Destination NSW held its 2025 NSW Visitor Economy Forum at ICC Sydney on 18 October, with the theme 'NSW Visitor Economy Strategy 2035 – Vision to Action'.
The event provided an opportunity for the Destination NSW leadership team and industry experts to share insights on the five pillars supporting the Strategy.
Destination NSW CEO Karen Jones discussed the first pillar – ‘Make it easy for more people to visit’– during an interview with Visitor Economy Forum 2025 MC Rae Johnston.
Ms Jones said: “To reach the $91 billion target, NSW must expand aviation capacity by 8.5 million seats, deliver 40,000 new accommodation rooms, and grow the visitor economy workforce statewide.
“Accommodation is one of the most critical enablers of visitation.
“We’re seeing strong demand in Sydney, with hotel occupancy exceeding 90 per cent during event peaks. There are other pinch points around the state, particularly Western Sydney, Byron Bay, South Coast.”
To respond to this accommodation sector challenge, the NSW Government has established the Investment Delivery Authority (IDA) - a game-changing initiative that brings planning, investment attraction, and delivery support under one roof. The first IDA expression of interest round has already attracted multiple hotel applications.
Destination NSW is also working with various stakeholders across state and local government to identify priority zones and streamline approvals.
Additionally, Destination NSW is supplying market intelligence to investors to help them understand trends and opportunities.
“It’s about enabling the right investment, in the right place, at the right time,” Ms Jones said.
Aviation is a vital driver of visitation, regional connectivity and economic growth. Destination NSW is partnering with airlines and airports to grow capacity, by co-investing in route development where it sees strategic value – both for inbound tourism and regional dispersal.
“That includes grant programs such as the NSW Take-Off Fund and the Western Sydney International Take-Off Fund, which will help secure new routes and build momentum,” Ms Jones said.
The NSW Take Off Fund builds on previous NSW Government programs that have already secured major new routes and created more than 25,000 jobs across the state, including 15,000 direct jobs.
Applications opened this week for the $12.5 million NSW Take-Off Fund, which will provide financial support to airlines that commit to launching new or additional services into NSW.
Ms Jones saidexpanding the visitor economy workforce was one of the industry’s biggest challenges, as building a talent pipeline was a long-term commitment rather than a quick fix.
“Regional areas are particularly impacted, and we’re seeing businesses struggling to recruit and retain staff,” she said.
“At the same time, tourism offers incredible career pathways, and we need to do more to showcase that.”
Destination NSW is working with Service and Creative Skills Australia, TAFE NSW, universities and industry to promote tourism careers and build skills pipelines. It is supporting youth employment, Aboriginal tourism enterprises, and pathways that help people transition into the sector.
“If we want to grow the visitor economy to $91 billion, we need the workforce to match – and that means investing in people,” Ms Jones said.
To ensure strategic alignment, Destination NSW has established three dedicated advisory committees.
The Accommodation Advisory Committee will be chaired by Destination NSW Deputy Chair Anna Guillan AM, the Aviation Advisory Committee will be co-chaired by Destination NSW Board Member Andrew McEvoy and Venues NSW CEO Kerrie Mather, and the Jobs Advisory Committee will be co-chaired by Destination NSW Board members Kirsten Andrews and Emma Hogan.
“These committees will bring together Board members and industry leaders to provide expert advice, drive collaboration, and ensure NSW has thriving regional economies, vibrant communities, and a visitor economy that supports almost half a million jobs,” Ms Jones said.
“Through collaboration and strategic investment, the NSW Government is making it easier than ever for visitors to experience everything our state has to offer.”