The NSW Government has launched a new roadmap to turbocharge the state’s visitor economy with a target to generate $91 billion in annual visitor expenditure, 40,000 hotel rooms, 8.5 million new airline seats and an additional 150,000 jobs by 2035.
The NSW Visitor Economy Strategy 2035, launched on Wednesday, has been welcomed by the nation’s peak tourism body, Accommodation Australia.
Accommodation Australia CEO James Goodwin said the targets are “bold, but achievable”.
“This plan shows the Minns Labor government has listened to industry and is willing to invest in our sector,” said Goodwin.
“Sydney is a big international draw card, if we can bring more visitors here the rest of the state and the rest of the country benefits.
“This type of commitment is what we need to return to pre-pandemic visitor numbers and beyond.”
Goodwin said today’s strategy announcement included a commitment to developing a State-wide Aviation Strategy and expanding our calendar of major events.
“We have long advocated for the need for more flights into Sydney,” said Goodwin.
“And you only have to look at the huge benefits of Vivid, the recent British and Irish Lions tour and the upcoming Sydney Marathon to see that major events are essential to the visitor economy.”
“We look forward to working with the NSW government to make these goals a reality.
Last week, Accommodation Australia’s new board met for the first time in Melbourne, with Goodwin also taking the opportunity to meet with members in Melbourne and the wider Yarra Valley area.
“It was a great opportunity to hear first-hand the issues and challenges members face in metro and regional Victoria,” in said.
The board meeting coincided with a welcome jump in hotel occupancy figures.
“The average occupancy in the month of July across Australia was 74.8% compared with 70.8% in 2024 – that’s good to see,” Goodwin said.
“Other issues discussed at the meeting included the Federal focus on attracting more travellers from China and the new Tourism Australia destination marketing campaigns targeting new and emerging markets. The Board also received an update on the Federal Economic Roundtable to boost productivity, with the accommodation sector highlighting red tape on planning rules and simplifying visa and migrations settings. ”
A lack of skilled workers, especially chefs was also discussed.
“The AA has initiated a body of work looking at a broad-ranging approach to help solve the chef shortage,” Goodwin said.
“We will consult further with all parts of the industry before presenting to Government. Staff shortages were raised as an issue wherever I went in Victoria, particularly in the regions.”