Star City this afternoon, quite frankly based on last year’s event, the prospect of listening to another hour of self congratulatory back patting and platitudes was far too much to contemplate and the Mole decided not to bother attending.

It was only after three o’clock though that a Mole reporter revealed that the Star City event appears to have been the venue for the release of the turgidly long awaited John O’Neill report into the future of tourism in New South Wales.

Without question this should be a report significant enough to have warranted an announcement event in its own right rather than being slipped into another event.

Is this a further reflection of the lack of importance of tourism to the NSW Government in addition that they were concerned that the report was so light on that they wanted it to disappear, also reflected in that it has taken 15 months to see the light of day?

On calling TNSW, The Mole was advised that everyone from TNSW was at Star City, leaving the organisation’s press office unmanned on such a critical day for NSW tourism and a temp left to answer the phone, but not allowed to give out mobile numbers – [hey, aren’t all these guys public servants – their mobile numbers should not be secret?]………. in any case, after several phone calls The Mole was able to secure copy of the media release from a very efficient young lady in the Premier’s or Minister’s Office.

So what does the release say?

Well in the interests of speed I will publish it as provided to me: –

The Iemma Government will develop a new NSW Tourism Strategy that will unlock an additional $40 million over the next three years to deliver renewed growth in the industry.

Minister for Tourism Matt Brown said the substantial commitment was in response to a Review undertaken by Mr John O’Neill, AO.

“The Iemma Government recognises the value of tourism to the economy of NSW and is serious about making reforms which will drive growth in all sectors of the industry,” said Mr Brown.

‘“The O’Neill Report vindicates the direction the Government has taken in many areas but there are more changes needed to deliver continued growth and make the most of opportunities in an increasingly competitive environment.”

Cabinet today approved the extra $40 million in addition to $43.7 million for Tourism NSW in the 2008/09 budget and the $85 million over three years announced last year to establish Events New South Wales.

Mr Brown said the industry and government needed to agree on reforms before the new funding would be released.

“I’m pleased to receive Mr O’Neill’s recommendations relating to regulation and planning, aviation, transport, state parks, education as well as promotion,”  Mr Brown said.

“There is a clear message from the review that reform is required in the way New South Wales tourism is promoted, and we intend to vigorously pursue such reforms.

“But no additional funds for the promotion of tourism will be made available unless the industry and the Government can agree on changes to the way we operate.”

“We want a strong partnership with industry.”

The first step towards implementing reforms will be the development of a NSW Tourism Strategy within three months.

Mr Brown said the strategy would be developed through targeted consultation with the industry and would detail how funds will be allocated.

The strategy will identify key areas for action and consider:

** the creation of a new Sydney promotional fund and joint Sydney promotional entity;

** the creation of a new ‘incentive’ fund to increase the promotion of areas of regional NSW enjoying tourism success, supporting greater local responsibility

** a tailored approach to assist those areas of the state where tourism is more difficult but nonetheless important to the local economy;

** the development, with the private sector, of ‘Brand Sydney’ guidelines and promotional materials to be used by Government and industry to attract events, investment and students as well as more business visitors and holiday makers;

** the expansion of Tourism New South Wales’s international activity in emerging markets such as India and China;

** a revised NSW Government Tourism Masterplan documenting whole of- government commitments to boosting tourism; and

** the development of a tourism-friendly Aviation plan and enhanced Government aviation expertise.

“The review recognises the importance of international tourism and the establishment of an entity which specifically attracts tourists to Sydney,” said Mr Brown.

“The NSW Tourism Strategy will form part of an integrated approach to strategically position New South Wales nationally and internationally.

“The Iemma Government has established Events NSW, which has developed a preliminary 2009 Master Calendar for Sydney targeting 46 events with an estimated economic impact of $355 million. That represents an increase of more than 50% from 2008”.

“The NSW Government is also progressing our Sydney Convention and Exhibition Growth Strategy.”

“We plan to consult industry stakeholders soon on plans to upgrade and expand current conference facilities,” said Mr Brown.

The consultation with industry will also include revising upwards the current State Plan goal for an extra 10 million visitor nights for NSW by 2016 and agreeing to the roles, responsibilities and contributions of government and industry in meeting that goal.

A copy of the O’Neill Report will be available for download from Tuesday June 10 at www.dpc.nsw.gov.au

Does The Mole hear the words “damp squib”, or “haven’t we heard all this before?”, or even “more of the same”.

Please let The Mole have your comments.

by The Mole