Destination Management Plan

Destination management is an ongoing process that engages delivery partners (tourism industry, government and community leaders) in a strong collaborative network to deliver on a clear vision for the future of the visitor economy. 

The visitor economy is traditionally known as the tourism sector and encompasses all businesses and services that a visitor to Newcastle would typically engage with.

Yes, the draft Destination Management Plan 2021 - 2025 is designed to build on the existing plan and set out the context and road map for Newcastle over the next five years. It reviews and refreshes the ideas and actions of the previous 2016 plan to facilitate relevant priority initatives to be delivered collectively by City of Newcastle, industry and the private sector. 

City of Newcastle has been working with community and industry to develop a road map that ensures tourism adds value to the economy, social fabric and ecology of our communities. The process was supported by considerable research, commissioned by City of Newcastle, which was shared with industry and used to inform the development of the DMP.

Representatives of local tourism industry and stakeholder organisations, groups and individuals with an interest in tourism across Newcastle came together to determine perceptions around important issues, challenges and opportunities to sustainably grow tourism over the next five years.

The draft Newcastle Destination Management Plan 2021 - 2025 includes a suite of research and analysis to inform strategic decision making and visitor economy direction. The DMP has nine clear objectives that are articulated through seven key themes, encompassing 45 priority initiatives to be delivered over the next five years, to ensure the growth and sustainability of the sector. 

Projects have been identified through three strategic considerations: 

• Collaboration and regional positioning eg. examining Newcastle's role as a hub for the broader Hunter Region
• Infrastructure and enabling eg. ensuring investment in key arrival infrastructure, such as Newcastle Airport, to improve connectivity and accessibility 
• Product and experience development eg. new bookable experiences that are unique to Newcastle

The visitor economy is a significant contributor to Newcastle's economy and has been heavily impacted by COVID-19. As such, City of Newcastle recognises the importance of community feedback on the draft DMP as the city continues its journey towards recovery. 
 

The exhibition period commenced on 25 November 2020 and has been extended until midnight 1 February 2021.