About us

NSW Visitor Economy Strategy 2035

The NSW Government has launched a bold new roadmap to turbocharge the state’s visitor economy, with a clear target to generate $91 billion in annual visitor expenditure by 2035.

The NSW Visitor Economy Strategy 2035 aims to boost the state’s global competitiveness, attract more high-value travellers and grow tourism jobs, while unlocking the full potential of Sydney, Western Sydney and regional destinations.

Following a comprehensive review and consultation with more than 500 NSW stakeholders, the new strategy builds on the previous 2030 plan and will guide collaboration between government and industry over the next decade.

Our organisation

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.

Board

Destination NSW is governed by an independent chairman and a Board of Management. The Minister directs Destination NSW in accordance with the Destination NSW Act 2011 and the NSW Government is represented on the Board by the cluster Secretary.

Strategies & plans

Destination NSW’s strategy and planning is directed to promote the sustainable growth and development of the visitor economy in NSW.

Annual reports

Destination NSW was established as a statutory authority in July 2011 and brought together four organisations: Events NSW, Tourism NSW, the Homebush Motor Racing Authority and the Greater Sydney Partnership. The organisation is required to report to Parliament, the NSW Government and general community on its activities.

Destination Networks

The NSW Government established the Destination Networks in 2016, following a review of regional tourism, to improve regional stakeholder engagement and better support the visitor economy of regional NSW.

Greater Sydney Local Government Engagement Program

Destination NSW established an engagement program in 2022 to foster collaboration among Greater Sydney councils and enable alignment of activities to collectively grow the NSW visitor economy.

The Sunrise State

Destination NSW commissioned an artwork as a symbol of its enduring partnership with NATOC and an acknowledgement of the contribution Aboriginal culture makes to the growth and sustainability of the NSW visitor economy.

Careers

Destination NSW is the lead agency, champion and voice for the visitor economy within the NSW Government.

Our policies

The Public Interest Disclosures Act 2022 (PID Act) came into effect on 1 October 2023 and affects every public sector worker in NSW including non-government organisations that provide services for a government agency.

Effective governance relies on those who work in the NSW public sector (public officials) speaking up when they witness, or otherwise become aware of, wrongdoing in the public sector. Read more about the PID Policy below.

Access to Information

Our sites

Our websites cover up-to-date information on the events and experiences in and around Sydney and regional NSW, suggestions on visitor itineraries, plenty of recommendations for activities, attractions and experiences industry news and resources.

Contact

Contact us for more information about marketing, partnerships, working with Destination NSW or industry advice.