Our Structure

11 October 2011

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 visitor expenditure by 2020 and maximise the benefits of the visitor economy for NSW.

Our Strategic Objectives

  1. Achieve visitor economy 2020 targets
  2. Position Destination NSW / Sydney & NSW as Australia’s premier tourist and events destination
  3. Develop the strongest and most compelling events calendar in Australia
  4. Increase industry stakeholder and customer engagement
  5. Deliver value in our partnership/co-operative programs
  6. Attract and retain the best staff and build staff capacity and capabilities

Destination NSW’s divisional responsibilities include the functions formerly carried out by Tourism NSW, Events NSW and the Homebush Motor Racing Authority.

The organisation works in conjunction with existing bodies such as Business Events Sydney and Regional Tourism Organisations and will implement the approved strategies developed by the
Visitor Economy Taskforce.

Board of Management

The Destination NSW Board is accountable for the operations of the organisation and the strategies, plans and actions which are implemented to achieve its goals.

The Board has an independent Chair and includes the Chief Executive Officer of Destination NSW; and industry representatives with relevant skills and experience in tourism and events.

The responsible Minister can appoint the Board of Management and remove members.

The CEO manages and controls the agency’s affairs as directed in accordance with the Board’s approval, policies and directives.

Destination NSW Act 2011