The Destination NSW Focus On NSW: UK & Europe, North America and New Zealand event will take place on Monday 16 March 2026 at the InterContinental Sydney Coogee Beach.
Focus On NSW is a structured trade event and familiarisation program that will bring travel buyers (wholesalers, retail agents and online travel agencies) from the United Kingdom, Europe (France & Germany), North America and New Zealand to NSW.
The event will showcase Sydney and NSW products and destinations through an appointment-based B2B workshop, a networking function and a familiarisation program in Sydney and regional NSW.
Tourism suppliers from NSW are invited to apply to attend the Focus On NSW: UK & Europe, North America and New Zealand event in Sydney to meet and connect with travel buyers from these source markets.
Market overview
The United Kingdom, Europe (France & Germany), North America and New Zealand represent strong and high-value markets for NSW.
These markets are key contributors to international tourism for the state.
Click on the links below for market profiles:
Event objectives
Focus On NSW: UK & Europe, North America and New Zealand aims to grow overnight visitor expenditure for NSW by:
- Increasing destination and product awareness among UK, European, North American and New Zealand travel buyers
- Growing business and contracting opportunities for NSW tourism suppliers with these buyers, who play a crucial role in product development in these markets
- Strengthening and establishing travel industry relationships with buyers from the UK, Europe (France & Germany), North America and New Zealand
- Showcasing NSW visitor experiences, cities, regions and events to key travel buyers
New Market Product Pathway
The Focus On NSW: UK & Europe, North America and New Zealand New Market Product Pathway offers NSW sellers access to the event at a reduced registration cost.
This initiative supports businesses that are newly export-ready or new to the UK & Europe (France & Germany), North America and New Zealand markets, enabling first-time participation in a trade event targeted at these markets.
The aim is to support NSW businesses to attend Focus On NSW: UK & Europe, North America and New Zealand, ensuring a strong foundation in international distribution from which they can continue to build.
For more information, click here.
Aboriginal Trade Event Support
Destination NSW is supporting NSW businesses that provide Aboriginal tours or experiences to attend the Focus On NSW trade event.
For more information, click here.
Applications
Visit the event website for full event details and to submit your application.
Applications close 22 December 2025.
Contact the team at distribution@dnsw.com.au if you have any questions.