More than 450 industry leaders, experts and stakeholders gathered at ICC Sydney on 18 October for Destination NSW’s 2025 NSW Visitor Economy Forum.

Featuring the theme 'NSW Visitor Economy Strategy 2035 – Vision to Action', the event was hosted by award-winning STEM journalist and ABC Radio presenter Rae Johnston.

Following a Welcome to Country by Aunty Margret, Destination NSW CEO Karen Jones introduced the forum’s program and goals.

“This year’s theme – NSW Visitor Economy Strategy 2035: Vision to Action – is more than a headline,” Ms Jones said.

“It’s a commitment, a shared ambition and a call to deliver. Over the next decade, we are working toward a bold vision: to inspire the world with destinations, experiences and events which compel visitors to stay longer, do more and return again and again.

“Today marks a key milestone in that journey.”

Prior to the forum, Destination NSW hosted virtual unpacking sessions with stakeholders across the state.

Many attendees took part in those conversations – offering insights, challenging assumptions and helping shape the path ahead. For others, the event was an opportunity to engage with the Strategy for the first time.

Destination NSW leadership team and industry experts including Roy Morgan Head of Travel and Tourism Adele Labine-Romain, Commbank iQ CEO Makenna Ralston and Fiftyfive5 Director Peter Firth shared insights on the five pillars supporting the NSW Visitor Economy Strategy 2025.

Ms Jones said the successful implementation of the Strategy would come from industry, government and partners working together to deliver experiences that inspire and opportunities that grow jobs and strengthen local economies.

“So, my challenge to you is this: take what you’ve heard today and turn it into action,” she said.

“Connect with each other, share ideas, be bold. Because the future of the NSW visitor economy starts now – and it starts with us.”