Wagga Wagga City Council is proud to launch the 2025-26 Wagga Wagga Tourism Partner Program, marking a decade of collaboration with tourism businesses to grow the region's visitor economy and strengthen our reputation as a leading destination.
Celebrating its 10th year, the program continues to evolve, providing valuable marketing exposure, business support and partnership opportunities for a wide range of tourism businesses, including accommodation providers, cafes and restaurants, farm gates, tour operators, attractions and retailers.
Applications to join the Wagga Wagga Tourism Partner Program for 2025-26 officially opened on Wednesday 25 June 2025.
Council's Visitor Economy Development Officer Cassandra Farquharson said the 10-year milestone is a moment to celebrate the growth and resilience of the region's tourism industry.
"The program began in 2016 with a vision to bring our tourism industry together," Ms Farquharson said. "Ten years on, we've built something incredibly strong.
"Through economic challenges, a pandemic, and the rapidly shifting tourism landscape, our local industry has shown amazing creativity and resilience.
"This program has helped businesses stay visible, connected and supported."
What started with just 51 members has grown into a vibrant regional network of visitor economy businesses and organisations, with more than 150 businesses and eight neighbouring councils participating in 2024-25.
Nick King, owner of Bar Olivette, expressed that being part of the Tourism Partner Program has produced many benefits for his business.
"It helps us connect with like-minded businesses, reach more visitors, and showcase our unique speakeasy experience as part of Wagga's vibrant hospitality scene," Mr King said. "The program's marketing, events, and workshops give us valuable exposure and support, helping us contribute to and benefit from the region's growing visitor economy."
Local clothing boutique Ted & Olive has been a Tourism Partner for many years. Its owner Alexandra Mack said the exposure to new audiences has been invaluable.
"It has allowed us to widen our reach while standing alongside some fabulous local businesses that showcase Wagga Wagga as a must-see tourism destination."
This year's program will build on the success of the 2024-25 program, which included high-impact campaigns and initiatives such as:
- The Wagga Wagga + Surrounds Visitor Guide
- Top Spots map, industry networking events
- Familiarisation tours
- Digital marketing campaigns including Mic'd Up and Out for Adventure.
The 2025-26 Tourism Partner Program offers membership options designed to meet the needs of diverse visitor economy businesses.
Benefits include access to marketing opportunities across print and digital platforms, involvement in major destination campaigns and events, industry networking events and support from Council's Visitor Economy and Events team.
A new supporter-level category 'Industry Friends' has been introduced this year for Wagga Wagga-based businesses and organisations with an interest in tourism who want to stay connected through access to industry newsletters without committing to a full membership.
The recently endorsed Wagga Wagga Destination Management Plan 2025–2034 identifies the Partner Program as a key deliverable, supporting collaboration across the sector and enhancing the city's visitor experience through marketing, product development and industry engagement.
"Tourism is everyone's business – whether you're pouring a local wine, hosting a guest, guiding a tour or selling regional produce," Ms Farquharson said. "The Partner Program is about bringing all those elements together to create a clear destination promise and a well-connected industry."
Council is encouraging past members to renew and welcomes new businesses who want to connect with visitors to be a part of the region's growing tourism success story.
"There's never been a better time to jump on board," Ms Farquharson added. "With new campaigns planned, a fresh vision through the Destination Management Plan and a growing number of visitors discovering our region, the momentum is only building."
Participants must be located in the Wagga Wagga Local Government Area (LGA) or within 120km of the LGA boundary and offer a product or service relevant to visitors.
