The NSW Visitor Economy Strategy 2035 has a clear target to generate $91 billion in annual visitor expenditure, 40,000 hotel rooms, 8.5 million new airline seats and an additional 150,000 jobs by 2035.

Following a comprehensive review and consultation with more than 500 NSW stakeholders, the new strategy will guide collaboration between government and industry over the next decade.

The strategy focuses on five key pillars to accelerate growth:

  • Make it easy for more people to visit – growing aviation capacity by 8.5 million seats, unlocking 40,000+ new accommodation rooms and expanding the tourism workforce.
  • Focus on attracting visitors – elevating the NSW and Sydney brands through bold storytelling and data-led marketing, showcasing Sydney as a destination beyond well-known postcards.
  • Drive growth through events – locking in a nation-leading calendar of major sport, culture and business events to draw visitors year-round.
  • Focus on experiences – delivering immersive, high-quality and culturally rich visitor offerings across metro and regional NSW that highlight our stunning landscapes and world-leading produce.
  • Leverage data and insights – improving access to real-time data and consumer insights to enable agile decision-making across the sector.

The strategy includes a new staged growth path, with targets of $59 billion by 2026 and $71 billion by 2030.

The visitor economy ecosystem

The visitor economy in NSW extends far beyond traditional tourism. It comprises a vibrant ecosystem that includes accommodation, dining, retail and major sport, arts, culture, leisure and business events, and transport - thriving on the direct and indirect contributions of people travelling for leisure, visiting family and friends, business, study and more.

The visitor economy is a significant lever for economic development, including job creation.

The success of NSW’s visitor economy is a shared endeavour, shaped by visitors, businesses, governments and residents alike. Achieving growth, economic resilience and vibrant communities depends on everyone’s participation and collaboration.