THE BRIEF

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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​

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

 

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THE OUTCOME

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The strategy presented recommendations focused on four areas:​

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• Product Development

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• Packaging and Ticketing

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• Awareness

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• 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.