The new Regional Marketing Strategy changes how regional NSW is promoted - moving from short‑term campaigns to a more coordinated, always‑on approach focused on driving bookings, longer stays and increased local spend.
The program targets high‑impact experiences and aligns them to the audiences most likely to travel, ensuring marketing effort is focused where it will deliver the greatest return.
The Strategy will showcase the experiences that influence travel decisions; from coastal and nature-based escapes to food, wine and cultural offerings, and connect them to priority markets at scale.
Regional NSW is central to achieving the NSW Visitor Economy Strategy 2035, with almost half of the state’s projected $91 billion in annual visitor expenditure expected to be generated outside Greater Sydney. This strategy is designed to accelerate that growth by increasing the visibility and competitiveness of regional destinations.
Developed with input from Destination Networks, local councils and industry, the program is based on detailed regional insights gathered statewide. These have identified the priority experiences, target audiences and market opportunities with the strongest potential to drive visitation in each region.
Delivery will begin with an initial phase of broadcast and streaming activity, followed by sustained, region-led promotion across digital, social, search, PR, influencer and Destination NSW-owned channels, ensuring a consistent, year‑round presence.
This approach is supported by broader investment in aviation growth, major events and visitor experiences - strengthening access, demand and product to support long-term growth across regional NSW.