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In a striking post-pandemic comeback, New South Wales (NSW) has emerged as a frontrunner in Australia’s tourism sector, surpassing a monumental $50 billion visitor expenditure for the first time in history as of December 2023. This achievement marks a significant milestone, demonstrating the state’s resilience and the potent influence of its strategic initiatives on both domestic and international tourism fronts.

Despite the harsh setbacks from COVID-19, NSW has recovered and thrived, boasting a robust compound annual growth rate of 6.4% over the past decade. This surge is primarily attributed to the proactive and visionary approach of the NSW government, which is now doubling down on its efforts to propel economic growth even further through a comprehensive review and enhancement of the Visitor Economy Strategy 2030.

The strategy focuses on refining and expanding the experiences available to tourists, particularly in cultural enrichment and diversifying the attractions across the region, including the underserved areas of Western Sydney and regional NSW. The imminent inauguration of Western Sydney International and Newcastle International Airports is set to boost these efforts further, creating new gateways for international visitors and stimulating local economies.

The government’s renewed strategy, intertwined with the NSW Government’s Arts, Culture, and Creative Industries Policy, aims to create a holistic tourism experience that attracts visitors and encourages repeated visits and extended stays. Central to this plan is a commitment to enhance the night-time economy and streamline regulatory frameworks to foster a more welcoming and vibrant tourist environment.

Minister for Jobs and Tourism John Graham highlighted the significance of this growth, stating, “NSW has recently achieved a historic milestone, surpassing $50 billion in visitor expenditure for the first time. With the upcoming launch of the Western Sydney International and Newcastle International Airports, we are poised to reassess and expand the opportunities within the sector.”

As NSW continues adapting its strategies to the evolving global tourism landscape, the government calls on stakeholders from across the state to participate and share their insights. This collaborative approach is expected to yield a dynamic and forward-looking visitor economy strategy to boost immediate tourism revenue and sustain long-term growth.

The reinvigoration of NSW’s tourism sector clearly indicates the state’s potential and strategic direction under the new government. As it stands, NSW is not just a destination; it is a vibrant, culturally rich community that invites exploration, adventure, and repeated visits, promising an enriching experience for every visitor.