Banner Image: Visitors enjoy interacting with Alpacas at Blackwattle Alpacas, Murrumbateman | Credit: Destination NSW
Message from the General Manager
The NSW Visitor Economy Strategy 2035 sets an ambitious target of $91 billion in annual visitor expenditure by 2035, with regional NSW expected to contribute almost half of that growth. Achieving this vision won't happen through strategy alone, it will be delivered by the thousands of tourism operators creating memorable visitor experiences every day.
Supporting those businesses is at the heart of Destination Southern's work. Whether it's helping operators navigate emerging technologies like artificial intelligence, facilitating local collaboration, developing regional capability, or connecting businesses with funding and development opportunities, our role is to provide the foundations that enable industry to grow and succeed.
This month's edition reflects that focus. You'll find practical industry insights, examples of regional success, opportunities to build capability, and updates on projects that are strengthening our visitor economy across Southern NSW. Together, these initiatives help ensure our region is well positioned to meet changing visitor expectations and contribute to the long-term growth of the NSW visitor economy.
Thank you for your continued commitment to our region and the important role you play in shaping Southern NSW as a destination of choice.
Richard Everson
General Manager
Strategy | Advocacy | Capacity | Capability
Destination Southern - delivering the foundations of a strong visitor economy
Read on to discover insights and resources, including:
On the Ground – Destination Southern across the region.
Industry Insights – research, trends and sector updates.
Upskill & Connect – training and development opportunities.
Opportunities to Grow – grants, funding and business support.
On the Ground
Advocacy and coordination in action
Images: Southern Yarns at Yazzbar, Yass. Board and team at Merchant Campbell, Yass. Gunning networking event, Gunning. | Credit: Destination Southern
Building Connections Across the Region
Destination Southern's Board and team continued regional engagement throughout June, bringing together tourism operators, councils and industry partners through a series of visits and networking opportunities across Southern NSW. Activities included a visit to Yass tourism businesses, a Southern Yarns event and an industry networking evening in Gunning, creating opportunities to share ideas, strengthen local networks and discuss visitor economy opportunities.
A common theme across these events was how tourism businesses can respond to changing visitor behaviour. At Southern Yarns, Industry Development Manager Jess Bryden shared practical insights into artificial intelligence (AI), explaining how visitor search behaviour is shifting, and what the rise of AI means for operators.
Jess highlighted that small improvements to websites and digital content can help businesses remain visible as more travellers use AI and search technologies to plan their trips. General Manager Richard Everson also reflected on the importance of supporting operators at every stage of their journey.
The Gunning event explored the value of collaboration with a strong focus on operator and community-led ideas. Co-hosted by Destination Southern Industry Development Manager Jess Bryden and Upper Lachlan Shire Council's Tourism and Economic Development Coordinator Kathleen Bowerman, the event focused on identifying barriers and discussing simple ways to work together through cross-promotion, event activations, and packaging experiences.
By creating opportunities for operators, councils and industry organisations to connect, share knowledge and build partnerships, Destination Southern continues to support collaboration and a resilient visitor economy across Southern NSW.
Mountain Biking Industry Development Program Update
Destination Southern has commenced Phase 2 of its Mountain Biking Industry Development Project, building on the momentum of the Great Southern Trails initiative to strengthen the long-term sustainability of the region's mountain biking tourism sector.
Working across Eurobodalla, Bega Valley, Snowy Monaro, Snowy Valleys and the ACT, the project is exploring the development of an industry-led, member-based association to better support clubs, trail custodians, councils and commercial operators. The proposed model aims to strengthen collaboration, build industry capability, improve advocacy and create a more coordinated approach to sustaining and growing the region's mountain biking network.
Planning and funding applications are now underway, with opportunities for industry involvement to be announced as the project progresses.
Image: Shaw Estate cellar door tasting room | Credit: pewpewstudio
Shaw Estate International Success
Shaw Estate Riesling 2024 has been featured in the London CompetitionsTop 100 Wines to Stock Right Now, recognising the quality, consistency and commercial appeal of wines produced in our region.
The recognition follows success at the International Wine Competition, where Shaw Wines 2024 Riesling was awarded a Double Gold Medal and its 2023 Reserve Cabernet Sauvignon received a Silver Medal.
International recognition such as this helps raise the profile of the Canberra Wine District, showcasing local producers to new audiences and strengthening the region's reputation as a leading food and wine destination.
Congratulations to the Shaw Estate team on this achievement.
Sea Otter Australia Goes from Strength to Strength
The Sea Otter Australia Festival has been recognised with the Outstanding Visitor Experience award at the Eurobodalla Business Awards and is also a finalist for Adventure Event of the Year at the 2026 Outdoors NSW & ACT Industry Awards. These achievements highlight the festival's success in attracting cycling enthusiasts from across Australia and overseas while delivering significant benefits to the region's visitor economy.
Building on this momentum, the Sea Otter Australia Trade and Industry Summit returns to Batemans Bay from 21–23 October 2026, bringing together retailers, tourism operators, trail builders, land managers, brands and cycling advocates to share ideas, strengthen industry connections and celebrate excellence in recreation through the Land Managers Awards.
Regional Producers Recognised at the National Wine Show
Canberra Region wine producers were recognised at the 2026 National Wine Show of Australia, with wineries including Shaw Estate, Mount Majura Vineyard, Lake George Winery, Collector Wines, McKellar Ridge Wines, Linear Wines, Capital Wines and Sapling Yard receiving medal honours.
A special congratulations to Sapling Yard, which won the Blended White Trophy for its 2025 Fiori Riesling Pinot Gris Gewürztraminer Pinot Blanc, along with additional Gold and Silver medals.
These results highlight the quality, innovation and diversity of cool-climate wines produced across our region.
Would you like to share your new product, experience or event? Contact your Industry Development Manager to learn more.
Industry Insights
Sector trends, insights & business implications
This section brings together key updates from across the visitor economy, including research, events and broader industry developments. The insights highlight what’s changing and what it could mean for your business as you plan for the months ahead.
Visitor Economy Report
Tourism Research Australia’s Australian Visitor Economy Benchmark Report 2025 shows total visitor spending reached a record $192.4 billion, up 6.5% on 2024. Nearly half of all domestic overnight visitor spending occurred in regional Australia, with day trips and experiences closer to home remaining popular. For tourism operators, the report offers valuable context on the factors influencing visitor demand.
Fuel Excise Relief Extended
The Australian Government has extended fuel excise relief through July, with petrol and diesel remaining 16 cents per litre cheaper than the full excise rate. The extra month of fuel discount is expected to support regional tourism businesses by helping reduce travel costs and encouraging Australians to plan winter road trips, particularly during the school holiday period.
Rise in Tourism Jobs
New Australian Bureau of Statistics data shows Australia had 726,800 tourism jobs in the March quarter 2026, up 4.2 per cent year-on-year despite a small decline from the previous quarter. Accommodation jobs rose by 1.9 per cent, highlighting continued demand across a key sector for regional tourism operators.
Thrive Regional Pulse Survey
Regional Development Australia Southern NSW & ACT is seeking input through its inaugural Thrive Regional Pulse Survey. Open to people who live, work, volunteer, invest or participate across the region, the survey will help identify regional priorities, emerging issues and future opportunities to inform planning and decision-making. The survey closes Sunday, 9 August 2026.
National data provides context, noting that local conditions may vary across subregions.
Upskill & Connect
Strengthening operator capability
Outdoor Industry Development Week
Outdoors NSW & ACT's Jervis Bay Week brings together outdoor recreation, education and adventure tourism professionals for four days of professional development and industry connection.
Restaurant & Catering Australia and Edge Impact are hosting a free webinar introducing practical Circular Economy Toolkits designed to help hospitality businesses reduce waste, improve food management, minimise packaging and make more sustainable procurement decisions.
The 45-minute session is ideal for hospitality owners, managers and teams looking for practical ways to improve operational efficiency and reduce costs.
Stronger Together Festival and Event Grants Program
The Multicultural NSW Stronger Together Festival and Event Grants Program supports multicultural festivals and events held between 1 October 2026 and 30 September 2027 that celebrate NSW's vibrant cultural diversity. Grants of $5,000 to $20,000 are available for eligible organisations.
Applications close 4pm, Monday 13 July 2026 | Find out more here
Trail Bike Toolkit for Local Councils
Produced by Outdoors NSW & ACT, this practical resource helps councils better understand trail bike recreation and explore how it can contribute to local economic development, regional visitation and outdoor recreation planning.
Destination NSW is offering sponsorship support of up to $6,500 for eligible NSW Aboriginal tourism businesses to attend the Australian Indigenous Tourism Conference (AITC) 2026 in Boorlo / Perth from 3–5 November. The conference provides an opportunity to explore industry trends, build networks and strengthen Aboriginal tourism businesses through workshops, trade and media engagement.
Expressions of Interest close 13 July 2026| Find out more here
Contact your Industry Development Manager to discuss support options:
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.
Acknowledgement of Country
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, PO Box 1025, Goulburn, NSW 2580, Australia
.png?upscale=true&width=1116&upscale=true&name=Southern%20Yarns%20Yass%20June%202026%20(4).png)
%20Medium.jpeg?upscale=true&width=1116&upscale=true&name=DOMA_pewpewstudio_250321_%20254_HR%20(7)%20Medium.jpeg)
