The NSW Tourism Association is leading critical advocacy efforts to bolster industry resilience and growth.
Their action comes in response to latest survey insights highlighting mounting financial and operational challenges within the NSW tourism sector.
The survey data for the September Quarter 2024 underscore the pressures facing tourism businesses, with an average 16% increase in operational costs since last quarter and 21% of businesses reporting staff reductions due to financial strain.
Additionally, 85.5% of respondents noted weaker or stagnant market conditions, with 42% experiencing declines in business from key tourism markets, particularly in interstate and leisure travel.
These findings reinforce the NSW Tourism Association’s commitment to targeted advocacy that addresses three core pillars essential to supporting and sustaining the industry: addressing skilled worker shortages, protecting NSW’s unique tourism inventory and amplifying marketing efforts to promote NSW as a premier destination for both interstate and international visitors.
The NSW Tourism Association is advocating for initiatives that streamline pathways to attract, train and retain a skilled workforce in tourism, ensuring that businesses can deliver high-quality services and experiences despite financial constraints.
As the financial burden increases, maintaining and protecting tourism assets across NSW has become essential.
The Association’s advocacy emphasises the importance of safeguarding the natural, cultural and recreational assets that form the foundation of NSW’s tourism appeal.
With operational costs surging, the Association is calling for government support and resources to help businesses maintain these assets, ensuring they remain accessible and sustainable for future visitors.
The survey indicates subdued demand across the sector, with notable declines from interstate and leisure markets.
Recognising this, the NSW Tourism Association is pushing for funding allocated to Destination NSW to allow for expanded marketing campaigns to re-energise interest in NSW’s destinations and attractions.
Increased promotional efforts are critical to repositioning NSW as a top choice for interstate and international travellers, driving visitation and revenue growth across regions.
The NSW Tourism Association is working closely with industry stakeholders and government partners to champion the support needed to address these challenges head-on.
“The survey results underscore the urgency of our advocacy efforts,” said Natalie Godward, CEO of the NSW Tourism Association.
“Now more than ever, we must unite in support of our tourism businesses to weather the current challenges and position NSW as a leader in tourism excellence.”
