Tourism NSWs action plan to consolidate the States position as Australias premier surf destination.

Catching the wave

FRONT COVER: Cronulla Beach (Hamilton Lund) BACK COVER: South Cronulla Surf Club (Hamilton Lund)

Lifeguard tower at Cronulla Beach (Hamilton Lund)

Surfers at Bondi (James Pipino)

Contents

3 Executive summary 4 Market overview 5 The surfing visitor 13 NSW product profile the States competitive advantage 18 Considerations when framing the action plan 21 Surf tourism what we aim to achieve 22 Strategy 1. Consumer engagement 24 Strategy 2. Business support 25 Strategy 3. Product and distribution development 26 Strategy 4. Destination support 28 Appendices

tourism nsw action plan catching the wave

Executive summary
Surfing is currently ranked in the top 20 most popular sports in Australia. In 2007, two million Australians went surfing and worldwide another 10 million or so are estimated to have taken to the waves.* Surfing is defined as any form of riding a wave. Surfers stand up on short- and longboards, they lie along bodyboards and they bodysurf, without boards. Surf tourism describes activity which takes place 40 km or more from the persons place of residence, where surfing or attending a surfing event are the primary purpose for travel. Surf tourists stay at their destinations for at least one night or can undertake their visit as a day trip. In 2008, more than 1.6 million international and domestic visitors took overnight trips to coastal locations in Australia to participate in surfing activities. They contributed more than 30.7 million visitor nights to the tourism economy.** The three-year (2009 12) action plan will largely guide Tourism NSW activities and priorities. It will be reviewed to assess progress and provides for a range of immediate, mid-and long-term activities. It will involve partnerships with Surfing NSW, Events NSW, NSW government partners, surf and tourism industry bodies, local councils, regional tourism organisations, surfing sponsors and industry operators.

Target audiences
The action plan targets recreational surfers and firsttime surfers comprising: > Australian families > Young Australian women aged 1534 > Young Australian males aged 1534 > International male and female backpackers 1834 > International students and working holidaymakers

Strategic directions
The plan identifies four key strategic directions:
Consumer engagement

Capitalising on NSWs competitive advantage

For NSW, with hundreds of outstanding surf locations, surfing tourism has the potential to deliver social, economic and environmental benefits to coastal destinations in NSW. The State currently attracts around 40 per cent of Australian domestic overnight visitors and is estimated to enjoy a similar percentage of the international visitor market to the country. NSWs competitive advantage includes: > 77 of the top 100 surf beaches in Australia > The majority of accredited surf schools are in NSW > An increasing profile in the professional surf event market > Largest resident surfing population in Australia > Five of the seven national surfing reserves in Australia > Most accessible surfing coastline, suitable for all skill levels > An established urban beach culture

To enhance destination appeal by positioning the NSW coastline as Australias premier surfing coast, target key consumer segments to communicate the benefits of surfing in NSW and influence the purchasing decision.
Destination support

To assist coastal destinations plan effectively for developing surf tourism, develop supportive partnerships, and prepare resources for marketing activity.
Business support

To assist surf schools and surf tour operators access the necessary training to implement good business practices to grow their businesses and tap into supportive business networks.
Product and distribution development

Tourism NSW Surf Tourism Action Plan

The purpose of Tourism NSWs Surf Tourism Action Plan is to consolidate the States position as Australias premier surf destination, increase its share of the Australian surf tourism market, and to assist in growing surf tourism to coastal regions.

To improve the quality and supply of surf tourism experiences and assist surf schools, tour operators and surfing event organisers reach tourism markets through product distribution channels.

*Source: Sweeney Sports Report Summer 2007/08*, Buckley 2002 **Source: TRA 2008 NVS and IVS

tourism nsw action plan catching the wave

Hat Head near South West Rocks (Don Fuchs)

The sport of surfing has a truly global footprint. It is estimated that more than 10 million people in 50 countries, on six continents, regularly surf. It is an activity which connects people with the ocean and with coastal destinations in some of the worlds most exotic locations. Surfing is not just a sport but also a culture with a singular ethos based on respect for and connection with the worlds marine environment. Surfing offers individuals and families the appeal of fun, fitness and health. For young travellers, learning to surf is an aspiration connecting them with unique marine environments, local surf culture and fellow travellers. For Australians, surfing is quite simply part of the national identity.
Great surfing destinations have a mystique and great surfers attract a following. Many coastal destinations owe their fame to the legions of nomadic surfers stopping there in search of the perfect wave. These days the global exploits of surfing champions captivate millions via major competition broadcasts. As the sport has evolved so too has the surfing economy, which now supports thriving manufacturing, retail, media, fashion, educational, event and tourism businesses. With hundreds of outstanding surf locations, surfing tourism has the potential to deliver social, economic and environmental benefits for coastal destinations in NSW.

Market overview
In Australia
More than two million Australians went surfing during the summer of 200708. In terms of participation, surfing remains one of the top 20 sports in Australia, ahead of high profile games such as cricket, netball and football. Overall participation in surfing has remained stable over recent years although there has been a trend towards increased participation by young females aged 1629 and by older males aged 3044 (who are now matching participation rates of younger males). In addition, attendance at surfing events has proven remarkably consistent with attendance ranked 14th in the top 20 spectator sports events for the last six years.* The majority of Australias surfers reside on the countrys eastern coast indications based on a number of surveys suggest that 50 per cent live in NSW, around 28 per cent in Queensland and 12 per cent in Victoria.**
*Source: Sweeney Sports Report Summer 2007/08 Surfing Australia Participation by people under 16 is not measured but anecdotal evidence suggests this is also a significant part of the market ** Source: Surfing Australia Magazine, 2007

The surfing visitor

Domestic surf visitation
Given the high numbers of Australian surfing participants, it is not surprising that increasing numbers of visitors to coastal regions are engaging in surfing activities. In 2008, almost 1.3 million people enjoyed a surfing experience while on holiday. In 2008, despite downward pressures (four per cent) on the actual number of trips where surfing was experienced, the number of visitor nights remained stable.*
Domestic visitors where surfing was an activity (20042008)
Domestic visitors where surfing was an activity 2004-2008

3000

2250

Number of visitors (000)

1500 1,409 750 576 0 560 1,352

1,664

1,555 1,321

704

611

517

41%
Y/E Dec 2004

41%
Y/E Dec 2005

42%
Y/E Dec 2006

39%
Y/E Dec 2007

39%
Y/E Dec 2008

Australia New South Wales

NSW market share

NSW currently attracts the largest number of domestic overnight visitors who went surfing having maintained a consistent market share of around 40 per cent compared to other states for most of this decade. The number of visitor nights has been relatively stable since 2004 delivering 2.7 million to NSW in 2008.*

Domestic visitorwhere nights where surfing activity(20042008) 2004-2008 Domestic visitor nights surfing waswas an an activity

15,000 Number of visitors (000)

11,250

7,500 7,057 3,750 2,724 0 2,752 6,413

7,621

8,321

7,741

3,279

3,094

2,698

39%
Y/E Dec 2004

43%
Y/E Dec 2005

43%
Y/E Dec 2006

37%
Y/E Dec 2007

35%
Y/E Dec 2008

Australia New South Wales

*Source: Tourism Research Australia (TRA), NVS 2008

tourism nsw action plan catching the wave

Source markets
A key factor in NSWs dominance of the domestic surf tourism market is its own surfing population. In 2008, NSW received 517,000 domestic overnight visitors who went surfing; of these, 399,000 were from NSW with intrastate travel contributing 77 per cent of all domestic surfing visitors. In 2008, Victoria contributed seven per cent of all domestic overnight visitors who went surfing to NSW, while Queensland contributed 13 per cent.
Domestic visitors overnight visitors who in engaged in surfing in NSWby regions home state (2008) Domestic overnight who engaged surfing in NSW regions homeby state (2008)
145

132

150 112.5 75

Number of overnight trips (000)

51 28 4
New South Wales Victoria
Home state

47 17
Queensland
37.5

Rest of Australia

South Coast

Mid North Coast

Northern Rivers

Key segments young men, young women and families

Visitation trends are showing that the majority of overnight visitors are aged between 15-44 years: > 36 per cent are aged between 1524 > 39 per cent are in the older 2544 segment > 37 per cent are female > 63 per cent are male. In terms of lifestyle the key segments are: > Young singles = 39 per cent > Families = 34 per cent

Domestic overnight visitors to NSW engaged in surfing (2008) Domestic overnight visitors to NSW thatthat engaged in surfing (2008)

3%

23%

36%

39%

15-24 years 25-44 years 45-64 years 65 years or over

*Source: TRA NVS 2008

Lifecycle group of domestic overnight tourists to NSW who engaged in surfing (2008)
Lifecycle group of domestic overnight tourists to NSW that engaged in surfing (2008)

11% 39%

34%

16%
Young/midlife single Young/midlife couple, no kids Families Single/couple older persons

Domestic overnight visitors to NSW who engaged in Surfing in 2008 by gender

Domestic overnight visitors to NSW who engaged in surfing in 2008 by gender

females 37% males 63%

males females

In the young singles segment traditionally dominated by males there has been a growing trend towards involvement by young women. Visitation patterns indicate that, since 2004 the number of overnight trips taken by young women aged between 1524, where surfing was an activity, has grown by 69 per cent.
Domestic female visitors to NSW aged 15-34 who engaged in surfing Domestic female visitors to NSW aged 1534 who engaged in surfing
150 Number of visitors (000)

112.5

68% 53%
2004

67% 47%
2005 2006 2007

75

67%

37.5

0 2008

Calendar year

15-24 years

25-34 years

tourism nsw action plan catching the wave

A significant aspect of overnight visitors who surfed is their relative prosperity 55 per cent had household incomes over $78,000.*
Overnight domestic visitors to NSW who engaged in surfing, by household income (2008)

Overnight domestic visitors to NSW who engaged in surfing, by household income (2008)

8% 11%

2% 32%

22% 24%
$130,000 or more $26,000 - $77,999 $78,000 - $129,999 Dont know Refused $1 - $25,999

Where do they go?

In 2008, the four tourism regions of the NSW North Coast Hunter, Central Coast, the Mid North Coast and Northern Rivers, collectively attracted 60 per cent of all overnight trips during which visitors went surfing. Another 36 per cent enjoyed the beaches of the South Coast.* Sydney, which is a popular surfing destination in its own right, attracted five per cent of domestic overnight trips where surfing was an activity. For NSW residents who took intrastate trips, the three most popular regions were the South Coast (36 per cent) Mid North Coast (30 per cent) and Northern Rivers (13 per cent). In 2008, more than 68,000 surfing Queenslanders made overnight trips to NSW with 69 per cent crossing the border to the Northern Rivers regions to enjoy the waves. For the 37,000 Victorians who took overnight trips to NSW where surfing was an activity, 76 per cent travelled to the beaches of the NSW South Coast.
Number of domestic overnight trips where visitors engaged in surfing by NSW region (2008)
0

Number of domestic overnight trips where visitors engaged in surfing, by NSW region (2008)**
50 100

150

South Coast Mid North Coast Northern Rivers Central Coast Sydney Hunter Lord Howe Island

200

36% 7% 5% 3% 1% 20% 30%

Number of domestic overnight trips where visitors engaged in Surfing by NSW region (2008)

n Indicates North Coast regions

Note: figures rounded to nearest %

*Source: TRA NVS 2008

Seasonality
Not surprisingly, the domestic surf tourism market follows the sun. More than 73 per cent of all trips undertaken, where surfing is an activity, occur in the December and March quarters. In April, the numbers of overnight trips start to drop sharply, reaching a low in the September quarter when fewer than 12 per cent of overnight trips, where surfing was an activity, occur.*
Number of domestic trips to NSW where visitors engaged in surfing by quarter 2008 in surfing, by quarter (2008) Number of overnight domestic overnight trips to NSW where visitors engaged
300

46% 27% 16%

225 Thousands

150

12%

75

March quarter

June quarter

Sept quarter

Dec quarter

International surf visitation

Among young international visitors, surfing has increasingly become a part of their Australian adventure. Since 2004, the number of international visitors who engaged in a surfing activity has increased by 53 per cent reaching 288,000 visitors in 2008. Over the same period, visitor nights where surfing was an activity jumped to more than 22 million an increase of 54 per cent.

International visitors where surfing was an activity (20042008)

268,175 226,980 188,393 265,594 288,490
300,000

International visitors where surfing was an activity 2004-2008

225,000

Number of visitors

150,000

75,000

Y/E Dec 2004

Y/E Dec 2005

Y/E Dec 2006

0 Y/E Dec 2007 Y/E Dec 2008

Australia

International visitor nights where surfing was an activity (20042008)

23,000,000

International visitor nights where surfing was an activity 2004-2008

22,756,084 20,194,212 16,462,472

Number of visitors

20,772,178

17,250,000

14,753,414

11,500,000

5,750,000

0 Y/E Dec 2004

Y/E Dec 2005

Y/E Dec 2006

Y/E Dec 2007

Y/E Dec 2008

Australia

*Source: TRA NVS 2008

tourism nsw action plan catching the wave

Boogie boarders, Newcastle

The majority of international visitors who surf come from the western hemisphere

Source markets
International visitors engaging in surf activities are predominantly from the western hemisphere although Asian and Japanese visitors are also enthusiastic participants.
Country/Region Europe UK Asia USA New Zealand Japan Canada Other Visitors 85,561 64,397 33,593 32,537 26,055 13,870 13,813 18,663 Market share 29% 22% 12% 11% 9% 5% 5% 7%

*Source: IVS Dec 2008

International visitors to Australia who engaged in surfing (2008)

New Zealand Other 26,055 Japan Asia 18,663 13,870 33,593 USA 32,537 Canada 13,813 New Zealand Japan USA Canada United Kingdom Europe Asia Other

International visitors to Australia who engaged in surfing (2008)

Europe 85,561

United Kingdom 64,397

10

NSW surf visitation

The international surf market is tracked using national data only. However, anecdotal reports from surf schools and industry operators confirm that NSW visitation is consistent with national trends. The primary international surf market is sourced from backpackers (who account for just over half the international surfing segment), short-term overseas students and, more recently, working holidaymakers. The market is essentially youthful with a mix of male and female participants. In 2008: > 48 per cent of surfing visitors were aged 1524 > 33 per cent were in the 2534 age group > 59 per cent were men > 41 per cent were women.* Recent industry surveys suggest that around 60 per cent of backpackers are likely to undertake Learn to Surf lessons while visiting Australia and the majority plan to do so during their stay in NSW.**
International visitors to Australia who engaged in surfing by gender (2008)

International visitors to Australia who engaged in surfing by gender (2008)

Female 41%

Male 59%

Male Female

International visitors to Australia who engaged in surfing by age (2008) International visitors to Australia who engaged in surfing by age (2008)

2534 33%

3544 8% 4554 5564 6% 4% 65+ 1%

1524 48%

1524 2534 3544 4554 5564 65+

*Source: TRA IVS Dec 2008 **Source: TNT 2005 Backpacker survey

tourism nsw action plan catching the wave

11

Surfing destinations Sydney and beyond

By far the largest number of international visitors to NSW experience surfing in Sydney. NSW attracts the lions share of the international youth market (37 per cent) and Sydney is at the forefront in developing the surf tourism market. For young people, part of Sydneys appeal is its warm climate and laid-back beach lifestyle. Surfing and the beach are highly appealing to young travellers and Sydneys beaches are exceptionally well supported by learnto-surf schools. The schools are consistently rated as outstanding experiences for the fun and exhilaration of learning to ride a wave and for the friendly and genuine approach of the instructors.* Outside of Sydney, the principal surfing destination for international travellers is Byron Bay. There is also an evolving north coast surf touring circuit, which is growing in popularity and includes Newcastle, Port Macquarie, Coffs Coast and Byron Bay.

Seasonality
Most international visitors who engaged in surfing in Australia did so during the December and March quarters. Unlike the domestic market, travel patterns are reasonably consistent throughout the year not showing such extreme troughs in autumn and winter months.**

International visitors to Australia who engaged in surfing by quarter (2008) International visitors to Australia who engaged in surfing by quarter (2008)
100,000

75,000

50,000

25,000

March Quarter

June Quarter

September Quarter

December Quarter

*Source: TNT 2005 Backpacker survey ** Source: TRA IVS Dec 2008 ***Tourism NSW 2007 surf school focus group report, IM Strategy

12

Surfing at Port Macquarie (Greater Port Macquarie Tourism)

In terms of product, NSW has some exceptional advantages in growing the surf tourism market

NSW product profile the States competitive advantage

NSW has the beaches, the accessibility and the events to attract surfing visitors.

Beach quality and variety

NSW has 1,590 km of coastline and 757 ocean beaches* 194 of which offer some of Australias most desirable and variable surfing conditions. It is this variety which gives NSW very broad appeal across all levels of surfers ranging from the highly skilled hard core surfers to the recreational and less experienced learners.

Accessibility
The majority of surf tourists would not be classified as hard core those with the passion, experience and determination to seek out more remote parts of the coastline. For the key market segments of youthful surfers and families, accessibility and beach infrastructure are extremely important. Beach infrastructure includes amenities, parking, cafs, picnic areas and surf retail. Other access factors which give NSW beaches strong appeal include:** > Proximity to regional centres and surrounding air and road access > Clusters of beaches with a variety of surfing conditions (wave type/direction) within 2030 minutes of a regional centre > Clusters of beaches that offer variety in degree of difficulty for beginners, intermediate and advanced.

*The Beaches of the NSW Coast, Publisher, Sydney University, 2nd Edition 2007. Author, Prof. Andrew Short **Source: Tourism NSW 2007 Surf Product and Destination Inventory Report Dhatom Consultants. The number of beaches in each cluster ranged in number from 4 to 20

tourism nsw action plan catching the wave

13

Belongil Beach, Byron Bay (Sharyn Cairns)

Redhead Beach, Lake Macquarie

Capacity
NSWs surfing beaches are, for the most part, uncrowded. The beach numbers and their location along the entire coastline helps to ensure NSW has the capacity to grow surf tourism in a sustainable way. Care should be taken in attracting surfing visitation to some of these areas as part of their appeal may be their relatively uncrowded nature. For other regions keen to build surf visitation, a focus on beach infrastructure may need to be a consideration. Some regions should also consider how they can best position their destinations in light of beach surf conditions. For example, beaches with conditions requiring high skill levels will not necessarily attract all types of surfers. It does however present an opportunity for the region to cater predominantly to the elite end of the market and address development issues accordingly.

National surfing reserves

The NSW Government has made a commitment to establishing national surfing reserves. The reserves recognise sites of environmental, cultural and historic significance in Australian surf culture. They also assist in raising awareness about the importance of protecting coastal environments. The surfing reserves are dedicated areas protected for use for the general public and surfing community and are part of a national initiative. This is a world first in recognising the iconic status surfing has achieved throughout the world. To date NSW has declared six surfing reserves*: > Cronulla Beaches National Surfing Reserve is one of Sydneys premier surf spots and home to numerous former world champion surfers as well as other important figures in the development of Australian surfing. > Angourie National Surfing Reserve is situated on the North Coast near Yamba and is legendary amongst the surfing community for its breaks and natural beauty. >C  rescent Head National Surfing Reserve stretches along 3.5 km of spectacular coastline north of Port Macquarie. It became a well-worn trail for surfers following World War II and became widely recognised as a breeding ground for longboard surfing in Australia. >L  ennox National Surfing Reserve is situated on the North Coast near Ballina and includes the world-famous Lennox Point. The breaks at Lennox have been surfed since the late 1950s when surfing gained popularity throughout NSW. > Killalea Surfing Reserve situated on the South Coast is recognised for the quality of surf and its natural beauty. >M  erewether Beaches National Surfing Reserve was declared in March 2009 and is one of Newcastles iconic surfing beaches. The significance of the reserves in terms of surf tourism is that they help to position the State as the pre-eminent surfing destination in Australia. In the same way World Heritage Areas draw attention to environments of outstanding world significance, the National Surfing Reserves highlight destination appeal to surfing audiences.
*Source: Land and Property Management Authority, September 2009

14

South Cronulla Beach (Hamilton Lund)

The significance of the reserves in terms of surf tourism is that they help to position the State as the preeminent surfing destination.

Surfing events
Surfing competitions are increasing in profile as professional title events proliferate in the junior, womens and mens circuits. Events such as the Australian Surf Festival at Port Macquarie attract more than 700 competitors and a loyal following of friends and family. Significant surfing events have the advantage of generating positive economic impact and low and shoulder season boosts in visitor numbers. In addition, partnership opportunities with major sponsors can result in targeted marketing opportunities which can extend to surf schools and related tourism and surf industry businesses. Surfing competitions particularly those at an international level can also attract extensive media coverage which can be leveraged to promote the destination and also position NSW beaches in an aspirational light. A beach which draws elite surfing competition is, by implication, one of the best in the world. The NSW Government is currently supporting a number of surfing events and exploring their impact in attracting visitation to the State. Key events include: >S  urfest (Newcastle February/March). The event celebrates its 25th anniversary in 2010. It consists of the Mark Richard Pro which is World Qualifying Series (WQS), a Pro Junior event and other school events. >T  he Commonwealth Bank Beachley Classic (Manly October). The worlds richest womens professional surfing event. >C  ountry Energy Australia Surf Festival (Port Macquarie August). This event is the Australian title for three surfing disciplines shortboard, longboard and stand-up paddle boards. > The Boost Mobile Surf Sho (proposed for Bondi Beach March 2010) The event was first staged in 2007 and again in 2008 at Surfers Paradise in Queensland. It proved to be a major success in Queensland, drawing in some of the worlds best surfers to compete and providing free entertainment for locals, visitors and surfing enthusiasts alike. Surfing NSW has secured the event for 2010. > The Billabong World Juniors (Narrabeen Beach, Sydney January). Currently supported by the NSW Government and Warringah Council, the event is the richest and most prestigious junior (Under 21) surfing event in the world. In addition to major surfing competitions, NSW maintains a very dynamic event calendar of more than 300 events that occur along the States coastal areas throughout the year.

tourism nsw action plan catching the wave

15

Learn to Surf at Bondi Beach (Pierre Toussaint)

Learn to Surf at Bondi Beach (Pierre Toussaint)

Surf schools in NSW

The commercial catalyst for attracting surf tourism to the State is the body of accredited surf schools which operate in coastal areas. There are currently two bodies who run accredited schools in NSW: > Surfing NSW > Academy of Surfing Instructors Within NSW, the schools vary substantially in size and tend to be concentrated on the North Coast. Nevertheless, the six Sydney schools, supported by strong demand from the local market as well as the overnight domestic and international travel markets have by far the greatest turnover. The North Coast has 68 per cent of all the States surf schools, Sydney 18 per cent and the South Coast 15 per cent.

16

Bondi Beach, Sydney

Better links to tourism markets could benefit surf schools

Economic value of surf schools to NSW

Tourism NSW estimates that the schools currently contributes significant economic value to the NSW economy. However, it is clear that better links to tourism markets could deliver greater commercial benefit to the schools and their local communities. In addition, the schools which do an exemplary job in instruction could boost turnover and yield by working with local tour operators, accommodation providers, surf industry manufacturers and food and beverage outlets to market a more enhanced surfing experience. There is a lot of interest from the surf schools in NSW in working in international markets. Currently, most international visitors tend to book their surf lesson when they arrive in Australia. In domestic markets, the majority of people using surf schools are children and families. All marketing is done in the local region, with operators accessing their clients once they have arrived in the local town. Most bookings occur about two days out. Very few of the domestic surf schools have the facilities for visitors to book online although there is growing interest in online booking channels.

tourism nsw action plan catching the wave

17

Norah Head near Toukley

Considerations when framing the action plan

Surf tourism is a niche market, but part of a bigger picture
The development patterns of surf tourism show some similarities to the ski market. Pristine alpine areas have always drawn visitors seeking to connect with nature and, initially, skiing was a niche activity. Ski tourism developed when it became more accessible to visitors through a combination of skiing infrastructure and instruction through the ski schools. Awareness increased when the actual sport became higher profile through major sporting competitions such as the Winter Olympics and its appeal for visitors grew when the sporting image was broadened to include related experiences such as the friendly atmosphere of ski lodge accommodation, spa pampering and the night life of aprs ski. Surf tourism could have a similar trajectory. At present, surfing is still very much a niche market. The primary motivations for people visiting coastal destinations are more about rest and recreation and connection with nature and local communities than surfing. However, surf schools are now making surfing more accessible to visitors and enriching their experience. Improvements in local beach infrastructure are making more beaches appealing and accessible to more people. Major surfing events are gradually building awareness and are further enhancing the local surf culture with associated events such as festivals. Surf culture local events and activities, retail and fashion, outdoor dining and accommodation is helping to define and style coastal destinations and broaden the experience for visitors. This is readily evident in places like Byron Bay. Surf tourism is only one part of a bigger picture for development and marketing of coastal destinations.

To know it is to own it
NSW has a strong competitive position in the surf tourism market but it is important that it increases its market share and owns surf tourism. Tourism Research Australia is able to give good insights in state performance for domestic visitation through the National Visitor Survey (NVS).

Engaging communities
It is important to have the support and input of local communities in promoting surf tourism to their regions. It is also important that visitors are well versed in any local rules or practices particularly in regard to surfing etiquette.

18

Main Beach, Byron Bay (Sharyn Cairns)

Port Stephens (Hamilton Lund)

Developing NSWs market share will require strong strategic partnerships

While the surf industry has some global commercial entities, it is, for the most part, comprised of small-tomedium enterprises (SMEs) and is very similar to the tourism industry in this respect. Improving the NSW market share of the surf tourism market will require product and industry development and the involvement of government and industry bodies. The surf industry has its own marketing channels, which present opportunities to engage potential surf visitors and position coastal destinations. Surfing businesses also need assistance in understanding the tourism industry and connecting with its channels to domestic and international markets. Strong partnerships will need to be developed with surf schools and surf tour operators, major event organisers and sponsors, major surf companies, tourism organisations, industry and government at all levels.

Recreational surfers have the most potential for growing surf tourism in NSW
Analysis of the surf tourism market indicates that recreational surfers (largely made up of families, young women and men as well as international backpackers, students and working holidaymakers) are the segment that can be best leveraged to grow the surf tourism market. The key surfing segments are: > Professional surfers those who compete in elite surfing competitions around the world. Professional surfers can be chiefly attracted through the securing of major competition events. > Highly skilled surfers those who search for the best spots in the world to surf, require consistent waves and prefer uncrowded beaches. Males dominate the segment. They are resistant to marketing activity that gives away information about their favourite beaches or breaks. This group prefers to research their own surfing spots. > Recreational surfers the largest group comprising those who seek fun and relaxation in the waves. They offer NSW the best commercial potential as a large proportion wish to learn to surf either in a group or individually through surf schools. Others will take surf tours/packages within Australia and overseas. They have a preference for accessible beaches with infrastructure and amenities which are close to townships for aprs surf leisure activities, and can be reached via a mix of traditional and digital media channels.*

*Source: Tourism NSW 2007, Surf Tourism Scoping Study, Calais Consultants and Dhatom Tourism Consultants.

tourism nsw action plan catching the wave

19

Fingal Bay, Port Stephens (Hamilton Lund)

Bennetts Beach, Hawks Nest (James Pipino)

Digital channels are the most effective means of targeting surfing visitors
Those visitors who largely comprise the recreational surfing market in NSW are:
Domestic

> Families > Young men and women aged 1534

International

> Backpackers aged 1834 > Students > Working holidaymakers Given the youthful profile of these segments, digital communication channels are likely to be the most effective way of communicating with them. They are technologically savvy and communicate through user-generated sites and social networks.

20

North Bondi ocean bath, Bondi Beach, Sydney (James Pipino)

Surf tourism what we aim to achieve

In implementing its Surf Tourism Action Plan, Tourism NSW has three objectives: > Consolidating NSWs position as Australias premier surf destination > Increasing NSWs share of the Australian surf tourism market > Growing domestic and international visitation to Sydney and regional NSW coastal destinations To achieve these goals, four key strategic directions have been identified: > Consumer engagement > Business support > Product and distribution development > Destination support The three-year (200912) action plan is to guide Tourism NSW activities and priorities. It will be reviewed to assess progress and provides for a range of immediate, mid- and long-term activities.

tourism nsw action plan catching the wave

21

Fingal Bay, Port Stephens (Hamilton Lund)

Hat Head near South West Rocks (Don Fuchs)

Strategy 1. Consumer engagement

Aim: To enhance destination appeal by positioning NSW as Australias premier surfing coast; target key consumer segments to communicate the benefits of surfing in NSW and influence the purchasing decision.

Target audiences
Recreational surfers and first-time surfers comprising: > Australian families > Young Australian women aged 1534 > Young Australian males aged 1534 > International male and female backpackers 1834 > International students and working holidaymakers

Time frame: Digital campaign launch, 2009 Actions

Position NSW coastline as Australias surfing coast: Create website content focused on learning to surf, NSW beach destinations, surf culture, lifestyle and surfing events. Further promote and distribute content to target audiences across multiple digital channels. Promote visitation to visitnsw.com/surf: Update content on visitnsw.com and sydney.com. Develop digital campaigns supported by destination and tactical advertising activity in targeted print mediums. Work with event organisers and sponsors to include linkages and promotions to the site. Develop new digital channels to consumer markets: Offer product suppliers opportunities to access online consumer audiences through social media programs. Implement targeted social media campaigns: Reach target youth audiences.

22

Bennetts Beach, Hawks Nest (James Pipino)

Tactical marketing opportunities: Partner with airlines, media partners, tourism providers to develop and promote surf packages to coastal areas. Publicity: Engage targeted segments through publicity campaigns that include sponsorship of visiting  media, broadcast assistance, consumer promotions and content sponsorship. Enhance image and content resources: Commission and purchase quality print and broadcast imagery of NSW surf coast destinations and experiences to underpin marketing activity. Maintain and update information resources. Integration of marketing messages to build destination appeal: Integrate surf tourism messages in mainstream communications and ensure follow-through in core international and domestic marketing programs. Event leverage: Work with Events NSW and industry to develop tactical marketing programs in partnership with sponsors, event organisers, regional destinations and tourism operators to assist in boosting visitation for major sporting events.

tourism nsw action plan catching the wave

23

Belongil Beach, Byron Bay (Sharyn Cairns)

Hat Head near South West Rocks (Don Fuchs)

Strategy 2. Business support

Aim: To assist surf schools and surf tour operators access the necessary training to implement good business practices to grow their businesses and tap into supportive business networks

Time frame: 200912 Actions

Business training: Facilitate involvement of local surf schools and tour companies in business support programs coordinated by Tourism NSW and other government and industry bodies. Accreditation support: Encourage widespread accreditation of surf schools through the provision of marketing support to accredited operators via inclusion on the State Tourism Data Warehouse (STDW) through Tourism NSWs Get Connected program, and promotion on the visitnsw.com and sydney.com websites. Industry alliances: Align surf schools and surf tour operators with industry bodies such as NSW Tourism Industry Council (NSWTIC) and Australian Tourism Export Council (ATEC).

24

Fingal Bay, Port Stephens (Hamilton Lund)

Strategy 3. Product and distribution development

Aim: To improve the quality and supply of surf tourism experiences and assist surf schools, tour operators and surfing events organisers reach tourism markets through product distribution channels.

Time frame: 200913 Actions:

State Tourism Data Warehouse (STDW): Ensure accredited surf school and surf tour operators are registered on STDW via Tourism NSWs Get Connected program, so that content can be distributed on visitnsw.com, sydney.com and australia.com and business leads funnelled directly to operators. Specialist product development guidance: Provide individual surf operators with specialist product development guidance including market and distribution insights, information on marketing opportunities and referrals to useful contacts and resources. Travel packaging: Work with tourism industry operators to develop export-ready product including surf product customised to cater to backpacker, family and youth segments. E.g. UK/European self-drive backpacker market in association with caravan parks and camping grounds. Complementary packaging: Encourage regional and local tourism organisations to identify and package complementary experiences to surfing. E.g. surf-indigenous culture experiences in South West Rocks and surf-nature experiences in Port Stephens and Ballina. Events support: Promote and provide links to funding support to surfing events organisers for surfing events which have a broad appeal for recreational surfers. The aim is to encourage events organisers to extend the nature of these events beyond pure competition to include more lifestyle-orientated activities. Work with Events NSW. Access industry distribution channels: Identify principal tourism distribution channels for surf product in priority markets and facilitate business to business (BTB) marketing opportunities. These to include: > Travel agent familiarisations > Coordinated presence by surf operators at trade shows and exhibitions > Regular online product communications > Funding assistance for international-ready operators to be involved in coordinated missions and trade visits to market
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Hat Head near South West Rocks (Don Fuchs)

Bondi Beach, Sydney (Pierre Toussaint)

Strategy 4. Destination support

Aim: To assist coastal destinations plan effectively for developing surf tourism, develop supportive partnerships and prepare resources for marketing activity.

Time frame: 200912 Actions

Research: Provision of key insights, consumer research and surf beach inventory data to assist NSW destination planning for surf tourism. Marketing planning: Coordination of marketing planning with local government and regional tourism organisations, tourism and surf industry partners. Stakeholder communication: Involvement in stakeholder and community engagement between government at all levels, peak industry bodies, local tourism and surfing businesses and regional communities. Destination content: Assistance in developing destination content to support marketing and communications activity. Partnership opportunities: Identification of business, marketing and partnership opportunities that support development of surf tourism. Event support: Advise event organisations on suitability for Government support such as the Regional Flagship Events Program. Aligned support with Events NSW to leverage marketing opportunities associated with major surf events. Increase destination appeal: Promotion of surfing destinations through marketing and communications campaigns. Publicity: Engage targeted segments through publicity campaigns that include sponsorship of visiting media, broadcast assistance, consumer promotions and content sponsorship.

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Belongil Beach, Byron Bay (Sharyn Cairns)

Mona Vale Beach (Hamilton Lund)

Enhance image and content resources: Commission and purchase quality print and broadcast imagery of NSW surf coast destinations and experiences to underpin marketing activity. Maintain and update information resources. Integration of marketing messages to build destination appeal: Integrate surf tourism messages in mainstream communications and ensure follow-through in core international and domestic marketing programs. Event leverage: Work with Events NSW and industry to develop tactical marketing programs in partnership with sponsors, event organisers, regional destinations and tourism operators to assist in boosting visitation for major sporting events.

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Appendices
NSW coastal statistics On the open ocean coast there are 757 beaches. Length of open ocean coast is 1590 km; beaches occupy 62 per cent of the coastline. From Palm Beach to Cronulla, there are 40 beaches (20 on north side; 13 eastern suburbs; 7 Cronulla area). NSW open coast Total length 1590 km Rocky length 600 km (38%) Sandy length 990 km (62%) Number of beaches: Open coast Major bays Lord Howe Island Total 757 120 15 892 References
The Beaches of the NSW Coast, Publisher, Sydney University, 2nd Edition 2007. Author, Prof. Andrew Short R.C. Buckley, Griffith University, Adventure Tourism and Related Industries 2002 Tourism New South Wales 2007, Surf Tourism Scoping Study. Calais Consultants and Dhatom Tourism Consultants Tourism New South Wales 2007, Surf Product & Destination Inventory Report. Dhatom Consultants Tourism New South Wales, 2007 Surf School Focus Group Report, IM Strategy Tourism New South Wales, 2007 Surf School Survey Surfing Australia, 2009 Listing National Accredited Surf Schools Tourism Research Australia 2008. International Visitors Survey Tourism Research Australia 2008. National Visitors Survey Sweeney Sports Report, Surfing Australia Summer 2005/6 and Summer 2007/08 Surfing Australia Magazine, 2007 TNT Backpacker Survey 2005/06

Source: The Beaches of the NSW Coast, Publisher, Sydney University, 2nd Edition 2007 Author, Prof. Andrew Short

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tourism nsw action plan catching the wave

0910-0014/1009

Tourism House | Level 2, 55 Harrington Street | The Rocks | Sydney NSW 2000 GPO Box 7050 | Sydney NSW 2001 | Australia Telephone +61 2 9931 1111 | Facsimile +61 2 9931 1543 www.tourism.nsw.gov.au