NSW
A Smarter Way to Grow the Visitor Economy
The future of tourism in New South Wales is being reshaped—quietly but powerfully—through data. Destination NSW has joined forces with CommBank iQ in a groundbreaking partnership to access de-identified transactional data from millions of everyday consumer purchases. The aim? To generate the most comprehensive and timely understanding of visitor spending behaviours across the state and empower every level of the visitor economy.
Destination iQ: A New Lens on Visitor Behaviour
At the heart of this partnership lies Destination iQ, a purpose-built platform powered by CommBank iQ—a joint venture between Commonwealth Bank and Quantium. This tool enables Destination NSW and its seven Destination Network partners to access near real-time data about where, when, and how visitors are spending their money throughout NSW.
From boutique stays on the South Coast to food and wine trails in the Riverina, this granular data can reveal the performance of local experiences, benchmark regional appeal, and identify key opportunities for growth. It’s data science with a direct impact on the ground—informing campaign strategies, supporting local operators, and shaping investment decisions.
Real-Time Insight for Regional Revival
The insights offered by CommBank iQ go well beyond what traditional research methods can capture. With the ability to track shifts in visitor spending patterns by region and timeframe, stakeholders can now respond to trends as they emerge—not months later.
From coastal escapes to inland retreats, tourism operators across regional NSW will gain a new tool to fine-tune their offerings, pricing, and promotions based on real visitor data. It’s a significant advancement in levelling the playing field between metro and regional areas.
A Statewide Strategy Fuelled by Innovation
This collaboration directly supports the ambitions set out in the NSW Visitor Economy Strategy, which outlines a vision to make the state a global tourism leader by 2035. Central to this vision is the need for faster, smarter decision-making based on rich, reliable insights.
Destination NSW CEO Karen Jones describes the partnership as “a practical step forward,” saying, “The next decade of growth for NSW’s visitor economy will be fuelled by innovation – and data is at the heart of that. This partnership gives us a new level of insight into visitor behaviour, helping us make faster, smarter decisions and drive toward our ambitious 2035 target.”
Empowering Local Tourism Stakeholders
From councils and tourism organisations to experience providers and accommodation operators, the benefits of the partnership will be felt statewide. By publishing regular data-driven reports on its corporate website, Destination NSW aims to create transparency and give every stakeholder—from grassroots to government—the tools to understand visitor markets and adapt accordingly.
CommBank iQ CEO Makenna Ralston adds, “Our deep analytical and data science expertise will help empower the NSW tourism industry to make informed decisions and attract more visitors to the state.”
Destination North Coast Chair John O’Neil sums up the mood: “In a rapidly evolving market, timely and accurate data is critical for our destinations and operators. This partnership equips stakeholders with powerful insights to keep their experiences consumer-focused and globally competitive.”
Why It Matters Now
As global competition for visitor spend intensifies, NSW is positioning itself not just as a destination of choice—but as one of the smartest destinations in the world. With data now driving decision-making at every level, the visitor economy is set for a more connected, informed and resilient future.
Learn More
To explore more about the partnership and the insights it delivers, visit:
www.destinationnsw.com.au
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