Southern NSW Destination Management Plan 2022-2030

The Southern NSW Destination Management Plan (DMP), developed in consultation with Destination NSW (DNSW), industry partners, and government agencies, is a collective road map for the growth of the region’s visitor economy.

The DMP outlines the region’s target markets and visitor profiles, research insights, strategic objectives, and unique positioning and is used to facilitate an increase in visitation and visitor spend. The Plan highlights the opportunities and challenges in the region’s development and the role that we, as industry stakeholders, can all play – individually and together – to ensure success.

The DMP captures the strengths and the diverse nature of Southern NSW’s three sub-regions, the South Coast, Snowies, and Southern Tablelands. These sub-regions boast complementary offerings, including a variety of nature-based, arts, cultural, and trail experiences. The Plan demonstrates our ambition to expand the product and experience offerings, improve industry capability and capacity, and capitalise on major infrastructure developments to better support the region’s visitor economy.

This Plan sets out five strategic objectives and a plan of action for the region from 2022 to 2030:

• Support the Southern NSW visitor economy to recover and be sustainable, capable, and resilient
• Position and promote Southern NSW’s three subregions and their destinations to align to the Feel NSW brand
• Develop authentic visitor products and experiences to drive visitation to Southern NSW
• Grow current events and attract new events that grow the Southern NSW visitor economy and are aligned to our community
• Provide an enabling environment to attract investment in the Southern NSW visitor economy

Read more about how we facilitate visitor economy growth across the region in the DMP.