Experience tourism at the centre of visitor economy growth strategy

NSW is leading Australia's post-pandemic visitor economy rebound, surpassing $50 billion in visitor expenditure for the first time in history in the year ending December 2023. This record-breaking contribution from both domestic and international visitors positions NSW as a leader in Australia's post-pandemic visitor economy rebound.

Despite the devastating impacts of COVID-19, visitor expenditure had a compound annual growth rate of 6.4% over the last ten years. The NSW Government has ambitious plans to drive that economic growth to even greater heights. To unlock our state’s full potential, the Visitor Economy Strategy 2030 is being reviewed and evolving to showcase the best of NSW to the world by focussing on the diverse experiences on offer for visitors.

The Government’s new tourism strategy seeks to improve cultural experiences for tourists while also expanding visitation to Western Sydney and regional NSW. The impending opening of Western Sydney International and Newcastle International Airports represents further potential for growth in the sector. The review of the NSW Visitor Economy Strategy 2030 presents a pivotal opportunity to shape the future of the visitor economy in NSW.

The strategy review will seek to formalise the NSW Government’s focus on experience tourism and ensure that the state’s approach to tourism, the NSW Government’s Arts, Culture and Creative Industries Policy (Creative Communities), the night-time economy agenda and the regulatory environments that underpin them, are in lockstep.

Destination NSW is inviting visitor economy stakeholders from across the state to contribute their insights and expertise.

Individuals and organisations are invited to join the conversation and share their perspectives by submitting written submissions online via Have Your Say (submissions close Sunday 2 June).

The NSW Visitor Economy Strategy 2030 was launched in 2021 and included a commitment to review it after three years.

Minister for Jobs and Tourism John Graham said: “NSW has recently achieved a historic milestone, surpassing $50 billion in visitor expenditure for the first time ever. The visitor economy is going from strength to strength. With the looming opening of the Western Sydney International and Newcastle International Airports, it is a perfect time to reassess the opportunities in the sector. Three years on from the development of the strategy, not only does the tourism context in NSW look different, so does the policy direction of the new government.

“An experience tourism focus means thinking about not just bringing people here, but about what they do when they arrive and encouraging them to come back over and over again. Culturally-rich and vibrant communities are what keep people in NSW but they’re also what bring people here.”