1 minute read

Supporting our visitor economy

from City of Newcastle's 2021/2022 Annual Report

by City of Newcastle

from City of Newcastle's 2021/2022 Annual Report, page 34

Article from: City of Newcastle's 2021/2022 Annual Report

Our path to reconciliation

Our visitor economy is worth: $998 million economic output 5.1 million total visitors

Data source: REMPLAN

The Visitor Information Centre welcomed 9,047 visitors in 2021/2022 despite the lockdown of the city for more than two months and the continuing impact of the pandemic throughout the year.

Destination Management Plan

The plan identifies key strategies and actions to develop Newcastle’s visitor economy and tourism marketing opportunities. A key action has been to work with the business sector to increase the number of bookable visitor experiences on offer.

Destination Positioning and Targeted Campaigns

CN invested in the development and deployment of a new tourism brand, tagline and campaign, which aims to increase awareness of the city’s diverse mix of tourism offerings, driving both day and overnight visitation to Newcastle.

‘Seek Off Beat’ taps into the curiosity of potential visitors by encouraging them to look beyond their existing perceptions and discover a vibrant, sophisticated city with stimulating culture, history and coastal experiences.