Destination Wollongong’s new general manager Jeremy Wilshire. Photo: Supplied.
Wollongong’s visitor economy is set for a bold shake-up with the appointment of Jeremy Wilshire as Destination Wollongong’s new general manager, who says the city must be “brave, not perfect” to compete with the likes of Byron Bay and the Gold Coast.
With a background in journalism, and PR and marketing for sporting organisations from Royal Randwick to Triathlon Australia, Jeremy brings a wealth of media and marketing experience to drive the region’s tourism strategy and continue the work done by Mark Sleigh.
Jeremy was a long-time consultant to Destination Wollongong before taking on the leadership role.
“I think the timing in terms of the opportunities for Wollongong, its financial stability and the interactions and opportunities in the corporate market, make it a very exciting time for the region,” he said.
Jeremy said key priorities included product development, maximising major events, and leveraging the region’s proximity to Sydney’s six million residents to provide further economic and social benefits to the city.
“Wollongong is not a top of mind destination, the same as Byron Bay or a Gold Coast, but we have facilities, proximity, and natural and built products that lend ourselves to major events,” he said.
He said initiatives like the BlueScope redevelopment, Western Sydney Airport, WIN precinct masterplan, Warrawong parklands plan and Beaton Park could spark a range of opportunity.
“Wollongong needs to ensure it remains aspirational in its thinking and cognizant of the scale of opportunities, especially in regards to BlueScope being the size of Melbourne CBD,” he said.
“Where else is there a large tract of land on the coast in a big city on the east coast? There’s simply not.
“That opens up tremendous possibilities.”
He said product development was also key, but on the flip side it needed to ensure it had capacity with accommodation and facilities to enable that.
“We need to relentlessly pursue at least three key products that will shift the dial on the visitor economy,” he said.
He said examples of potential developments could include a film studio, cruise terminal, and convention centre.
“They would be game changers for Wollongong’s future sustainability both in terms of community enrichment and the visitor economy,” he said.
Jeremy said through the role he aimed to challenge outdated perceptions of Wollongong and position the city as an aspirational destination.
“I’m really passionate about the destination marketing piece, not in terms of throwing a whole lot of money at something, but being really creative in what we do,” he said.
“Our tone of voice is bold, creative and playful, and I think that’s a great road map for us,” he said.
“We don’t have the budget to be boring.”
Jeremy said an advertising campaign at the start of spring would reveal that style.
He also highlighted the importance of collaborative partnerships with Wollongong City Council and the other South Coast regions.
“All in all, it’s a great opportunity with great partners, and a chance for us to really have a crack but to be brave, not perfect,” he said.
“If we’re perfect, we’re not pushing the boundaries enough.”
Jeremy said he was excited to follow on from what Mark Sleigh achieved and help lead a great team.
