In a move set to benefit tourism operators and travel professionals across New South Wales, Destination NSW has partnered with data analytics firm CommBank iQ to unlock powerful new insights into traveller behaviour and spending.
The collaboration gives Destination NSW and its seven regional Destination Networks access to Destination iQ, a platform built on de-identified transaction data from millions of Commonwealth Bank customers.
For the tourism industry, this means future marketing campaigns, tourism investment decisions and regional product offerings could be more closely aligned with the real-time behaviour of visitors, whether they’re spending big on luxury stays or seeking out coastal experiences.
While travel agents won’t have direct access to the data platform, they may benefit from the flow-on effects as regional tourism bodies and Destination NSW use the insights to shape more targeted marketing, invest in high-performing experiences and better support local operators.
This could translate into clearer messaging, improved infrastructure and enhanced product offerings, all of which help agents sell the destination with greater confidence and precision.
Destination NSW CEO Karen Jones said the partnership supports the state’s ambition to build a smarter, more responsive visitor economy:
“This partnership with CommBank iQ gives us a new level of insight into visitor behaviour, helping Destination NSW and our partners across Greater Sydney and regional NSW make faster, smarter decisions.
“It’s a practical step forward in supporting businesses, attracting investment and driving toward our ambitious 2035 target.”
CommBank iQ, a joint venture between the Commonwealth Bank and analytics firm Quantium, brings two decades of data science expertise and a uniquely large dataset – seven million anonymised customer spending records – to the table.
CommBank iQ CEO Makenna Ralston said the goal is to empower the industry:
“CommBank iQ’s unparalleled insights into visitor behaviour… will help empower the NSW tourism industry to make informed decisions and attract more visitors to the state.”
The data will also complement existing Tourism Research Australia reports, offering more localised and timely analysis.
Regular reports will be published on Destination NSW’s corporate website, helping stakeholders better understand where visitors are coming from, who they are at an aggregate level, and how they’re spending across regions.
As Destination North Coast Chair John O’Neil put it: “Timely and accurate data is critical for our destinations and operators. This partnership… will equip stakeholders throughout NSW with powerful insights to keep their experiences consumer-focused and globally competitive.”
In an era where smart insights drive bookings, travel agents may soon find their most valuable tool isn’t a brochure but a well-informed strategy built on data.
