Image: Kayaking, Minnamurra | Credit: Destination NSW 

Welcome to Destination Download

Welcome to Destination Download. It's been a big few weeks for the visitor economy, and there's plenty to share! We were proud to have attended Destination Australia 2026 in Melbourne this week, connecting with industry leaders and hearing firsthand about the opportunities and strategies shaping tourism's future. The energy and optimism in the room were a great reminder of what's possible when Team Australia works together, and that spirit of collaboration feels especially important right now. The visitor economy is navigating some headwinds and we know many of you are feeling the pressure. We want you to know we're here to support you.

On that note, Destination NSW has just released a practical new resource: Quick Tips for Managing Unexpected Change. This resource is designed to help visitor economy businesses navigate exactly these kinds of challenges. It includes links to relevant government support and existing resources, and is well worth a read and a share through your own networks. 

In case you missed it, the Destination NSW Regional Event Fund is open, and if you run or support a regional event, this one is worth your attention. We'll share more detail below.

And in exciting news, tickets for our 2026 Visitor Economy Symposium are officially on sale now! Join us on Wednesday 27 May at the Pavilion Kiama, from 8:30am to 4:30pm, followed by refreshments until 6pm. Grab your tickets here.

And as always, if you'd rather pick up the phone for a chat, we're here to support you.

In this edition:

• News & Announcements
• Business & Skills Development, Resources, Events
• Industry Insights
• Local Updates
  

NSW visitor experiences: state of play research resources available

Destination NSW has released NSW visitor experiences: state of play research, offering valuable insights into the experiences that are influencing tourism demand.

Conducted in partnership with FiftyFive5, the research explores the Australian domestic tourism landscape, including the level of interest and motivation for different travel experiences.

It has been designed to support the NSW tourism industry to make decisions about where demand exists and practical ways to partner with industry providers.

The research initiative includes 10 reports: Aboriginal experiences, Agritourism, Aquatic and Coastal experiences, Arts and Culture, Journeys, Luxury and Wellness, Nature-based experiences, Outdoor activities, Social impact tourism and Urban tourism. 

View an on-demand webinar that explores the research, hosted by FiftyFive5 Director Peter Firth, here.

Destination Australia & RTO Forum Wrap-Up: Key Insights for Our Region

Last week, our team attended Tourismk Australia's Dest Aus 2026 and the RTO Forum, bringing together industry leaders from across the country to share the latest insights shaping the future of tourism. Here are some of the key takeaways for our region.

International recovery continues to strengthen
Australia welcomed 9 million international visitors in 2025, contributing $53.2 billion to the economy. Importantly, 44 cents in every dollar is spent in regional areas, reinforcing the value of dispersing visitors beyond capital cities.

Business events remain a high-yield opportunity
Business events, incentives and conferences continue to play a critical role in driving high-value visitation, particularly into regional destinations.

Domestic travel is shifting, not slowing
While overnight stays are slightly down, day trips are increasing (+10%) and spend is up (+16%), reflecting cost-of-living impacts but continued appetite to travel.

Digital discovery is changing rapidly
Search behaviour is evolving, with more people researching but fewer clicking. AI-powered search (“answer engines”) means businesses need to focus on:

• Clear, fresh and helpful website content
• Optimise for both Search Engines (SEO) and Generative Engines (GEO)
• Build trust through reviews, third-party listings and strong online presence
• Being visible across platforms like Google, ATDW and TripAdvisor

Experience-led travel is driving decisions
Travellers are increasingly choosing destinations based on unique, immersive experiences, with agritourism alone contributing $20.3 billion in visitor spend.

Content and social influence bookings
Short-form video and platforms like TikTok are now central to travel inspiration, with 41% of users turning to TikTok for travel ideas. The gap between inspiration and booking continues to shrink.

Regional collaboration is key
A strong theme across both events was the importance of regions working together with capital cities to create compelling, connected visitor journeys.

What this means for operators?
Focus on clear product positioning, strong digital presence, and experience-led offerings. Small improvements in how your business is presented online can have a big impact on conversion.

Tourism Australia launches Green is our Gold initiative

Tourism Australia has launched Green is Our Gold, a new industry‑wide commitment to sustainable tourism that celebrates and protects Australia’s natural environments, vibrant cultures and local communities. The initiative encourages tourism businesses of all sizes to embrace sustainable practices and help ensure Australia remains a world‑leading destination for generations to come.

The Green and Gold promise, a set of guiding principles that promote responsible visitor behaviour and sustainable experiences. Businesses can access a toolkit of practical resources to help integrate these principles into their operations and guest messaging.

Sustainability is now a key driver of travel decisions, with travellers increasingly seeking experiences that protect natural places and support local communities. Green is Our Gold provides a shared vision for the industry to champion this shift and showcase Australia’s unique landscapes responsibly.

Co-exhibiting opportunity at Australian Manufacturing Week 2026

The NSW Government is inviting NSW-based manufacturers to apply for a co-exhibiting opportunity within the NSW Government stand at Australian Manufacturing Week 2026, Australia’s leading event for precision manufacturing, taking place 12–14 May 2026 in Brisbane.

Make the most of your ATDW profile

Tourism Australia’s AI industry webinar series - Navigating AI & Digital Change

The way travellers search, discover, and book is evolving rapidly, and our industry webinar series is designed to help you navigate this shift through expert insights and real-world tourism examples. If you missed any of the four part webinar series all episodes are now available to watch on demand on Tourism Australia’s website.

Entries are now open for Sommelier's Wine List Awards

Sommeliers, restaurant owners and hospitality and bar managers across NSW have been invited to submit their wine lists for the 2026 NSW Sommelier’s Wine List Awards. The awards spotlight venues and sommeliers championing local wine.

Boosting opportunities for women-owned businesses in NSW

The NSW Government has invested over $190,000 for Entrepreneurial & Small Businesswomen Australia (EBSWA) to support the development of the Women-Owned Enterprises Australia Supplier Network, a hub for women-led businesses of all sizes to increase their visibility.

Launch of the THRIVE Action Plan to 2030

The Australian Government has released the THRIVE 2030 Action Plan to 2030. This action plan supports the ongoing work under THRIVE 2030, Australia’s national visitor economy strategy.

New report shows regional travellers spend more and stay longer

Boomtown has released new travel research focused on how Australians are exploring regional destinations and the factors that are influencing their choices.

Discover what's been happening across our industry.

To share your new product, experience or event, please get in touch with us at info@dnsss.com.au

Image: Wollongong Botanical Gardens entry

Regional snapshots

On the road with Kylie Bushby, Business Development Manager

It’s been a busy few weeks out and about across the region, connecting with industry, partners and precincts.

Some recent highlights included spending time with a range of local operators and stakeholders, including Somerton Collection, the Disability Trust, Bollerang House, Hotel Etico, South Coast Adventure Guides and Pebbly Beach Escape.

I also had the opportunity to connect with the team behind Tasting Trails, meet with the Berry Uptown Precinct businesses, and join discussions with the Southern Highlands Business Events Working Group, alongside several key accommodation and venue partners.

Other highlights included catching up with Australian Regional Tourism, and a great behind-the-scenes visit to Wollongong Botanic Garden with Alison and Felicity.

Alongside time in the field, we’ve continued delivering and supporting a range of industry development initiatives, including:

• Delivering three Beyond the Ramp accessible tourism workshops across the region
• Hosting our latest Business Events Insights Webinar, sharing key learnings from recent trade activity
• Attending Destination Australia 2026and the RTO Forum in Melbourne
• Participating in the Destination NSW Digital Skills future Ready Webinar series
• Hosting industry partners at the Ford Women’s NSW Open in Wollongong
• Attending the Destination NSW State of Play webinar
• Joining Tourism Australia’s AI industry webinar series

As always, I’m keen to connect with more businesses across the region. If you’d like to chat about opportunities, challenges or upcoming projects, feel free to book a time to meet, either in person or online via my booking link.

Beyond the Ramp Workshops - Key Takeaways

From 10–12 March, we delivered three Beyond the Ramp workshops across the region, helping operators and councils better understand the opportunity within accessible and inclusive tourism.

The sessions reinforced a powerful message: many businesses aren’t losing visitors due to lack of access - but due to lack of clear information.

Why this matters?

• 1 in 5 travellers have access needs

• This market often travels in groups and spends more time planning

• Strong word-of-mouth and repeat visitation make it a high-value segment

• Accessible tourism is not a niche...it’s a growing opportunity for regional destinations.

What we learnt

It’s more than infrastructure
Small, practical changes can make a big difference -clear signage, seating, accurate descriptions and confident staff.

Access vs Inclusion matters
Access is what you have (infrastructure), inclusion is how you deliver it (service and mindset).

Access Statements are key
One of the most valuable actions operators can take is creating a clear Access Statement on their website, helping visitors plan with confidence and improving conversion.

What's next

We’ll continue supporting industry with:

• Practical tools and templates (including Access Statements)

• Training and capability building opportunities

• Guidance on improving online visibility and accessibility information

Accessible and inclusive tourism is about creating experiences that are welcoming for all and small changes can have a big impact.

Great Southern Nights heads to Port Kembla

Great Southern Nights has just announced four more outdoor program highlights to its already massive calendar. Following on from the success of previous years, the Great Southern Nights Gig Trails will return to Newcastle, take over new areas of Sydney in Chippendale and Newtown Enmore and pop up in Port Kembla for the first time. Each District will offer unique, walkable gig trail experiences for music and food loving patrons. 

The curated Port Kembla walk will see patrons wander and interact with creatives at:

BLACK METAL MOTOR CO. | NASA GALLERY | PORT BEIRUT | THE IRON YAMPI | THE PANTHA WAY | THE SERVO | THE SHAVE CAVE | THE VAULT | THE WEDDING CHAPEL

Thank you for taking the time to read this update.

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Talk soon, The DSSS team