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Role and Structure

Tourism NSW promotes and supports the development of sustainable tourist destinations and experiences.  

We do this by:

  • marketing NSW destinations and holiday experiences to domestic and international markets
  • working with, and providing advice to, industry, other government agencies and key stakeholders about the development of sustainable destinations
  • sharing our knowledge and expertise with industry to stimulate investment
  • developing private and public sector partnerships to grow and manage tourism

Tourism NSW operates under four divisions:

The Visit Sydney group works closely with industry and precincts on the promotion and development of Sydney as a tourism destination. It is focused on Sydney partnership marketing, activities in international tourism markets and developing Sydney products and precincts.

The Regional Tourism group works closely with regional product and destinations throughout the State on tourism promotion and development of regional NSW. The group’s focus includes marketing campaigns in partnership with regions and working with Regional Tourism Organisations.

Marketing and Communications develops and manages the global marketing strategy for Sydney and NSW. This includes advertising, destination public relations, digital marketing, brand marketing and creative services. The group also supports the activities of the Visit Sydney and the Regional Tourism Groups.

The Destination Services group is focused on improving the “supply” side of the NSW tourism industry. It formulates and provides policy advice to develop and grow tourism in this State including the Tourism Industry Plan. The group also manages Tourism NSW's relationships with industry associations.

The Tourism Operations group provides advice to the Minister for Tourism and services the Tourism NSW Board. Tourism Operations is also responsible for media and corporate communications and communication with the tourism industry. It provides strategic insights for the industry based on the latest tourism and economic research. The group is also responsible for Tourism NSW’s project management and reporting.