Strategic Regional Research, New South Wales: Visitor dispersal from Sydney to regional NSW
This research project provides a comprehensive review of the Sydney fly-in leisure market and discusses the dispersal of these visitors into regional areas of New South Wales.
This research project provides a comprehensive review of the Sydney fly-in leisure market, as defined by:
- Fly-in: Visitors using air transport to enter Sydney
- Leisure: Visitors who have travelled to Sydney for holiday purposes or to visit friends or relatives.
The primary objective of the research was to provide an understanding of the dispersal of these visitors from Sydney into regional areas of New South Wales (NSW) and to identify strategies that will encourage dispersal in the future.
The project sought answers to the following questions:
- What is the visitor profile of current fly-in leisure visitors to Sydney who disperse into regional NSW?
- What opportunities are there to promote regional NSW to Sydney visitors?
- What are the motivations of visitors who disperse and spend additional nights in regional NSW destinations?
- What role can the visiting friends and relatives (VFR) market play in driving visitor dispersal to regional NSW?
- What are the transport, access and planning issues preventing regional dispersal?
- What are the additional barriers discouraging visitors from going to regional NSW?
- What are the booking/planning processes of visitors to Sydney? At what stage and by what medium should they be contacted – before they leave home or once they arrive in Sydney?
- What role can packages play in encouraging visitor dispersal?
Recommendations are made in respect of each key market, and also around the following:
- the importance of friends and relatives
- the importance of package travel
- building awareness of regional NSW through destination branding
- reaching visitors through marketing and promotion.