Welcome to November's Southern Snapshot, your update on the people, projects and opportunities shaping the visitor economy across Southern NSW.
This month, we’re celebrating momentum across the region. From the launch of Great Southern Trails and standout performances on the state stage, to fresh insights from industry forums and new programs supporting local operators. It’s an inspiring reflection of collaboration, creativity and resilience across our visitor economy.
Happy scrolling,
Destination Southern NSW Team Email | Website | LinkedIn PO Box 1025 Goulburn NSW 2580
Banner Image: Batemans Bay MTB Club team, Amal Davis and the Stromlo Forest Park team, Justin Garrett - VisitCanberra, Jenny Robb, Richard Everson - Destination Southern NSW, Karen Edwards and Philipa Djikic - NSW Regional Growth and Development Corp | Credit: Arthur Robb
On the Ground
Snapshots of Destination Southern NSW activity across the region 📍
Video: Great Southern Trails trailer
Great Southern Trails launched at Sea Otter Australia
Destination Southern NSW proudly launched Great Southern Trails at the Sea Otter Australia Summit, a new mountain-biking tourism experience connecting 10 world-class trail networks across Southern NSW and the ACT. Originating from a brilliant idea by Industry Development Manager (IDM) Jenny Robb, the project celebrates regional collaboration, spectacular landscapes and passionate trail communities. Find out more about the launch and our incredible partners that helped us make it happen via our LinkedIn post.
Coast to the Tablelands – Connecting with industry
After a week on the South Coast, the Destination Southern NSW team joined the Board in the Southern Tablelands to meet operators ahead of a team workshop and board meeting. Visits to Corang Estate, the newly reopened Goulburn Brewery and the Goulburn Historic Waterworks were followed by a Southern Yarns networking event with local tourism representatives. Read more and see pics here.
Championing women’s perspectives in the outdoors
Destination Southern NSW IDM Jenny Robb recently joined a panel at the Sea Otter Australia Summit to discuss Perspectives: Women’s Health and the Outdoors. With a wealth of experience and a genuine passion for helping regional tourism operators thrive, Jenny connects deeply with business owners, understanding the challenges and resilience required to adapt and grow. Drawing on her background in regional tourism and outdoor recreation, she shared authentic insights on wellbeing, connection and resilience in nature. Read more and see pics here.
Building connections and capability across Southern NSW
Destination Southern NSW IDM for the Southern Tablelands, Jessica Bryden represented the organisation at several key industry events this month, including the Australian Regional Tourism Convention, the National Agritourism Forum and the NSW First Inbound Strategy Workshop. From strengthening agritourism collaboration to supporting export-ready tourism businesses, these events provided valuable opportunities to build capability and connect with industry leaders across the state. Read more and see pics here.
Measuring the social impact of tourism
The Australian Regional Tourism Convention in the Adelaide Hills was a great opportunity for IDMs Jenny Robb and Jessica Bryden to join discussions focused on how tourism shapes community wellbeing and connection. Jenny shared valuable local insights as a panel member exploring social impact in regional tourism. This discussion was timely, as Destination Southern NSW is working with Dana Ronan from Nourish Group Consulting to conduct regional workshops measuring pride of place, adaptability and the social impact of tourism across local communities. Read more and see pics here.
Video: Sea Otter Australia Festival 2025 | Official Wrap Teaser (click to watch)
Sea Otter Australia a huge success for the region
The inaugural Sea Otter Australia Festival brought thousands of riders and their families to Batemans Bay and Mogo Trails from 21–26 October, with almost 9,000 people visiting the three-day expo showcasing more than 170 brands. Across eight official races, 1,845 competitors took part, including hundreds of junior riders. The internationally recognised event delivered a major visitor boost for the region, creating strong trade opportunities for local businesses and tourism operators.
Southern NSW finalists shine at the NSW Tourism Awards
Destination Southern NSW is proud to celebrate nine exceptional finalists recognised among the state’s best tourism operators. These businesses and events reflect the diversity, creativity and resilience of our region’s visitor economy.
Congratulations to all finalists for your continued dedication to creating authentic, world-class visitor experiences. Winners will be announced at the NSW Tourism Gala on 27 November.
Celebrating our Business NSW Awards state finalists
We would like to send a special shout-out to Cat Coathup from Nine Circles Distillery for being awarded Outstanding Business Leader (20 Employees and Under). Cat was mistakenly missed from our original list. Sorry, Cat!
Nine Circles Distillery is located close to the Pambula River on the Far South Coast of NSW. Pop in and say hi to Cat and the team next time you're in the region.
Goulburn Regional Art Gallery among NSW’s best
Goulburn Regional Art Gallery has been nominated for three projects in the 2025 IMAGinE Awards, celebrating excellence and innovation across the state’s museums, galleries and cultural centres. The nominations; Woven Stories by Wiradjuri artist Jodie Munday, Horizons, and Sammy Hawker: Conversations with bees, highlight the Gallery’s leadership in fostering contemporary art, supporting regional and First Nations artists, and creating inclusive, community-driven programs.
Strengthening events on the Sapphire Coast
Sapphire Coast Destination Marketing (SCDM), in partnership with Bega Valley Shire Council, has launched the Sapphire Coast Events Program, a three-year initiative to support and strengthen events across the Sapphire Coast. The program takes a collaborative approach to promoting, measuring and sustaining events, starting with a marketing and data workshop and the launch of an Events Data Collection Toolkit for organisers. Reach out to scdm@sapphirecoast.com.au for more info.
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 📊
International visitation to NSW climbs 21.7%
The latest ABS data shows short-term visitor arrivals to New South Wales reached 293,030 in August 2025, up 21.7 per cent from the previous year. Nationally, visitor arrivals rose 14.3 per cent, with New Zealand, China and Japan leading source markets.
Cutting event red tape
New planning reforms under the Cultural State Environmental Planning Policy will make it easier to host events, live performances and outdoor dining across the state, boosting vibrancy, visitor spend and local jobs.
AUS–UAE trade agreement
Australia’s first free trade agreement with the Middle East has come into effect, eliminating tariffs on over 99% of exports to the UAE and strengthening pathways for First Nations trade and tourism.
Key trends shaping travel
The 2025 World Travel Market Global Travel Report highlights sustainability, authentic experiences, ‘gig tripping’ and AI as major forces driving global tourism growth, aligning with the NSW Visitor Economy Strategy 2035.
Cycling tourism on the rise
Bookings for cycling holidays in Australia and New Zealand have jumped 24 per cent year-on-year, reinforcing the growing demand for nature-based, active travel experiences.
Markets Initiative launched
Austrade’s new $50 million program will help Australian exporters diversify and expand into emerging global markets, supporting businesses to grow and compete internationally.
South Coast spring getaway
Tourism and Transport Forum research shows NSW is the most popular destination for Australian travellers this spring, with the South Coast ranking as the top regional choice.
Cultural sports tourism
New Expedia data shows 57% of global travellers are likely to attend regional sporting events while travelling, reflecting a growing appetite for immersive, culturally rich experiences. AFL ranks among the world’s top 10 fan experiences for 2026.
'Snack' Tourism
New Skyscanner research has revealed that culinary tourism is expanding beyond restaurant reservations; travellers are now turning their holidays into global snack hunts.
NSW leads the wellness tourism boom
Destination NSW has partnered with Well Traveller to accelerate growth in wellness tourism, a key focus of the NSW Visitor Economy Strategy 2035. Season two of Well Traveller TV will feature more than 70 NSW businesses, including several on the South Coast.
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 🎫
Australian Tourism Exchange (ATE26)
10 - 14 May 2026 | Adelaide Connecting 1,500 Australian sellers with 700 global buyers from more than 30 countries. Find out more
Opportunities to Grow
Grants and funding now open 🌱
Regional Night-Time Economy Program
$100-$200k in grant funding for local business collectives to activate regional town centres after dark. Projects can include live music, food trails, late-night trading pilots, or family-friendly events.
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
