A Boost for the Manly Visitor Economy is on the way

A new Manly Tourism and Events Co-operative, ‘Experience Manly’ has launched to help Manly’s struggling visitor economy rebound post Covid-19.

Member for Manly, James Griffin said the ‘Experience Manly’ co-operative, formed out of the Manly Tourism and Economic Recovery Taskforce, was a practical initiative that would have lasting benefits for the Manly visitor economy and local businesses. The launch coincides with the ‘Feel New’ NSW Government tourism campaign.

Mr Griffin said, “Despite perceptions, the Manly tourist economy has consistently underperformed compared to both the National and Sydney averages. For over a decade, tourists on average have spent less in Manly than elsewhere in Sydney. That is not a sustainable approach.” 

“81% of visitors only contribute 18% of all tourist spending. Some would see this as a problem, but it is in fact a significant opportunity. Manly offers a diverse and compelling destination and experiences like nowhere else. We don’t need more visitors, we need more yield from those who do visit. It’s time to redouble our efforts.” Mr Griffin said.

“With the launch of the NSW Government’s ‘Feel New’ campaign, it is an ideal time for us to promote tourism in Manly and launch ‘Experience Manly. The Tourism and Economic Recovery Taskforce identified key gaps in supporting our visitor economy, and the absence of a not-for profit body to help secure funding to support local events and operators is a clear need,” Mr Griffin said.

Experience Manly will be led in a voluntary capacity by renowned local Hospitality operator, Matt Clifton.

Experience Manly is a locally founded independent Not-For-Profit public platform dedicated to strengthening Manly’s brand, its economic vitality, and social prosperity.  It is an opportunity to leverage local, state and federal support through partnerships. It will be innovative, strengthen communication to potential visitors, and be a conduit direct to our community.  Manly has so much to offer, and we will use this platform to champion and promote Manly as the world class destination that it is”, said Mr Clifton.

The NSW Government has unveiled its new tourism campaign to entice visitors to the State and re-energise them to feel new.

Developed by Destination NSW in consultation with the state’s visitor economy stakeholders, the ‘Feel New’ campaign showcases the abundant natural wonders and vibrant cultural experiences on offer across Sydney and NSW.

Premier, Dominic Perrottet said the new tourism campaign would accelerate the recovery of the NSW visitor economy following years of hardship through drought, bushfires, floods and the COVID-19 pandemic.

“The ‘Feel New’ campaign is a key pillar of the NSW Government’s Visitor Economy Strategy 2030, which aims to make NSW the premier visitor economy of the Asia Pacific,” Mr Perrottet said.

Experience Manly will support the Manly Business Chamber, Northern Beaches Council Destination Management Plan and local operators in securing government funding to deliver events and activations for Manly. It is an idea borne out of the Taskforce and a practical way to continue its good work.” Mr Griffin said.  

To view the Destination NSW ‘Feel New’ campaign click here and for more information and travel inspiration go to visitnsw.com to make you #feelNSW.

Statistics regarding Manly and Northern Beaches Visitor Economy:

  • For more than a decade, the growth of tourism spending in Manly significantly lagged behind the rest of Greater Sydney (3.24% pa vs 9.12% pa).
  • Weekend patronage on the Freshwater Class Ferry to Manly on the weekend was down 12 percent between 2017 and 2019.
  • Domestic tourists spent on average $74 in Manly versus $107 elsewhere in Sydney.

Source: Northern Beaches Council Destination Management Plan and TfNSW