Overview

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

The Giving Farm, Central Coast

The Destination NSW Annual Report provides a comprehensive account of the agency’s activities, performance and how public resources have been spent to benefit the people of NSW.

This section of the report provides insight into the agency itself, including an overview of Destination NSW and its role; reflections from the Chairman and CEO on the year’s outcomes and future priorities; the governance and responsibilities of the Board; and a summary of key achievements across the NSW visitor economy.

About Destination NSW

Destination NSW is the lead agency for the visitor economy in the NSW Government – its champion and voice.

Established under the Destination NSW Act 2011, Destination NSW was created through the merger into a single entity of four government-funded entities: Tourism NSW, Events NSW, the Homebush Motor Racing Authority and the Greater Sydney Partnership.

Its principal purpose is to achieve economic and social benefits for the people of NSW through the development of tourism and securing major events.

Destination NSW shapes the sector through strategic research, policy leadership, stakeholder engagement, commercial partnerships and targeted investment in experiences, business support, marketing and events.

As a public service executive agency, Destination NSW is governed by a Board of Management and is subject to the control and direction of the Minister for Jobs and Tourism.

Principally funded by the NSW Government, Destination NSW falls within the Department of Creative Industries, Tourism, Hospitality and Sport (DCITHS).

Our vision

For NSW to be the premier visitor economy in the Asia Pacific by 2030.

Our mission

To deliver economic and social benefits to the people of NSW by growing the visitor economy.

Our values

The values below represent our culture, guide our behaviours and influence our decision-making and relationships, both internally and with our stakeholders.

Excellence

We strive to reach standards of excellence in our performance, service and leadership.

Ownership

We take individual responsibility for our behaviour, decisions and outcomes and encourage colleagues to do so.

Agility

We endeavour to innovate, plan and execute responsively in a dynamic environment.

Collaboration

We embrace teamwork with each other, as well as with our stakeholders, to deliver our shared goals.

Passion

We bring energy, creativity and enthusiasm to everything we do.

Respect

We demonstrate respect and integrity in all our relationships, interactions and activities.

The NSW visitor economy ecosystem

The visitor economy in NSW extends far beyond traditional tourism. It comprises a vibrant ecosystem that includes accommodation, dining, retail, major sport, arts, culture, leisure and business events, and transport – thriving on the direct and indirect contributions of people travelling for leisure, visiting family and friends, business, study and more.

The visitor economy is a significant lever for economic development, including job creation. The visitor economy’s unique contribution is that its impact is felt across both NSW’s metropolitan and regional areas.

The success of NSW’s visitor economy is a shared endeavour, shaped by visitors, businesses, governments and residents alike.

Achieving growth, economic resilience and vibrant communities depends on everyone’s participation and collaboration.

Our leadership team

CEO: Karen Jones

The CEO oversees the day-to-day operations of Destination NSW in line with the strategic direction set by the Board, ensuring strong governance, accountability and performance across all programs and initiatives, including delivery of the NSW Visitor Economy Strategy.

General Manager, Consumer Marketing: Kathryn Illy (to June 2025); Stephen Mahoney (acting June 2025 onwards)

The General Manager, Consumer Marketing leads the team that
delivers programs to promote Sydney and regional NSW with the aim of increasing awareness and appeal of NSW destinations, as well as increasing visitation and visitor spend from priority audiences.

General Manager, Policy, Product and Engagement: Stephen Mahoney

The General Manager, Policy, Product and Engagement leads the division that has a focus on driving stakeholder engagement, industry capability development, increasing collaboration between visitor economy businesses and government, and supporting the NSW Government’s vision of making NSW the premier visitor economy of the Asia-Pacific.

General Manager, Events: Julie Turpie

The General Manager, Events leads the division responsible for developing and delivering a calendar of sporting, arts and cultural events to position Sydney and NSW as the events capital of the Asia-Pacific. The division delivers two owned events: Vivid Sydney and Australia Day.

Chief Financial Officer and General Manager, Corporate Services: Ian Maltman

The Chief Financial Officer and General Manager, Corporate Services leads specialist support services including finance, legal, procurement, risk, governance, strategy, research and insights, information technology, general administration and facilities management.

Our resources

177.8 full-time equivalent (FTE) staff (187 employees) at 30 June 2025
$294.9 million recurrent government grant from the NSW Government (DCITHS) to drive visitor demand, support world-class experiences and strengthen the state’s position as Australia’s home of major events.

Who we work with

Chairman and CEO’s foreword

Our Board

Awards and achievements