Destination NSW is the source for NSW visitor economy insights, resources and events to help build businesses. Our vision is for NSW to be the premier visitor economy in the Asia Pacific by 2030.
Find out about funding opportunities,
how to develop, promote and sell your product and more.
Brand and campaign
information
The Destination NSW events team is responsible for developing and delivering a distinctive and compelling events calendar that positions Sydney and NSW as the events capital of the Asia Pacific.
The latest statistical data and research to equip NSW visitor economy businesses
Latest news, events and findings
from Destination NSW and team
Learn about Destination NSW
General enquiries and information requests
Content Library Images, videos and editorial content showcasing destinations and experiences across Sydney and NSW.
Images, videos and editorial content showcasing destinations and experiences across Sydney and NSW.
Destination NSW marketing resources to help with promotions, including our brand guidelines, industry toolkits, campaign logos and images.
Destination NSW drives a coordinated, whole-of-government approach to achieving the targets and vision outlined in the NSW Visitor Economy Strategy 2030.
Port Stephens sand dunes
As the lead agency and champion for the NSW visitor economy, Destination NSW drives a coordinated, whole-of-government approach to achieving the targets and vision outlined in the NSW Visitor Economy Strategy 2030.
Launched in 2021 as a blueprint for growth in tourism and major events, the Strategy is reviewed every three years.
Following the review that commenced in the 2023–24 financial year, a summary of recommendations was released in October 2024, setting a bold new target of a $91 billion visitor economy by 2035.
Destination NSW continues to embrace data-driven decision making to support marketing, industry collaboration, government partnerships and strategic development, ensuring sustainable growth and long-term success for the NSW visitor economy.
NSW Visitor Economy Strategy 2030
The NSW Visitor Economy Strategy 2030 provided clear targets and direction for Destination NSW in the 2024–25 financial year.
As the voice and champion of the visitor economy within the NSW Government, Destination NSW was responsible for leading the Strategy’s delivery in partnership with government and industry.
Twelve years of strategic action
The NSW Government released its first Visitor Economy Industry Action Plan in 2012, setting a target of $36.6 billion in overnight visitor expenditure by 2020.
A new plan, issued in late 2018, raised the ambition to $55 billion by 2030.
Expenditure reached a record $35 billion in 2019 with NSW on track to meet its 2020 target and progressing strongly towards 2030. However, catastrophic bushfires and COVID-19 delivered major setbacks for the visitor economy.
In response, the NSW Visitor Economy Strategy 2030 was revised and relaunched in 2021 to support recovery and position the state for renewed growth.
The Strategy included a commitment to a three-year review, which commenced in April 2024 and concluded in June 2024, with a summary of recommendations released in October 2024.
Vision and targets
The bold vision of the NSW Visitor Economy Strategy 2030 was for NSW to be the premier visitor economy of the Asia-Pacific by 2030.
Specific targets included:
$65 billion in total visitor expenditure for NSW by 2030
$10 billion in domestic day trips by 2030
$55 billion in overnight visitor expenditure by 2030
$25 billion in regional overnight visitor expenditure by 2030.
The Strategy reinforced the NSW Government’s focus on economic growth and job creation, and sought to align resources and initiatives across government to maximise their impact for the visitor economy.
A comprehensive program of marketing and industry development to ensure NSW recovered quickly from the impacts of COVID-19, bushfires, drought and floods, and elevated its status as the premier visitor economy in the Asia-Pacific.
2. Build the brand
Compelling new brands were developed for Sydney and NSW to provide a strong foundation for differentiation, consumer messaging, local pride and competitiveness to turbocharge recovery and accelerate future growth.
3. Showcase our strengths
NSW is a state of breathtaking diversity and bucket list visitor attractions and experiences. The Strategy aimed to focus on existing strengths and develop new opportunities to ensure place making, destination marketing, events
and visitor experiences drive visitation.
4. Investment in world-class events
An accelerated investment in signature sporting and cultural events such as
the ‘10 World Cups in 10 Years’ and Vivid Sydney, as well as business events,
was implemented to help position Sydney and NSW as the events capital of the Asia-Pacific, drive visitation and enhance the social wellbeing of NSW residents.
5. Facilitating growth
Investing in infrastructure, job creation, industry resilience and sustainability, future planning and better ways to do business was identified as being key to ensuring the continued growth and future prosperity of the NSW visitor economy.
NSW Visitor Economy Strategy 2030 review
The review of the NSW Visitor Economy Strategy 2030 commenced in April 2024, led by a Minister-appointed steering committee comprising Chair Andrew McEvoy (tourism expert), Sally Loane AM (Chairman, Destination NSW) and Elizabeth Mildwater (Secretary, DCITHS).
Their task was to build on the strengths of the NSW visitor economy and identify opportunities to deliver even stronger outcomes.
Between April and June 2024, more than 400 stakeholders contributed through 40 roundtables held across NSW’s Destination Networks and Greater Sydney, representing sectors such as accommodation, attractions, aviation, industry associations and First Nations businesses.
More than 130 additional submissions were received via the NSW Government’s Have Your Say portal. A dedicated research project undertaken by strategic business planning consultancy BDA Marketing Planning and Tourism Research Australia further examined the experience drivers influencing visitor decision making.
The research found the top four ‘pull’ experience factors when planning a holiday:
NSW residents: good food and wine (43 per cent), coastal and beach experiences (40 per cent), history and heritage (30 per cent) and great shopping (27 per cent).
Interstate visitors: good food and wine (43 per cent), coastal and beach experiences (40 per cent), history and heritage (31 per cent) and road trips (30 per cent).
International visitors: locations that offer beautiful natural environments (31 per cent), good food and beverages (27 per cent), natural wonders (22 per cent) and culturally significant sites (19 per cent).
These insights, combined with stakeholder feedback, informed the steering committee’s recommendations on overcoming barriers to growth and identifying strategic initiatives to drive the visitor economy to 2035.
A summary of these recommendations was released in October 2024. View the summary here.
NSW visitor economy performance
In the 2024–25 financial year, the NSW visitor economy continued to build strong momentum.
The NSW Visitor Economy Strategy 2035 will be formally adopted in the 2025–26 financial year.
Its delivery will require the cooperation, commitment and support of stakeholders across the visitor economy, including local councils, tourism operators, Destination Networks, event owners, investors and developers.
Building on the foundations of the 2030 plan, the 2035 Strategy sets a clear pathway for growth, supported by all-of-government collaboration and strong industry partnerships.
It focuses on strengthening global competitiveness, attracting high-value travellers, creating jobs and unlocking the full potential of NSW.
.jpg?rect=0,448,1800,752&fp-x=0.5&fp-y=0.6867101625637249&w=1200&h=750&fit=crop&crop=focalpoint&auto=format)
.jpg?fp-x=0.5&fp-y=0.6456534808820433&w=1200&h=750&fit=crop&crop=focalpoint&auto=format)