Tourism investment sparks creative pitch for Destination NSW

Destination NSW is currently undergoing a pitch process for creative services, Mumbrella can reveal.

The process follows the launch of the Visitor Economy Strategy 2030 by the Minister for Jobs, Investment, Tourism and Western Sydney, Stuart Ayres, at the start of this year.

The strategy outlines NSW’s roadmap for the recovery of the visitor economy, and sets targets for NSW being the premier visitor economy for Asia Pacific and visitor expenditure of $65 billion by 2030.

The plan’s strategic pillars include navigating an immediate road to recovery with focus on domestic tourism, building compelling new brands for Sydney and NSW, showcasing the state’s strengths, investing in cultural events that will draw visitors and facilitating the growth of the industry.

Source: NSW Visitor Economy Strategy 2030

A Destination NSW spokesperson told Mumbrella the pitch is motivated by the second strategic pillar.

“Minister for Jobs, Investment, Tourism and Western Sydney Stuart Ayres launched the Visitor Economy Strategy 2030 at the start of the year to aid recovery and turbocharge visitor economy growth. A key initiative of the strategy is the development of a compelling destination brand for Sydney and NSW. Work is currently underway to deliver on this,” the spokesperson said.

In recent years, Destination NSW has worked with a number of agencies, contracting out project work for campaigns endorsing different regions of NSW.

The Works was behind Destination NSW’s response to the 2019/20 bushfire crisis, which sought to kickstart regional domestic tourism prior to the outbreak of COVID-19. A recent campaign to boost awareness of the Hawkesbury region was produced by independent agency Bashful. Host Havas, We Are Explorers and JimJam have all also recently worked with the the tourism body.


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