MEDIA INFORMATION ATE 2013
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MEDIA INFORMATION
ATE 2013
Dream job heads NSW youth
attractions for work and play
New South Wales is the perfect place to play, study and work. The youth market
is vital to NSW, with youthful travellers spending about three times as long in the
state as other international visitors. Britain, Korea, Germany, France and Japan are
major sources of young visitors.
NSW offers young experience seekers plenty of things to see and do, ranging from
some of the world’s best beaches to Sydney’s pulsing entertainment and nightlife.
The Northern Rivers region of the NSW North Coast is a big attraction with Byron
Bay’s surf and arts making it a legendary place to hang out.
WORKING HOLIDAYMAKERS HEAD FOR NSW
Two specialised types of Australian visa, the Working Holiday Visa and the Work
and Holiday Visa, give strong clues about the provenance and tastes of youthful
travellers. Both visa types are confined to visitors aged between 18 to 30.
A survey of the working holidaymaker (WHM) section of the market, conducted by
Destination NSW and covering calendar year 2012, shows that the major sources
of working holidaymakers (with the percentage they constituted of the total) were:
UK (18.4%), Korea (12.7%), Germany (12%), France (9.3%), Japan (7.3%), USA (6.1%),
Taiwan (6%), Italy (5.2%) and Scandinavia (4.9%).
In terms of nights spent in NSW, the UK (19.9%) contributed more WHM nights
in NSW than any other source market. Korea (18.2%) was the second-largest
contributor, followed by Japan (12%).
Australia received 273,800 WHM visitors in 2012, a 7.6% increase over the previous
calendar year.
NSW received 183,100 WHM visitors – up by 0.4% over the previous year. NSW
received two-thirds (66.9%) of WHM visitors and 31.2% of WHM nights in Australia.
WHM travellers contributed 6.3% of visitors and 20.1% of nights in NSW. They
stayed, on average, over three times as long as other sectors of the market. WHM
travellers stayed on average 74.9 nights – substantially longer than non-WHM
visitors, who spent an average 20.2 nights.
WHM visitors spent in total AUD $776 million in NSW (including package
expenditure). That represented 31.2% of total WHM expenditure in Australia. WHM
travellers spent AUD $4238 per visitor and AUD $57 per night in NSW.
Top: Let’s Go Surfing. Middle: Opera Kitchen
Overwhelmingly, WHM travellers visited Sydney, with 94.1% of the total spending Bottom: Kayaking Royal National Park.
time in the harbour city. Northern Rivers (21.1%) was the second most visited
tourism region, followed by Mid North Coast (8.8%).
WANTED: CHIEF FUNSTER OFFICER FOR NEW • Sydney International Art Series
SOUTH WALES. BEST JOB IN THE WORLD • The Deniliquin Ute Festival
It’s a job to turn heads anywhere. It’s also likely to generate • Handa Opera on Sydney Harbour.
a lot of reaction in the youth market – which is what it’s
designed to do. SYDNEY TO BESHOWCASED GLOBALLY BY MTV
Chief Funster Officer (CFO) is Destination NSW’s contribution Sydney will be the exclusive Australia Pacific destination to
to Tourism Australia’s national Best Jobs in the World be showcased online by global television channel MTV. The
campaign. DNSW has recently been seeking a talented young partnership between Destination NSW and mtvtravelco.
funster to take on the new role – created to celebrate and com, the online travel portal of subscription TV station MTV,
showcase the best that NSW has to offer visitors. sees Sydney join a line-up of five international destinations
New South Wales is keen to attract the youth market. The profiled to MTV’s 150 million global Facebook fans and
youth market represents over 33% of international visitors online networks.
arriving into NSW each year. They contribute nearly AUD Mtvtravelco.com currently features London, New York,
$4.1 billion to the State economy. The international youth Los Angeles and Berlin. Sydney is the fifth city to be
leisure market is broadly defined as young, independent, showcased and is the only city in the Asia-Pacific region
adventurous visitors aged 15 to 29 years old from overseas. It to be listed. Mtvtravelco.com offers travellers a how-to
includes young people on holiday, visiting friends or relatives, guide to ‘live like a local’ by providing insights from local
or on a working holiday. musicians and personalities and features on 100 Sydney
The “CFO” may represent a light-hearted approach to hotspots in categories Eat, Drink, Shop, Party, Stay, Play,
promoting NSW as a youth travel and working holiday Dine, Do and Explore.
destination, but Destination NSW is serious about capturing The Sydney launch will be supported by MTV Networks
more of the youth market. An analysis in 2011 showed that Australia through on-air and online media in Australia and
although youth visitors make up just over one-third of all New Zealand and promoted internationally through MTV’s
international leisure visitors to NSW, their long length of stay Facebook and Twitter networks in UK, France, Germany,
means they contribute almost half the international leisure Canada, Japan, South Korea and Taiwan.
nights spent in the state.
Destination NSW CEO, Sandra Chipchase, said the
Destination NSW Chief Executive Officer, Sandra Chipchase, partnership delivers a highly- visible platform to promote
says the Chief Funster quest will boost the social media Sydney to the youth travel market.
coverage and online presence of NSW events, attractions and
“Sydney is the exclusive Australian destination on
cultural experiences. That, in turn, will contribute to the NSW
mtvtravelco.com for the next two years, reinforcing Sydney’s
Government’s goal of doubling overnight expenditure by 2020.
position as Australia’s truly global city,” said Ms Chipchase.
The key role of the Chief Funster will be as a social media
A series of downloadable guides feature on the site including
commentator for Destination NSW, attending launches,
48 hours in Sydney, Working in Sydney, Study in Sydney,
events and festivals across the state. They will also work
blogger and tour guide Ms Darlinghurst’s ‘Fave Bars’,
closely with the tourism industry to promote products and
musicians The Faders ‘Top 5 Hangouts’ and a Guide to Sydney
experiences to the youth market.
by painter and installation artist Anthony Lister.
As Australia’s major events and creative services capital,
Research conducted by Tourism Australia and industry
NSW can offer its Chief Funster a lot of choice. Some popular
partners showed that 92% of youthful visitors to Australia
NSW events the Funster may promote include:
either planned to visit, or had already visited, New South
• Sydney New Year’s Eve Wales. That was the highest percentage for any Australian
• Vivid Sydney state or territory.
• Parkes Elvis Festival Sydney, with its hip cafés and restaurants and its sunny,
outdoor allure, is a powerful youth attraction in its own right.
• Tamworth Country Music Festival Eating out or dining at a restaurant and/or café is the most
• Australian Open Surfing Festival popular activity undertaken by the youthful travellers visiting
New South Wales.
• 2014 Ashes Tour
LURE OF THE REGIONS Oz Jet Boating, Australia’s largest tourist jet boat company,
offers spins, fish-tailing, slides and high speed fun on Sydney
Take a step beyond Sydney and Regional NSW offers a wide
Harbour, with Circular Quay and Darling Harbour departures.
range of terrain and topography, with beaches, mountains,
New onboard equipment gives passengers access to amazing
rainforest, unspoiled coastland, rural hinterland and
images and footage of their ride.
Outback. The most popular regions for young people are
Sydney, Northern Rivers and Mid North Coast. Transport Let’s Go Surfing teaches that most Aussie of pastimes.
options range from hop on-hop off, point-to-point coach There’s a popular two-hour introduction lesson to surfing
travel to the Backtracker Pass, which delivers unlimited the Bondi waves that’s safe, exciting and fun as well as
economy travel on all CountryLink train and coach services discounted multi-lesson packages.
around NSW and beyond for 14 days, one month, three Some modes of transport suit young holidaymakers.
months or six months, starting from AUD $217.80. The Campervans frequently enter the picture. NSW has many
Backtracker Pass, available exclusively to overseas visitors touring routes just made for road trips.
holding a valid passport and a return airline ticket, includes
Byron Bay, Tamworth, Broken Hill, Albury – and four bonus Travellers Autobarn sells a range of campervans, cars
vouchers for use on Sydney’s CityRail network. and station-wagons with guaranteed buyback, as well as
a large range of affordable campervan hire. It caters to
Outback and country life experiences have great youth backpackers and budget travellers planning self-drive trips
appeal. Visitors can see a sheep station in action, ride horses around Australia or simply heading along the NSW coast in
and herd cattle, learn to crack a whip, become a jackaroo campervans.
or jillaroo for a week or just soak up the outback lifestyle of
NSW. Options include: Spaceships Australia offers what has been called “the Swiss
Army knife of campers”, with all amenities fitting together
• Boggy Creek Show, Tumbarumba, Snowy Mountains. neatly in a compact van.
www.boggycreekshow.com.au
Jucy Rentals provides several motorhome options, including
•L
econfield Jackaroo School, Tamworth, New England.
the Crib (two-berth) for couples, and the Grande (four berth) for
www.leconfield.com
families or groups of four. Other vehicle hire outlets catering
•J
ackaroo Jillaroo DownUnder, Bingara, New England. for the youth market include Britz, Maui, KEA Campers, and
www.jackaroojillaroodownunder.com mainstream rental car companies like Avis and Thrifty.
YOUTHFUL PRODUCTS AT ATE Nomads, one of Australia’s most prolific youth and
Some travel products appear to be designed with the youth accommodation marketing companies, offers the Nomads
market in mind. Others appeal to various age groups but suit Mad Card, which provides exclusive member rates at
those on a budget or with a yearning for adventure. Both of Nomads backpacker hostels, discounts on tours and
those attributes apply to much of the youth market. campervan hire and savings on Greyhound and Great
Southern Rail passes.
BridgeClimb Sydney. A new Mandarin Climb offers Chinese
visitors a chance to fully participate in this iconic Aussie BASE backpackers has been described as “a revolution in
experience. The climb runs twice daily and features local beds, bars and travel experience”. Designed for the modern-
Mandarin speaking guides. day global traveller, BASE hostels offer good facilities,
superior comfort, security and friendly service.
In Sydney, Sydney Harbour Tall Ships, which operates
harbour cruises aboard Southern Swan, an 1850s style YHA Australia operates over 30 hostels in NSW, including
sailing ship, lets adventurous harbour sailors climb the Sydney Central, Sydney Railway Square, the Sydney inner-
vessel’s 15-metre mast. city suburb of Glebe and Sydney beachside suburbs like
Bondi, Collaroy, Pittwater, Cronulla and The Rocks. The
Contiki Holidays Australia offers an extensive Australia latter offers multishare and double/twin accommodation,
holiday program specifically designed to let 18-35s all with ensuites and many with Sydney Harbour and Sydney
experience Australia their way. East coast itineraries starting Opera House views.
in Sydney include two nights in the harbour city.
iVenture Card Australia provides sightseeing passes giving
access to top Sydney attractions and experiences. Benefits
include savings of up to 50% on admissions and express entry
to some of Sydney’s most popular attractions.WHO’S AT ATE13
Destination NSW. Booth 133.
www.destinationnsw.com.au
Aussie Farmstay and Bush Adventures Pty Ltd. Booth 70A.
www.aussiebushadventures.com.au
BASE. Booth 205.
www.stayatbase.com
Contiki Holidays Australia. Booth 64.
www.contiki.com
CountryLink/RailCorp. Booth 144.
www.countrylink.info
Dolphin Watch Jervis Bay. Booth 99.
www.dolphinwatch.com.au
Jucy Rentals. Booth 147.
www.jucy.com.au
Lets Go Surfing (LGS). Booth 113.
www.letsgosurfing.com.au
Nomads Hostels. Booth 161.
www.nomadsworld.com
Oz Jet Boating. Booth 174A.
www.ozjetboating.com
Oz Whale Watching. Booth 128.
www.ozwhalewatching.com.au
Spaceships Australia. Booth 33.
www.spaceshipsrentals.com.au
Sydney Coast Walks. Booth 107B.
www.sydneycoastwalks.com.au
Travellers Autobarn. Booth 298.
www.travellers-autobarn.com.au
YHA Australia. Booth 274.
www3.yha.com.au For more information go to visitnsw.com or sydney.com
To access the image library and download images go to
images.destinationnsw.com.au
MEDIA CONTACTS:
Tanya Bowes
General Manager, Communications
Destination NSW
T: 61 2 9931 1436 M: 61 (0) 477 361 749
tanya.bowes@dnsw.com.au
Elissa Tyrrell
A/Executive Manager, Media & Public Relations
Destination NSW
T: 61 2 9931 1426 M: 61 (0) 421 130 440
elissa.tyrrell@dnsw.com.auYou can also read
