About Us

11 October 2011

The New South Wales (NSW) Government established Destination NSW (DNSW) as a statutory authority in July 2011 to support growth in the state’s tourism and events sectors.

The functions of four organisations: Tourism NSW, Events NSW, the Homebush Motor Racing Authority and the Greater Sydney Partnership were encompassed into the new public service executive agency.

Our Role

DNSW is responsible for devising and implementing strategies to grow the visitor economy, with particular focus on driving tourism and acquiring and developing major sporting and cultural events for Sydney and Regional NSW. In addition, DNSW is the major investor in Business Events Sydney with the aim to secure more international conventions, incentive travel reward programs, corporate events and exhibitions for Sydney and Regional NSW.

Our Vision

To make Sydney and NSW one of the world’s most successful tourism and events destinations.

Our Mission

To double visitor expenditure by 2020 and maximise the benefits of the visitor economy for NSW.

Our Strategic Objectives

  1. Achieve visitor economy 2020 targets
  2. Position DNSW / Sydney & NSW as Australia’s premier tourist and events destination
  3. Develop the strongest and most compelling events calendar in Australia
  4. Increase industry stakeholder and customer engagement
  5. Deliver value in our partnership/co-operative programs
  6. Attract and retain the best staff and build staff capacity and capabilities

Our Strategy

In the four years leading up to 2016/17 the NSW Government will invest $500 million dollars to fund implementation of a new tourism and events strategy.

The NSW Government has established the Visitor Economy Taskforce to develop the strategy, which will double tourism expenditure to NSW by 2020. The taskforce was chaired by Russell Balding, AO and other members include the Hon. Bruce Baird; John King, Chairman of the Australian Tourism Export Council; and Sandra Chipchase, CEO of Destination NSW.

The Visitor Economy Taskforce’s recommendations, in their final report, were released to the public in August 2012.

The report recommends actions to be taken by the NSW Government in partnership with industry to achieve the Government’s target of doubling overnight visitor expenditure to NSW by 2020.

More Information

Destination NSW Act 2011.