The upcoming review of the NSW Visitor Economy Strategy has called on the NSW Government to shift towards an “experience-led strategy” that showcases the state's nature and culture beyond Sydney’s iconic landmarks, the Harbour Bridge and the Opera House.

Research conducted by BDA Marketing Planning and Tourism Research Australia found that both domestic and international visitors are increasingly seeking immersive experiences, including nature-based activities, culinary tourism, and connections with local culture.

Good food and wine, coastal experiences, and history were top draws for both NSW and interstate travellers, while international visitors were particularly drawn to natural environments and culturally significant sites.

The review also incorporated input from over 600 stakeholders across the visitor economy, highlighting a demand for authentic experiences.

Key recommendations include the promoting more regional drive itineraries, creating more experience trails such as food, cycling and nature walks.

As one stakeholder noted, "Visitors want authenticity and to go where locals go."

With the NSW visitor economy reaching a record $51.4 billion in expenditure in 2023, the review reinforces the government’s focus on creative industries, vibrant nightlife, and neighbourhood development.

The strategy aims to capitalise on growth opportunities, particularly with the upcoming openings of Newcastle International and Western Sydney International Airports.

Further recommendations will be released in the coming weeks, ahead of the final NSW Visitor Economy Strategy 2035.