Nominations are open for the 2026 NSW Tourism Awards at a time when the state’s visitor economy is firmly back in growth mode.

Presented by NSW Tourism Association, the awards have been recognising and rewarding business excellence, innovation and professionalism in tourism for more than 40 years.

The program recognises the operators, experiences and destinations driving the state’s visitor economy—from our regional communities to our vibrant cities and from small operators to large scale-businesses.

NSW Tourism Association CEO Natalie Godward said: “This is a moment for NSW tourism. Demand is strong, competition is rising and the operators who stand out are the ones investing in quality, innovation and experience.

“The NSW Tourism Awards give businesses a platform to benchmark themselves at a national level, tell their story, and gain recognition that directly translates into growth.”

NSW Tourism Association Chair Stuart Ayres said: “These awards are not just about recognition - they are a rigorous business development program.

“Entering requires operators to step back and critically assess every part of their business, from strategy and performance through to customer experience and market position.

“That level of discipline is exactly what makes the program so valuable. It benchmarks excellence on a national stage and helps businesses identify where they can grow, improve and lead.”

For many entrants, the process is comparable to a full business planning cycle—providing a structured opportunity to reflect on the past 12 months, including both achievements and challenges, while refining objectives, strengthening market positioning and clarifying future direction.

It also encourages businesses to demonstrate how they have responded to change—adapting to challenges, navigating uncertainty and pivoting where needed to remain competitive and resilient.

New in 2026, entrants will also have access to a dedicated mentoring program, offering one-on-one guidance and support from experienced judges and industry professionals to help them strengthen their submission and gain deeper value from the process.

Alongside these insights, entrants gain the opportunity to be recognised by both industry peers and consumers for excellence in tourism, while building credibility and visibility in a competitive market.

Winners benefit from significant exposure and credibility, including media coverage and pathways to national recognition through the Australian Tourism Awards.

Beyond awards night, the program helps operators sharpen their business, tell their story more effectively and stand out in a competitive market.

The 2026 program will again showcase excellence across a wide range of categories, highlighting the depth and diversity of the NSW visitor economy.

Winners will be announced at a gala ceremony on 9 November 2026.

For full entry details, eligibility criteria, and support resources, click here.