Welcome to the February edition of Southern Snapshot.
This month’s update brings together national strategy developments, sector insights and practical capability-building opportunities to support operators across Southern NSW. From the release of the next THRIVE 2030 action plan to new NSW First resources and upcoming webinars, the focus remains on strengthening capability and positioning the region for sustainable growth.
Alongside these industry updates, we celebrate new experiences and cultural initiatives across the region, reinforcing the diversity and depth of Southern NSW’s visitor offering.
Destination Southern Team
Strategy. Advocacy. Capacity. Capability. Destination Southern delivers the foundations of a strong visitor economy. Email | Website | LinkedIn
Banner Image: Couple enjoys drinks at the Grabby Pub, the Albion Hotel, Grabben Gullen | Credit Destination NSW
Who is Destination Southern?
Destination Southern is one of seven Destination Networks funded by the NSW Government to strengthen the visitor economy across Southern NSW. Guided by our Board and small regionally-based team, we focus on four key activities that deliver local and regional impact:
Whilst we provide strategy, advocacy and coordination, and build industry capacity and capability to support long-term visitor economy growth, consumer marketing is delivered by councils and Destination NSW.
On the Ground
Snapshot of Destination Southern activity across the region 📍
Destination Southern Board and team at Broulee Brewhouse | Credit: Jessica Bryden
We then hosted our Southern Yarns event at The Adelaide Hotel, bringing together operators, event organisers, members of the Eurobodalla Visitor Economy Advisory Committee and Council’s visitor economy team to better understand local opportunities and challenges. Discussion covered planning and funding pathways, AI, regional economic conditions, and updates on our Development Pathways program, Social Impact Reporting Project and Phase 2 of the MTB Industry Growth Project.
The Board workshop progressed our Regional Visitor Economy Strategy 2035 to ensure priorities reflect local industry needs.
Regional visits are central to our approach — listening, collaborating and advancing practical initiatives that strengthen the visitor economy.
Our next Board meeting will be held in late April in the Hilltops. We look forward to connecting with operators there.
Richard Everson
General Manager
Regional Highlights
Local stories to celebrate 🎉
Customers enjoying a group trip | Credit: The Adventure Gene
The Adventure Gene launches in the Snowies
New operator The Adventure Gene has launched in the Snowy Mountains, offering all-inclusive ultralight hiking experiences designed to combine education with deep nature immersion. By providing gear, food and transport, the business aims to lower barriers to entry and encourage more people to explore the Snowies through guided, experience-led adventures.
Congratulations to Maddie, Tom, Tearloch and Gus on bringing this new offering to the region.
Major regional exhibitions open in Goulburn
Goulburn Regional Art Gallery is launching two major exhibitions by artists living and working in the broader region: after/image by Brenda L Croft and Re:Generation by Prue Hazelgrove. Featuring new bodies of work connected to family, place and memory in Goulburn and the surrounding region, the exhibitions highlight the strength of contemporary cultural practice across Southern NSW and will be on display until 4 April. Find out more and book here.
Would you like to share your new product, experience or event? Contact your Industry Development Manager to learn more.
Industry Insights
Data, insights and updates 📊
New THRIVE 2030 action plan released
The Australian Government has launched the next action plan under THRIVE 2030, outlining continued support for the long-term sustainable growth of Australia’s visitor economy. The plan reinforces the national target of $230 billion in visitor expenditure by 2030 and highlights ongoing investment in marketing, workforce development, infrastructure and resilience, in partnership with industry and state and territory governments.
Destination Australia 2026 registrations open
Registrations are now open for Destination Australia 2026, to be held on 19 March at Centrepiece Melbourne Park. This year’s theme, Accelerating future growth, competitiveness and sustainable tourism, will explore aviation, sustainability, marketing, distribution trends and market insights shaping the national visitor economy.
New NSW First nature-based tourism guide
Destination NSW has released a new NSW First Nature-based Tourism Guide to support businesses in developing sustainable, experience-led offerings. The guide provides practical insights into growing demand, foundational design tips and ways to integrate nature into experiences such as guided walks, wildlife encounters, cycling, water-based activities and wellness.
Awards reflect QTF engagement
Strong engagement with the Quality Tourism Framework (QTF) has been reflected in the 2025 Qantas Australian Tourism Awards, with 168 of 172 national finalists holding accreditation through Quality Tourism programs. The Australian Tourism Industry Council’s framework supports businesses to strengthen professionalism, sustainability, accessibility and market readiness, reinforcing nationally consistent standards that build visitor confidence and industry resilience.
Global Sustainable Tourism Summit 2026
The Global Sustainable Tourism Summit will be held from 2–5 June 2026 on the Gold Coast, bringing together industry leaders to explore environmental stewardship, cultural celebration, socio-economic impact and resilient business practices. Hosted by Ecotourism Australia and aligned with World Environment Day, the program includes a conference, networking events and an optional destination immersion experience.
State of the Night report
The NSW Government has released its first State of the Night report, measuring the scale and impact of the state’s night-time economy. The data shows the sector generates almost $110 billion annually, supports 1.3 million jobs between 6pm and 6am and encompasses more than 168,000 businesses across NSW.
The plan outlines six strategic priorities and provides a framework to support collaboration, investment and sustainable growth across the creative industries.
Please note that while we are keen to share information relevant to the sector, it is essential to recognise that the data we're sharing may not accurately reflect our local conditions.
Upskill & Connect
Training, events and industry engagement 🎫
Workforce webinar: Skilled Refugee Labour Agreement Pilot
Tourism businesses experiencing workforce shortages can learn how to access the Skilled Refugee Labour Agreement Pilot Program, which provides employers with access to skilled, job-ready refugees. The program has 500 visa places available until 30 June 2026. A free employer webinar will be held to outline eligibility, employer support and the application process.
Join Destination NSW for a free NSW First webinar exploring new research into the experiences appealing to domestic visitors. Presented in partnership with research agency FiftyFive5, the session will share practical insights and tools to help businesses better understand visitor motivations and tailor their offerings.
Applications are open for Be Bookable Online, a free NSW First program supporting Aboriginal-owned tourism businesses to set up online booking systems. Delivered by Destination NSW in partnership with Bookable Tourism, the six-month program provides one-on-one mentoring, booking software support and a $950 credit to help businesses grow online sales capacity.
Missed the live session? Watch the NSW First webinar Creating nature-based experiences to explore practical opportunities to incorporate nature into your visitor offering and hear directly from businesses already integrating nature into their experiences.
Tourism Awards – start early and strengthen your application
Last month, we encouraged operators to start thinking early about entering the NSW Tourism Awards or Canberra Region Tourism Awards. Beyond recognition, the awards process is a valuable business development opportunity, helping operators refine strategy, strengthen marketing and risk management planning, and benchmark performance.
A few practical tips
A strong application reflects a strong business. Focus equally on your product, your customer experience and how clearly you communicate your impact.
Start early and work progressively. Draft a clear structure first, then refine and strengthen your responses over time.
Make use of available support, including workshops, mentoring and one-on-one guidance. External feedback can sharpen your narrative and strengthen your submission.
Do not assume your business is not competitive. The process itself builds capability, and strong applications often evolve through reflection and refinement.
Destination Southern NSW is here to support you throughout the process. Contact your Industry Development Manager to discuss support options:
TAFE NSW is offering ITSA Study Grants to support students in the Illawarra, Shoalhaven, South East and Tablelands regions experiencing financial hardship. Grants of up to $2,500 are available for full accredited qualifications and up to $1,000 for skillsets or non-accredited courses, supporting study-related expenses such as transport, equipment and course fees.
The Regional NSW Strategic Partnerships Program supports partnerships that strengthen arts, culture and creative industries across regional NSW. Grants of up to $150,000 are available to deliver programs focused on skills development, organisational capacity, audience growth and creative activation of spaces.
Applications close 31 March 2026 (2pm) | More info
Regional NSW Community Bands Program
The Regional NSW Community Bands Program offers quick response grants of up to $2,500 to support community concert bands, brass bands and string ensembles across regional NSW. Funding can assist with skill development, equipment, travel and performance activities, helping strengthen local participation and access to music.
Destination Southern NSW acknowledges the many Aboriginal Nations and Aboriginal People of the Southern NSW region as the traditional carers and custodians of the land that we all now live and work on. We pay our respect to Elders past, present and emerging. Destination Southern NSW values the diversity of this region and works in partnership with local Aboriginal communities to respectfully celebrate and share Aboriginal culture with visitors to the region and also with locals who live here.
Destination Southern NSW Ltd is supported by the NSW Government and Destination NSW
Destination Southern NSW, PO Box 1025, Goulburn, NSW 2580, Australia
