The New South Wales (NSW) Government has begun a new partnership with STA Travel to encourage young international travellers to visit Sydney and regional NSW.
The two-year Memorandum of Understanding (MoU) with Destination NSW will see STA Travel, the world’s largest youth travel network, promote Sydney and Regional NSW to its international markets.
Destination NSW chief executive officer Sandra Chipchase said the partnership will target the rapidly growing market of youth tourism in hopes to boost young visitor numbers across NSW.
“Last year we achieved a new record, with over a million young people travelling to NSW in the year end June 2014…an increase of 4.2 per cent on the previous year’s figures,” Ms Chipchase said.
“This new agreement will enhance the popularity of NSW destinations for young travellers by directly promoting our State both in-store and online.”
This follows various 2014 campaigns by Destination NSW devoted to encouraging youth travellers to visit NSW, including marketing strategies run through Hostelworld, STA Travel and MTV.
STA Travel Group chief executive officer John Constable said the company is pleased to be in partnership with the NSW Government and said the new agreement reinforces the ties between them.
“NSW is one of our top global destinations for young travellers who flock to work, travel and experience this corner of the world,” Mr Constable said.
“NSW offers everything including a fantastic range of youth products, transportation, infrastructure as well as off-the-beaten track adventures.”
Ms Chipchase said the agreement with STA Travel is one of many ways Destination NSW is targeting the youth market.
“We will also partner with StudyNSW to promote Sydney and Regional NSW as destinations for student visitors, with many other initiatives to be announced in coming months,” Ms Chipchase said.
“These young travellers make an important contribution to the NSW visitor economy, and we hope to further grow this vital sector in 2015.”