- the subdivision of tourism branding into Sydney and NSW doesn't work because NSW is too disparate to have an identifiable tourism brand and in any case hasn't been given the money to promote it
- the constantly fluctuating boundaries of NSW regional tourism bodies, the constant chops and changes in names, structures and branding strategies, has made it impossible to develop coherent sustained local or regional tourism brands and strategies.
- The Sydney centric focus of branding conceals a fundamental conflict between the desire to maintain Sydney as hub and the needs of other areas that are, in fact, in competition with Sydney.
- At least so far as Northern NSW, the broader New England,is concerned, the various strategies and chops and changes have totally destroyed any chance of creating a strong brand to rival Sydney and have fragmented cooperative marketing and product development.
The following map sets out the latest boundaries. Comments follow the map.
- Destination Sydney Surrounds North (including the Blue Mountains, Central Coast and the Hunter)
- Destination North Coast (from the Mid-Coast to Tweed Heads including Lord Howe Island)
- Destination Country and Outback NSW with everything inland from Riverina Murray as defined to the border including all of inland New England.