Insights - 27 August 2025
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NEW ROADMAP TO TURBOCHARGE
NSW VISITOR ECONOMY
The NSW Government has launched the NSW Visitor Economy Strategy 2035. The bold new roadmap to turbocharge the state’s visitor economy has a clear target to generate $91 billion in annual visitor expenditure, 40,000 hotel rooms, 8.5 million new airline seats and an additional 150,000 jobs by 2035.
Following a comprehensive review and consultation with more than 500 NSW stakeholders, the new strategy focuses on five key pillars to accelerate growth:
- Make it easy for more people to visit: growing aviation capacity by 8.5 million seats, unlocking 40,000+ new accommodation rooms and expanding the tourism workforce.
- Focus on attracting visitors: elevating the NSW and Sydney brands through bold storytelling and data-led marketing, showcasing Sydney as a destination beyond well-known postcards.
- Drive growth through events: locking in a nation-leading calendar of major sport, culture and business events to draw visitors year-round.
- Focus on experiences: delivering immersive, high-quality and culturally rich visitor offerings across metro and regional NSW that highlight our stunning landscapes and world-leading produce.
- Leverage data and insights: improving access to real-time data and consumer insights to enable agile decision-making across the sector.
The strategy includes a new staged growth path, with targets of $59 billion by 2026 and $71 billion by 2030.
Destination NSW will lead the delivery of the strategy and will collaborate with government agencies and industry stakeholders to boost the state’s global competitiveness, attract more high-value travellers and grow tourism jobs, while unlocking the full potential of Sydney, Western Sydney and regional destinations.
INDUSTRY SUPPORTS STRATEGY LAUNCH
The NSW Visitor Economy Strategy 2035 was launched this morning by Minister for Jobs and Tourism Steve Kamper and Destination NSW CEO Karen Jones.
Thank you to everyone who contributed their insights during the event, including Destination NSW Chairman Sally Loane AM, Tourism and Transport Forum CEO Margy Osmond, Service and Creative Skills Australia CEO Natalie Turmine, NSW Tourism Association Chairman Stuart Ayres, Australian Travel Industry Association CEO Dean Long, Business NSW CEO Daniel Hunter and Business Sydney Executive Director Paul Nicolaou.
Industry leaders have welcomed the NSW Visitor Economy Strategy 2035.
Tourism and Transport Forum CEO Margy Osmond said: “It is fantastic that the NSW Government has announced such ambitious new goals for visitor economy growth in this state. We must now work together to achieve these goals. Collaboration between government and industry will be key to realising the enormous benefits for businesses and communities alike."
Business NSW CEO Daniel Hunter said: “The release of the new Visitor Economy Strategy is an exciting moment for businesses across NSW. Having a clear pathway and intent to invest from the NSW Government will give businesses the confidence to continue investment in their own growth.”
NSW Tourism Association CEO Natalie Godward said: “We welcome the NSW Government’s new commitment to improve brand awareness, attract and secure world-class events, focus on experiences and leverage data to drive growth. This strategy recognises the importance of every part of our state and provides a pathway for inclusive, sustainable growth. We look forward to working with government and our industry community to celebrate that diversity, attract more visitors and unlock new opportunities for all.”
BESydney Chair Professor Mary O’Kane AC said: "We are thrilled to see the NSW Government's commitment to driving growth through events. Business events are a multi-billion-dollar global industry and a powerful catalyst for innovation. This strategy will help BESydney to unlock new potential across the city, particularly with the opening of the Western Sydney International Airport next year.”
POSITIONING SYDNEY AND NSW AS
MUST-VISIT DESTINATIONS
The NSW Visitor Economy Strategy 2035 will position Sydney as a global city of culture, business, and 24-hour energy, delivering urban sophistication, dynamic events and cultural and culinary depth.
The diverse landscapes and cultural heritage of regional NSW will also be spotlighted, inviting visitors to explore the state’s natural beauty and rich history.
Minister for Jobs and Tourism Steve Kamper joined industry stakeholders at Burwood Chinatown to highlight the strategy's vision to inspire the world with destinations, experiences and events that compel visitors to stay longer, do more and return again and again.
Mayor of Burwood John Faker said: “The NSW Visitor Economy Strategy 2035 sets out a bold vision to cement NSW as a leading global destination. By prioritising experience tourism and celebrating local culture, this strategy sets a clear path for sustainable growth – benefitting our communities, supporting local businesses and strengthening Sydney’s position as a global destination.
"Burwood is proud to play its part in this journey, harnessing our diversity and creativity to contribute to the bigger picture while building a thriving visitor economy in our community.”
Pictured: Mayor of Burwood John Faker, NSW Tourism Association Vice Chair Lori Modde, Minister for Jobs and Tourism Steve Kamper, Destination NSW CEO Karen Jones, Member for Strathfield Jason Yat-Sen Li and Business NSW President Joseph Carrozzi AM.
VIEW THE NSW VISITOR ECONOMY STRATEGY 2035
The NSW Visitor Economy Strategy 2035 will guide collaboration between government and industry over the next decade.
It charts a bold path to more jobs, stronger communities and a thriving visitor economy that benefits the people of NSW.
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