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New Name for Sydney’s “Must-Do” Tourism Experiences
Tourism operator Sydney Aquarium Group has changed its name to Sydney Attractions Group in a move that reflects the company’s broadening portfolio of leading tourism attractions.
Sydney Attractions Chief Executive Officer James Fulford said the name change had been approved by shareholders at the company’s recent AGM.
“While our company’s first tourism interest was Sydney Aquarium, over the last few years we have continued to add to our brand range to the point where our name was no longer truly representative of our business,” Mr Fulford said.
“We now own five of Sydney’s most outstanding “must-do” tourism attractions including Sydney Aquarium, Sydney Tower + Oztrek, the new Skywalk at Sydney Tower, Shark Dive Xtreme @ Manly Oceanworld, and Sydney Wildlife World, which will open next year.
“Our new name, Sydney Attractions Group, more accurately reflects the breadth of our business and will be easier for our colleagues and clients in the domestic and international tourism sectors to identify with,” Mr Fulford said.
He said a new website www.sydneyattractions.com.au would provide industry with a portal to all the company’s attractions, although each brand would maintain a separate brand identity as well as individual websites.
Mr Fulford said the company’s brands all attracted a large number of international tourists and offered genuine Australian tourism experiences.
Sydney Aquarium draws about 1.3 million visitors a year and is ranked as the number one international tourist attraction in Australia, with 30 per cent of international arrivals through Sydney Airport visiting the aquarium. Meanwhile about 650,000 tourists visit Sydney Tower + Oztrek each year, 62 per cent of them from international markets.
Mr Fulford said the company’s ‘soft adrenalin’ brands – Skywalk at Sydney Tower and Shark Dive Xtreme were more limited in their capacity but were extremely popular amongst the growing number of tourists seeking unique, memorable experiences.
He said work on Sydney Wildlife World – a stunning Australian flora and fauna experience in the middle of the Darling Harbour tourism precinct – was on schedule, with the attraction due to open in late 2006.
Graham Muldoon
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