Tourism in the Blue Mountains

The Blue Mountains Region is recognised as a major tourism destination for intrastate, interstate, and overseas visitors. The mid 1990s saw a stagnation in visitor numbers, and a subsequent decline in overall visitation and visitor nights. The first step in combating this problem was addressed in 2003 with the repositioning of the Blue Mountains' image and the launch of a new brand. The commissioning of a three year Regional Tourism Plan and Implementation Program represented the next step in restoring the Blue Mountains tourism industry and returning the region to its rightful place as one of Australia's foremost tourism regions.

Under the guidance of Tourism New South Wales and the region's tourist authority, Blue Mountains Tourism Limited (BMTL) www.bluemountainstourism.org.au/, Global Tourism and Leisure Pty Ltd was engaged to develop a clearly defined strategic framework for developing, managing, and marketing tourism in the Blue Mountains region between mid 2004 and mid 2007.

The Vision of the Blue Mountains Regional Tourism Plan 2004-2007:

The Blue Mountains region will become Australia's premier nature-based recreation destination and an internationally recognised leader in sustainable tourism practices.

A key initiative of 2005-2006 was the Elevate Your Senses and Discover the Blue Mountains You Don't Know television campaigns to change the perceptions of the Blue Mountains Region, build on brand Blue Mountains and encourage visits from a target market who haven't visitied the region for a long time due to either outmoded or ill-conceived perceptions.

Through implementation of the Blue Mountains Regional Tourism Plan, the National Visitor Survey indicated a modest upward improvement for the Blue Mountains Region against a downward trend for New South Wales for 2005-2006.

This item was posted in August 2006.