As the lead agency and champion for the NSW visitor economy, Destination NSW drives a coordinated, whole-of-government approach to achieving the targets and vision set out in the NSW Visitor Economy Strategy 2030.
The strategy, which serves as the blueprint for growth in tourism and major events, was launched in 2021 and included a commitment to review every three years. A review commenced in April 2024 and is expected to be delivered in the 2024–25 financial year.
Destination NSW embraces data-driven decision-making to support marketing, industry collaboration, government partnerships and strategic development, ensuring sustainable growth and long-term success for the NSW visitor economy.
Strategy
Visitor Economy Strategy 2030
The NSW Visitor Economy Strategy 2030 was released in 2021. It is the NSW Government’s roadmap for making NSW the premier visitor economy of the Asia Pacific by 2030. The strategy was prepared by Destination NSW through extensive stakeholder consultation with industry and government stakeholders. It is underpinned by five strategic pillars: road to recovery; build the brand; showcase our strengths; invest in world-class events; and facilitate growth. These pillars aim to address key result areas and, in doing so, contribute to realising the vision and achieving the visitor expenditure targets. Destination NSW embraces data-driven decision-making to support marketing, industry collaboration, government partnerships and strategic development, ensuring sustainable growth and long-term success for the NSW visitor economy.
Guide to icons
The icons that appear throughout this Annual Report identify the strategic pillars that have been supported.
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