Destination NSW leads a coordinated, whole-of-government approach to achieving the targets and vision of the NSW Visitor Economy Strategy 2030.
This overview highlights the agency’s performance across its key focus areas, with detailed analysis and examples showcased via case studies throughout the report.
1 – Domestic and total visitation statistics have been reported using the Domestic Tourism Statistics (DoTS) program. DoTS is not
comparable with National Visitor Survey (NVS) results historically published.
2 – This represents events assessed, within a given financial year. This includes events held prior to this time-period. These figures also include events secured through the State Significant Event Fund and the ‘10 World Cups in 10 Years’ project.
3 – 2024–25 financial year data includes day trippers for the first time (rather than only overnight visitors). Therefore, no comparable data is available for the 2023–24 financial year.
4 – Media clippings target for the 2024–25 financial year was determined by comparative average of coverage due to change of supplier in Q2 23–24.
5 – Google rolled out updates in the 2024–25 financial year that impacted travel and destination content. The Uncovered newsletter also reduced to two stories per week (three stories in the 2023–24 financial year).
6 – 2024–25 financial year targets were set at ambitious levels.