NSW Tourism Must Transform

NSW's national parks should be opened for commercial tourism, Sydney should be rebranded as a global tourist destination and a new international airport should be built near Newcastle with a fast train link to Sydney, according to a scathing report on the NSW Government's handling of tourism since the 2000 Olympics.

The report, commissioned by the NSW Premier, Morris Iemma, and compiled by the Chairman of Events NSW, John O'Neill, said the NSW Government's "doesn't care" approach had cost it $3.5 billion in potential tourism revenue since the 2000 Olympic Games.

Speaking at the launch of the report, O'Neill stated that Government policy and practice had led to resorts, attractions and transport "growing slower and ageing faster, which in turn leads to less attractive holiday offerings and less promotion expenditure by tourism operators."

In response, NSW Tourism Minister, Matt Brown, announced an additional $40 million to be spent on tourism development over three years. In the next three months, industry representatives will be asked to help formulate an action plan, including how best to rebrand Sydney.

Christopher Brown, Managing Director of the Tourism and Transport Forum, said the Government had "dropped the ball" after the Olympics but that the recent announcement brought "the Government back to the table on tourism."

Some of the strongest criticism in O'Neill's report was levelled at the state-run Tourism NSW, which, it was noted, had had its budget reduced by $5 million in real terms since 1996/97.

Regional tourism organisations had likened their inter-actions with Tourism NSW to students being told what to do by a teacher, the Events NSW Chairman said adding that despite its "classroom-style" approach, Tourism NSW had limited awareness of regional issues, did not sufficiently consult its regional partners and published incorrect promotional material. In one example, the tourism organisation for the Snowy Mountains region was rebranded, without consultation, as 'High Country' - the brand name used for its main domestic competitor, the Victorian Alps.

Image: Brumbies in the NSW 'High Country'