The Minns Labor Government has launched the NSW Visitor Economy Strategy 2035, a bold new roadmap targeting $91 billion in annual visitor expenditure, 40,400 new hotel rooms, 8.5 million additional airline seats and 150,000 more jobs by 2035.
Developed after consultation with more than 500 stakeholders, the strategy will guide cross-government action and unlock industry collaboration and capital over the next decade.
Five key pillars for growth
The plan centres on five pillars:
- Make it easy for more people to visit – increasing aviation capacity, boosting accommodation supply and growing the tourism workforce.
- Focus on attracting visitors – using storytelling and data-led marketing to position Sydney and NSW beyond postcard icons.
- Drive growth through events – delivering a nation-leading year-round calendar of sport, culture and business events.
- Focus on experiences – investing in immersive, high-quality and culturally rich visitor offerings across metro and regional NSW.
- Leverage data and insights – improving real-time data access to support agile industry decision-making.
Targets along the staged growth path include $59 billion by 2026 and $71 billion by 2030.
Regional tourism takes the spotlight
Regional NSW is expected to generate nearly half of all visitor spend, with $44 billion forecast by 2035. Priorities include new accommodation, better digital connectivity, stronger transport links and destination promotion.
Agritourism, eco and wellness tourism, Aboriginal cultural tourism, culinary experiences and classic road trips are singled out as demand drivers. Major regional events like the Tamworth Country Music Festival, Bathurst 1000, Parkes Elvis Festival and Deni Ute Muster remain vital anchors for visitation and local economies.
Aviation expansion fuels access
Aviation is identified as the backbone of future growth, with 8.5 million extra airline seats needed by 2035. The 2026 opening of Western Sydney International Airport is expected to transform connectivity, supported by expanded capacity at Newcastle and Gold Coast airports.
Early initiatives include a $12.5 million NSW Take Off Fund and a $16 million Western Sydney International Take Off Fund to attract new services. The government has also committed to a new Statewide Aviation Strategy to harness upcoming airport infrastructure.
Events, stays and new experiences
Events remain central, with a strengthened statewide calendar aimed at boosting visitation and resilience. Business events are set to grow in Western Sydney and regional hubs.
NSW will require 40,400 new accommodation rooms, with boutique, eco and wellness properties leading growth. Experiences tied to caravanning, camping, EV-ready travel, cruise, heritage and food tourism are also prioritised.
Smarter marketing, local voices
Campaigns will be more data-led and seasonal, shaped by partnerships with cultural bodies, sporting codes and regional tourism groups. Sydney will be marketed as a vibrant global city, while NSW will be positioned as an experience-rich state.
Local storytelling will take precedence, with Aboriginal voices central to shaping campaigns. New partnerships, including with CommBank iQ, will deepen consumer insight. Artificial intelligence and real-time data will be leveraged to encourage longer stays and sharper targeting.
Industry response
NSW Premier Chris Minns said the strategy would drive momentum across the visitor economy.
“NSW is home to some of the world’s most vibrant destinations, experiences and events, but we can’t afford to stand still,” he said.
Minister for Jobs and Tourism Steve Kamper said the strategy would underpin capacity growth and investment attraction.
“If we want to grow our visitor economy, we need to grow our capacity and we need to attract investment. This strategy will help us unlock opportunities and partner with the private sector to deliver an additional 8.5 million aviation seats, 40,400 new accommodation rooms and 150,000 new jobs,” he said.
Industry groups have welcomed the strategy. Tourism and Transport Forum CEO Margy Osmond said collaboration between government and industry would be essential, while Business NSW CEO Daniel Hunter said the clear growth pathway would build business confidence. NSW Tourism Association CEO Natalie Godward said the Strategy recognised the diversity of the visitor economy and set out an inclusive path for sustainable growth.
KARRYON UNPACKS: For agents, the NSW Visitor Economy Strategy 2035, signals bigger airlift, a pipeline of accommodation and new events to sell.
