Hotel developer Dr Jerry Schwartz told NSW Premier Mike Baird that major infrastructure support is needed to convert Hunter Valley tourism.

Schwartz said if the region’s tourism sector was to be transformed from a “cocoon to a butterfly”, a number of infrastructure projects would be required.

Schwartz spoke at the launch yesterday of the Hunter Valley Conference & Events Centre, which has been developed by the Schwartz Family Company at a cost of $6 million, and said the launch centre would have a significant impact on the region’s ability to win major conferences and events.

He called for an upgrading of Cessnock Airport to a commercial airport, and major work to be carried out on the access road to the Wine District from Sydney via Cessnock.

“While some traditional mining and manufacturing industries are in decline, tourism has enormous potential to grow income for local operators and create jobs,” Schwartz said.

“The Hunter Valley has rich history and pedigree, high quality accommodation and restaurants, outstanding wines and a wide range of attractions, but I still believe that the region could be performing better.

“One of the key issues holding the region back is infrastructure. Cessnock Airport needs an urgent upgrade if we are to attract more high-yield groups, international tourists and corporate travellers.

“The airport should be upgraded to make it capable of handling commercial aircraft. This could open up a whole new access point for the Hunter Valley and maximise the potential of the region’s attractions.

“The building of the Hunter Expressway was a positive transport initiative for the region, but with the major market for the Hunter Valley being Sydney, there is also considerable scope for upgrading the route from the M1 to the wine region via Cessnock.”

Schwartz praised Premier Baird and the NSW Government for the announcement of a $123 million increase in tourism expenditure over the next four years, saying that their understanding of the potential of the events and tourism sector was refreshing.

“We look forward to hearing more about the regional tourism strategy as many areas in regional NSW have been suffering through economic downturn, and tourism offers a cost effective, sustainable solution for business and employment growth,” Schwartz said.

He added that councils could also play a more pro-active role in supporting tourism development.

“We have had a number of major plans for expanding this venue, but we have often found that reasonable requests have taken a considerable time to be approved,” he said.

“Providing reasons for visitors to come to regional areas needs to be a priority for Government support.

“For instance, the Schwartz Family Company re-introduced the Hunter Valley Wine Festival after an absence of 30 years and it is a very expensive – but worthwhile – exercise in marketing the region. We will move the event to June this year, but we need the support of State and Local governments to help market it to a wider audience.

“We believe that with adequate support we can make the Hunter Valley as well known for its tourism and events as it is for its wines.”

The 1650 capacity Conference & Events Centre was opened in the grounds of the Crowne Plaza Hunter Valley at Lovedale by the Schwartz Family Company as part of an $120 million investment by the company in Hunter Valley tourism assets.

The Centre is the latest addition in an integrated resort that comprises the Crowne Plaza, Lovedale Brewery, a golf course and extensive recreational and dining facilities.

Hunter Valley Conference & Events Centre