Foreword from the Chairman

The 2024–25 financial year was a significant milestone for Destination NSW as we drove momentum across the visitor economy and laid strong foundations for long-term growth.

NSW recorded its highest-ever total visitor expenditure of $55.9 billion, reaffirming our position as Australia’s leading destination for both domestic and international travel.

A highlight was working on the NSW Visitor Economy Strategy Review. This bold roadmap will take an experience-led approach that embraces our icons, our environment, our communities and our unique culture.

Backed by investment in aviation and a nation-leading major events calendar, it sets a clear ambition: to grow the visitor economy to $91 billion in annual visitor expenditure by 2035.

We also achieved global recognition with Sydney’s inclusion as the seventh Abbott World Marathon Major. This event, run in the footsteps of the 2000 Olympic marathon across the Harbour Bridge and finishing at the Sydney Opera House, places our city alongside Tokyo, Boston, London, Berlin, Chicago and New York City, showcasing NSW on the world stage.

This year saw renewal on the Destination NSW Board. We welcomed Andrew McEvoy, Jodi McKay and Kirsten Andrews, and appointed Karen Jones as CEO, who will guide the organisation’s next phase of growth.

I also acknowledge the significant contributions of the Hon. George Souris AM, Rod McGeoch AO and Russell Balding AO, who all provided invaluable leadership and expertise.

I extend my thanks to the Hon. Steve Kamper MP, Minister for Jobs and Tourism, for his vision and guidance; and to Elizabeth Mildwater, Secretary of the Department of Creative Industries, Tourism, Hospitality and Sport, for her valued support.

Destination NSW remains committed to building a world-class visitor economy that benefits communities across the state, creates jobs and grows the economy, and showcases the very best of Sydney and NSW to the world.

Sally Loane AM
Chairman, Destination NSW

Foreword from the CEO

It has been both exciting and rewarding to join Destination NSW and experience unforgettable personal firsts including Australia Day in Sydney and Vivid Sydney 2025.

Leading an organisation so passionate about growing the visitor economy and sharing the people, stories and places that make NSW unique is a privilege.

The visitor economy continues to face challenges, from rising costs and workforce shortages to cost-of-living pressures. Yet NSW retains its position as the nation’s leader in visitation, thanks to the strength of our operators and the growing appeal of Sydney, where culture, cuisine, neighbourhoods and natural beauty
extend well beyond the icons.

This year, we launched the next evolution of the ‘Feel New’ brand platform: Feel New in Sydney. The campaign positions Greater Sydney as a city of depth and discovery, where global icons are complemented by Aboriginal culture, world-class dining and the distinctive character of its diverse precincts.

In Western Sydney, we created the $8 million Western Sydney International Take-Off Fund to fast-track route development ahead of the airport’s opening in 2026. Alongside a new international gateway in Newcastle, these investments position NSW to welcome more visitors and highlight the coastal, country and cultural experiences that set us apart.

Attracting visitors is important, but creating compelling reasons for them to return is just as vital. With the launch of the NSW Visitor Economy Strategy 2035, our focus in the year ahead is on turning vision into outcomes.

By working closely with industry and government partners, Destination NSW will deliver results that grow visitation, support jobs and drive prosperity across the state.

I extend my sincere thanks to the Hon. Steve Kamper MP, Secretary Elizabeth Mildwater, the Destination NSW Board and our industry partners for their support.

Finally, I want to thank the Destination NSW team. Your creativity and commitment ensures NSW continues to set the national benchmark for a thriving visitor economy – one that delivers unforgettable experiences, strengthens communities and drives economic growth for our state.

Karen Jones
CEO, Destination NSW