The NSW Government’s bold new roadmap for visitor economy growth was brought to life this week at the NSW Visitor Economy Forum 2025.
Featuring the theme 'NSW Visitor Economy Strategy 2035 – Vision to Action', the pivotal day of insight, collaboration and action was attended by more than 450 industry leaders, government partners and innovators.
“Collaboration will play a key role in achieving the NSW Government’s ambitious goal of $91 billion in annual visitor expenditure by 2035,” said Minister for Jobs and Tourism Steve Kamper.
“Thank you to everyone who took part in the NSW Visitor Economy Forum as we work together on moving from strategy to implementation and industry stakeholders throughout the state for everything you do to make NSW shine.”
Hosted by award-winning STEM journalist and ABC Radio presenter Rae Johnston at ICC Sydney, the Forum provided an opportunity for the Destination NSW leadership team and industry experts to share insights on the five pillars supporting the Strategy.
Make it easy for more people to visit by growing aviation capacity by 8.5 million seats, unlocking more than 40,000 new accommodation rooms and expanding the tourism workforce.
“Our three new advisory committees across accommodation, aviation and jobs will bring together Board members and industry leaders to provide expert advice, drive collaboration and ensure strategic alignment with the NSW Visitor Economy Strategy 2035,” said Destination NSW CEO Karen Jones.
“They will ensure we have thriving regional economies, vibrant communities and a visitor economy that supports almost half a million jobs. Our aim is to provide a seamless, welcoming experience for every visitor, whether they’re here for a weekend or a month. This will position NSW not just as Australia’s leading visitor destination, but as a global benchmark for sustainable, inclusive tourism.”
There is also a focus on attracting visitors, and elevating the NSW and Sydney brands through bold storytelling and data-led marketing, showcasing Sydney as a destination beyond well-known postcards.
Destination NSW Acting General Manager Consumer Marketing Stephen Mahoney said travel is changing.
“The rise of new experience seekers, people who crave authenticity, immersion and meaning, has reshaped the visitor economy. In a world where every destination is competing for attention, we can’t just open the door. We have to make people want to walk through it,” said Mahoney.
“Our brand narrative will spotlight what makes NSW truly distinctive: Aboriginal culture, world-class food and wine, adventure that pushes boundaries and wellness experiences that restore the soul.”
There is also a need to drive growth through events, as locking in a nation-leading calendar of major sport, culture and business events to draw visitors year-round.
“Events are powerful economic drivers. They stimulate visitation, extend stays and create repeat travel,” said Destination NSW Acting General Manager Events Sarah Lovell.
“Among our areas of focus will be securing events that activate the fast-growing Western Sydney region; embedding Aboriginal culture into our events strategy as a central narrative; and expanding our major events calendar, securing and retaining high-impact events across sport, culture and business and ensuring they’re distributed across Sydney and regional NSW.”
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