NSW Minister for Trade, Tourism and Major Events, Minister for Sport, Mr Stuart Ayres has awarded Tourism Snowy Mountains funding of $175,000 to assist in promoting the region in the summer months 2016-2017.
The announcement is welcomed news for the Snowy Mountains as the funding will boost the region’s emerging profile even further as a year-round destination on the back of excellent results achieved so far from the existing marketing campaign currently implemented.
“We are very grateful that Mr Ayres and Destination NSW have approved our Regional Visitor Economy Fund (RVEF) application, it shows that we have earned on-going confidence from the Government that TSM is making positive headway in growing the visitor economy, particularly at a time when there is a full review of Regional Tourism Organisations (RTO) being undertaken” said Neil Thew, TSM’s Executive Officer.
‘’Work begins now however in matching the grant money with regional stakeholder investment, which is a prerequisite of the RVEF program,’’ continued Mr Thew.
Part of the existing summer campaign has been to drive people to TSM’s website: www.snowymountains.com.au to source information about the region, encouraging them to visit. Since the campaign was launched 30 September 2015, web traffic has increased by 169% and page views has grown by over 90% which shows that there is now an appetite for people seeking to know more about the region.
“Converting web traffic to actual visitors is hard to measure across the entire region, however using our accommodation booking portal on our website as a guide, we’ve seen an impressive 9,000 visits that have generated over 2,000 leads at a conversion rate of 23%,’’ said Mr Thew.
‘’I regard this as strong evidence that the campaign is working (as does Mr Ayres) and people are visiting; particularly given that for our region, at this time of year many people don’t book ahead, they look at what’s available at a location when they arrive; our mobile site growth (327% increase in new sessions) is case in point with ‘’Things to Do’’ and ‘’Where to Stay’’ the two leading pages looked at on mobile devices,’’ concluded Thew.
2016 will be a very busy year for Tourism Snowy Mountains with the RTO review recommendations expected early in the year, a new winter marketing campaign with the NSW ski resorts that's set to commence in May, leading into the new summer promotion next October that will be in market until May 2017. In the mean-time, there are lots of events on the calendar such as the World Cross Triathlon Championships and L’Etape that will well and truly place a global spot-light on the region.
Discussions are also on-going to introduce more major events to the region, plus ensuring the Snowy Mountains is high on the list of ‘must do’s’ for international visitors that will potentially arrive into Canberra Airport from mid-year.
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