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IFEA World Festival And Event City Award : IFEA World Festival And Event City Award
Image: Crave Sydney, Breakfast on the Bridge (credit: Hamilton Lund) In November 2010 a new and dedicated national and international events marketing campaign “It’s ON! In Sydney’’ was launched. The four month campaign drove tourism through events with an additional 18,000 visitors to Sydney generating more than $15 million of incremental direct spend from interstate and overseas visitors. This return was demonstrated to be directly attributable to the campaign alone. Tourism retail partners, wholesalers and accommodation providers have embraced the inclusion of events into packages and marketing messaging recognising the demonstrable economic benefits that events bring to their businesses. The NSW Government recently announced the formation of Destination NSW. A new statutory tourism and events authority, Destination NSW will bring together Events NSW and Tourism NSW to agressively promote tourism and major events. Destination NSW will be backed by an expenditure of $400 million over the next four years to realise the full potential of Sydney and regional NSW as a global tourism and event destination2. The integrated approach will see festivals and events as not only compelling and immediate reasons to visit Sydney, but support the overarching values claimed in the destination brand messages. The event program gives people even more new reasons to come to Sydney. 2Events NSW is currently being transitioned to Destination NSW. For the purposes of this submission, Events NSW will be referenced throughout the document. Images left to right: Rugby Union Tri Nations; Getty Images; Sydney Carnival 2011; Vivid Sydney 2011, The Rocks FireWater credit: David Clare; Sydney Chinese New Year Festival; City of Sydney; Parramasala 2010 credit: Jamie Williams Photography / ICE 11 | IFEA WORLD FESTIVAL AND EVENT CITY AWARD |12