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7/28/2019 Surf Tourism Action Plan
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Catchingthe wave
Tourism NSWs action plan toconsolidate the States position as
Australias premier sur destination.
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FRONT COVER: Cronulla Beach (Hamilton Lund)BACK COVER: South Cronulla Surf Club (Hamilton Lund)
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1tourism nsw action plan catching the wave
3 Executive summary
4 Market overview
5 The surng visitor
13 NSW product prole the States competitive advantage 18 Considerations when raming the action plan
21 Sur 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
Contents
Lifeguard tower at Cronulla Beach (Hamilton Lund) Surfers at Bondi (James Pipino)
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3tourism nsw action plan catching the wave
s y kd 20 a. i 2007, a d dd 10
d k .*s dd y f f d . sfd - d bd, y bdybd d y bdyf, bd.
sf db y k 40 k f f d, d y f . sf y d f dk dy .
i 2008, 1.6 d
d k a .ty bd 30.7 y.**
Capitalising on NSWs competitiveadvantage
F nsw, dd f d f , d , d b d nsw. t s y d 40 f a d d d jy f k y.
nsw d d:
> 77 of the top 100 surf beaches in Australia> The majority of accredited surf schools are in NSW> An increasing prole in the professional surf event
market> Largest resident surng population in Australia> Five of the seven national surng reserves in
Australia> Most accessible surng coastline, suitable for
all skill levels> An established urban beach culture
Tourism NSW Sur Tourism Action Plan
t f t nsw sf t ap d s a f d, f a f k, d f .
t -y (200912) yd t nsw d . i bd d d f f
d, d-d - . i s nsw, e nsw, nsw , f d dy bd, , , d dy .
Target audiences
t f d - f :
> 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
t d f ky d:
Consumer engagement
t d by nsw a , ky b f nsw d
d.Destination support
t d ffyf d f , d , d f ky.
Business support
t f d f y d b b d b k.
Product and distribution developmentt qy d y f f x d f , d k d db .
*Source: Sweeney Sports Report Summer 2007/08*, Buckley 2002
**Source: TRA 2008 NVS and IVS
Executive summary
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g d yq d f f. my d f f d f f f . t dy bx f j bd. a d y, f, , d, f, d, d b.
w dd f d f , d , d b f d nsw.
Market overviewIn Australia
m a d f 200708. i f , f 20 a, d f k, b d fb.
o d b y b d dd by y f d 1629 d by d d 3044 ( f y ). i dd, d kby d kd 14 20 f x y.*
t jy f a f d y d bd b fy 50 nsw, d 28 Qd d 12 v.**
The sport o surng has a truly global ootprint. It is estimated that more than 10
million people in 50 countries, on six continents, regularly sur. It is an activity which
connects people with the ocean and with coastal destinations in some o the worlds
most exotic locations. Surng is not just a sport but also a culture with a singular
ethos based on respect or and connection with the worlds marine environment.
Surng ofers individuals and amilies the appeal o un, tness and health. For young
travellers, learning to sur is an aspiration connecting them with unique marine
environments, local sur culture and ellow travellers. For Australians, surng is quite
simply part o the national identity.
*Source: Sweeney Sports Report Summer 2007/08 Surng Australia Participation by people under 16 is not measured but anecdotal evidence suggests this is also a signicant
part of the market
** Source: Surng Australia Magazine, 2007
4
Hat Head near South West Rocks (Don Fuchs)
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5tourism nsw action plan catching the wave
The surng visitor
Domestic sur visitation
g b f a , b f . i 2008, 1.3 jyd
x dy.i 2008, d dd (f ) b f xd, b f d b.*
NSW market share
nsw y b f d d k f d 40 d f f dd. t bf b y b 2004 d 2.7 nsw 2008.*
0
750
1500
2250
3000
Number
ofvisitors(000)
576 560704
611517
1,409 1,352
1,6641,555
1,321
Y/E Dec 2004 Y/E Dec 2005 Y/E Dec 2006 Y/E Dec 2007 Y/E Dec 2008
New South WalesAustralia
41%41% 42% 39% 39%
0
3,750
7,500
11,250
15,000
Numberofvisitors(000)
2,724 2,7523,279 3,094 2,698
7,057 6,413
7,621 8,3217,741
Y/E Dec 2004 Y/E Dec 2005 Y/E Dec 2006 Y/E Dec 2007 Y/E Dec 2008
New South WalesAustralia
39% 43% 43% 37% 35%
Domestic visitors where surng was an activity (20042008)
Domestic visitor nights where surng was an activity (20042008)
*Source: Tourism Research Australia (TRA), NVS 2008
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Source markets
a ky f nsw d f d f k . i 2008,nsw d 517,000 d ; f , 399,000 f nsw b 77 f d .
i 2008, v bd f d nsw,
Qd bd 13 .
0
37.5
75
112.5
150Numberofovernighttrips(000)
145
28
4 8
132
417
4
51
3
47
1
New South Wales Victoria Queensland Rest of Australia
Home state
South Coast Mid North Coast Northern Rivers
36%
39%
23%
3%
15-24 years25-44 years
45-64 years65 years or over
Domestic overnight visitors to NSW that engaged in surng (2008)
Key segments young men, young women and amilies
v d jy f d b 15-44 y:
> 36 d b 1524> 39 d 2544 > 37 f> 63 .
i f fy ky :
> Y = 39 > F = 34
*Source: TRA NVS 2008
6
Domestic overnight visitors who engaged in surng in NSW regions by home state (2008)
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7tourism nsw action plan catching the wave
i y dy dd by b d d by y . v d , 2004 b f kby y d b 1524, y, by 69 .
39%
16%
34%
11%
Young/midlife singleYoung/midlife couple, no kidsFamilies
Single/couple older persons
males63%
females37%
malesfemales
0
37.5
75
112.5
150
Numberofvisitors(000)2004
20052006
2007
2008Calendar year
15-24 years 25-34 years
53%67%
47%
68%
67%
Liecycle group o domestic overnight tourists to NSW who engaged in surng (2008)
Domestic overnight visitors to NSW who engaged in surng in 2008 by gender
Domestic emale visitors to NSW aged 1534 who engaged in surng
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a f fd y 55 d d $78,000.*
Where do they go?
i 2008, f f nsw n c h, c c, md n c dn r, y d 60 f d .a 36 jyd b f s c.*
sydy, d , d f d y.
F nsw d k , s c (36 )md n c (30 ) d n r (13 ).
i 2008, 68,000 Qd d nsw 69 bd n r jy .
F 37,000 v k nsw y, 76 d b f nsw s c.
$130,000 or more
$26,000 - $77,999$78,000 - $129,999Dont knowRefused$1 - $25,999
050
100150
200South Coast
Mid North Coast
Northern Rivers
Central Coast
Sydney
Hunter
Lord Howe Island
36%
30%20%
7%
5%
1%
3%
Number o domestic overnight trips where visitors engaged in surng, by NSW region (2008)**
Overnight domestic visitors to NSW who engaged in surng, by household income (2008)
*Source: TRA NVS 2008
Note: gures rounded to nearest %
n Indicates North Coast regions
8
2%
32%
24%
22%
11%
8%
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9tourism nsw action plan catching the wave
Seasonality
n y, d f k f . m 73 f dk, y, Db d m q. i a, b f d y, sb q f 12 f , y, .*
0
75
150
225
300
Thousands
March quarter June quarterSept quarter
Dec quarter
46%
16%12%
27%
Number o domestic overnight trips to NSW where visitors engaged in surng, by quarter (2008)
0
75,000
150,000
225,000
300,000
Numberofvisitors
188,393
226,980
268,175 265,594288,490
Y/E Dec 2004 Y/E Dec 2005 Y/E Dec 2006 Y/E Dec 2007 Y/E Dec 2008
Australia
International visitors where surng was an activity (20042008)
0
5,750,000
11,500,000
17,250,000
23,000,000
Numberofvisitors
14,753,414
16,462,472
20,194,212 20,772,178
22,756,084
Y/E Dec 2004 Y/E Dec 2005Y/E Dec 2006 Y/E Dec 2007
Y/E Dec 2008
Australia
International visitor nights where surng was an activity (20042008)
International sur visitation
a y , y b f a d. s2004, b f d y d by 53 288,000 2008. o d, y jd 22 f 54 .
*Source: TRA NVS 2008
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Source markets
i f dy f a d J .
Country/Region Visitors Market share
e 85,561 29%
uK 64,397 22%
a 33,593 12%
usa 32,537 11%n Zd 26,055 9%
J 13,870 5%
cd 13,813 5%
o 18,663 7%
*Source: IVS Dec 2008
The majorityo internationalvisitors whosur come romthe westernhemisphere
New Zealand26,055
Japan13,870
USA32,537
Canada13,813
United Kingdom64,397
Europe85,561
Asia33,593
Other18,663
New ZealandJapanUSACanada
United KingdomEurope
AsiaOther
International visitors to Australia who engaged in surng (2008)
10
Boogie boarders, Newcastle
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11tourism nsw action plan catching the wave
NSW sur visitation
t f k kd d y. h, d f f d dy nsw d. t y f k d f bkk ( f j f ),- d d, y, k dyk.
t k y yf x f d f .i 2008:
> 48 f d 1524> 33 2534 > 59 > 41 .*
r dy y d 60 f bkk ky dk l sf a d jy d d y nsw.**
152448%
253433%
35448% 4554
6%55644%
65+1%
1524253435444554556465+
Male59%
Female41%
MaleFemale
International visitors to Australia who engaged in surng by gender (2008)
International visitors to Australia who engaged in surng by age (2008)
*Source: TRA IVS Dec 2008
**Source: TNT 2005 Backpacker survey
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Surng destinations Sydney and beyond
By f b f nsw x sydy. nsw f y k (37 ) d sydy ff d f k.
F y , f sydy d d-bk b fy. s d
b y y d sydy b xy d by --f . t y d d x f f d x f d d f fdy d f .*
od f sydy, d f By By. t f , y d d n, p mq,cff c d By By.
Seasonality
m d a dd d Db d m q.uk d k, by y x d .**
0
25,000
50,000
75,000
100,000
March Quarter June Quarter September Quarter December Quarter
International visitors to Australia who engaged in surng by quarter (2008)
*Source: TNT 2005 Backpacker survey
** Source: TRA IVS Dec 2008
***Tourism NSW 2007 surf school focus group report, IM Strategy
12
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13tourism nsw action plan catching the wave
NSW product prole the States competitive advantagensw b, by d .
Beach quality and variety
nsw 1,590 k f d 757 b* 194 f ff f a dbd b d. i y nsw y bd f f f y kd d f d xd .
Accessibility
t jy f f d b d d , x dd k f . F ky k f yf fd f, by d b f xy . B f d, k, f, d f .
o f nsw b d:**
> pxy d d d d > c f b y f d ( y/d) 2030
f > c f b ff y d f dfy f b, d d dd.
*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
In terms oproduct, NSW hassome exceptionaladvantages ingrowing the surtourism marketSurng at Port Macquarie (Greater Port Macquarie Tourism)
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Capacity
nsw b , f , dd. t b b d nsw y f b y. c d b k f f y b y dd .
F k bd f , f b f y d b d.s d d y b d f b f d.F x, b d q k y y f f. id y f dy d f k ddd d dy.
National surng reserves
t nsw g d b . t f , d a f . ty b f .
t ddd d f f b d y d f . t d d d.
t d nsw dd x *:
> Cronulla Beaches National Surng Reserve f sydy f d f d f d f a .
> Angourie National Surng Reserve d n c Yb d dy y f bk d by.
> Crescent Head National Surng Reserve 3.5 k f f pmq. i b - f f f wd w ii d b dy d bd d f bd a.
> Lennox National Surng Reserve d n c B d d d-flx p. t bk lx b fd 1950 d y nsw.
> Killalea Surng Reserve d s c d f qy f f d by.> Merewether Beaches National Surng Reserve dd m 2009 d f n
b.
t f f f y s - d a. i y wd h a d fd d , n s r d d.
14
*Source: Land and Property Management Authority, September 2009
Belongil Beach, Byron Bay (Sharyn Cairns) Redhead Beach, Lake Macquarie
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15tourism nsw action plan catching the wave
Surng events
s f f j, d . e a sf F p mq 700 d y f f fd d fy. s d f d d d b b. i dd, j d k xd f d d d f dy b.
s y x d b d d d nsw b .
a b d , by , f b d.
t nsw g y b f d x s.
Ky d:
>Surfest (n Fby/m). t b 25 y 2010. i f mk rd p wd Qfy s (wQs), p J d .
>The Commonwealth Bank Beachley Classic (my ob). t d f .
>Country Energy Australia Surf Festival (p mq a). t a f d bd, bd d d- dd bd.
>The Boost Mobile Surf Sho (d f Bd B m 2010) t d 2007 d 2008 sf pd Qd. i d b j Qd, d f d b f d d f f , d k. s nsw d f 2010.
>The Billabong World Juniors (nb B, sydy Jy). cy d by nswg d w c, d j (ud 21) d.
i dd j , nsw y dy d f 300 s y.
The signicanceo the reserves
in terms o surtourism is thatthey help toposition theState as the pre-eminent surngdestination.South Cronulla Beach (Hamilton Lund)
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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:
>Surfng NSW
>Academy o Surfng 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 theovernight 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
Learn to Surf at Bondi Beach (Pierre Toussaint) Learn to Surf at Bondi Beach (Pierre Toussaint)
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17tourism nsw action plan catching the wave
Economic value o sur schools to NSW
t nsw y b nsw y.h, b k k d d b d . i dd, d xy jb d b d yd by k , d d, f dy fd fd d b k d x.
t f f f nsw k k. cy, d bk f y a.
i d k, jy f f d d f. a k d , y d . m bk b dy . vy f f d f f f bk bk .
Better linksto tourismmarkets couldbenet surschoolsBondi Beach, Sydney
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Considerations when raming the action plan
Sur tourism is a niche market, but part o a bigger picture
t d f f k k. p y d k d, y, k y. sk dd b b b f k fd k . a d b j w oy d f bdd d d x fdy f k d
d, d f faprs ski.
sf d jy. a , y k. t y f d b d d d . h, f k b d x. i b f k b d b . mj dy bd d f f d f. sf d , d f, d d d d d d y d dbd x f . t dy d k By By. sf y f b f d d k f d.
To know it is to own it
nsw f k b k d f . t r a b d f fd n v sy (nvs).
Engaging communities
i d f f . i d y y d q.
18
Norah Head near Toukley
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Digital channels are the most efective means o targeting surng visitors
t y k nsw :
Domestic
> Families> Young men and women aged 1534
International
> Backpackers aged 1834
> Students> Working holidaymakers
g yf f , d ky b ffy f . ty y y d -d d k.
20
Fingal Bay, Port Stephens (Hamilton Lund) Bennetts Beach, Hawks Nest (James Pipino)
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Strategy 1. Consumer engagementAim:t d by nsw a ; ky b f nsw d d.
Target audiences
r f d - f :
>Australian amilies
>Young Australian women aged 1534>Young Australian males aged 1534
>International male and emale backpackers 1834
>International students and working holidaymakers
Time rame: Digital campaign launch, 2009
Actions
Position NSW coastline as Australias surng coast:Create website content ocused on learning
to sur, NSW beach destinations, sur culture, liestyle and surng events. Further promote and
distribute content to target audiences across multiple digital channels.
Promote visitation to visitnsw.com/surf: Update content onvisitnsw.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: Ofer product suppliers opportunities to access
online consumer audiences through social media programs.
Implement targeted social media campaigns: Reach target youth audiences.
22
Fingal Bay, Port Stephens (Hamilton Lund) Hat Head near South West Rocks (Don Fuchs)
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23tourism nsw action plan catching the wave
Tactical marketing opportunities:Partner with airlines, media partners, tourism providers to develop
and promote sur packages to coastal areas.
Publicity: Engage targeted segments through publicity campaigns that include sponsorship o visiting
media, broadcast assistance, consumer promotions and content sponsorship.
Enhance image and content resources:Commission and purchase quality print and broadcast imagery
o NSW sur coast destinations and experiences to underpin marketing activity. Maintain and update
inormation resources.
Integration o marketing messages to build destination appeal: Integrate sur tourism messages
in mainstream communications and ensure ollow-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 or major sporting events.
Bennetts Beach, Hawks Nest (James Pipino)
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Strategy 2. Business supportAim: t f d f y d b b d b k
Time rame: 200912
Actions
Business training: Facilitate involvement o local sur schools and tour companies in business support
programs coordinated by Tourism NSW and other government and industry bodies.Accreditation support: Encourage widespread accreditation o sur schools through the provision o
marketing support to accredited operators via inclusion on the State Tourism Data Warehouse (STDW)
through Tourism NSWs Get Connected program, and promotion on thevisitnsw.com and sydney.com
websites.
Industry alliances:Align sur schools and sur tour operators with industry bodies such as NSW
Tourism Industry Council (NSWTIC) and Australian Tourism Export Council (ATEC).
24
Belongil Beach, Byron Bay (Sharyn Cairns) Hat Head near South West Rocks (Don Fuchs)
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25tourism nsw action plan catching the wave
Strategy 3. Product and distribution developmentAim:t qy d y f f x d f , d k d db .
Time rame: 200913
Actions:
State Tourism Data Warehouse (STDW): Ensure accredited sur school and sur tour operators are
registered on STDW via Tourism NSWs Get Connected program, so that content can be distributed onvisitnsw.com, sydney.com and australia.com and business leads unnelled directly to operators.
Specialist product development guidance: Provide individual sur operators with specialist product
development guidance including market and distribution insights, inormation on marketing
opportunities and reerrals to useul contacts and resources.
Travel packaging: Work with tourism industry operators to develop export-ready product including sur
product customised to cater to backpacker, amily and youth segments. E.g. UK/European sel-drive
backpacker market in association with caravan parks and camping grounds.
Complementary packaging: Encourage regional and local tourism organisations to identiy and
package complementary experiences to surng. E.g. sur-indigenous culture experiences in South
West Rocks and sur-nature experiences in Port Stephens and Ballina.
Events support: Promote and provide links to unding support to surng events organisers or surng
events which have a broad appeal or recreational surers. The aim is to encourage events organisers
to extend the nature o these events beyond pure competition to include more liestyle-orientated
activities. Work with Events NSW.
Access industry distribution channels: Identiy principal tourism distribution channels or sur product
in priority markets and acilitate business to business (BTB) marketing opportunities. These to include:
> Travel agent amiliarisations
> Coordinated presence by sur operators at trade shows and exhibitions
> Regular online product communications
> Funding assistance or international-ready operators to be involved in coordinated missions and
trade visits to market
Fingal Bay, Port Stephens (Hamilton Lund)
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26
Strategy 4. Destination supportAim: t d ffy f d f , d d f k y.
Time rame: 200912
Actions
Research: Provision o key insights, consumer research and sur beach inventory data to assist NSW
destination planning or sur tourism.Marketing planning: Coordination o marketing planning with local government and regional tourism
organisations, tourism and sur industry partners.
Stakeholder communication: Involvement in stakeholder and community engagement between
government at all levels, peak industry bodies, local tourism and surng businesses and regional
communities.
Destination content:Assistance in developing destination content to support marketing and
communications activity.
Partnership opportunities: Identication o business, marketing and partnership opportunities that
support development o sur tourism.
Event support:Advise event organisations on suitability or Government support such as the Regional
Flagship Events Program. Aligned support with Events NSW to leverage marketing opportunities
associated with major sur events.
Increase destination appeal: Promotion o surng destinations through marketing and
communications campaigns.
Publicity: Engage targeted segments through publicity campaigns that include sponsorship o visiting
media, broadcast assistance, consumer promotions and content sponsorship.
Hat Head near South West Rocks (Don Fuchs) Bondi Beach, Sydney (Pierre Toussaint)
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27tourism nsw action plan catching the wave
Enhance image and content resources:Commission and purchase quality print and broadcast imagery
o NSW sur coast destinations and experiences to underpin marketing activity. Maintain and update
inormation resources.
Integration o marketing messages to build destination appeal: Integrate sur tourism messages
in mainstream communications and ensure ollow-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 or major sporting events.
Belongil Beach, Byron Bay (Sharyn Cairns) Mona Vale Beach (Hamilton Lund)
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AppendicesNSW coastal statistics
o 757 b. l f 1590 k; b y 62 f .
F p B c, 40 b (20 d; 13 bb; 7 c ).
NSW open coast
Total length 1590 km
rky 600 k (38%)
sdy 990 k (62%)
Number of beaches:o 757
mj by 120ld h id 15
Total 892
Source: The Beaches of the NSW Coast,
Publisher, Sydney University, 2nd Edition 2007
Author, Prof. Andrew Short
Reerences
t B f nsw c, pb, sydy uy, 2d
ed 2007. a, pf. ad s
r.c. Bky, gf uy, ad t d rd
id 2002t n s w 2007, sf t s sdy. c
c d D t c
t n s w 2007, sf pd & D
iy r. D c
t n s w, 2007 sf s F g r,
im sy
t n s w, 2007 sf s sy
s a, 2009 l n add sf s
t r a 2008. i v sy
t r a 2008. n v sy
sy s r, s a s 2005/6 d
s 2007/08
s a mz, 2007
tnt Bkk sy 2005/06
28
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tourism nsw action plan catching the wave
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