Making NSW the premier visitor economy of the Asia-Pacific

Destination NSW

Engagement to inform Destination Management Plans in Western Sydney

The NSW Government’s Visitor Economy Strategy 2030 outlines a vision for NSW to become the “premier visitor economy of the Asia-Pacific”.

Destination NSW is developing Destination Management Plans for the Western Parkland City and Central River City that will help achieve this vision.

The Destination Management Plans will provide a coordinated approach to the visitor economy in Western Sydney and will ensure each city becomes a distinct visitor destination, with a diverse range of experiences on offer.

The NSW Government investment in transport and infrastructure in Western Sydney, including the new Western Sydney Airport, will further cement the growth opportunities for the visitor economy.

To help bring the vision to life, Cred Consulting was engaged by Destination NSW to design and deliver stakeholder consultation to inform the development of the two new Destination Management Plans.

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  • Engagement
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How we did it

Artist Paul Teller captured workshop discussions in real time during the sessions

A robust consultation and engagement process with stakeholders was held to capture the views of a diverse range of stakeholders, understand the strengths and challenges of each city, develop a collective vision, and identify the opportunities, big moves, and partners needed to realise the vision.

The engagement program included stakeholder interviews with all councils in the Western Parkland City and Central River City, tourism and industry associations and peak bodies.

Focus groups were conducted to explore opportunities and challenges for the visitor economy with targeted stakeholder groups. First Nations focus groups were conducted to explore the cultural identity of the areas and specific First Nations tourism opportunities and challenges.

Visioning workshops were held in the Western Parkland City and Central River City, bringing together the key players in the visitor economy across each region. The purpose of these workshops was to work together to identify opportunities, big moves and who needs to be involved in implementation. An artist was in attendance at each workshop to illustrate a live, digital mural that captured the discussions and outcomes throughout the session.

The workshops were followed by an online survey, to collect additional feedback on opportunities and challenges in the Western Parkland City and Central River City.

The team at Cred Consulting have amazing energy and a passion for people and places... Their innovative approaches to engagement means they can disrupt established thinking and elicit fresh and creative ideas.”

Justin Vaughan, Associate Director Visitor Economy - Destination NSW

The outcome

The consultation process identified gaps and opportunities to grow the visitor economy and potential pathways and proponents to realise these.

The final Destination Management Plans will provide a coordinated approach to the visitor economy for these parts of Western Sydney – and ensure each city becomes a distinct visitor destination, with a diverse range of experiences on offer.

Destination Management Plan Workshop. Central River City. ParkRoyal Parramatta. 5th August 2022. Photograph Dallas Kilponen

Cred’s Jen Guice (left) facilitated the stakeholder workshops and panel discussion.