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 $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.
The Chamber’s managing director Patricia Forsythe told The Daily Telegraph over the weekend that Sydney may have been resting on its laurels for too long. She added that the Chamber was aware that other cities in the Asia Pacific region were doing a good marketing job, and may be Sydney has taken a bit for granted.
Forsythe said it may be time for a change of direction, with the Sydney experience not easily defined just by the beaches or the harbour and that maybe we’ve got to think again about Sydney’s image, with something that focuses on the people, as well as the city’s significant physical attractions.
Chris Brown, CEO of the Tourism and Transport Forum has for some time blamed the New South Wales Government lack of tourism funding, which at $52 million, is reportedly marginally little more than 50% of Victoria’s spend.
Outgoing New South Wales Minister for Tourism Sandra Nori amongst other things blames the Federal Government’s recently introduced workplace laws for discouraging workers from taking annual leave, but has not increased Tourism New South Wales’ budget to counteract it.
The roundabout of blame continues but in the meantime, The Mole congratulates The Sydney Chamber of Commerce for forming the industry taskforce and wishes them the best of luck in securing the required extra funding to get the product right and then promoting it. The Mole also congratulates Chris Brown for continuing to highlight these ongoing critical issues, while the State seems content to blame everyone else but themselves, while continuing to cut tourism spending!
Report by The Mole
John Alwyn-Jones
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