Economic sustainability, memorable experiences, world-class events and a thriving night-time economy will take centre stage in a new strategy designed to create a more vibrant Newcastle for residents, visitors and industry.
Proposals are being invited to support the research and development of City of Newcastle's new five-year City Vibrancy Strategy.
Major events such as City of Newcastle's flagship arts festival New Annual, play an important role in the economic growth and vibrancy of the city.
The strategy will provide a roadmap to support business growth and sustainability, enhance the visitor economy, strengthen the city's night-time economy and unlock new opportunities for investment, business and job creation.
Lord Mayor Gavin Morris said Newcastle's evolution as a diversified economy ripe for investment, as well as an appealing events and tourism destination is building momentum, delivering a range of economic benefits.
"Newcastle has become a city that delivers the complete package, from its breathtaking beaches and thriving cultural scene to its outstanding hospitality, major events calendar and experiences that continue well into the evening," Cr Morris said.
"We're seeing increased investment attraction across a range of sectors, more visitors choosing to stay longer, travel for major events and spending more whilst enjoying everything Newcastle has to offer. That presents a significant opportunity for our local economy and businesses.
"This strategy is about making sure we harness that momentum. We want to grow visitation, encourage investment, create jobs and continue building a city that's vibrant every day of the week and at all hours of the day."
The City Vibrancy Strategy will review and consolidate City of Newcastle's Destination Management Plan, Economic Development Strategy, Night-Time Economy Strategy and Events Plan into a single, coordinated framework.
A key focus will be growing Newcastle's diversified economy, its reputation as a premium leisure destination and extending appeal to international markets on the back of Newcastle Airport's recent expansion and the introduction of new routes and connections.
It will review City of Newcastle's commitment to attracting and facilitating major events, assess the use of Council-owned venues and public spaces, identify opportunities for sustainable event growth and explore how this can increase overnight visitation.
Chair of City of Newcastle's Strategy and Innovation Strategic Advisory Committee, Cr Declan Clausen said major events were a key economic and tourism driver.
"The calibre of events Newcastle is attracting today would have been difficult to imagine a decade ago. From international concerts to world-class sporting events, we're proving that Newcastle can compete on the national and global stage," Cr Clausen said.
"We've got a significant pipeline of major events locked in, welcoming global music heavyweights including the Foo Fighters, Robbie Williams and Guns N' Roses, alongside sporting spectacles such as the Rugby League and Rugby World Cups. These events don't just fill venues, they fill our hotels, restaurants, cafés and local businesses while showcasing everything Newcastle has to offer to new audiences.
"We've built incredible momentum over recent years and now is the time to think strategically about how we build on that success, working alongside industry and all levels of government to maximise every opportunity."
The City Vibrancy Strategy will explore opportunities to support business growth and sustainability, investigating City of Newcastle's role in supporting the local economy, emerging sectors.
It will look to strengthen the night-time economy and investigate the feasibility of one or more Special Entertainment Precincts, including Midtown, to encourage a range of 24-hour economic activity. This responds to a notice of motion endorsed by the elected council in March 2026.
The Night-Time Economy 2026 Report, released this week by the Council of Capital City Lord Mayors, underpins the importance of this sector in Newcastle, where it recorded a turnover of $2.3 billion in 2025, and accounted for 13,600 jobs across 1,027 businesses.
Councillor Paige Johnson said it is important to create and support places where people want to spend time and where local businesses can thrive.
"Special Entertainment Precincts are one tool that have the potential to unlock new economic opportunities and support a vibrant nightlife in Newcastle," Cr Johnson said.
"Following the Council resolution about exploring a Special Entertainment Precinct for Midtown Newcastle, the Strategy will be informed by community engagement and consultation on how SEPs could support live music, hospitality, arts and culture, while meeting the needs of residents, businesses and visitors."
The City Vibrancy Strategy will outline and guide how City of Newcastle can best support Newcastle's economic growth during the next five years, alongside other layers of government and the private sector.
