Destination NSW showcased a record number of visitor experiences in Greater Sydney and regional NSW to influential global travel buyers this week at its annual New Product Workshop.
The appointment-based workshop was attended by 30 newly export-ready businesses and provided a valuable forum for promoting and selling NSW visitor experiences.
Twenty-eight domestic and international travel buyers including inbound tour operators, domestic wholesalers and online travel agents participated in the workshop, across sectors including independent travel, escorted group touring, luxury travel, special-interest journeys and cruise shore excursions.
Internationally-ready Aboriginal visitor experiences were a significant presence at the event, reflecting growing demand in the sector and NSW’s diverse, authentic offering. Tourism Research Australia data shows 1.2 million international and domestic overnight visitors to NSW participated in an Aboriginal-related experience in 2025.
Four Aboriginal–owned businesses took part in the workshop—Natcha Cultural Tours, Koori Kinnections, Eden Local Aboriginal Land Council and Byron Bay Surf School—offering experiences ranging from cultural and nature walks in and around Sydney, surfing at iconic Byron Bay, an aerial Heli-on-Country experience and cultural immersion on the Bundian Way near Eden.
They were joined by five businesses working in partnership with Aboriginal communities to deliver authentic Aboriginal-led experiences around NSW: Harbour City Tours, Zanza Tours, Overland Tours, Spirit Safaris, SUP Boarding Shellharbour.
All tourism businesses attending the New Product Workshop were supported by Destination NSW to become export ready with practical steps and tailored, industry-informed insights and advice through NSW First Program workshops, resources and mentoring.
The NSW First Program provides mentoring and guidance to help visitor economy businesses refine their experiences for inbound markets, build commissionable rates and effectively contract and engage with key distributors.
Destination NSW CEO Karen Jones said: “Creating new opportunities for visitor economy businesses to attract international travellers is key to keeping our state’s world-leading experiences front of mind with travel buyers from priority markets.
“The New Product Workshop was an exciting opportunity to connect NSW tourism businesses with buyers actively seeking new products and regional experiences to add to their programs.
“The growth and development of immersive, authentic visitor experiences is a strategic pillar of the NSW Visitor Economy Strategy 2035 and Destination NSW has a laser focus on ensuring operators have the support they need to strengthen the state’s global offering.”
Destination NSW has supported 115 businesses since 2022 to enter the international market through the NSW First Program and annual New Product Workshop.
The 2026 cohort included:
- 12 businesses across Sydney, including four from Western Sydney
- 18 businesses from regional NSW, including six in Byron Bay
- 5 accommodation providers
- 6 visitor attractions
- 19 tour and activity businesses
- 10 businesses that operate in NSW National Parks, including two multi-day walking companies featuring NSW Great Walks
- 8 businesses with sustainability certification or accreditation
- 7 wellness businesses
- 4 Aboriginal–owned and operated businesses, and 5 more businesses working in partnership with Aboriginal communities
- 12 nature-based businesses
- 4 culinary and agritourism businesses
- 17 experiences close to NSW cruise ports
- 15 experiences accessible on NSW road trips or as small group journeys
- 28 experiences accessible from international airports
NSW sellers:
- Archie Rose Distilling Co.
- Blue Mountains Climbing School
- Byron Bay Surf School Pty Ltd
- Byron Yoga Centre
- Connect Adventures
- Crystal Castle & Shambhala Gardens
- Darling House
- Eden Local Aboriginal Land Council
- Encore by Mingara
- Greater Sydney Tours
- Harbour City Tours
- Haven Glebe
- Hotel Marvell
- Koori Kinnections
- Latitude 32 Wines
- Millsheds Distillery
- Mount Pleasant Wines
- Mountains Tales
- Natcha Cultural Tours
- Overland Adventures
- Rise Up Byron Conscious Tours
- Sapphire Coast Guiding Co.
- She Shapes History
- Spirit Safaris
- Stand Up Paddle Boarding Shellharbour
- Sydney Charter Fishing
- Sydney Kayak Experience
- The Oaks Ranch
- Wellness Afloat
- Zanza Tours
