About Us

11 October 2011

Established under the Destination NSW Act 2011 as the lead Government agency for the NSW tourism and major events sector, Destination NSW’s charter is to achieve economic and social benefits for the people of NSW through the development of tourism and the securing of major events.

The establishment of Destination NSW saw the merger of four Government-funded entities – Tourism NSW, Events NSW, the Homebush Motor Racing Authority and the Greater Sydney Partnership – into a single entity.

Destination NSW is a Public Service Executive Agency governed by a Board of Management and is subject to the control and direction of the Minister for Tourism and Major Events. It is principally funded by the NSW Government and is part of a cluster of agencies under the responsibility of the NSW Treasury Secretary.

Our Role

Destination NSW is responsible for devising and implementing strategies to grow the State’s visitor economy. Our particular focus is on driving tourism and acquiring and developing major sporting and cultural events for Sydney and Regional NSW. In addition, Destination NSW is the major investor in Business Events Sydney with the aim of securing 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 overnight visitor expenditure by 2020 and maximise the benefits of the visitor economy for NSW.

Our Strategic Objectives

  1. Position Sydney and New South Wales as world leading tourism and events destinations
  2. Attract and secure high-value major events
  3. Build a sustainable events calendar for New South Wales
  4. Increase industry stakeholder and customer engagement
  5. Deliver value in partnership/cooperative programs
  6. Develop and sustain a high-performance organisation
  7. Maximise yield and dispersal from the Visitor Economy
  8. Implement the Visitor Economy Industry Action Plan

Our Strategy

The NSW Government established the Visitor Economy Taskforce to develop a new tourism and events 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.

Destination NSW is also assisting with meeting the NSW Government’s target of $20 billion in visitor expenditure in rural and Regional NSW by 2025, rising to $25 billion by 2030.

More Information

Destination NSW Act 2011.