NSW Government to inject $200m into tourism initiatives

The NSW Government is investing $200 million into NSW tourism to drive visitation and visitor spending in the state.

NSW tourism minister Stuart Ayres said boosting the NSW economy through marketing campaigns, strategic events and industry development was critical to the state’s recovery.

The state’s tourism and major events agency, Destination NSW, will be using the funds to promote tourist attractions and experiences through campaigns, in order to maintain awareness in international markets so that Sydney and NSW are top of mind when border restrictions ease.


Other key activities to strengthen the NSW visitation in 2020-21 include growing the events calendar through major events such as Disney’s Frozen, Pippin, Hamilton, The Rugby Championships and the Sydney SuperFight. Other initiatives promoted include a new live music initiative, Great Southern Nights (1,000 COVID-safe gigs across NSW in November) and the return of Vivid Sydney in 2021.

Destination NSW will also look to secure partnership campaigns with travel trade partners and airlines to develop opportunities to package and promote NSW.

The agency’s Visitor Economy Strategy 2030 is aimed at returning the visitor economy to pre-COVID levels by 2024.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.