Keeping up with tourism trends to best promote Wollongong
Skydive into Wollongong, jump on your bike and cycle along the beach for breakfast, checkout an art exhibition followed by some retail therapy. Janai Velez explores what is being done to encourage more people to visit Wollongong and experience what the city has to offer.
Tourists are turning to the internet and social media to decide on their next holiday and they are taking shorter trips, closer to home. These trends are changing the way Wollongong is being promoted.
Wollongong’s marketing organisation is also changing. After entering a five year contract with Wollongong City Council last year, Tourism Wollongong changed to a new name, Destination Wollongong in September this year. The contract has given them secured funding for five years and more responsibilities. The dynamic team of six people are now in charge of marketing, visitor information centres, major events, conferences and City Centre promotion.
Joanne Tralaggan from Destination Wollongong said these changes will help clarify and communicate what they do and make sure it’s delivered in a consistent, holistic approach.
“It’s about promoting Wollongong as an entity that’s great for leisure, businesses, communities and the people that live here,” she said.
Tourists are also changing. Lachlan Harris from Wollongong City Council said people used to have 1-3 major holidays a year and stay for several weeks, now they’re taking shorter trips.
According to IRIS, from March 2011 to March 2012, domestic daytrips are up 5.3 per cent and domestic overnight stays are up 12.7 per cent in Wollongong. Jessica Campbell from Skydive the Beach said the short distance from Sydney contributes to the recent growth in the VFR (visiting family and relatives) market as day and weekend trips are possible from the large Sydney market.
International overnight stays which remain down, possibly due to the strong Australian dollar and the economic uncertainty in Europe.
Ms Tralaggan said they work with restaurants, activities and attractions to bring about deals that are appealing and attractive to tourists, whether it is a domestic traveller, an international visitor or someone wanting to relocate a business.
The internet is often used to promote these offers. They have 10,000 fans on Facebook and 2,000 Twitter followers and seasonal deals are published on their website.
Ms Campbell agrees more people are going online to research travel options. She said Skydive the Beach utilises Facebook, Twitter, Foursquare, You Tube, Pinterest, Tripadvisor, Instagram, Vimeo, Google + and Posterous.
Another change is the increase in event based tourism. People are travelling to go to a festival, concert, expo, show, competition or to watch a sports game.
“Organisations like ours our driven by the user, if people come to events, or they want events we work on how we can deliver it,” said Ms
Tralaggan.
Through the partnership with Wollongong City Centre, live performances have been presented at the mall, Johnny Reffo and Justice Crew
have attracted thousands of people.
Wollongong’s rich multicultural landscape is highlighted with celebrations including the Chinese New Year, “Tutti in Piazza”, an Italian celebration and Viva La Gong, a culture and arts festival, which people from all backgrounds can enjoy.
The beaches are taken full advantage of and hold competitions and activities, such as Tri the Gong, the Ocean Splash ‘n’ Dash, Wave Warriors and the Australia Day Aquathon.
Gran Fondo, a multi-sport festival of cycling, fun run and ocean swim is planned to become a major fitness event for Wollongong. The cycling component will be launched in December. International teams will be coming, including Orica GreenEdge professional cycling team who participated in the Tour de France.
In order to host these events and encourage tourism, there has been developments and improvements in infrastructure.
The Blue Mile Action Plan includes upgrades to Lang Park, Stuart Park, Flag Staff Hill, North Beach, the Continental Baths and the recently
completed North Beach Bathers Pavilion. Mr Harris form Wollongong City Council said 13.9 million dollars was spent on the Pavilion.
“Part of that that includes the extended promenade, the shared pathway as well as the reconstruction of the sea wall and landscaping and
reshaping of the cliff side,” he said.
Mr Harris said the area is now more enticing for tourists. “If you go down to Belmore Basin, North Beach and Stuart Park, there are a lot more places where you can walk around, cycle or enjoy the water,” he said.
Melissa Davis from Destination Wollongong said in the last few years more businesses have located in Wollongong to supports tourists. Accommodations have opened up including Quest Apartments, Chifley and Medina and a variety of activities have come to Wollongong including Sky Dive the Beach, Harley Tours and Hang gliding.
Destination Wollongong uses different avenues to best promote the city to a variety of markets. In September Wollongong featured on a new 13 week series on Channel 10 called the Taste of Travel, which combines the genres of food and lifestyle.
“Its initiatives like that, that we drive and coordinate on behalf of our members for the betterment of the area,” said Ms Tralaggan.
The café culture and the diversity of restaurants is one of Wollongong’s biggest selling points. We Love The Gong: EAT; a recipe book was launched in May.
“Rather than promoting Wollongong as a beach destination, we wanted to showcase what else the city has to offer. We’ve got some really nice restaurants, cafes and wine bars that are opening up,” said Ms Tralaggan.
Ms Tralaggan said the image of Wollongong is shifting. “Baby boomers will see Wollongong as a steel town and we can’t deny our heritage, it’s shaped who we are and has made Wollongong as special as it is.”
“I’m new to the area of four years and don’t even see Wollongong as a steel town. I see it as a vibrant, energetic, beach side, outdoor community with great infrastructure. We’ve got a museum, cinemas, an arts precinct, a town hall, cycleway, 17 beaches and we’re hugged by the escarpment,”she said.
Tourism is the way forward for the city. According IRIS, tourism injects about $1.9 million a day to the city, over $685 million a year. By keeping up with trends and promoting what Wollongong has to offer we can continue to grow as a tourist destination.
Tourists are turning to the internet and social media to decide on their next holiday and they are taking shorter trips, closer to home. These trends are changing the way Wollongong is being promoted.
Wollongong’s marketing organisation is also changing. After entering a five year contract with Wollongong City Council last year, Tourism Wollongong changed to a new name, Destination Wollongong in September this year. The contract has given them secured funding for five years and more responsibilities. The dynamic team of six people are now in charge of marketing, visitor information centres, major events, conferences and City Centre promotion.
Joanne Tralaggan from Destination Wollongong said these changes will help clarify and communicate what they do and make sure it’s delivered in a consistent, holistic approach.
“It’s about promoting Wollongong as an entity that’s great for leisure, businesses, communities and the people that live here,” she said.
Tourists are also changing. Lachlan Harris from Wollongong City Council said people used to have 1-3 major holidays a year and stay for several weeks, now they’re taking shorter trips.
According to IRIS, from March 2011 to March 2012, domestic daytrips are up 5.3 per cent and domestic overnight stays are up 12.7 per cent in Wollongong. Jessica Campbell from Skydive the Beach said the short distance from Sydney contributes to the recent growth in the VFR (visiting family and relatives) market as day and weekend trips are possible from the large Sydney market.
International overnight stays which remain down, possibly due to the strong Australian dollar and the economic uncertainty in Europe.
Ms Tralaggan said they work with restaurants, activities and attractions to bring about deals that are appealing and attractive to tourists, whether it is a domestic traveller, an international visitor or someone wanting to relocate a business.
The internet is often used to promote these offers. They have 10,000 fans on Facebook and 2,000 Twitter followers and seasonal deals are published on their website.
Ms Campbell agrees more people are going online to research travel options. She said Skydive the Beach utilises Facebook, Twitter, Foursquare, You Tube, Pinterest, Tripadvisor, Instagram, Vimeo, Google + and Posterous.
Another change is the increase in event based tourism. People are travelling to go to a festival, concert, expo, show, competition or to watch a sports game.
“Organisations like ours our driven by the user, if people come to events, or they want events we work on how we can deliver it,” said Ms
Tralaggan.
Through the partnership with Wollongong City Centre, live performances have been presented at the mall, Johnny Reffo and Justice Crew
have attracted thousands of people.
Wollongong’s rich multicultural landscape is highlighted with celebrations including the Chinese New Year, “Tutti in Piazza”, an Italian celebration and Viva La Gong, a culture and arts festival, which people from all backgrounds can enjoy.
The beaches are taken full advantage of and hold competitions and activities, such as Tri the Gong, the Ocean Splash ‘n’ Dash, Wave Warriors and the Australia Day Aquathon.
Gran Fondo, a multi-sport festival of cycling, fun run and ocean swim is planned to become a major fitness event for Wollongong. The cycling component will be launched in December. International teams will be coming, including Orica GreenEdge professional cycling team who participated in the Tour de France.
In order to host these events and encourage tourism, there has been developments and improvements in infrastructure.
The Blue Mile Action Plan includes upgrades to Lang Park, Stuart Park, Flag Staff Hill, North Beach, the Continental Baths and the recently
completed North Beach Bathers Pavilion. Mr Harris form Wollongong City Council said 13.9 million dollars was spent on the Pavilion.
“Part of that that includes the extended promenade, the shared pathway as well as the reconstruction of the sea wall and landscaping and
reshaping of the cliff side,” he said.
Mr Harris said the area is now more enticing for tourists. “If you go down to Belmore Basin, North Beach and Stuart Park, there are a lot more places where you can walk around, cycle or enjoy the water,” he said.
Melissa Davis from Destination Wollongong said in the last few years more businesses have located in Wollongong to supports tourists. Accommodations have opened up including Quest Apartments, Chifley and Medina and a variety of activities have come to Wollongong including Sky Dive the Beach, Harley Tours and Hang gliding.
Destination Wollongong uses different avenues to best promote the city to a variety of markets. In September Wollongong featured on a new 13 week series on Channel 10 called the Taste of Travel, which combines the genres of food and lifestyle.
“Its initiatives like that, that we drive and coordinate on behalf of our members for the betterment of the area,” said Ms Tralaggan.
The café culture and the diversity of restaurants is one of Wollongong’s biggest selling points. We Love The Gong: EAT; a recipe book was launched in May.
“Rather than promoting Wollongong as a beach destination, we wanted to showcase what else the city has to offer. We’ve got some really nice restaurants, cafes and wine bars that are opening up,” said Ms Tralaggan.
Ms Tralaggan said the image of Wollongong is shifting. “Baby boomers will see Wollongong as a steel town and we can’t deny our heritage, it’s shaped who we are and has made Wollongong as special as it is.”
“I’m new to the area of four years and don’t even see Wollongong as a steel town. I see it as a vibrant, energetic, beach side, outdoor community with great infrastructure. We’ve got a museum, cinemas, an arts precinct, a town hall, cycleway, 17 beaches and we’re hugged by the escarpment,”she said.
Tourism is the way forward for the city. According IRIS, tourism injects about $1.9 million a day to the city, over $685 million a year. By keeping up with trends and promoting what Wollongong has to offer we can continue to grow as a tourist destination.
