Tourism Recovery Package

8 February 2020
Planned investments for the ‘Now’s The Time To Love NSW’ campaign have been paused in line with the current Government restrictions around non-essential domestic travel. Destination NSW will continue with campaign development which will be activated at the appropriate time. 


Quick guide to #LoveNSW (PDF 1 MB)

Industry Fact Sheet – Now’s The Time To Love NSW (PDF 2.8 MB)

Industry Toolkit - Now’s The Time to Love NSW NSW (PDF 4 MB)

Get Involved in Now’s The Time To Love NSW

$1 million Regional Event Fund

Now’s The Time To Love NSW hero imagery - (password: lovensw)

Industry Toolkit - #Recovery Weekend (PDF 2 MB)


The NSW Government’s Tourism Recovery package is a multi-faceted program that will encourage visitation to NSW, fund new local events and assist tourism businesses to develop, promote and sell their tourism products.

The first phase of the package is a new community-driven campaign – Now’s The Time To Love NSW – led by Destination NSW which urges travellers to book a getaway that gives back and generates authentic, real-time imagery of NSW’s many holiday destinations.

It’s easy for the public to get involved: first, book a #RecoveryWeekend, take a daytrip or schedule a holiday in NSW. While you’re exploring, take photos showcasing NSW that feature hands in the shape of heart and share them on social media with the hashtag #LoveNSW.

If you’re an operator, showcase your product or experience by sharing photos on social media with the hashtag #LoveNSW – and don’t forget to create or update your Get Connected listing to feature your business on Destination NSW’s consumer websites ( and and social media channels.

Destination NSW will use photos taken by the public across various media channels including social media and consumer websites, digital advertising, partner campaigns domestically and on a TV commercial.

Phase 1

  • Now’s The Time To Love NSW marketing campaign -
  • Partner campaigns with Qantas Airways, Accor, Webjet, TripAdvisor and Tigerair commencing 5 February driving consumers to book a #RecoveryWeekend in NSW (see the deals at
  • $1 million regional events program to support flagship events and a new stream of micro events (more information coming soon)
  • Ongoing social media and marketing activity showcasing the entire state
  • An extensive hosting program for domestic and international media
  • Capability building programs including upskilling for tourism operators

NSW Minister for Tourism Stuart Ayres sought input from the tourism industry, tourism associations and the Destination Networks to develop the plan with Destination NSW. The campaign complements activity by federal and local governments including Tourism Australia’s Holiday Here This Year campaign campaign and localised marketing and events.

Get Connected - List / update your product

Get Connected is a valuable resource for tourism operators, and will be particularly pertinent as the state works to recover following the recent devastating bushfires.

Get Connected is a free-of-charge data warehouse for all NSW tourism-related operators and businesses such as restaurants, bars and cafes, and is the central source of up-to-date information that informs Destination NSW’s consumer websites ( and and marketing activities.

With nearly 16,500 listings already, Get Connected is a trusted resource for businesses to advertise themselves and to guide visitors as they look to explore NSW.

Support for business events

Destination NSW’s Meet In NSW website is a free-to-list directory of venues and event suppliers statewide, supported by a dedicated business development team that connects corporates with operators across NSW.

More information

Media Release: Now’s The Time To Love NSW - Tourism Recovery package to rebuild NSW