Sydney Business Chamber, Western Sydney · 2017-04-28 · Western Sydney’s young population, natural assets and range of Olympic legacy and other commercial attractions. For example,

Sydney Business Chamber, Western Sydney

10 Big Ideas to grow Western Sydney’s visitor economyApril 2017

2© 2017 Deloitte Touche Tohmatsu. All rights reserved.

Foreword

Growing Western Sydney’s visitor economy

Over the last decade, visitor numbers to Western

Sydney have grown by an incredible 49 per cent,

with the region now welcoming over 9.6 million

visitors a year.

This growth means that Western Sydney now ranks 4th in terms of total annual visitors behind recognised New South Wales visitor regions such as Eastern Sydney, the North Coast and South Coast.

This growth has been driven by significant expansion in all visitor types, particularly domestic day and overnight visitors staying with friends and relatives, or visitors coming for holiday or leisure purposes. Off a smaller base, international visitation has grown by 94 per cent over the same period.

Today the region boasts a range of cultural, sporting, natural and recreation assets along with Australia’s most culturally diverse population. These factors will help drive visitor demand to the region over the next decade. Longer term growth will also be supercharged by the establishment of the Western Sydney Airport.

This growth and potential can no longer be ignored.

To further leverage this growth, the Sydney Business

Chamber partnered with Deloitte Access Economics to

work with the region’s tourism industry leaders to identify

major barriers to growth and create new ideas for policy

makers to enable the potential of the region’s vibrant

visitor economy.

This report provides a short profile of Western Sydney’s

visitor economy, along with presenting 10 Big Ideas to

drive further growth in visitation to Western Sydney over

the next decade, and beyond.

This report provides a short profile of Western Sydney’s

visitor economy, along with presenting 10 Big Ideas to

drive further growth in visitation to Western Sydney over

the next decade, and beyond.

I look forward to working with local operators and

Government to grow Western Sydney’s vibrant visitor

economy.

David Borger

Director, Western Sydney

Sydney Business Chamber


Where is it, what is it?

Western Sydney’s visitor economy

What is the visitor economy?

The term visitor economy takes into account broader economic activity than what has been historically defined as tourism and events.

The visitor economy encompasses the direct and indirect contributions to the economy resulting from a visitor travelling outside their usual environment for any of the following purposes:

• Holiday

• Leisure activities

• Events

• Festivals

• Business and employment

• Conventions and exhibitions

• Education

• Visiting friends or relatives

Western Sydney

An estimated 25,786 people work in Western Sydney’s tourism and visitor economy, including both direct and indirect employment. Source: Deloitte Access Economics

For the purposes of this report Western Sydney is defined by the boundaries of 13 local government areas shown above in light green and prior to NSW Council boundary adjustments made in 2016. Specifically, the analysis excludes the Blue Mountains from most data used in this report.


Visitor profile summary


In 2015 Western Sydney welcomed over 9.6 million visitors, which is a 10 year increase of 49%.

Only the established tourism region of the Blue Mountains experienced a higher rate of growth over the decade to 2015 than Western Sydney, albeit off a smaller base.

Western Sydney is now the 4th largest in terms of total visitor numbers in NSW.

Over the last decade, Western Sydney overtook the Hunter region in terms of total visitors, and if current trends continue, will soon overtake the NSW South Coast.

Total visitor growth by NSW region (2005 – 2015)

Source: Tourism Research Australia and Deloitte analysis, 2015

NSW visitor region (NSW rank)

2005(No.)

2015(No.)

Growth(No.)

Growth (per cent)

Eastern Sydney (1) 19,704,848 22,148,039 2,443,191 12%

North Coast (2) 9,990,900 11,292,800 1,301,900 13%

South Coast (3) 7,932,100 9,931,700 1,999,600 25%

Western Sydney (4) 6,479,549 9,681,183 3,201,634 49%

Hunter (5) 7,430,900 8,923,100 1,492,200 20%

Central (6) 4,063,800 4,974,900 911,100 22%

Central Coast (7) 4,588,600 4,755,600 167,000 4%

Capital Country (8) 2,807,800 3,946,900 1,139,100 41%

Blue Mountains (9) 2,329,000 3,588,800 1,259,800 54%

New England & North West (10)

3,179,300 2,900,800 -278,500 -9%

Riverina (11) 2,068,500 2,451,000 382,500 18%

Murray (12) 1,966,400 2,373,200 406,800 21%

Snowy Mountains (13) 1,019,700 1,219,300 199,600 20%

Outback (14) 633,000 654,300 21,300 3%


Visitor profile summary


Western Sydney experienced significant numerical growth of all visitor types between 2005 and 2015.

Domestic day trip visitors make up 74% of all visitors to Western Sydney – the highest proportion of any NSW visitor region shown on right.

Domestic day trip visitors also made up three quarters of the region’s growth in visitor numbers over the period.

Comparatively, Western Sydney has lower rates of domestic overnight visitation, but a higher proportion of international visitors – with only Eastern Sydney having a higher rate of international visitors than Western Sydney.

The majority of Western Sydney’s international visitors stay with friends and relatives.

Type of visitorVisitor number 2005

(% total)

Visitor number 2015

(% total)

Growth

2005 – 2015

(% total)

Growth (%)

2005 -2015

International visitors 171,930

(2.7)

334,020

(3.5)

162,090

(5.0)94

Domestic overnight visitors 1,505,890

(23.2)

2,161,892

(22.3)

656,001

(21.0)44

Domestic day trip visitors 4,801,728

(74.1)

7,185,271

(74.2)

2,383,543

(74.0)50

Total6,479,549 9,681,183 3,201,635 49

Source: Tourism Research Australia and Deloitte Access Economics.

Growth in visitors to Western Sydney by type (2005 - 2015)

Type of visitor by NSW region (2015)

Source: Tourism Research Australia and Deloitte Access Economics.


Visitor expenditure


Visitor expenditure in Western Sydney ($ millions)

5.5 5.7 5.9 5.6 6.4

7.6 8.19.9 11.2

13.113.1 13.8

15.816.9

19.6

0

5

10

15

20

25

2012 2013 2014 2015 2016

Overnight visitors International visitors Total

Total visitor nights in Western Sydney by type of visitor ($ millions)

Since 2012, visitor expenditure in Western Sydney has grown by (43%), now totalling over $3.7 billion in the region’s economy.

Between 2015 and 2016 visitor expenditure by international visitors expanded by over $420 million.

634 756 860 9791,403

1,2161,294

1,437 1,359

1,579739666

729 682

726

2,5892,717

3,026 3,019

3,709

0

500

1000

1500

2000

2500

3000

3500

4000

2012 2013 2014 2015 2016

International Domestic Overnight Daytrip Total

Source: Tourism Research Australia, 2017

Western Sydney now accommodates over 19.6 million overnight visitors, compared to 13.3 million in 2012.

The region’s overnight visitors spend over 19 million overnight stays in Western Sydney and contribute more than $3.7 billion to its economy every year.

Source: Tourism Research Australia, 2017


Reasons for staying


Top three reasons for staying overnight in Western Sydney and NSW

Source: Tourism Research Australia, 2016.

Western Sydney

Visiting friends and relatives is the main reason for both international and domestic overnight visitation.

Business is the second largest reason for domestic overnights (23%).

The second most popular purpose of visit is education for international visitor nights (18%).

NSW

Holiday and leisure purposes is the main reason for international and domestic overnight visitation.

The second most popular reason for domestic visitor nights is visiting friends and relatives (33%).

Education is the second main purpose for international visitors (27%).

Western Sydney NSW

Domestic visitor nights

1. Visiting friends and relatives (48%)

2. Businesses (23%)

3. Holiday & leisure (17%)



3. Business (15%)

International visitor nights


2. Education (18%)



2. Education (27%)


The majority of the region’s visitor nights are spent in the home of a friend or relative which accounted for 63% of total visitor nights in 2015. The remaining 37% of visitor nights were spent in commercial accommodation.


International visitor


6%

16%

20%

14%

5%

10%

7%

9%

3%

4%

60%

47%

0% 20% 40% 60% 80% 100%

NSW

Western

Sydney

India China

Total international visitor nights by top 5 countries of origin (2016)

Source: Tourism Research Australia

In 2015, international visitors made up approximately 5% of all visitors to Western Sydney.

As shown, visitors from Asia have grown dramatically over the last decade; in fact between 2005 and 2015 visitors from Asia grew by 245%.

Total international visitors to Western Sydney by country of origin (2006 – 2015)

Source: Tourism Research Australia

Western Sydney’s top five international visitor origins are: India, China, New Zealand, Korea and Taiwan.

Given its cultural diversity, Western Sydney is uniquely positioned to further leverage growing visitor markets from Asia.



Key experiences

Cultural experiences: 35 major cultural arts venues and a range of cultural events and festivals that uniquely reflect Western Sydney’s character and multicultural background. For example, Riverside Theatres (Parramatta), Casula Powerhouse (Liverpool), The Joan Sutherland (Penrith) and Campbelltown Arts Centre (Campbelltown).

Sporting experiences: Western Sydney has many local, national and international sporting facilities including most of the Olympic legacy assets. For example, Sydney Olympic Park, Pirtek Stadium and Sydney International Regatta Centre, among others.

Natural experiences: Over 50% of the land area of Western Sydney’s 14 LGAs are National Park, Nature Reserve or State Conservation Areas. For example, Warragamba Dam and the Australian Botanic Garden, Mount Annan.

Adventure experiences: An emerging adventure sports market capturing Western Sydney’s young population, natural assets and range of Olympic legacy and other commercial attractions. For example, Ifly Downunder and Jetpack Adventures Sydney, Penrith.

Pioneer heritage: Australia’s oldest European buildings and civil structures. For example, The Old Great North Road, Parramatta Park and Hawkesbury Regional Gallery.

Aboriginal: With Australia’s largest population of Aboriginal people, Aboriginal sites and new interpretive centres and galleries can tell Western Sydney’s unique indigenous story through the region’s people, country and landscapes. For example, Muru Mittigar Aboriginal Cultural & Education Centre.

Agri-tourism: Significant agricultural history, a strong agribusiness sector and growing demand from Asian countries. For example, Hawkesbury Harvest farm Trail, Mowbray Park and Macarthur Wine Region.

Experiences and attractions

“Nowhere else in NSW are the physical, economic and social ingredients more readily available to exploit visitor economy growth than in Western Sydney”.

Workshop participant sketch of big idea for Aboriginal Cultural Experience Centre in Western Sydney

Workshop sketch


Plans for growth


VenueAnnual

visitationOutlook Venue

Annual

visitatio

n

Growth

outlook

Western

Sydney

Parklands

4,000,00015%-20%

pa

Riverside

Theatres130,000

$100m

proposed

upgrade

Sydney

Motorsport Park330,000

Plans to

expand into

night

events

Joan

Sutherland

Performing

Arts

318,000

Proposed

$4.5 m

upgrade

Featherdale

Wildlife Park500,000

Venue

upgrades

Casula

Powerhouse67,512

Proposed

upgrade

Sydney

International

Regatta Centre

(Penrith Lakes

venue)

500,000

Multiple

projects,

new lake

Campbelltown

Arts Centre 116,000

$30m capital

upgrade

Royal

Agricultural

Society (SOPA

venue)

1,700,000

Major

expansion

proposed

Blacktown

International

Sports Park

650,000

Multiple

facility

upgrades

Sydney Olympic

Park (Inc. RAS)

14,000,000

(total

activation)

9 stage

master

planned

proposed

Stanhope

Leisure Centre 750,000

stage 3

expansion

Wet N Wild 900,000 unknown Pirtek Stadium24,000

(capacity)

Major

upgrade

Rooty Hill RSL 3,000,000$55m

expansionMAAS NA Major facility

Growth plans of Western Sydney’s major visitor economy infrastructureSelected major attractions

Sport:

Sydney Motor Sport Park

Blacktown International Sports Park

Sydney Olympic Park (multiple sport and leisure venues)

Sydney International Regatta Centre

Leisure:

IFly Downunder

Wet N Wild

Featherdale Wildlife Park

Events:

Sydney Royal Easter Show

Sydney International Rowing Regatta

NRL State of Origin

The Golden Slipper, Rosehill Race Course

Source: Deloitte 2016. Based off desktop analysis available at time of research.



AboriginalArts/Cultural

Heritage Leisure Natural Sport Total

Auburn 2 1 1 1 5

Bankstown 1 2 2 5

Blacktown 2 5 1 2 3 13

Camden 2 7 1 10

Campbelltown 3 3 1 7

Holroyd 2 4 6

Fairfield 1 1

Hawkesbury 2 1 3

Liverpool 1 1 2

Parramatta 3 8 1 12

Penrith 1 4 2 4 11

The Hills Shire 2 2 4

Wollondilly 1 1 1 3

Total 1 24 31 5 9 12 82

Western Sydney major product summary by LGA

This analysis identified over eighty major attractions and venues in Western Sydney. The region’s strongest product categories are in arts, culture and sport. There are however, only a small number of state or internationally significant attractions across Western Sydney within these categories.

Selected major attractions

Natural:

The Australian Botanic Garden, Mount Annan

Lake Parramatta Reserve

Bicentennial Park (@ Sydney Olympic Park)

Heritage:

Old Government House, Parramatta

Elizabeth Farm, Rosehill

Rouse Hill House & Farm

Regionally significant restaurants:

El Jannah, Granville

An Restaurant, Bankstown

Tan Viet Noodle House, Cabramatta

Cultural:

Riverside Theatres

Joan Sutherland Performing Arts Centre

Campbelltown Arts Centre

Casula Powerhouse

Summary of major attractions

Source: Deloitte, 2016. Based off desktop analysis available at time of research.


10 Big Ideas for growing Western Sydney’s visitor economy

Outcomes of industry workshop


Top 5 issues and 10 Big Ideas

Top 5 issues

On the 5 April 2017, Sydney Business Chamber, Western Sydney and Deloitte facilitated and co-hosted a workshop of over 40 of Western Sydney’s tourism operators to develop big ideas to grow the region’s visitor economy.

This workshop prioritised the top 5 issues facing the growth of Western Sydney’s visitor economy as follows;

• Industry coordination

• Developing attractions

• Growing major events

• Transport connectivity

• Precinct development

To address these issues, workshop participants then developed big ideas for policy makers and planners to consider for Western Sydney.

These are listed on right in no order of priority and detailed in subsequent pages.

10 Big Ideas

1. Western Sydney’s own Destination Management Plan including a canvassing of attractions

2. Recognition as a NSW Destination Network

3. Funding of new branding and promotional strategies for Western Sydney

4. Western Sydney Holiday Park

5. Western Sydney heritage and cultural attractions visitor map

6. An outdoor music venue for Western Sydney

7. Western Sydney visitor economy Uber Strategy

8. Start planning now to leverage the Western Sydney Airport

9. Two new major events (Western Sydney River Festival and Western Sydney major cultural festival)

10.Identify and develop a range of visitor precincts in Western Sydney

Growing Western Sydney’s visitor economy


Big Ideas

Big idea #1: Western Sydney’s own Destination Management Plan including a canvassing of attractions

Better government and industry led coordination of the region’s visitor economy is required. While a range of good local Destination Management Plans (DMP) exist, Western Sydney requires an overarching DMP that leads coordination between industry and government in the planning and delivery of new visitor economy strategies.

Desktop analysis of Western Sydney’s major attractions identifies over 80 major attractions. Further analysis is required to better map and understand Western Sydney’s attractions, including gap analysis where new attractions could be developed to meet visitor demand.

Big idea #2: Recognition as a NSW Destination Network

To effectively deliver a new Western Sydney DMP requires the region be declared as a NSW Destination Network to ensure strong government support and industry coordination is achieved.

With Western Sydney now catering for over 30% of Sydney’s total visitor market, its own DMP is required.

Issue: Industry coordination

“There is no current serious government recognition of Western Sydney as a visitor destination, and no overarching industry coordination led from the top down”

Aerial of Blacktown International Sportspark


Big Ideas

Big idea #3 Funding of new branding and promotional strategies for Western Sydney

Western Sydney has never had a common visitor brand, nor been recognised by tourism planners as a significant NSW visitor destination. To address this issue, the region requires funding new visitor economy strategies.

To ensure distinctiveness, the regions to be branded and promoted as ‘Greater Sydney’ – as opposed to ‘Sydney Surrounds’.

Big idea #4 Western Sydney Holiday Park

One identified product gap is affordable holiday accommodation catering for families and sporting groups. A new Western Sydney Holiday Park that meets the needs of families and sporting groups could benefit Western Sydney.

Big idea #5 Western Sydney heritage and cultural attractions visitor map

Western Sydney retains some of Australia’s oldest European buildings and civil structures. Enhancing and promoting these assets represent an opportunity for the region. Priority needs to be given to support and develop existing pioneer heritage venues and locations.

One way to strengthen this opportunity is to produce a Western Sydney heritage and cultural attractions map to better promote these assets.

Issue: Industry coordination and attractions

“Western Sydney has significant heritage assets but no links between them”

Workshop participant sketch of big idea for Western Sydney heritage and cultural attractions visitor map.

Workshop sketch


Big Ideas

Big idea #6 An outdoor music venue for Western Sydney

With Sydney’s temperate climate and stunning natural surroundings, Sydney has been embracing the live music and festival scene for a number of years. Sydney Festival and Vivid are two of the city’s most prominent tickets on the events calendar.

Investment in the arts and culture has historically been below demonstrated demand levels in Western Sydney, with government policy now playing catch-up to satisfy growing demands for music, arts and culture in the West.

Western Sydney is well placed to house a new outdoor music venue for it’s growing population. A new venue could utilise the large parklands in Western Sydney to create a natural amphitheatre that services Western Sydney’s population without disrupting residential neighbours.

Issue: Developing attractions

Inspired by the Hollywood Bowl in Los Angeles USA, AECOM recently assessed the potential for Western Sydney to develop its own outdoor music venue. If realised, such a venue would support the development of the region’s major cultural festival and events sector.

Hollywood Bowl

Source: UCR Alumni


Big Ideas

Big idea #7 Western Sydney visitor economy Uber Strategy

Western Sydney’s attractions and major venues are challenged by poor public transport services to many of its key visitor destinations and events. While a range of major public transport infrastructure is being considered and debated in Western Sydney, opportunity exists for the market to deliver innovative transport solutions that will support the visitor economy.

One idea identified by local operators is to connect Uber drivers with the region’s venues, major attractions and visitor services such as visitor information centres and booking agents.

This big idea could also be used to promote innovation in how Western Sydney is addressing some of the regions challenges of accessibility to visitor destinations and venues.

Big idea # 8 Start visitor planning now to leverage the Western Sydney Airport

The future Western Sydney Airport at Badgerys Creek represents a once in a life time opportunity for the region, particularly its visitor economy. When established post 2026, WSA will significantly expand opportunities for the region’s visitor economy.

WSA will support the channelling of new international and domestic visitors into Western Sydney, providing new opportunities to create new products and experiences that capture and retain these future visitors in the region. WSA will be particularly vital in connecting the region with South West Sydney.

A dedicated WSA visitor economy plan is required to ensure the airport delivers future growth in tourism and visitor growth.

Issue: Transport connectivity

“South West Sydney has a range of visitor activities with a minimum need to travel - we need to build the transport that supports the industry”

Site of Western Sydney Airport, 2015. Source: Deloitte


Big Ideas

Big idea #9 Two new major events

Western Sydney has a range of natural and cultural assets that could be leveragedto deliver support visitor growth. Twobig ideas identified by operatorsinclude;

• Western Sydney River Festival:This big idea includes a monthLong outdoor festival alongthe region’s major river cities, including Parramatta, Penrith and Liverpool. This event could be scheduled in quieter event months, while Also complementing other local festivals and celebrations.

• Western Sydney major cultural festival:Western Sydney has a wide range of cultural events held each year in the region.

While these events provide excellent choice, opportunity exists for a new major cultural festival that celebrates the regions unique cultural diversity and international connections presented through visiting friends and families.

Issue: Major events and Precinct development

Big idea # 10 Precinct development: Identify and develop a range of visitor precincts in Western

Sydney

Western Sydney has a number of emerging visitor precincts at locations

such as Sydney Olympic Park, Sydney Motor Sport Park, Penrith lakes and various clusters of sporting and accommodation venues.

These, and other clusters and precincts need to be better understood across Western Sydney to ensure successful and well integrated planning occurs.

International visitors are increasingly looking for uniquely Australian

experiences when visiting Australia. Indigenous sites, and new interpretive

centres and galleries represent good opportunities to provide new visitor attractions

that are unique to Australia. These same typesof attractions also appeal to domestic visitors.

Sydney Royal Easter Show,

Royal Agricultural

Society of NSW

Planning and investigations into a Western Sydney Aboriginal Cultural Experience Centre is required to capture potential this opportunity offers.


Western Sydney visitor economy workshop

NSW Harness Racing Club

Parkroyal Parramatta

Parramatta City Council

Parramatta Eels RLC

Penrith City Council

Qudos Bank Arena

Royal Agricultural Society

Scenic World

Spotless Stadium

Sydney Business Chamber

Sydney Business Chamber, Western Sydney

Sydney Festival

Sydney Olympic Park Authority

Sydney International Regatta Centre

Sydney Zoo

Atura Hotel Blacktown

Accor Hotels

Australian Attractions

Australian Racing Drivers Club

Australian Turf Club Limited

Campbelltown Art Gallery

Campbelltown City Council

Country Comfort Hunts Liverpool

Greater Sydney Tourism Inc

iFly Downunder

Lilianfels Hotel Blue Mountains Pty Ltd

Liverpool City Council

Museum of Applied Arts & Sciences

Novotel Parramatta

The Hills Shire Council

The Sebel Resort and Spa Hawkesbury Valley

Tourism & Transport Forum Australia

Transport Heritage NSW

Twin Creeks Golf Resort

Village Roadshow Theme Parks

Wave Park Group

Western Sydney Parklands Trust

Western Sydney Wanderers FC

Wet'n'Wild Sydney

Wollondilly Shire Council

WSROC Ltd

Participating organisations

General use restrictionThis report is prepared solely for the use of the Sydeny Business Chamber by Deloitte. This report is not intended to and should not be used or relied upon by anyone else and we accept no duty of care to any other person or entity. The report has been prepared for the purpose of informing the Sydney Business Chamber about potential ideas for the Western Sydney Visitor Economy. You should not refer to or use our name or the advice given for any other purpose.

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Documents

Sydney Business Chamber, Western Sydney · 2017-04-28 · Western Sydney’s young population, natural assets and range of Olympic legacy and other commercial attractions. For example,