Dubbo and its region are together beating a trend of declining performance against an overnight visitor expenditure target.
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New research has shown regional NSW's share of the state's visitor nights has fallen and could potentially slip back further without intervention, according to Tourism Accommodation Australia (TAA).
A representative body for operators, it called for significant investment in regional tourism and infrastructure by the government.
But as TAA released its findings this week, Inland NSW Tourism, which covers Dubbo, reported it was "one of the only regions" in Australia on track to meet a performance target set for the industry.
TAA's report showed that regional NSW's share of the state's visitor nights had fallen to 45 per cent in 2012-2013 from a traditional base of about 50 per cent.
It predicted potential decline to 40.2 per cent by 2022-2023 and said the poor performance of NSW regional operators would make the government's 2020 objective of doubling the state's overnight visitor expenditure challenging unless the issue was addressed.
Inland NSW Tourism chief Graham Perry said their figures showed aggregate overnight visitor expenditure for the region had grown by 21 per cent to $5.5 billion in the three years of the regional tourism organisation's operation.
Mr Perry said he supported TAA's push for new infrastructure and its position that if nothing were done there would be decline.
But he said he also applauded the NSW government for putting in funds and that Inland NSW Tourism was taking the lead in meeting consumer needs.
"Our figures show we're one of the only regions in Australia on track to achieve the 2020 target," he said.
About 870,000 people visited Dubbo in the 12 months to June providing a direct spend in the city of more than $225 million, according to figures supplied by Dubbo City Council.
Domestic overnight expenditure at Dubbo had been growing nearly 6 per cent per year over a five-year period and international expenditure had been growing by 18 per cent over the same period, council city development and communications manager Natasha Comber said.
"A challenge for Dubbo and the region's accommodation sector is the need for reinvestment to ensure we are meeting visitor expectations - that's expectations of standard, location, service and price," she said.
"In the city recently there have been a number of operators undertaking development and expansions which is fantastic to see.
"It's also been great to see new product such as the cabins at Taronga Western Plains Zoo providing unique experience to travellers, and attracting new visitors to the region in the process."