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Strategies & plans

Destination NSW’s strategy and planning is directed to promote the sustainable growth and development of the visitor economy in 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, 40,000 hotel rooms, 8.5 million new airline seats and an additional 150,000 jobs by 2035.

Destination NSW will lead the delivery of the NSW Visitor Economy Strategy 2035, which will guide collaboration between government and industry over the next decade.

The strategy focuses on five key pillars to accelerate growth:

  • Make it Easy for More People to Visit – growing aviation capacity by 8.5 million seats, unlocking 40,000+ new accommodation rooms and expanding the tourism workforce.
  • Focus on Attracting Visitors – elevating the NSW and Sydney brands through bold storytelling and data-led marketing, showcasing Sydney as a destination beyond well-known postcards.
  • Drive Growth through Events – locking in a nation-leading calendar of major sport, culture and business events to draw visitors year-round.
  • Focus on Experiences – delivering immersive, high-quality and culturally rich visitor offerings across metro and regional NSW that highlight our stunning landscapes and world-leading produce.
  • Leverage Data and Insights – improving access to real-time data and consumer insights to enable agile decision-making across the sector.

The Strategy includes a new staged growth path, with targets of $59 billion by 2026 and $71 billion by 2030.

Download

  • NSW Visitor Economy Strategy 2035

Disability Inclusion Action Plan

Destination NSW has implemented a Disability Inclusion Action Plan that sets out the actions that the organisation is taking, and will take, to support people living with a disability. This includes supporting those people living with a disability who work at Destination NSW as well as those with whom the organisation engages in the broader community.

Destination NSW is required to report to Government and the general community on the status of its Disability Inclusion Action Plan and the actions being undertaken by them. The plan will continue to develop and be refined as actions are completed and new issues emerge.

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  • Destination NSW Disability Inclusion Action Plan