DESTINATION
MANAGEMENT PLAN NEW
Introduction SOUTH WALES 2021
In this destination management plan the current situation of New
South Wales is explained together with analyses of the current and the
targeted tourist for this destination management plan as well as the positioning and
marketing strategies. Furthermore, it is explained what the current and arising trends and
developments are and how the state of New South Wales can act on this. The importance of
stakeholders is explained, and recommendations are given to make this plan successful and
develop NSW as a destination for more tourists with the guidance and cooperation of
residents and the relevant stakeholders. Various sources are used for this plan in order to
obtain valid information. Please have a look at the bibliography for a list of references.
Medie van Veen - ITME2
DNME – Marco van Heuveln
,Table of Contents
Chapter 1 – The current situation.................................................................................................................. 2
1.1 Introduction...................................................................................................................................................2
1.2 Situation analysis...........................................................................................................................................2
1.2.1 The 10 A’s of a successful tourism destinations.........................................................................................2
1.2.2 Destination analysis...................................................................................................................................4
1.3 DEPEST...........................................................................................................................................................6
1.4 Destination analysis......................................................................................................................................8
1.5 Tourism Area Life Cycle (TALC) of Butler.......................................................................................................8
1.6 Stakeholders..................................................................................................................................................9
Chapter 2 – Analyses................................................................................................................................... 10
2.1 Current tourists............................................................................................................................................10
2.2 Consumer analysis.......................................................................................................................................11
2.3 Target group analysis..................................................................................................................................12
2.4 Competitor analysis.....................................................................................................................................12
2.5 Unique selling points...................................................................................................................................14
Chapter 3 – Positioning............................................................................................................................... 15
3.1 Positioning...................................................................................................................................................15
3.2 Current image..............................................................................................................................................16
3.3 Branding......................................................................................................................................................16
3.4 Positioning model........................................................................................................................................16
3.5 Destination brand........................................................................................................................................17
3.6 Slogan and logo...........................................................................................................................................17
Chapter 4 – Marketing................................................................................................................................ 17
4.1 Travel trade show........................................................................................................................................18
4.2 Role in product development.....................................................................................................................18
4.3 Marketing mix.............................................................................................................................................18
4.4. Promotion campaign and marketing strategy...........................................................................................19
4.5 Product-market combination......................................................................................................................20
Chapter 5 – Conclusions & Recommendations............................................................................................. 21
5.1 Trends..........................................................................................................................................................21
5.2 Current situation.........................................................................................................................................21
5.3 Triple bottom line........................................................................................................................................22
5.4 Recommendations.......................................................................................................................................23
Bibliography............................................................................................................................................... 24
, Chapter 1 – The current
situation
1.1 Introduction
The current destination plan is as follows:
https://www.destinationnsw.com.au/wp-content/uploads/2019/02/nsw-statewide-
destination-management-plan.pdf
In the destination management plan, the following things are discussed:
- Current situation analysis
- New South wales Hero destinations and experiences
- Strategic focus
- Key performance indicators
Their visitors are a big part of the New South Wales (NSW) economy with the tourism
contribution being no less than $34.2 billion in and the state is aiming to achieve $45 billion
by 2025. With these numbers it is not unimaginable to make Sydney and the state of NSW
among the world’s most popular tourism destinations. Destination NSW works together
with the government, agencies, Tourism Australia and many other STO’s and industry
parties to cultivate the visitor economy. (NSW Government, 2019)
1.2 Situation analysis
1.2.1 The 10 A’s of a successful tourism destinations
The 10 A’s for the state of New South Wales are as follows.
Awareness
The awareness is very high. When mentioning the capital city, Sydney, everyone knows
about it however not many people are aware of the name of the state this inspiring city is
located in. When tourists google what to do in Sydney, they are most likely going to come
across other attractions that are close to Sydney as it is being advertised as a part of Sydney.
Attractiveness
What makes Australia so attractive is the fact that it’s great weather almost all year round.
The people are welcoming end helpful; you can find a lot of flora and fauna and offers
almost everything when it comes to food, drinks, activities etc.
Availability
Not only because of its size but also thanks to the various landscapes there is a lot available
in NSW for travelers regarding accommodation, activities, restaurants and transport. New
South wales is used to having a lot of incoming tourists and therefore they offer a lot of
accommodation possibilities both on the coast as well as more inwards. Everywhere you go
you will find accommodation whether this is a bungalow, a hotel, a cabin or a tent.
MANAGEMENT PLAN NEW
Introduction SOUTH WALES 2021
In this destination management plan the current situation of New
South Wales is explained together with analyses of the current and the
targeted tourist for this destination management plan as well as the positioning and
marketing strategies. Furthermore, it is explained what the current and arising trends and
developments are and how the state of New South Wales can act on this. The importance of
stakeholders is explained, and recommendations are given to make this plan successful and
develop NSW as a destination for more tourists with the guidance and cooperation of
residents and the relevant stakeholders. Various sources are used for this plan in order to
obtain valid information. Please have a look at the bibliography for a list of references.
Medie van Veen - ITME2
DNME – Marco van Heuveln
,Table of Contents
Chapter 1 – The current situation.................................................................................................................. 2
1.1 Introduction...................................................................................................................................................2
1.2 Situation analysis...........................................................................................................................................2
1.2.1 The 10 A’s of a successful tourism destinations.........................................................................................2
1.2.2 Destination analysis...................................................................................................................................4
1.3 DEPEST...........................................................................................................................................................6
1.4 Destination analysis......................................................................................................................................8
1.5 Tourism Area Life Cycle (TALC) of Butler.......................................................................................................8
1.6 Stakeholders..................................................................................................................................................9
Chapter 2 – Analyses................................................................................................................................... 10
2.1 Current tourists............................................................................................................................................10
2.2 Consumer analysis.......................................................................................................................................11
2.3 Target group analysis..................................................................................................................................12
2.4 Competitor analysis.....................................................................................................................................12
2.5 Unique selling points...................................................................................................................................14
Chapter 3 – Positioning............................................................................................................................... 15
3.1 Positioning...................................................................................................................................................15
3.2 Current image..............................................................................................................................................16
3.3 Branding......................................................................................................................................................16
3.4 Positioning model........................................................................................................................................16
3.5 Destination brand........................................................................................................................................17
3.6 Slogan and logo...........................................................................................................................................17
Chapter 4 – Marketing................................................................................................................................ 17
4.1 Travel trade show........................................................................................................................................18
4.2 Role in product development.....................................................................................................................18
4.3 Marketing mix.............................................................................................................................................18
4.4. Promotion campaign and marketing strategy...........................................................................................19
4.5 Product-market combination......................................................................................................................20
Chapter 5 – Conclusions & Recommendations............................................................................................. 21
5.1 Trends..........................................................................................................................................................21
5.2 Current situation.........................................................................................................................................21
5.3 Triple bottom line........................................................................................................................................22
5.4 Recommendations.......................................................................................................................................23
Bibliography............................................................................................................................................... 24
, Chapter 1 – The current
situation
1.1 Introduction
The current destination plan is as follows:
https://www.destinationnsw.com.au/wp-content/uploads/2019/02/nsw-statewide-
destination-management-plan.pdf
In the destination management plan, the following things are discussed:
- Current situation analysis
- New South wales Hero destinations and experiences
- Strategic focus
- Key performance indicators
Their visitors are a big part of the New South Wales (NSW) economy with the tourism
contribution being no less than $34.2 billion in and the state is aiming to achieve $45 billion
by 2025. With these numbers it is not unimaginable to make Sydney and the state of NSW
among the world’s most popular tourism destinations. Destination NSW works together
with the government, agencies, Tourism Australia and many other STO’s and industry
parties to cultivate the visitor economy. (NSW Government, 2019)
1.2 Situation analysis
1.2.1 The 10 A’s of a successful tourism destinations
The 10 A’s for the state of New South Wales are as follows.
Awareness
The awareness is very high. When mentioning the capital city, Sydney, everyone knows
about it however not many people are aware of the name of the state this inspiring city is
located in. When tourists google what to do in Sydney, they are most likely going to come
across other attractions that are close to Sydney as it is being advertised as a part of Sydney.
Attractiveness
What makes Australia so attractive is the fact that it’s great weather almost all year round.
The people are welcoming end helpful; you can find a lot of flora and fauna and offers
almost everything when it comes to food, drinks, activities etc.
Availability
Not only because of its size but also thanks to the various landscapes there is a lot available
in NSW for travelers regarding accommodation, activities, restaurants and transport. New
South wales is used to having a lot of incoming tourists and therefore they offer a lot of
accommodation possibilities both on the coast as well as more inwards. Everywhere you go
you will find accommodation whether this is a bungalow, a hotel, a cabin or a tent.
