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The Destination NSW North America Roadshow 2025 will take place across Los Angeles and New York City from Sunday, 9 March to Thursday, 13 March 2025.
The North America Roadshow is a targeted trade mission designed to promote New South Wales (NSW) to key North American travel buyers, including wholesalers, product managers and retail travel advisors.
Through B2B workshops and travel advisor events held in Los Angeles and New York, the Roadshow provides NSW tourism suppliers with a unique opportunity to showcase their products, build and maintain valuable relationships, and expand their reach in the North American market.
Key product buyers from across North America will be invited and hosted by Destination NSW at the B2B workshops and networking events in each city.
NSW tourism suppliers are invited to apply for participation in the 2025 North America Roadshow, which includes two full-day B2B workshops, two travel advisor events, and networking opportunities with North American travel buyers.
North American market overview
The North American market, comprising United States of America (USA) and Canada is a substantial contributor to NSW tourism, offering significant growth potential. Combined, the USA and Canada accounted for 6% of international visitor nights and 10% of international visitor expenditure in NSW in 2023. Travel from North America is expected to continue growing, as more travellers are drawn to NSW’s unique destinations, vibrant cities, and diverse experiences.
United States of America
Visitors: 463,100
Expenditure: $934 million
United States of America Visitor Profile to NSW
Canada
Visitors: 92,500
Expenditure: $163 million
Event objectives
The Destination NSW North America Roadshow aims to increase overnight visitor expenditure in NSW by:
- Raising awareness of NSW’s tourism offerings among North American wholesalers, travel advisors and buyers.
- Expanding business, contracting and distribution opportunities for NSW tourism in the USA and Canada.
- Strengthening NSW’s position in North American travel itineraries through direct engagement with industry professionals.
- Showcasing the best of NSW, including visitor experiences, destinations, and events, to influential North American buyers.
Event information
Program at a glance
| Date | Activity | Location |
|---|---|---|
| 9 March | Arrivals and evening welcome briefing | Los Angeles area |
| 10 March | Full-day B2B workshop with North American buyers | Los Angeles area |
| 10 March | Evening travel advisor trade show event | Los Angeles area |
| 11 March | Travel to New York | New York City |
| 12 March | Full day B2B workshop with North American buyers | New York City |
| 12 March | Evening travel advisor trade show event | New York City |
| 13 March | Sellers depart at leisure | New York City |
The participation cost for the Roadshow is $5,000 AUD (including GST) per person.
Successful applicants will receive:
- Two full-day B2B workshops with North American travel product buyers
- Two evening travel advisor trade show events
- Four nights of accommodation including breakfast in the Los Angeles area (2 nights) and New York City (2 nights)
- Internal domestic airfare between Los Angeles (LAX) and New York City (JFK)
- Event materials and itinerary guidance prior to departure
- Inclusion in the Directory of Sellers provided to all attending product buyers
- Destination NSW North American market update and roadshow briefing
Note: All other travel costs, including visas and international flights to and from the U.S., are not included in this package. No freight costs for any individual promotional items or materials are included in the participation package.
| Activity | Date |
|---|---|
| Applications open | 19 November 2024 |
| Applications close | 12 December 2024 |
| Acceptance notifcations | 17 December 2024 |
| Confirmation of participation and payment required | 10 January 2025 |
| Cancellation fees apply | 31 January 2025 |
Applicants must meet the following requirements to be considered:
- Australian registered business paying applicable taxes in Australia.
- Public liability insurance coverage of at least AUD $20 million per occurrence.
- Must be a tourism supplier offering accommodation, visitor attractions, tours/activities, transport with a product suitable for the North American market or a Destination Marketing Organisation representing commissionable NSW tourism products or services.
- Commissionable nett rates available for your products or services.
Additional Requirements:
- An up-to-date, live listing on sydney.com or visitnsw.com
- No outstanding debts with Destination NSW
- Submission of required materials and payment by designated deadlines
- Tourism suppliers representing destinations other than NSW will be requested not to promote those products or services.
A maximum of 15 spots are available for NSW tourism suppliers. Applications will be evaluated based on how well they meet the criteria, and preference will be given to suppliers with strong alignment to the North American market. Destination NSW will finalise participation based on market demand and diversity of offerings.
If the number of companies meeting the selection criteria exceeds supply for the roadshow, DNSW has the right to select the company that is most appropriate for the market and apply a ‘first come, first served’ limit based on the date an application is submitted prior to the deadline for the registration.
Participants are responsible for arranging international flights to and from the USA. The package includes four nights of accommodation—two in the Los Angeles area and two in New York City—as well as domestic airfare between Los Angeles (LAX) and New York City (JFK).
Participants will require an Electronic System for Travel Authorization (ESTA) or visa to travel to the USA. Participants are responsible for checking and organising their own visa requirements and entry requirements into the United States of America.
Please refer to the Destination NSW North America Roadshow 2025 Event Terms and Conditions.
How to apply
Participation applications are to be submitted via our online system. Applications close at 5:00pm (Sydney Time) on Thursday, 12 December 2024.
All applicants will be notified of their acceptance by 17 December 2024. Submission of an application does not guarantee a place in the event.
New Market Product Pathway
The New Market Product Pathway offers NSW tourism businesses subsidised access to the Destination NSW North America Roadshow 2025 (DNAR25). This initiative supports businesses that are newly export-ready or new to the North America markets (USA & Canada), enabling first-time participation in a targeted trade event. The aim is to help NSW businesses build a foundation in international distribution, establish key relationships with North American buyers, and gain valuable market insights.
Contact us
For further information regarding the Destination NSW North America Roadshow 2025, please reach out to trade.events@dnsw.com.au.