Introduction

The tourism industry of Australia was hit by Covid-19 pandemic in a huge manner and the revenues of various organizations have also reduced. The government of Australia has also provided quick response to the changes that are taking place in the industry. The economy of the country has also been provided many benefits by the tourism industry as it is able to generate growth, investments and jobs in Australia (Australia.com. 2021). The report will be based on the analysis of Sydney Opera House as a major tourist destination and the competitive environment that is being faced by the destination in Australia as well.

An Overview Of The Destination

The Sydney Opera House is multi-venue centre of performing arts at Sydney Harbour that is located in Sydney, New South Wales, Australia. Sydney Opera House is considered to be a distinctive and famous building that was built in the 20^th century. The building was designed by a Danish architect named Jorn Utzon and was completed by an architectural team of Australia that headed by Peter Hall. Sydney Opera House was opened as a destination in the year 1973 and it had gained huge popularity among the tourists. Sydney Opera House comprises of different performance venues that host more than 1500 performances every year (Sydneyoperahouse.com. 2021). The building has combined the modernist and ancient influences and are built on the site that is sacred to local Gadigal people and elegance of the building made it highly recognizable. Sydney Opera House has been able to gain the position of topmost tourist destination in Australia and welcomes more than 8 million tourists each year. The major USPs or unique selling point of Sydney Opera House is that the building is an indisputable masterpiece of human creativity in history of mankind. Sydney Opera House had been included on World Heritage List made by UNESCO under World Heritage Convention (Sydneyoperahouse.com. 2021).

Analysis Of The Three (3) Main Motives For Tourists To Visit This Destination

The three major motives for the tourists to visit the Sydney Opera House include the following,

• The local experience that is gained by the domestic and international tourists from their visit to the Sydney Opera House is considered to be a major motive of tourists to come to this destination. 

• The wide range of various contemporary concerts, Broadway shows, symphony orchestras and gigs that are organized in the Sydney Opera House are also a major part of the motive that leads to the visit of tourists to the destination (Dean, Novianti & Noor, 2020). 

• The Harbour Cruise that can be used by international tourists to reach the Sydney Opera House is able to provide a major experience that is offered by the destination. The experience is also an important motive that can be fulfilled by the tourist destination (Sydneyoperahouse.com. 2021).
  
  

Identification of the main competitor destination of your chosen destination and an analysis of the destinations relative strengths and weaknesses for attracting visitors

Australia has various famous tourist destinations that can attract tourists from different parts of the world. Sydney Opera House has been able to gain the position of topmost tourist destination in Australia. However, the destination faces major levels of competition from the other tourist spots in Australia. Sydney Harbour Bridge is another famous tourist destination in Australia that is also named as “the Coathanger” is an impressive construction and the biggest steel arch-based bridge in the entire world (Jones & Comfort, 2020). The bridge had been completed in the year 1932 that was forty years before Sydney Opera House. Sydney Harbour Bridge rises 134 metres above harbour and the bridge mainly spans around 500 metres and connects North Shore of Sydney to central business-related district. Along with pedestrian path the two railway lines mainly extend over Sydney Bridge and the eight lanes for the road traffic. Direction of each of the lanes are switched in order to accommodate the traffic flow. The destination has been able to attract tourists from Australia and from different other countries as well (Divisekera & Nguyen, 2018).

Strengths And Weaknesses Of The Destination –

Strengths – The major strength of Sydney Opera House includes the well-established teams of the constructors, engineers and architects. Different types of experiences that are provided by Sydney Opera House to the tourists are a major part of the strengths of the destination. Sydney Opera House is considered to be a national landmark and is also a national landmark can has proved a huge strength that has been gained by the destination (Lai, Khoo-Lattimore & Wang, 2018).

Weaknesses – A major weakness of Sydney Opera House is related to the issues that had been faced by the management of the building regarding construction of the building. The cost and time related limitations that were faced by the project were also able to influence the construction of Sydney Opera House (Jones & Comfort, 2020).

Identification of any environmental, ethical, political or cultural/social issues that may impact the success of this destination in attracting these visitors in the long term

Environmental issues – Sustainability is considered to be a major issue that has an impact on the management of Sydney Opera House. Management of Sydney Opera House has aimed at development of sustainable methods for managing land in an effective manner. The architect of Opera House Jorn Utzon has implemented sustainable design-based elements before opening of the building in the year 1973. Environmental Sustainability related plan for the years 2020-2023 has been built on legacy of the sustainable design of the Sydney Opera House (Nepal, 2020). The environmental aspects and issues have been taken into consideration by management of the building for forming sustainability plans that can be implemented on a regular basis. Opera House has aimed at becoming a leader in the social and environmental sustainability related activities. The commitment that has been provided by Sydney Opera House to United Nations Sustainable Development Goals can offer a roadmap for addressing different challenges in the world within the year 2030. The sustainability plans are able to play a major role in addressing the environmental issues that can have a negative influence on the future success of Sydney Opera House (Tan et al., 2017).

Ethical issues – The project of Sydney Opera House has faced major issues related to the excess amounts of money that were required for completion of the project. The ethics of the artists are considered important factors that had played a major role in influencing the project and the ways by which it can reduce its impact on the environment (Valadkhani & O'Mahony, 2018).

Political or cultural issues – Sydney Opera House has been able to gain the position of one of most iconic and innovative buildings of twentieth century and the existence of the building is mainly related to brilliant and flawed realisation of the political and personal ambitions. The building has also become a reference point for the politicians and the citizens of the country as well. The major ambition behind development of the building was related to promotion within of the Sydney Harbour. Political controversies that were faced by the Sydney Opera House has been able to influence the position of the tourist destination and can also have a negative influence on the future success of this destination as well (Unesco.org. 2021).

Conclusions Regarding The Strategic Challenges The Destination Faces To Remain Competitive

The report can be concluded by stating that Sydney Opera House is one of the most visited tourist destinations of Australia. However, the destination has faced major levels of competition from the other tourist spots in the country including Sydney Harbour Bridge that is a major competitor of Sydney Opera House. The analysis has also depicted that external environment-based factors including environmental, ethical and political issues can have an impact on the future success of Sydney Opera House as a tourist destination. Strategic challenges that are faced by Sydney Opera House as a tourist destination are related to changes that can take place in demands of the customers.

Two (2) Recommendations On How This Destination Can Prosper Long Term

The two major recommendations that can be provided to Sydney Opera House so that it can prosper on a long-term basis include the following,

• Sydney Opera House needs to develop promotional activities with the help of its website so that it can reach larger number of tourists within a short period of time. Social media will be able to play a major role in enhancing the communicating with the tourists and increasing the number of visits as well.
• The event promotions and video marketing strategies can be used Sydney Opera House in order to communicate with the tourists and to promote the tourist destination as well. The management or team of Opera House can use local acts and special events in order to develop a relationship with the tourists that can help in improving the importance of the destination.
  
  

References 

Australia.com. (2021). Guide to Sydney - Tourism Australia. Retrieved 15 March 2021, from https://www.australia.com/en-in/places/sydney-and-surrounds/guide-to-sydney.html

Dean, D., Novianti, S., & Noor, A. A. (2020). An assessment of the international and domestic tourists behavior in Australia. International Journal of Applied Business Research, 2(01), 46-57. Retrieved from - https://ijabr.polban.ac.id/ijabr/article/view/80

Divisekera, S., & Nguyen, V. K. (2018). Determinants of innovation in tourism evidence from Australia. Tourism Management, 67, 157-167. https://doi.org/10.1016/j.tourman.2018.01.010

Jones, P., & Comfort, D. (2020). The role of resilience in research and planning in the tourism industry. Athens journal of tourism, 7(1), 1-16. doi:10.30958/ajt.7-1-1

Lai, M. Y., Khoo-Lattimore, C., & Wang, Y. (2018). A perception gap investigation into food and cuisine image attributes for destination branding from the host perspective: The case of Australia. Tourism Management, 69, 579-595. https://doi.org/10.1016/j.tourman.2018.06.033

Nepal, S. K. (2020). Adventure travel and tourism after COVID-19–business as usual or opportunity to reset?. Tourism Geographies, 22(3), 646-650. https://doi.org/10.1080/14616688.2020.1760926

Sydneyoperahouse.com. (2021). Interesting facts about Sydney Opera House. Retrieved 15 March 2021, from https://www.sydneyoperahouse.com/our-story/sydney-opera-house-facts.html

Tan, S. H., Habibullah, M. S., Tan, S. K., & Choon, S. W. (2017). The impact of the dimensions of environmental performance on firm performance in travel and tourism industry. Journal of environmental management, 203, 603-611. https://doi.org/10.1016/j.jenvman.2017.02.029

Unesco.org. (2021). Sydney Opera House. Retrieved 15 March 2021, from https://whc.unesco.org/en/list/166/

Valadkhani, A., & O'Mahony, B. (2018). Identifying structural changes and regime switching in growing and declining inbound tourism markets in Australia. Current Issues in Tourism, 21(3), 277-300. https://doi.org/10.1080/13683500.2015.1072504

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