To achieve its vision of making NSW the premier visitor economy and events capital of the Asia-Pacific, Destination NSW engages closely with a diverse range of stakeholders across the state, including:
Australian Government
On behalf of the NSW Government, Destination NSW participates in senior executive and ministerial working groups chaired by Austrade and the Federal Minister of Tourism, is part of a tourism visa advisory group led by Department of Home Affairs, and engages with Australian Government on consultation processes relating to the visitor economy.
Additionally, the Australian Government, through the National Australia Day Council, is a key stakeholder that invests significantly in the Australia Day in Sydney program.
Business Events Sydney (BESYDNEY)
Destination NSW is a major investor in BESydney, which aims to secure international and domestic business events for Sydney.
Destination Networks
The NSW Government established seven Destination Networks in 2016 to improve regional stakeholder engagement and better support the visitor economy of regional NSW.
The Destination Networks act as a conduit between the NSW Government and the local governments, and visitor economy stakeholders in their regions.
Destination NSW works directly with the Destination Networks to support regional events, promote destinations as part of marketing campaigns, build business capability for local businesses and enable product development.
Industry partners
From cultural institutions and hospitality businesses, to local tour operators and event owners, Destination NSW works collaboratively to deliver world-class visitor experiences that drive overnight visitation, support jobs and sustain the growth of the visitor economy.
- The agency engages with multiple industry associations and organisations, sponsors key industry events and is a member of several industry bodies, including Australian Tourism Export Council (ATEC) and Cruise Line Industry Association (CLIA).
- The agency provides tailored support and practical resources to operators and visitor economy businesses. It also amplifies their content through Destination NSW websites and social media channels.
- The agency works with NSW cultural institutions including the Art Gallery of New South Wales, Australian Museum, Museum of Applied Arts and Applied Sciences (Powerhouse Museum), Museums of History NSW, State Library of NSW and the Sydney Opera House to leverage these assets as domestic and international visitation drivers.
- The agency partners with event owners and organisers to deliver a world-class events calendar, with teams across Destination NSW supporting event organisers to deliver events that bring significant and measurable outcomes for the state’s visitor economy. Event organisers include a range of sporting organisations, arts and culture organisations, entertainment and media companies, and local councils.
Local government
Destination NSW supports local councils to grow their visitor economies and develop vibrant destinations, while fostering immersive experiences that attract both domestic and international visitors.
- Destination NSW’s Greater Sydney Local Government Engagement Program provides the 33 local councils in Greater Sydney with a point of contact within the agency and ensures a whole-of-government approach to growing the NSW visitor economy.
- Through the Destination Networks, Destination NSW regularly engages with regional local councils.
NSW Government agencies
Destination NSW collaborates across government to align tourism and events with statewide priorities and strategies, ensuring coordinated planning and investment that benefits the visitor economy and the people of NSW.
- Department of Creative Industries, Tourism, Hospitality and Sport (DCITHS): as a subsidiary agency, Destination NSW supports DCITHS’ vision to drive social and economic prosperity in NSW through collaboration with other agencies such as the Office of the 24-Hour Economy Commissioner. Together we collaborate and coordinate on relevant budgetary and reporting matters and have shared responsibility on decision making where there are intersections between the arts, culture and creative industries, sport, the 24-hour economy and the visitor economy.
- Other NSW Government agencies: Destination NSW regularly engages with include National Parks and Wildlife Service, Transport for NSW, Create NSW and Placemaking NSW.
Tourism Australia
Destination NSW works with Tourism Australia – the Australian Government agency responsible for the promotion of Australia as a destination for leisure and business tourism – on marketing campaigns in key international markets to attract visitation. Partnerships also extend to trade familiarisation visits, the International Media Hosting Program and key trade events such as the Australian Tourism Exchange, Corroboree and Dreamtime.
Vivid Sydney stakeholders
Vivid Sydney is owned, managed and produced by Destination NSW, and the agency works with government and cultural partners including the City of Sydney (CoS), leading arts and cultural institutions and key NSW Government agencies to deliver the Southern Hemisphere’s leading multi-artform festival