New South Wales is setting its sights on becoming Australia’s tourism powerhouse, with the Minns Labor Government unveiling a bold new Visitor Economy Strategy designed to deliver $91 billion in annual visitor expenditure, 40,000 new hotel rooms, 8.5 million additional airline seats and 150,000 new jobs by 2035.
Launched after consultation with more than 500 stakeholders, the roadmap outlines how the state will compete on the global stage, attract greater investment, and ensure tourism growth benefits metropolitan, suburban and regional communities alike.
At its core, the strategy focuses on making it easier for visitors to come to NSW, elevating the state’s global profile, driving growth through a year-round calendar of major events, expanding immersive and culturally rich experiences, and harnessing data and insights to shape policy and marketing. Interim targets include generating $59 billion by 2026 and $71 billion by 2030, setting a staged path to the final $91 billion goal.
Premier Chris Minns said the state could not afford to “stand still” as other destinations invested heavily in their visitor economies. He said the plan was about bold, coordinated action to ensure NSW remained a national leader and a global competitor.
“We’re backing our strengths and unlocking new opportunities across Sydney, Western Sydney and regional NSW. This charts a bold path to more jobs, stronger communities and a thriving visitor economy that benefits the people of NSW.”
The Premier also stressed the importance of spreading tourism dollars beyond Sydney’s icons to regional areas that rely on visitor spending.
Jobs and Tourism Minister Steve Kamper said unlocking aviation and accommodation capacity was central to the strategy. He described the upcoming Western Sydney International and Newcastle Airports as “transformative” developments that would connect NSW to new global markets.
Kamper noted that the plan to attract 8.5 million new airline seats and 40,400 hotel rooms was ambitious but achievable with the right mix of government support and private sector partnerships.
“If we want to grow our visitor economy, we need to grow our capacity and we need to attract investment.”
He added that the new airports would fuel growth in tourism, trade and investment.
The government has already announced a series of initiatives to build early momentum. These include a $12.5 million NSW Take Off Fund and a $16 million Western Sydney International Take-Off Fund to secure more international flights, the Feel New in Sydney marketing campaign inviting Australians to rediscover the city, and partnerships with CommBank iQ to better understand visitor spending behaviour.
Extended trading hours and an increased cap on concerts and major events have also been introduced to support Sydney’s 24-hour economy. Destination NSW will lead the delivery of the overall strategy, working closely with industry partners.
Industry groups have welcomed the announcement. Tourism and Transport Forum CEO Margy Osmond said the ambitious goals were exciting but would only be realised through strong collaboration between government and industry. Business NSW CEO Daniel Hunter said the roadmap provided confidence for investors, noting that businesses would feel assured about committing to their own growth when government intent was clear.
NSW Tourism Association CEO Natalie Godward praised the plan’s inclusivity, highlighting the importance of smaller operators alongside major attractions. She said the strategy recognised the value of every part of the state, from family-run tourism businesses and passionate local guides to iconic destinations, and would provide a pathway for inclusive and sustainable growth.
With international competition intensifying, the strategy aims to not only grow visitor numbers but also encourage longer stays, repeat visits and greater spending across regional communities. The focus on immersive experiences and cultural tourism reflects shifting global traveller trends, while the emphasis on real-time data and insights positions NSW to respond swiftly to market changes.
For the Minns Government, the roadmap represents both an economic and cultural investment—one designed to bolster communities, create jobs and cement the state’s reputation as a global tourism leader. As Premier Minns put it: “This is about unlocking opportunities across our state and ensuring the benefits of growth are shared widely. A thriving visitor economy is about more than just numbers—it’s about strengthening communities and building a future where NSW stands tall on the global stage.”
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