Inland NSW changing the face of regional tourism
Inland NSW, the regional tourism organisation (RTO) for approximately 40% of NSW, has launched a series of initiatives in Broken Hill, which are vital to its goal of doubling overnight visitor expenditure by 2020, including the unveiling of “Destination Far West NSW’, a new industry body for Broken Hill and the Far West, and launching a ground breaking consumer digital platform “Travel In” in partnership with Bauer Media.
The timing of the two launches coincided with the now appropriately named annual Travel In Inland Tourism Awards (INTA), a collaboration between Inland NSW, Central NSW, Riverina and Murray Darling RTOs recognising tourism excellence, as well as hosting an industry development day for operators from across the region, entitled ‘Destination 2020’ and an opportunity to meet the Inland NSW Board.
Inland NSW Chairman, Rodger Powell, said the depth of what was delivered last weekend in Broken Hill is testament that Inland’s ‘new model’ for regional tourism to double overnight visitor expenditure by 2020, in line with the NSW Government target, is working.
“The previous models are broken and have not been successful in delivering sustained growth,” said Mr Powell.
“Since being established four years ago, Inland NSW has approached things differently. The difference is that we let the consumer dictate the strategy. This has led to a new strategic direction with Destination Management Planning (DMPs) serving as the blue print – if you like the compass – for growth. This is clearly delivering results as we are one of the only regions in the country to be achieving the 2020 target with three consecutive years of 7% growth.
“The new model places the consumer at the very centre of everything that we do, underpinned by collaboration and leadership which is working to dissolve parochialism.
“The Destination Far West NSW initiative sees collaboration between industry and local Government, supported by Inland NSW, taking shared responsibility for growing the region’s visitor economy – both in terms of commitment and dollars.
“Likewise, ‘Travel In’, with its refreshing ‘Gourmet Traveller’ meets ‘online travel agent’ digital platform approach will drive increased visitation and will provide operators with a new booking engine at well below market commission rates. Importantly this will not only benefit the Inland NSW region but Regional NSW as a whole. Overtime, it will provide travellers the ability to build personalised itineraries, based on time and distance, destinations, experiences and tourism routes, supported by rich content and a powerful booking engine. By driving economic benefit whilst providing visitors with a better experience, everyone wins.”