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 Youth, Food and Wine, Cruise and Aboriginal tourism 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.


Youthful visitors aged 15-29 stay longer and travel further than other consumer segments. They include backpackers, young qualified professionals working abroad and students.

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

To engage this tech-savvy market Destination NSW predominantly focuses on the development and delivery of digital content, which presents Sydney and NSW as an exciting, accessible and affordable destination for the youth traveller.

The content is delivered through digital channels and supported by online advertising as well as targeted PR and promotions. The youth program runs year-round in both domestic and international marketplaces.

More information about the youth market

Destination NSW’s youth campaign

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

Youth market snapshots - fact & figures

Youth industry groups

Backpacker Operators Association NSW

ATEC Backpacker and Youth Tourism Advisory Panel

Food and Wine

NSW attracts the largest share (28%) of Australian domestic overnight visitors who visited wineries on their trip. There were 336,000 international visitors to NSW who visited wineries as part of their trip to Australia in year ending December 2012, primarily from the UK, China and USA markets.

Destination NSW will work 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 Wine Strategy and assist these industry stakeholders in the development of a collective message for NSW food and wine.

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


In 2011-12, 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. There was a significant increase in cruise ship visits and passenger and crew days in port in 2011-12¹, up 28.7% on 2010-11.

Expenditure resulting from the cruise shipping industry in NSW for 2011-12 was approximately $1.28 billion. Sydney received around $1.25 billion in cruise related expenditure, the Port of Newcastle $29.1 million and the Port of Eden $0.3 million.

Destination NSW will work with the cruise lines, ground handlers and industry to continue to capture the most significant share of the economic benefits delivered by the growing cruise sector, and promote NSW cruise destinations at events such as Cruise Shipping Miami Convention in the United States and Seatrade Asia.

For information on the Sydney cruise schedule until 2020 visit the Sydney Ports website.

¹Source: Cruise Down Under Economic Impact Assessment of the Cruise Shipping Industry in Australia, 2011-12

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 2013, 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

Related pages

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

Market Segments - Facts & Figures

Targetting International Visitors