Skip to main content

About us

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

Our vision

To inspire the world with destinations, experiences and events that compel visitors to stay longer, do more and return again and again.

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.

Learn more

Contact us

Get in touch for more information about marketing, partnerships, working with Destination NSW or industry advice.

Learn more

Our organisation

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

Strategies & plans

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

Careers

Embrace the adventure, inspire a journey and feel part of the NSW story by joining the Destination NSW team.

Annual reports

Destination NSW Annual Reports provide summaries of the agency’s activities, performance and how public resources were applied during reporting periods.

Access to information

How to access information under the Government Information (Public Access) Act 2009.

Our sites

Destination NSW has a range of visitor and industry focused websites and social media communities.

The Sunrise State

Artist Craig Layer created 'The Sunrise State' artwork in 2022 for Destination NSW.

Destination Networks

The NSW Government established seven Destination Networks in 2016 to improve regional stakeholder engagement and better support the visitor economy of regional NSW.

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.

Learn more

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.

Learn more

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.

Learn more

Stay on top of visitor economy newsSubscribe to our newsletters

Quick links

Helpful resources from
Destination NSW

Content Library

Content Library Images, videos and editorial content showcasing destinations and experiences across Sydney and NSW.

Media Centre

Images, videos and editorial content showcasing destinations and experiences across Sydney and NSW.

Resource Hub

Destination NSW marketing resources to help with promotions, including our brand guidelines, industry toolkits, campaign logos and images.