MUSEUM OF APPLIED ARTS & SCIENCES

Sydney

TOURISM STRATEGY

THE BRIEF

The Museum of Applied Arts and Sciences (MAAS) was looking to grow its tourism visitation as outlined in the 2022 MAAS Strategic Plan. Tourism had not been a specific focus, yet, despite this, MAAS attracted 31% tourism visitation annually made up from international, interstate and regional NSW visitors. ​
 

There were three specific attractions in the MAAS suite, however for this strategy, Sydney Observatory (attracting 25% international visitors) and Powerhouse Museum were the focus.  ​


Two key outcomes were expected:​
 

  • Audit of MAAS tourism portfolio​

  • Development of tourism strategy for international and domestic (interstate) tourism 

 

THE OUTCOME

The strategy presented recommendations focused on four areas:​

  • Product Development

  • Packaging and Ticketing

 ​

  • Awareness

  • Visitor Experience​

 

Given the level of disruption with the announced move, a Quick Wins report was established for MAAS to easily implement. As of 2019, many of the Quick Wins recommendations were executed to a positive outcome. 

MAAS logo.jpg
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