The NSW Government has today launched a bold new roadmap to turbocharge the state’s visitor economy, with 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 will guide cross-government and industry collaboration and capital over the next decade.
The 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.
As part of the strategy announcement, the NSW Government has committed to the development of a Statewide Aviation Strategy, expanding our calendar of major events and will investigate a new pathway to unlock major tourism investment in our state.
The NSW Government is acting on these key pillars to help drive immediate momentum across the state’s visitor economy. Early initiatives include:
- Launching the $12.5 million NSW Take Off Fund and the $16 million Western Sydney International Take-Off Fund to secure more flights and grow the visitor economy across the state, as new international airports open in Western Sydney and Newcastle.
- Partnering with CommBank iQ to leverage consumer data to gain deeper insights into visitor behaviours and trends.
- Launching the Feel New in Sydney marketing campaign, inviting Australians to rediscover Greater Sydney through fresh eyes.
- Introducing extended trading hours and increasing the cap on concerts and major events to support the 24-hour economy.
- The NSW Government’s tourism and major events agency, Destination NSW, will lead the delivery of the NSW Visitor Economy Strategy 2035.
NSW Premier Chris Minns said: “NSW is home to some of the world’s most vibrant destinations, experiences and events, but we can’t afford to stand still. This Strategy is about taking bold, coordinated action to ensure we continue to lead the nation and compete on the global stage.
“We’re backing our strengths and unlocking new opportunities across Sydney, Western Sydney and regional NSW. This Strategy charts a bold path to more jobs, stronger communities and a thriving visitor economy that benefits the people of NSW.”
Minister for Jobs and Tourism Steve Kamper said: “NSW is already a powerhouse of the nation’s visitor economy which is why the NSW Government has set an ambitious target of $91 billion in annual visitor expenditure by 2035.
“If we want to grow our visitor economy, we need to grow our capacity and we need to attract investment. This strategy will help us unlock opportunities and partner with the private sector to deliver an additional 8.5 million aviation seats, 40,400 new accommodation rooms and 150,000 new jobs.
“The opening of Western Sydney International and Newcastle Airports will be transformative for NSW, creating new pathways for global connection and visitation that will fuel growth in tourism, trade and investment. The new Strategy ensures we’re ready to harness that growth from day one and positions NSW to lead the next evolution of Australia’s visitor economy.”
Tourism and Transport Forum CEO Margy Osmond: “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.
“What makes NSW unique is the diversity of our visitor economy – from family-run tourism businesses and passionate local guides to world-class operators and iconic destinations.
“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.”
To view the strategy, click here.
