Destination NSW Unveils Vision for Visitor Economy 2035

Speaking at a recent stakeholder session, Destination NSW CEO Karen Jones detailed the 10-year roadmap that will guide investment, policy and partnerships across the state’s visitor economy. 

Their vision is: “To inspire the world with destinations, experiences and events which compel visitors to stay longer, do more and return again and again.”

Here are some key figures, facts and goals from the announcement:

Current State of the NSW Visitor Economy

• NSW continues to lead Australia as the top visitor destination.
• In the year to June 2025:
  • 124.6 million visitors
  • $55.9 billion in expenditure (up nearly 6 per cent year-on-year)  
  • $13.9 billion international spend (above pre-COVID levels)
• Growth is driven by the state’s diversity, beaches, national parks, food, culture, nightlife and major events (such as Vivid Sydney).
• Events are significant demand drivers, filling hotels and restaurants and supporting regional dispersal. Destination NSW is working on a complete calendar to make sure events are planned throughout the year.

Regional Focus

• By 2035, approximately 48 per cent of visitor expenditure is expected to come from regional NSW.
• Continued investment in regional experiences, transport, accommodation and digital marketing is essential.
• Partnerships with destination networks, Regional Development Australia, local councils and industry are key to ensuring regional communities benefit from growth.

Accommodation Sector Insights

• The sector has shown steady growth in both supply and demand.
• Destination NSW is developing a statewide data platform to improve access to visitor and accommodation insights, supporting better planning, pricing and investment decisions.

Strategy Vision, Goals and Guiding Principles

• Vision: To Inspire the world with destinations, experiences and events which compel visitors to stay longer, do more and return again and again.
• Ambition: Position NSW as a global leader in the visitor economy, with benefits reaching all communities.
• Key Targets by 2035:
  • Grow visitor expenditure to $91 billion
  • Secure 8.5 million additional airline seats
  • Deliver 40,400 new accommodation rooms (75 per cent in Greater Sydney, 25 per cent regional)
  • Create 150,000 new jobs in the visitor economy
• Guiding Principles:
  • Prioritise visitor experience
  • Drive innovation and agility
  • Embed sustainability and resilience
  • Foster collaboration and partnerships

Priority Markets

• International: Focus on USA, UK, South Korea and maintain others; pursue opportunities in other countries such as India and Hong Kong.
• Domestic: Focus on Queensland and Victoria; overnight travel is key for regional economies.

Event Strategy

• Events are a proven driver of demand, with Destination NSW supporting around 70 major events annually.
• The events division is split into event investment (acquisition and assessment) and event delivery (including in-house events like Vivid Sydney and Australia Day).
• The strategy aims to build a sustainable, year-round calendar of both recurring and one-off events to maximise visitation and economic impact.

Learning from the Past

It was noted that Destination NSW did not financially contribute to the Taylor Swift concerts, as the promoter did not require government support.

The session highlighted a missed opportunity to better leverage the ‘Taylor Swift effect’ through city-wide activations and promotions, even when not directly investing in the event.

The team is considering how to better promote and activate around major international acts in the future to maximise economic and community benefits.