The Minns Labor Government is driving growth across regional NSW with the launch of a new tourism marketing strategy designed to attract even more visitors, boost local businesses and create jobs across Regional NSW.
The first phase of the campaign will showcase Byron Bay, the Barrington Coast, Shoalhaven, Sapphire Coast and Port Stephens.
Delivered by Destination NSW, the 12-month campaign uses data-driven insights and authentic storytelling to connect visitors with the experiences that make regional NSW unique, from stunning coastal escapes and nature-based adventures to world-class food, wine and cultural experiences.
Developed in partnership with Destination Networks, local councils and industry, the strategy is informed by workshops held across 27 regions, helping identify the experiences and opportunities with the greatest potential to drive visitation, visitor spending and economic growth.
The campaign is part of the Minns Labor Government's plan to grow the visitor economy and ensure regional communities share in the benefits of record tourism growth.
Regional NSW continues to be Australia's leading regional destination, welcoming 64.4 million domestic and international visitors who spent $27.2 billion in the year to March 2026.
Regional NSW will play a critical role in achieving the NSW Visitor Economy Strategy 2035, with almost half of the State's projected $91 billion in annual visitor expenditure expected to be generated outside Greater Sydney.
Following the initial television rollout, region-specific activity will extend across digital, social media, search, PR, influencer engagement, events and Destination NSW-owned channels, ensuring sustained, year-round visibility for regional destinations.
The strategy is backed by the Minns Labor Government's ongoing investment in major events, aviation connectivity and visitor experiences, helping grow the visitor economy, support local businesses and strengthen regional economies across NSW.
Quotes attributable to Minister for Jobs and Tourism Steve Kamper:
"Regional NSW is home to some of the nations best kept secrets, and we're making sure more people discover them.
"From pristine coastlines and spectacular mountain ranges to world-class food, wine and cultural experiences, NSW has something for everyone.
"NSW is already leading the nation on tourism, with a record 129.3 million visitors spending $61.9 billion across our state last year.
"We want people to stay longer and spend more in NSW, and the best way to do that is to get visitors travelling to our regions. We are backing regional tourism because we know it delivers real economic benefits for communities right across the state."
Minister for Regional NSW, Tara Moriarty said
"Every visitor who heads to regional NSW helps support local businesses, create jobs and strengthen regional communities."
"We're backing regional tourism because when our regions thrive, local businesses grow, more jobs are created and the whole NSW economy benefits."
"Regional NSW has everything visitors are looking for, and this campaign will help put more people on the road, more customers through local businesses and more dollars into regional communities."
