Vivid Sydney 2019 enters a new decade of innovation and creativity
Vivid Sydney, the largest festival of light, music and ideas in the Southern Hemisphere, will ignite the Harbour City this winter from May 24 to June 15 as it enters a new decade of innovation and creativity with an inspiring and star-studded programme of events.
Destination NSW CEO and Executive Producer – Vivid Sydney, Sandra Chipchase said, “Australia’s most loved and awarded festival, now in its 11th year, will bring together light artists, music makers and brilliant minds to showcase Sydney as the creative industries hub of the Asia-Pacific. I am proud to say our marketing activities saw a record 185,887 travel packages sold to domestic and international visitors for Vivid 2018 – an increase of 37% over the previous year. Vivid Sydney is a must-attend event for travellers and motivates people to visit Sydney and beyond,” Chipchase said.
Global CEO Sandra Chipchase shared some insights about the Indian market in an exclusive interview with Travel News Digest:
How do you see India as a potential market for New South Wales?
With Indians’ love of world-class nature, family-friendly attractions, aquatic and coastal experiences, the appeal of New South Wales (NSW) to Indian travellers is extremely strong. Over the last decade, the Indian traveller has evolved and their interest in exploring new locations and experiences has grown dramatically. Tourism Research Australia (TRA) has forecasted that India is expected to be the leading performer among Australia’s top 10 tourism source markets in the coming years. Estimates suggest that visitor growth will be up by 21.1% from 278,000 visitors in 2016–17 to 337,000 in 2018-19.
What are your promotion and marketing strategies to tap the Indian market?
Destination NSW’s market activity in India continues to leverage three core pillars – consumer messaging, trade partnerships coupled with education and support, and PR/media outreach.
Our trade and consumer engagement is targeted towards all the key tier I, II and III cities of India, and the challenges of covering a large geographical area are being met using publicity, movies and travel programmes and digital technology for tools like webinars. Currently, the majority of visitors to NSW from India are from the north and west, however, we are seeing growth from south and east Indian markets too.
Currently, where does India rank as per tourist arrivals for New South Wales?
According to the International Visitor Survey year ending September 2018, India ranks consistently in our top 10 countries and is seventh in NSW based on visitor numbers, third based on visitor overnights and seventh based on expenditure.
Which segment of the Indian market are you targeting and what are the trends witnessed amongst Indian travellers in Australia?
The growth in India’s economy has shifted traveller behaviour in India with visitors transitioning away from travelling with tour groups and exploring semi-independently or solo. This shift has affected a number of target markets including; business, leisure, honeymooners, family travel as well as high value travellers (HVT) as it has enabled travellers to spend more time in regional areas, with most staying an average of nine nights and exploring a number of attractions in both Sydney and Regional NSW.
Please share some details about Vivid Sydney. What are your expectations from this festival?
Vivid Sydney, the largest festival of light, music and ideas in the Southern Hemisphere, is owned, managed and produced by Destination NSW, the NSW Government’s tourism and major events agency, and in 2018 attracted 2.25 million attendees. Returning to the Harbour City this winter from May 24 to June 15, Vivid Sydney enters a new decade of innovation and creativity with an inspiring star-studded programme of events.
We’re always looking to do more, push boundaries and see how we can raise the bar for ourselves and the festival. This year we have launched the inaugural Vivid School, an exciting initiative to enable high school students and their teachers to meet the professionals behind Vivid Sydney’s iconic building projections and Light Walk installations, and to hear from artists, designers and technicians about their career paths and how they harnessed opportunities to build their skills for future projects and employment.
It is the must-see event in Australia!