Wagga Wagga City Council has today launched Second Season, a new two-year program designed to diversify the agritourism and hospitality industry in the Wagga Wagga + Surrounds region.
Second Season has received funding of $382,428 through the NSW Government's Regional Economic Development and Community Investment Program, funded under the Regional Development Trust along with a funding contribution of $95,607 from Wagga Wagga City Council.
Minister for Agriculture and Minister for Regional NSW Tara Moriarty said the Riverina was well placed to benefit from investment in agritourism and hospitality.
"Second Season demonstrates the NSW Government's continued commitment to strengthening regional economies by supporting diversification, skills development and long‑term business resilience.
"By helping local agritourism and hospitality operators unlock new income streams and respond to changing visitor demand, the program will support sustainable growth and create new opportunities for communities while enhancing the Wagga Wagga region's appeal as a quality tourism destination," Minister Moriarty said.
Destination and Events Coordinator Cassandra Farquharson said the program has been developed in direct response to industry feedback to Council and is a priority action Council's endorsed Wagga Wagga Destination Management Plan 2025-2034.
"The program supports those ready to embrace agritourism and culinary ventures by turning farms into destinations, products into experiences and ideas into sustainable second income streams," Ms Farquharson said.
"Second Season is a practical, hands-on program combining masterclasses, tailored mentorships and real-world industry exposure to help build confidence to take the next step.
"Whether you are running a farm, managing a food venue or tourism business, or exploring a new opportunity in the hospitality or tourism sector, we encourage you to explore what Second Season has to offer."
The masterclass series, delivered by tourism experts Sparrowly Group, will focus on developing tourism and hospitality visitor experiences with a focus on long-term sustainability. These sessions are scheduled for Monday and Tuesday, 11 – 12 May 2026.
Eligible participants will then have the option to be matched with an experienced mentor to complete a business health check, refine goals and identify opportunities for product and experience development.
General Manager of The Townhouse Hotel and The Oakroom Restaurant Joe Turner welcomed the initiative:
"As accommodation and restaurant operators, we welcome the focus on hospitality training and workforce development," Joe said.
"Great service makes a huge difference to how visitors experience our region, and programs like this give businesses the confidence to try new ideas and refine what we do best.
"By investing in skills and people, we're helping build the kind of experiences that strengthen our region as a leading destination."
