Sector Marketing

26 October 2011

Sector markets offer avenues by which Destination NSW can target promotional activity to address the needs and interests of a specific consumer group - or else strengthen and broaden awareness of a unique range of products and experiences.

When working with sector markets Destination NSW frequently partners with special operator associations or stakeholder organisations.

Destination NSW currently focuses on specific growth and high yield sectors including Aboriginal tourism, Cruise, Food and Wine and Youth, as identified in the NSW Government’s Visitor Economy Industry Action Plan. The aim is to deliver a range of programs and projects to support the development and marketing of NSW products and destinations. This will provide visitors with authentic, high-quality experiences that will contribute to increasing visitation and tourism expenditure for the State.

Aboriginal tourism

Destination NSW provides assistance to Aboriginal tourism operators in the development of their businesses from concept to market-ready, as well as their participation in international markets.

We also work with key agencies to develop programs to support Aboriginal tourism which includes the Indigenous Tourism Champions Program. In 2016, NSW has 14 Aboriginal tourism products participating in this program. This national initiative provides access to business development specialists, targeted funding and international and trade marketing for selected quality Indigenous tourism businesses. This program combines Indigenous Business Australia investment in business development and mentoring with Tourism Australia’s tourism marketing initiatives.

Find out more about Aboriginal tourism


In 2014-15, the cruise shipping industry delivered to NSW more than double the economic benefit of that received by any other State. NSW, particularly Sydney, continues to grow as a major international cruise destination. The New South Wales cruise shipping industry recorded growth in 2014-15, with a total of 285 cruise ship visit days compared with 267 in 2013-14, representing an annual increase of 6.7%. Sydney recorded an increase of 17 visits (from 256 to 273), while Newcastle recorded the same (nine) and Eden recorded three visits, one more than 2013-14 figure. The total passenger days from cruise ships visiting New South Wales in 2014-15 was 1,174,520, a 13% increase on the 1,038,115 passenger days recorded in 2013-14.

Expenditure resulting from the cruise shipping industry in NSW for 2014-15 was approximately $1.870 billion. Sydney received around $1.858 billion in cruise related expenditure, the Hunter region (Port of Newcastle) received approximately $10.75 million while The South-Eastern region (Port of Eden) received approximately $1.298 million.

For information on cruise schedule’s for each port visit: Sydney Ports website, Eden Port website and Port of Newcastle website

*Source: Cruise Down Under Economic Impact Assessment of the Cruise Shipping Industry in Australia, 2014-15

Find out more about the cruise sector

Food and Wine

Across the globe, experiencing quality food, drink and local cuisine and produce is ranked amongst the top reasons for choosing a holiday destination. People are becoming more interested in where their food and drink originates, which is opening their eyes to different methods of growing, preparing and consuming these commodities.  New South Wales is well placed to take advantage of this cultural phenomenon, being Australia’s most geographically diverse, multicultural and populous state, as well as welcoming more international visitors than anywhere else in Australia.

New South Wales has fourteen wine regions, over 2,000 kms of coastline bursting with fresh seafood and produce from the most geographically diverse regions in Australia.  Mix this with cultural influences from all over the world – including the oldest continuous culture on Earth – and it is clear to see why we have the raw ingredients to whet the world’s appetite for travel.

In the year ended September 2015, there were 964,000 overnight domestic trips to NSW that included a winery visit.  These trips accounted for over 2.9 m nights and almost $920 million in visitor expenditure – an average of $953 per trip over 3.1 nights. There were a further 224,000 international visitors to NSW who visited at least one winery as part of their trip to Australia in the year ending September 2015, primarily from China, the UK, and South Korea.

Destination NSW works with industry stakeholders such as the NSW Wine Industry Association, the Restaurant and Caterers’ Association and the Royal Agricultural Society to address the development and promotion of NSW food and wine visitor economy assets. The identification of existing resources such as cellar doors, farm gates, restaurants, cafes and bars that showcase NSW produce and culture will be a key initiative that will inform Destination NSW Food and Drink Strategy and assist these industry stakeholders in the development of a collective message for NSW food and drink.  Results from Destination NSW food and wine activity revealed additional domestic and international visitor spend of nearly $20.4 million during 2015.

More information about the food and wine market

Food and wine snapshots - facts & figures

Food and wine industry groups

NSW Wine Industry Association

Winemakers Federation of Australia

Restaurant and Catering NSW


The Youth segment comprises visitors aged 15-29 years, including international students, backpackers, leisure visitors and working holidaymakers who travel year round, including shoulder and low season periods.

This group see travel as transformative and educational. In search of genuine interactions with local communities, they are more likely to travel further across the State to experience regional destinations. Subsequently, international youth travellers are particularly high value visitors, spending more per trip than many other segments.

Apart from the benefits this sector brings to the tourism industry, working holidaymakers supplement skills shortages and fee paying students not only contribute to the education sector but also boost visitation by encouraging ‘reunion’ visits from family members.

The youth segment responds to respectful engagement, inspiration, empowerment and education. Destination NSW engages this audience through a variety of channels and marketing partnerships to present Sydney and NSW as an exciting, accessible, unique, and affordable destination of choice for youth travellers, with work, study and play experiences amongst the best in the world.

More information about the youth market

Youth market factsheet - developing and marketing your product for the youth sector  (PDF 1.6 MB)

Youth market snapshots - fact & figures

Youth industry groups

Backpacker Operators Association NSW

ATEC Backpacker and Youth Tourism Advisory Panel

Related pages

Partner Opportunities Guide - for details about the full range of marketing opportunities for industry.

Market Segments - Facts & Figures

Targeting International Visitors