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GRANT PROPOSAL: INCREASING TOURISM IN SYDNEY, AUSTRALIA1

Increasing Tourism in Sydney, Australia

Group B

RIT

Graduate Writing Strategies

Dr. Patricia Poteat

12/12/13


Table of Contents

ABSTRACT 3

GRANT DESCRIPTION 4

Grant Provider 4 Grant Specifications 4 Requirements

5

SPECIFIC AIMS 5

Background 5 Vision 6 Mission 6 Grant Applicants 6 Project Description 7 Purpose 8 Expected Results 8 Significance Statement 9

TARGET POPULATION 9

LITERATURE REVIEW 10

APPROACHES AND METHODS 12

What 12 Why 12 When 13 Where 13 Who 13 How 14

BUDGET AND BUDGET JUSTIFICATION 15

SUSTAINABILITY 16

REFERENCES 17


Abstract

Our collaborative group of Hospitality & Tourism students are committed to developing

regional tourism in Sydney, Australia, through providing successful marketing plans to bring in

an increased amount of visitors from all over Australia and North America. The government of

New South Wales has recently implemented a 10-year plan, “NSW 2021,” aimed to making the

state of New South Wales the number one state in the country of Australia in all areas. The

marketing plans we implement are aimed at all different types of travelers and will take place

over multiple marketing mediums. Our strategic planning will align with the tourism goals of

the New South Wales (NSW) government by increasing the amount of visitors as well as

increase the amount of nights spent in the city of Sydney and will lead to a boost in the New

South Wales economy. Since Sydney is the number one destination in NSW, our team will focus

our attention on fulfilling the potential of Sydney’s tourism industry.

For many areas around the world, tourism is a main source of income for the economy.

Residents of these regions are often employees of the industry and directly affected by the

amount of visitors coming in. Our marketing plans will target residents of Australia as well as

residents of the USA and Canada for maximum exposure by using multiple marketing mediums

including television, radio, social media, radio, and out-of-the-house advertisements. By

showing the NSW government what marketing strategies work, we will be equipping them with

information that will be helpful to them when it comes to increasing tourism in their region to

assist in fully achieving the goals of the NSW government.

Our group will develop various advertisements to be distributed over multiple mediums.

Our visual advertisements will focus on the fun and adventurous atmosphere of Sydney as well

as the laid back culture for those looking for a warm getaway. We will gather our results after


each quarter of the fiscal year to show the improvements in the tourism industry. It is with these

results that the NSW will learn which marketing techniques are effective which will assist them

in their future marketing strategies to bring in more tourists.

With our plans, the NSW government can expect:

An increase in the amount of both domestic and international visitors (USA &

Canada)

An increase in the average amount of nights spent in Sydney

Inform the NSW of effective marketing techniques

Increase the amount of money entering the NSW economy

Grant Description

Grant Provider: Destination NSW (New South Wales)

http://www.destinationnsw.com.au/tourism/business-development-resources/funding-and-grants

Grant Specifications: Regional Visitor Economy Fund (RVEF)

The RVEF of the Australian government is providing grants and funding to help support

the growth of regional tourism in Australia. Through the information gained through these

grants, the RVEF hopes to attract more visitors to various cities around Australia by encouraging

repeat visitation and longer stays by both new and returning visitors.

As stated before, the RVEF and the Australian government are aiming to increase to

regional tourism in all areas of Australia. For this grant, we will be focus on the city of Sydney,

which is located in the state of New South Wales. Our goal is going to be to increase the quality


of tourism products and create a new marketing plan, which will in turn increase the amount of

visitors and length of visitations in the city of Sydney. (“Funding and grants”, 2013)

Requirements:

Lead Applicant

Project Details

Project Description

Business Details

Business Category Type

Financial Details

Project Budget

Draft Project Milestones

Assessment Criteria

Supporting Documentation

Declaration

Specific Aims

Background

We are a group of four graduate students at the Rochester Institute of Technology in

Rochester, NY, USA. We are all currently studying Hospitality and Tourism Management and

hope to add experience to our resumes by successfully fulfilling the needs of a grant in the

tourism field. We have been working together for the past three months and have come to

acquire a vast amount of knowledge in the field of research and grant proposals. We are all


committed to helping increase worldwide tourism and exposing the benefits that travel and

tourism to the world.

Our group of researchers includes four graduate students, 3 men and 1 woman, from three

different countries. The woman and 2 men are from Saudi Arabia and the remaining man is from

the United States. With such a diverse team, we are able to apply our knowledge on a wide

scale. Our team has collaborated on other projects before and has worked well as a team with

successful results.

Vision: Provide tourism destinations in New South Wales with innovative marketing techniques

to assist increasing visitor rates as well as improving the quality of tourism products so that a

destination may experience the maximization of net income in the tourism industry.

Mission: Assist NSW in marketing their destination in Australia, Canada, and the USA to

develop increased tourism in Sydney.

Grant Applicants:

Lead Applicant: Devin McDermott

Data Collection: Abdulmalik Aljurbua, and Hana Jamalhariri

Finance: Abdullah Alhumaydani


Project Description

The proposed marketing plan is a long-term marketing strategy that will be used to fulfill

the desired goals of NSW 2021. The plan is to advertise domestically in Australia and

internationally in the USA and Canada to help NSW become one of Australia’s top tourist

destinations by using all the mediums of advertising such as TV commercials, magazines, radio,

internet, and social media. In order to effectively reach potential travelers and make NSW a

tourist destination, they know more about what the city has to offer. The warm climate is a big

attraction and will be used to attract those who live on the other side of the world or in colder

climates. The summer in Australia begins when winter starts in countries located in the Northern

Hemisphere like the US and Canada, where people tend to escape the cold weather seeking

warmer places to spend their time.

Once our plan begins, we are expecting more tourists will be choosing NSW for a

vacation destination. We will ask the government for a small portion of the profits each year to

help fund future marketing endeavors. The money will be used to continue the advertising

campaign until 2021, when the number of travelers visiting Sydney will have satisfied the

objectives.

In order for our marketing plan to be more effective, an Australian landmark will be used

on the commercials and advertisements. We will either use the Opera House, located in Sydney,

or suggest to the government to consider building a new project. The purpose of the suggested

idea is to help people associate Sydney with a specific popular place. The Burj Al-Arab in Dubai,

the Eiffel tower in Paris, and the Pisa tower in Rome are perfect examples. The first thing that


comes in to mind when a person sees this place is, “Where is that place located?” How many

couples have dreamed of going to Paris to have a romantic moment on top of the Eiffel tower?

How many travelers wish to spend a night at one of the most luxurious hotels in the world, the

Burj Al Arab? By having a recognizable landmark associated with your location, it will help to

attract the attention of many more potential visitors. In our case, using the Sydney Opera as a

landmark would be to our advantage since it is one of the most recognizable locations in the

entire continent.

Purpose

The main purpose of our presented grant is not only to help the economy to reach their

desired goals by 2021, but also to make the city of Sydney a hotspot in the tourism industry. The

increase in tourism means an economic increase as well. And we are working on a marketing

plan to show the world a side of Sydney that is not seen by the average tourist.

Expected Results

Realistically where not expecting any immediate result, however, by the acquired

dates, the percentage of visitors should match and go beyond the objectives of the

RVEF.

The NSW 2021 is aiming to double the amount of overnight visitors by domestic

tourists to NSW by 2021.

International visitors are going to increase 5%-7.9%


Significance Statement

Reasons why our plan is important and why it is needed:

The easiest way to reach a large population is through advertising.

Making NSW & Sydney a top destination worldwide.

Innovate marketing strategies that will help the growth of tourism industry.

Marketing plans are sufficient ways of starting a new project.

Word of mouth is the most effective way of advertising.

Develop what the city has to offer.

Increase the number of visitors.

Enhance the performance of hospitality.

Understanding and having the required knowledge of people’s needs.

Providing authentic and unique experiences.

The proper use of landmarks.

Target Population

For starters, we are targeting domestic travelers around the country and from there, we

are targeting internationals, specifically Americans and Canadians. Since the biggest drop is

from American tourists, we will focus on branding Sydney as the perfect destination for

vacationers. As mentioned before, the weather plays a big role in the American tourism industry.

Americans often enjoy spending time warm places and enjoy the sunset of the beach. The

Australian summer times perfectly with the North American winter to attract those travelers who

live in cold-weather environments and would love to escape to warmer destinations.


Singles and couples are welcomed to enjoy what the city has to offer. The nightlife, the

beach, and authentic food can be easily found in Sydney. Sydney can be attractive to many

different people including the backpackers, families, college students, and any other vacationers.

Our marketing campaign will be targeting anyone above the age of 18. This will mean creating

advertisements that appeal to all potential customers. Some advertisements will focus on

relaxation, adventure, and family fun. This way, we will appeal to the highest amount of people

possible.

Literature Review

The city of Sydney is easily one of the most popular cities in all of Australia. It is the

main entry point for visitors and is where a majority of tourists choose to spend their time. The

city is located in the state of New South Wales, who recently declared a new long-term plan

called NSW 2021, to make New South Wales the number one state in Australia. In this plan,

NSW plans to “rebuild the economy, return quality services, renovate infrastructure, strengthen

our local environment and communities, and restore accountability to government.” (“NSW

2021”, 2013).

For this project, the NSW Government has budgeted $7.2 million dollars to help rebuild

the state of NSW. This budget will allocate many different areas including tourism. We have

decided to focus on the city of Sydney because we feel that it has the potential for the most

growth, being that it is already a tourist hot spot. We will look at statistics relevant to Domestic

and International travelers to help determine what it is we need to focus on when creating a

marketing plan.


Much of Sydney’s tourism market comes from Domestic Travelers. In fact, there were

7.7 million domestic travelers who made the trip to Sydney in the year ending June 2013. (NSW

measures their financial calendar from June-May). The 7.7 million visitors were actually down

0.9% from the previous year (“Travel to Sydney,” 2013). The amount of nights spent

domestically was down 2.0% as well. Out of the domestic travelers, 29.4% of them were

spending time in Sydney for leisure purposes, while 37.0% were visiting friends and family.

Domestically, Sydney represents 30.8% of the NSW Market Share and accounts for 24.6% of the

nights spent in NSW.

When it comes to International travelers, the largest majority of visitors are coming from

Mainland China & Hong Kong (17.0%), followed by New Zealand (12.0%), United Kingdom

(10.4%), and the USA (10.2%). When the purpose for travel is distributed, it was seen that 54%

of visitors were coming on vacation for leisure time, while 24% were coming to visit family and

friends. Internationally, there were 2.8 million visitors in the year ending June 2013, up 6.3%

from the previous year. The nights stayed by international travelers were nearly triple of what

the domestic travelers were spending in Sydney. These 2.8 million travelers spend 59.1 million

nights in Sydney in the year ending June 2013, a 6.9% increase from the previous year.

Sydney’s market share in NSW is significantly higher with the international travelers compared

to the domestic visitor. The city accounts for 93.7% of the NSW market share amongst

international tourists and accounts for 84.9% of nights spent in the state. (“Travel to Sydney,”

2013).

Being able to understand this information clearly will give our research group, local

tourist businesses, and the NSW government a great idea on who is visiting Sydney. From that

data, we will be able to properly create a destination-marketing plan that will appeal to the


majority of travelers who are planning their next adventure. The plans created will persuade

potential tourists to choose Sydney as their destination, which will assist in the final goals of

NSW 2021. The more visitors that Sydney receives, whether they are international or domestic,

the more money will be spent in Sydney’s economy. This will contribute to the future success of

NWS 2021.

Approaches and Methods

Detailed plans of what the proposed activities are and how they will be implemented.

What

The city of Sydney is one of the most popular cities in Australia. The city is located in the

state of New South Wales, which recently has implemented the long-term plan, “NSW 2021”, to

make New South Wales the number one state in Australia in all areas. This marketing plan works

to help increase the number of domestic and international travelers visiting Sydney.

Our group is working to create a new marketing plan for the city of Sydney. As we are

Hospitality and Tourism students, our plan is to show the tourist destination and the attractions

for the tourist to visit during their time in Sydney.

Why

The literature review showed that there was 7.7 million domestic travelers to Sydney in

2012. They travel and spend time for leisure purposes or to visit family and friends. For the

international travelers, they visit Sydney mostly for leisure time or to visit friends and family.

“(Travel to Sydney”, 2013).

Sydney has a lot to offer to visitors during the stay in the city. It has historical landmarks,

nature, and places to see. In addition, there are numbers of activities people can do in Sydney. It


is because of this potential that we are working to create a new marketing plan for the city of

Sydney.

When

The new marketing plan of Sydney will initiate as soon as the funding approval and the

permission is completed. On July 1, 2013, the program commenced. Our marketing plan will be

submitted in December 2013.

We are going to focus on advertising over the American summer season because this time

is when all the people will be planning their winter warm-weather getaways.

By 2021 the NSW Government objective is to double overnight visitor expenditure, and

increase the visitors’ number.

Where

The marketing plan covers tourism and its visitors in Sydney. We have chosen to start

from the location we work and live in it to improve the number of the visitors. Although, our

main goal is to increase the number of both domestic and international travelers visiting Sydney,

the most beautiful city in Australia. In addition, we will team up with travel agents to assist with

implementing our plan to help increase the number of the travelers to Sydney.

Who

The Regional Visitor Economy Fund (RVEF) is managed and administered by

Destination New South Wales (NSW) and supports investment in the regional New South Wales

visitor economy. The RVEF of the Australian government is providing grants and funding to

help support the growth of regional tourism in Australia.

Our new marketing plan is aimed for the city of Sydney to increase the number of the

domestic and international travelers.


How

The new marketing plan for Sydney will inform potential visitors of the popular

destinations in Sydney and what they can do during their stay period in the city. We will help to

develop marketing for existing sites. Our plan includes informing the visitors of cultural events

as well as different attractions to visit. Our marketing plans will inform the visitors of tour guide

specials for groups and individuals

Our plan is using different kinds of advertising to market for the city to help the plan

succeed. These are television commercials, social media, magazine advertisements, radio

advertisements, and advertising through travel agents. We are asking for a total budget

$1,000,000 (Domestic- $350,000 - International- $650,000) for the domestic and international

travel advertising.


Budget and Budget Justification

TV Commercials (Will air on cable networks to appeal to largest masses of potential

visitors. Will also appear on networks focused on travel and culture)

Magazines (Will appear in travel magazines and National Geographic)

Internet (YouTube commercials and clips, Facebook, Twitter, Instagram, banner

advertisements)

Domestic International

Commercials (Production, staffing, air-time,)

$150,000 $350,000

Magazine (Photography, production, staffing)

$75,000 $150,000

Internet (Development, production, staffing)

$50,000 $150,000

Radio (On-air talent, production, staffing)

$30,000-

Out-of- home (Production, development, staffing)

$45,000-

Total $350,000 $650,000


Radio (Will only air in Australia. Radio advertisements in the USA & Canada will be

ineffective)

Out-of-home (Will only appear in Australia. These advertisements will be ineffective in

the USA & Canada. These include billboards, bus advertisements, bench advertisements,

etc)

Sustainability

In order to continue our marketing efforts to promote tourism in the region, sustainable

business requires both financial and non-financial support. We are giving the non-financial

support by launching innovative marketing ideas for promoting tourism and traveling in the

region. However, in order to run those marketing campaigns, funding is required, which is being

asked for from the government. To support our efforts, we are asking the NSW government to

supply us with a small portion of the profits that come from increased tourism. In other words,

the government will be investing a portion of the profits to help continue marketing efforts.

For the purpose of delivering the skills and knowledge of our marketing techniques in

NSW, different training workshops will be arranged. These initiatives will facilitate in sharing

information more effectively. Further, sustainability will be ensured in both social and economic

grounds by contributing in the development of the region. It will also help in marketing the

countryside and cultural diversity of the region. Further, the proposed strategies will facilitate in

increasing tourism in the region, increases throughout the economy, longer average stays,

attracting visitors from different parts of the world, etc. Integrated tourism promoting strategies

will be installed to ensure overall sustainability.


References

Funding and grants. (n.d.). Destination NSW. Retrieved November 26, 2013 from

http://www.destinationnsw.com.au/tourism/business-development-

resources/funding-and-grants

NSW 2021- A plan to make NSW number one. (n.d.). NSW Government. Retrieved

November 26, 2013, from

http://www.2021.nsw.gov.au/sites/default/files/NSW2021_WEBVERSION.pdf

Travel to sydney. (n.d.). Destination NSW. Retrieved November 26, 2013, from

http://www.destinationnsw.com.au/__data/assets/pdf_file/0003/212187/

Sydney-YE-Jun-13.pdf

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