Camden Council Destination Management Plan (Summary) - Flipbook - Page 22
FT
A
DR
3.4. TARGET MARKETS
The following have been identi昀椀ed as target markets for the Camden LGA. Whilst some are existing markets,
emerging markets have also been identi昀椀ed in terms of their potential to drive visitation and yield.
Market Opportunity
Why are they
coming?
Demographics and
Travel Patterns
Who are they?
Preferences and
Motivations
What do they want
and need?
Visitor Information
Preferences
How do we reach
them?
T4. CAMDEN’S CORE MARKETS
Visiting Friends and
Relatives (VFR)
Driven by fast growing
and culturally diverse
population base.
o 62% domestic visitor nights o Product packaging
o VFR campaign
o 46% international visitor nights o Diverse food and product o Word of mouth
o Visit during school holidays
o昀昀erings and spend
o Host recommendations
and Christmas season
opportunities that
o Majority of overnight stays
showcase the local region
o Solo travellers and couples o Family-friendly o昀昀erings
o Skew older (40% are 55 years
and older)
Holiday
Drawn to Camden’s unique
rural amenity that’s
centrally located within the
Greater Sydney region.
o Southern Highlands
o Western Sydney
o Greater Sydney
o Regional NSW
o Local accommodation
o Night time activations
o Nature-based o昀昀erings
o Premium o昀昀erings
o Events and festivals
o Diverse food and product
o昀昀erings and spend
opportunities that
showcase the local region
o Social media marketing
o Digital marketing
campaigns
o Digital media platforms
o Product packaging
Sporting
Attracted by regionally
signi昀椀cant sporting
events and facilities e.g.
BMX trails, equestrian.
o Niche sports, including
equestrian
o Sporting participants
o Event spectators
o Family groups
o Family-friendly o昀昀erings
o Events and festivals
o Local accommodation
o Product packaging
o Promotion through
event organisers
T5. CAMDEN’S GROWTH AND NICHE MARKETS
Business and Employment o Young professionals
Leveraging the new workforce o Mid-week visitors
from the WSIA, Aerotropolis o Contractors and seasonal
and emerging medical hubs. workers
o Local accommodation
o Conferencing facilities
o Night time activations
o Premium o昀昀erings
o Industry associations
o Direct marketing to target
organisations
Education
o Local, national and
Leveraging the Aerotropolis international students
and local and regional
o Longer stays
tertiary education providers.
o Medium-long term local
accommodation
o Night time activations
o Products and experiences
o Direct marketing to target
organisations
International
Major medium-term
opportunity stemming
from WSIA.
o High overlap with VFR
markets, eg. India and
New Zealand
o Product packaging
o Diverse food and product
o昀昀erings and spend
opportunities that
showcase the local region
o Tourism Australia marketing
o DNSW marketing
o WSIA partnerships
o Touring agencies
Interstate
Major medium-term
opportunity stemming
from WSIA.
o Currently ~15% of
overnight stays
o QLD, VIC, and ACT
o Product packaging
o Unique holiday experiences
o Diverse food and product
o昀昀erings and spend
opportunities that
showcase the local region
o VFR campaign
o Digital marketing campaigns
o Digital media platforms
o DNSW marketing
Medical and Wellness
o Longer length of stay
Leveraging the new
o Higher levels of
workforce and visitors from disposable income
emerging medical hubs.
22
o High-quality local
o DNSW marketing
accommodation
o Direct marketing to target
o Premium food and wellness organisations
o昀昀erings