Your business is part of the NSW visitor economy. Building partnerships in the visitor economy and connecting with local, regional, state, and national partners will provide your business with support, resources, and opportunities to succeed.

NSW is the leading visitor economy in Australia with the largest share of visitors, nights, and expenditure. It is measured by visitor expenditure, economic contribution, and job creation in NSW.

The visitor economy includes accommodation, attractions, tours and activities, food and drink providers, retail and dining, leisure and business events, and transport - thriving on the direct and indirect contributions of visitors travelling for leisure, visiting family and friends, business, and study.

Your business is part of the visitor economy as when a visitor comes to NSW, the money they spend on stays, services and experiences impacts local businesses and jobs in all parts of the economy. 

NSW Visitor Economy Strategy 2035

The NSW Visitor Economy Strategy (VES) 2035 is a roadmap to boost the state’s visitor economy. The strategy’s vision is to inspire the world with destinations, experiences and events which compel visitors to stay longer, do more and return again and again.

The VES has goals for visitor expenditure, new accommodation rooms, airline seats, and jobs to be achieved by 2035.

Learn more about the VES here.

Focus on Experiences

One of the strategic pillars in the Visitor Economy Strategy is Focus on Experiences. The objective is to position NSW as a global leader in delivering immersive and authentic experiences across Sydney and regional NSW that attract high-value visitors and drive repeat visitation.

Globally, travel is shifting toward deeper, more meaningful experiences, where visitors seek genuine connections with destinations. Using Sydney and NSW’s icons and strengths, NSW is well-positioned to offer immersive experiences that connect with visitors.

NSW has prioritised a range of key experience categories to leverage the state’s strengths.

These experience categories include:

Nature: Highlighting coastal treasures from beaches through to national parks and regenerative travel opportunities.

Culinary: Featuring world-class dining, immersive farm-to-table opportunities, wine trails, and local produce experiences.

Agritourism: Connecting visitors with rural life through hands-on farm experiences, produce tastings and seasonal events.

Culture: Showcasing Aboriginal experiences, artistic vibrancy, multicultural heritage, and significant historical sites.

Journeys: Celebrating iconic road trips and experience-led travel routes, including cruising.

Wellness: Promoting rejuvenation through natural retreats, spas, and serene environments.

As the architects of the stays and experiences in NSW, your business is in a unique position to provide an elevated visitor experience that taps into these key strengths.

Visitor economy landscape

The visitor economy is an industry built on partnerships. Your business can work with national, state, regional, and local partners that provide resources, marketing, and advice.

Tourism Australia

Tourism Australia is the Australian Government agency responsible for attracting international visitors to Australia, both for leisure and business events. The agency has a head office in Sydney and 16 international offices across the globe.

Tourism Australia’s activities include marketing, public relations and media programs, trade shows, industry programs, and research.

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Sent weekly, Essentials provides updates on Tourism Australia's campaigns, Australian visitor economy news, and events, as well as industry opportunities and new destination and experience news. Click here to subscribe.

Working with Tourism Australia Guide

Discover the resources Tourism Australia has available to help your business thrive here.

Destination NSW

Each state and territory in Australia has its own government tourism agency. Destination NSW is the lead agency, champion, and voice for the visitor economy within the NSW Government, responsible for attracting domestic and international visitors to NSW.

Destination NSW has a head office in Sydney and representatives in 13 international markets.

Destination NSW’s activities include research, policy leadership, stakeholder engagement, commercial partnerships and investment in experiences, business support, marketing, and events.

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Insights is a weekly newsletter featuring the latest updates on Destination NSW news, marketing campaigns, events, development opportunities, research, and general industry news. Subscribe here.

Business support

Explore the tools and resources to help your visitor economy business grow, including the NSW First Program, here.

Destination Networks

Outside Greater Sydney, the Destination Networks support visitor economy growth at the regional level, by coordinating destination management and working closely with local government, tourism organisations, and visitor economy businesses. They are also responsible for implementing their region’s Destination Management Plan.

Connect with your Destination Network:

Local organisations

In Greater Sydney and across the state at a local level, Accredited Visitor Information Centres, local tourism organisations, local council tourism managers and Chambers of Commerce are important partners and can provide a range of research and support to your business. These partners have local knowledge of visitor experiences and the types of visitors coming to your destination.

Other visitor economy businesses are also an important part of the visitor economy landscape. You can learn from each other, refer visitors between your businesses, and even work together on experiences.

Connect with Destination NSW

By connecting with Destination NSW, and making us one of your key partners, you will have access to a wide range of services and opportunities with visitors, the media and key distribution partners.

Destination NSW has a dedicated Visitor Experiences team to assist new and established visitor economy businesses to develop, promote and sell their experiences. Get tips from the team on accessing visitor and sector research, experience design, development and market suitability, sales, marketing, and distribution channels.

To discuss opportunities for working with Destination NSW, contact the Visitor Experiences team at product@dnsw.com.au

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