NAIDOC Week is celebrating its 50th anniversary from 6-13 July 2025 and Destination NSW is proud to support this year’s theme: “The Next Generation: Strength, Vision & Legacy.”

Destination NSW works closely with Aboriginal communities across NSW to help share stories, support truth-telling and grow Aboriginal participation in the visitor economy.

NSW has more Aboriginal-owned businesses involved in tourism and exports than any other state or territory - and we're committed to building on that leadership by backing both established and emerging operators to develop, promote and sell their experiences.

NSW is Australia’s top destination for Aboriginal tourism, receiving the highest number of visitors, visitor nights and expenditure.

In 2024, a total of 796,600 overnight visitors to NSW participated in an Aboriginal tourism activity during their trip.

There were 497,100 international visitors who participated in Aboriginal tourism activities in 2024, up 10 per cent year on year. They spent $2.6 billion, up 14 per cent year on year.

The top international source markets for Aboriginal tourism was the United States, followed by Korea, China, United Kingdom New Zealand.

Among Destination NSW initiatives to support Aboriginal tourism growth is the Aboriginal Experience Development Pathway 2025.

Delivered by Destination NSW in partnership with the NSW Aboriginal Tourism Operators Council (NATOC), it aims to build relationships, connect on Country and give aspiring Aboriginal tourism operators with a greater understanding of the visitor economy and access to services to further develop their visitor experiences.

The Pathway is providing Aboriginal tourism businesses with online and one-on-one training sessions, networking opportunities, the opportunity to take part in the Destination NSW media familiarisation program and access to a one-day business development workshop.

Learn more about the Aboriginal Experience Development Pathway 2025 here.

Destination NSW staff celebrated NAIDOC Week during an uplifting gathering featuring guest speaker Paul Sinclair, who is a Director at Mirri Mirri.

Mirri Mirri is an Aboriginal-owned company and award-winning provider of cultural education.

Founded in 2009, Mirri Mirri began its journey creating films for National Indigenous Television. Today it delivers cultural education to organisations and has successfully informed thousands of people about Aboriginal history, culture and people.

Learn more about Mirri Mirri here.

NAIDOC Week grants

The NSW Government is helping communities across the state celebrate their Aboriginal histories and cultures with $548,000 in grant funding.

More than 180 community organisations and groups have received funding to assist with hosting local NAIDOC activities to promote awareness, understanding and celebration.

The NAIDOC Grants Program, empowers community-driven celebrations that provide opportunities for people across NSW to connect to Aboriginal culture and Country. Last year, events supported through the program helped engage over 65,000 participants.

Over the coming months, 2025 grant recipients will be supported to host events that align with the theme of NAIDOC Week 2025: ‘The Next Generation: Strength, Vision & Legacy’.

Initiatives include the creation of a lasting public display of Aboriginal storytelling in Coffs Harbour at Saltwater Freshwater where student works are transformed into permanent street art.

A spokesperson for Saltwater Freshwater said: "Thanks to this funding, 70 talented Aboriginal students from across the four nations we represent will see their visual stories transformed into high-quality pavement stickers that will be permanently displayed outside The Gallery of Saltwater Freshwater.

“It’s a powerful and lasting way to celebrate their voices, creativity, and connection to culture."

Learn more here.

Pictured main: Aboriginal performance at the National Indigenous Art Fair, supported proudly by Destination NSW.