Destination NSW boss steps down after eight years

Destination NSW boss steps down after eight years
By Alexandra Coulton


Destination NSW chief and executive producer of Vivid Sydney Sandra Chipchase has confirmed she is stepping down.

After eight years in the state’s top promotional role, Chipchase said the time now feels right to “pass the baton on”.

“It has been a privilege to lead the State’s Tourism and Major Events organisation,” Chipchase said

“I have achieved all the key goals I set for myself, the organisation and our State’s positioning.”

The Minister for Tourism, Stuart Ayres, said Chipchase has “the most outstanding track record of achievement of any tourism, business events or major events executive in the nation”.

“Under Sandra’s exceptional leadership, innovation and negotiation skills, NSW became number one again. I am very sorry to see her go as our state has benefitted enormously from Sandra’s unique skill set,” Ayres said.

According to Ayres, Chipchase negotiated key airline, travel trade and media partnerships including a three hour live TV broadcast of NBC’s Today Show and devised an Australian tourism first with Sony Music.

“She delivered much needed positive reform in regional tourism, conceived hugely successful marketing campaigns for Sydney and NSW, gained the digital marketing leadership position for NSW, as well as led sector development strategies including the NSW China Strategy, Aboriginal Tourism Development Action Plan and the Regional NSW Conferencing Strategy,” he said.

“Sandra has secured many major sporting events such as the Opening Series of Major League Baseball, College Football, EPL team matches with global brands such as Manchester United, Arsenal and Chelsea, HSBC Sydney Sevens, regional events such as L’Tape Tour De France and created winning strategies and bids for Australian premiere theatrical productions and musicals such as Matilda, Frozen and Hamilton.

“Under her leadership, we have broken every tourism record for visitor numbers, nights and expenditure every year of her tenure.”

Chipchase also turbocharged the Vivid Sydney festival, taking on the role as executive producer to drive its growth and establish the festival as not only the largest in Australia but the largest of its kind in the southern hemisphere.

Ayres said Chipchase will be offering assistance with transitional arrangements in the coming weeks as the government begins the recruitment process.

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