Sydney suffers tourist drought and image problem
Reports over the weekend say that New South Wales is suffering a tourist drought as a result of what is considered to be poor marketing and an emerging Sydney image problem.
International arrivals have slowed this year, despite Tourism Australia’s A$180 million international “Where The Bloody Hell Are You” advertising campaign, although industry leaders and commercial operators say it is too early to expect a return from the campaign. Nevertheless, industry groups say NSW is the worst affected.
Arrivals into Australia from the UK, the location of the banning of the “Where The Bloody Hell Are You” campaign reportedly creating even greater awareness of the promotion, have fallen sharply, with the Australian Bureau of Statistics saying that 5% fewer visitors arrived from the UK in August compared to the same time last year.
Other key markets also suffered with Japan 10.9% down and New Zealand down 5.6%.
In addition, a Sydney Chamber of Commerce survey found the city’s reputation may be faltering. While most tourists questioned were positive, many also identifying a strain of pretentiousness among Sydneysiders.
The Chamber has reflected its concerns about the slump and Sydney’s image that it has taken a proactive approach, forming an industry taskforce to revitalise the city’s’s waning brand image and reputation.
Phil Davies
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