Analysis Of Sydney As A Tourist Destination-Myassignmenthelp.Com

Question: How To The Analysis Of Sydney As A Tourist Destination? Answer: Introduction: Sydney is a city with rich cultural heritage and lots of places of tourist attraction. Besides it also has a versatile and distinctive geography which makes it an attractive tourist spot (Miller, Rathouse, Scarles, Holmes, Tribe, 2010).Sydney is also recognized as an iconic city because of attractions like sporting events, festivals, and its cosmopolitan aura (Newsome, Moore, Dowling, 2012).Besides a beautiful coastline, the city is located close to green parks and national parks which appeals to the leisure travellers and wild-life explorers (Newsome, Moore, Dowling, 2012).The city boasts of international brand names in the hotel industry and also has backpacker and hostel type accommodations, apartment type, bed breakfast type, and also holiday homes to cater to the needs of all kinds of travellers (Economic Contribution of Tourism to NSW 2015-16, n.d.). The city is relatively expensive and it takes a lot of time to travel to the city, which sometimes discourages travellers from Europe and America from visiting Sydney (Economic Contribution of Tourism to NSW 2015-16, n.d.).Sydneys airport infrastructure is almost full to its capacity therefore many international airlines do not connect to it directly (Tourism Action Plan - Home - City of Sydney, n.d.). Opportunities The biggest opportunity for Sydney is the focus of the Australian government to invest in developing the tourist sector in Sydney under its tourism plan 2020 (Tourism Action Plan - Home - City of Sydney, n.d.). The increasing use of social media platforms by the government of Sydney to popularize it as a tourist destination across the world (Buckley, 2012). Increase in the number of tourists from Asian countries like India and China (Seetaram, 2012). Weakening of Australian dollar against the American dollar has negatively affected the revenues of the tourism industry (Seetaram, 2012). There is an increase in competition from other tourist based economies like Malaysia, Singapore, India, and more (Tourism Action Plan - Home - City of Sydney, n.d.). Increase in domestic competition with Melbourne becoming a popular tourist attraction as the cultural and arts centre of Australia (City of Sydney - Council Home, n.d.). Changes in legislation affect the tourism sector. For example, in 2013 the Chinese legislation that disallowed shopping-tours affected the tourist industry in Australia as shopping tours by Chinese travellers were a big component of Australias tourism (Ivanov Webster, 2013). Business and Marketing strategies for developing Sydneys tourism To make Sydney one of the best world-wide attractions and attract more and varied number of tourist, the Tourism Australia along with the government of NSW will have to focus on three major fronts. These are destination development, destination management, and destination marketing. Destination development: financial accounting events and conferences are major revenue earners for a tourism city. To improve the value of the city as a business tourism destination there should be focus at developing the Sydney entertainment and Convention centre and improve the quality size, and responsiveness of the conference, concert, convention, and exhibition infrastructure to ensure that Sydney can be a in a lucrative position to secure the international and domestic events of large scale in the next 5 years (Apostolopoulos, Leivadi, Yiannakis 2013). The cruise ship tourism is gaining momentum among the leisure and business tourists worldwide and provides a big opportunity for Sydney tourism industry. Developing partnerships with the international and domestic cruise liners to manage and encourage passenger cruise ship arrivals at Sydney will work to increase Sydneys tourism profile (Dredge Jamal, 2013). Develop strategies to enhance the tourism infrastructure within Sydneys village precincts to offer the tourists unique and authentic experiences of the cultural life of Australia outside the city centre (Mowforth, Munt, 2015). Destination management: One of the important aspects of enhancing the value of Sydney as a preferred tourist city is to enhance the visitors experience of the city. The population of the city has been steadily growing and there is growing pressure on the transportation facilities, cleanliness of the city, and perceptions regarding tourist safety in the last few years (Ruhanen, 2012). There should be focus on increasing the range and reach of public transport facilities available for the tourists and the ease of accessing these services. The frequency of public transport like buses should be increased and hours of operation should also be increased to late night (Dwyer, Edwards, Mistilis, Roman, Scott, 2009). With the increasing influx of visitors the level of maintenance and cleansing of the city also needs to be improved in the streets, tourist sites, and in the public domain. To improve the perception safety CCTV camera network could be expanded to cover more areas working in collaboration with the Police department and the local government (Mok, Sparks, Kadampully, 2013). There should be an investment to develop the cycled path networks in the city that would allow the tourists to cycle around Sydney and connect with other bike networks to visit destinations like Centennial park, Bondi beach and others. This would also promote green tourism as one of the highlights of the city (Miller, Rathouse, Scarles, Holmes, Tribe, 2010). Destination marketing: To market Sydney as the favoured tourist destination a brand strategy for Sydney that focuses on attracting the tourists from its prime target markets like India and China (Seetaram, 2012). The marketing strategy should focus on the increased use of digital promotion and marketing through social media networks like twitter, facebook and Google+. These websites can be used to post photographs of Sydneys tourist spots and cultural highlights. These can also be used to provide information to the visitors on the best places to stay, upcoming events, tourist destinations, city tours and regional tours (Mok, Sparks, Kadampully, 2013). Produce the advertising and marketing material in collaboration with the cultural organizations, arts clubs, and the local businesses which promote the distinctive character of the 10 villages of the city and the history and culture of the Aboriginal people (Ma Hassink, 2013). Encourage return visits by promoting Sydney as a destination of choice for business conventions and conferences by developing partnerships with the organizers of these events to maximize the promotional and marketing opportunities which target both the international and interstate delegates (Hall, 2009). Estimated Costs for the Business and Marketing Plan Assuming that the state of the economy and the tourism industry remains constant in the coming years, Tourism Australia would need to invest in the infrastructure development and marketing plan for the improving the tourism industry in Sydney. The estimated cost of the project would be: Proposed investment plan Estimated cost Infrastructure development $ 12 million Developing regional community tourism $ 3 million Business events funding to support the Sydney Convention and Visitors Bureau $ 10 million Marketing and sales expenditure (national) $ 3.5 million Marketing and sales expenditure (international) $ 5 million Digital marketing program (world-wide) $ 2.5 Marketing of nature based tourism $ 2.5 million Marketing and development of Cruise ship tourism $ 2.5 million Skill development programs in the tourism industry $ 2 million Increased payroll expenditure $ .75 million Proposed Timeline for Implementation Proposed investment plan Proposed timeline Infrastructure development 2 years Developing regional community tourism 2 years Business events funding to support the Sydney Convention and Visitors Bureau 2 years Marketing and sales expenditure (national) 1 year Marketing and sales expenditure (international) 1 year Digital marketing program (world-wide) 1 year Marketing of nature based tourism 1 year Marketing and development of Cruise ship tourism 1 year Skill development programs in the tourism industry Every year Increased payroll expenditure Every year My involvement in the project I have been appointed as an assistant manager in the online marketing division of the marketing and sales department of Tourism Australia which is specifically dealing with the development of Sydney as the most favoured tourist destination of Australia for the international clients. The social media platform is one of the most cost effective ways of promoting world-wide tourism and tapping into the new markets. The online booking industry contributes approximately 50% to tourism industry worldwide every year (Mowforth, Munt, 2015). People can book customized experiences within their budget. My job includes looking for best possible avenues to export Sydneys tourism market to the target markets of the South Asian countries. My team is also concerned with developing strategies for a destination branding for Sydney and collating the feedbacks from the visitors on social media sites that would help in improving the quality of our services. Benefits of the Proposal Tourism industry in NSW generates the maximum revenue for the state and the economic contribution of the industry is more that the agriculture, fishing, and forestry. Sydney alone accounts for almost 50 percent of the national and international tourist traffic every year and accounts for almost 63% of NSWs tourism business (Economic Contribution of Tourism to NSW 2015-16, n.d.). The tourism sector is also the biggest employer in Sydney with a large number of people directly and indirectly employed in the industry. The tourism industry also supports many of the local businesses around the city which include cafes, shops, hotels, market gardeners, laundries, hotels, and many more (City of Sydney - Council Home, n.d.). Sydney has been facing competition in the last few years from the other national tourist destinations like Melbourne and also from the other countries which are developing their tourism economies. Therefore, a dynamic business and marketing plan will help in sustaining and growing the tourism attraction of Sydney to achieve the vision of making Sydney one of the most favoured tourist destinations in the world with the best amenities for leisure as well as business tourism (Platenkamp, Botterill, 2013). Conclusion This is the basic outline of a business development plan for the tourism industry in Sydney and this requires the support from the local authorities and the local industries. The aim of this plan is to strengthen the economy of the city and overcome the challenges that the tourism sector in Sydney is facing. This strategy is based on the contemporary challenges and the economic conditions in the present day and provides a possible direction for the future initiatives that could help in the development of tourism industry in Sydney. References: ApostolopoulosYiorgos, Leivadi Stella, Yiannakis Andrew (2013). 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