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In a move that’s anything but pedestrian, the NSW Government has appointed the formidable Karen Jones as the new Chief Executive Officer of Destination NSW—the state’s powerhouse for tourism and major events. If you’ve seen the state’s visitor economy soar recently, well, it’s no coincidence. Jones has been warming the CEO seat in an acting capacity since January 2025, and now, she’s in for the long haul, officially taking the reins from 2 June 2025.

During her brief “acting” stint—though there was nothing remotely amateur about her performance—Jones has already chalked up a list of wins any full-timer would envy. NSW posted its highest-ever visitor expenditure on her watch, and she oversaw marquee events like Australia Day in Sydney, Great Southern Nights, and the dazzling Vivid Sydney 2025.

But don’t mistake her appointment as a ceremonial tap on the shoulder. This came off the back of a rigorous recruitment process helmed by the Department of Creative Industries, Tourism, Hospitality and Sport—a department with a name as long as its talent checklist.

A Veteran of Government and Game Plans

Jones is no stranger to state affairs. She previously led the NSW Office of Sport, driving initiatives such as the “Play Her Way” strategy and contributing to the ambitious “10 World Cups in 10 Years” campaign—a campaign so optimistic it might have required its own hydration station. With over 27 years clocked in both state and local government, she brings the polished yet practical leadership that’s sorely needed in today’s high-octane visitor economy.

Minister for Tourism and Jobs Steve Kamper was quick to offer a firm handshake in words:

“Karen’s proven track record will be invaluable as we prepare to launch the revised NSW Visitor Economy Strategy and prepare for the game-changing opening of Western Sydney International Airport.”

With targets set as high as $91 billion in annual visitor expenditure by 2035, NSW isn’t just aiming to lead the national pack—it wants to lap them.

From Events to Elevation: A Vision for the State

Destination NSW Chair Sally Loane didn’t hold back her endorsement either:

“Karen is an outstanding appointment… her insights and leadership will be invaluable in championing visitor economy growth across Greater Sydney and the regions.”

Jones herself has taken on the mantle with the kind of gusto usually reserved for marathon runners at the finish line.

“It is a privilege to be appointed as CEO,” she said, expressing pride in Destination NSW’s mission to support visitor economy businesses, grow the events calendar, and shine a marketing spotlight on NSW’s best and brightest offerings.

And she’s not alone in this enthusiasm. The business and tourism sectors have rushed to unfurl the welcome banners.

Business, Sport and Strategy Back the Choice

Paul Nicolaou, Executive Director of Business Sydney, offered hearty applause:

“Tourism and major events play a crucial role in economic growth for our city… Karen’s experience in infrastructure, policy, and sport will be invaluable.”

Meanwhile, Aware Super Chair Christine McLoughlin AM, who’s worked closely with Jones through the Minerva Network and her former roles with Destination NSW and Venues NSW, offered a more personal take:

“It’s been rewarding to work with Karen over the past six years… her track record in sport and entertainment will support a prosperous future for the visitor economy.”

The Stakes (and Strategy) Couldn’t Be Higher

It’s no small task stepping into the top job at Destination NSW right as the state prepares to debut the Western Sydney International Airport. But if ever there were someone with the CV—and the resolve—to steer this ship through expansion waters, it’s Jones.

Her tenure comes at a crucial moment. Tourism is roaring back, but it’s doing so in a more competitive, tech-savvy, and experience-driven marketplace. With a deep understanding of both government machinery and cultural strategy, Jones is primed to fuse tradition and transformation, all while putting NSW firmly on the global map—again.

From the Blue Mountains to the beaches of Byron, from headline concerts to glittering harbour festivals, Destination NSW under Karen Jones is gearing up for a thrilling new act. And the audience? Global.