Parramatta
wants to build on the $371.6 million in sales in the city’s hospitality and
tourism sectors by setting up a committee and appointing a tourism officer to entice
more domestic and international visitors up the river to Parramatta.
An
economic development tourism committee of key stakeholders will be charged with
improving the growth of visitor numbers, encouraging them to stay longer in the
city and to spend more.in its restaurants, cafes and retail outlets.
“We
need to invest more resources into developing our tourism product to put us in
a better position to capitalise on the economic benefits tourism brings,”
Parramatta Lord Mayor, John Chedid, said
The current
situation is that council’s investment in tourism growth, to date, had been
“modest,” he said.
The
challenge the committee faces is to transform Parramatta, which is regarded as
a service centre to a destination projecting a “vibe and buzz”.
Observers
of the initiatives to improve, to-date, the city’s razzmatazz – Parramattazz,
to coin a word – and the public domain amenity would be hard-pressed to
criticise council’s efforts to make the city a place to visit.
Stakeholders
to assist in the formation of the committee and its plans include the National
Trust, Parramatta Park Trust, Destination NSW, Sydney Ferries, Parramatta
Chamber of Commerce, the Australian Turf Club and local hotel and restaurant representatives.
The
highest priorities are the development of new and existing tourism product and
experiences, building strategic partnerships, providing quality infrastructure
and amenity and delivering smart, effective communication and marketing, Clr
Chedid said
“It is
critical now that we provide a greater focus on these initiatives so the city
can achieve its full potential and be a place where people want to live, work
and play,” he said.
Council
will consider funding a tourism product development officer and allocating
sufficient resources when finalising its corporate plan and budget for 2014/15.
President
of the Parramatta Chamber of Commerce, Roger Byrne, said the city has been
built on the back of commerce and enterprise and as such the historical
elements take a back seat to the commercial focus of the city.
“A unique
selling proposition and clear and concise tourism marketing and infrastructure
plan needs to be in place if this committee is able to make a difference,” he
said.
An
indication of the foundation on which the city could leverage more domestic and
international visitors is the contribution of $371.6 million in sales which the
hospitality and tourism sectors made to the local economy in 2011/12, according
to the National Institute of Economic and Industry Research.
2015-12-18keyun
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