Destination NSW has connected a record 30 newly export-ready tourism businesses with influential global travel buyers at its annual New Product Workshop, showcasing the breadth and diversity of visitor experiences across Greater Sydney and regional NSW.
Twenty-eight domestic and international buyers participated in the appointment-based event, spanning inbound tour operators, domestic wholesalers and online travel agents across independent travel, escorted group touring, luxury travel, special-interest journeys and cruise shore excursions.
Karen Jones, Destination NSW CEO, said connecting NSW businesses with active buyers was key to keeping the state front of mind in priority markets.
“The New Product Workshop was an exciting opportunity to connect NSW tourism businesses with buyers actively seeking new products and regional experiences to add to their programs,” Ms Jones said.
Aboriginal visitor experiences were a significant presence at the workshop, reflecting growing demand in the sector. Tourism Research Australia data shows 1.2 million international and domestic overnight visitors to NSW participated in an Aboriginal-related experience in 2025.
Four Aboriginal-owned businesses took part, including Natcha Cultural Tours, Koori Kinnections, Eden Local Aboriginal Land Council and Byron Bay Surf School, offering experiences ranging from cultural walks and surfing to aerial Heli-on-Country experiences and cultural immersion on the Bundian Way.
The 2026 cohort included 12 Sydney businesses, 18 from regional NSW, 10 operators within NSW National Parks and seven wellness businesses, among others.
Minister for Jobs and Tourism Steve Kamper said the NSW Government remained committed to supporting tourism businesses to thrive as the state works toward its target of $91 billion in annual visitor expenditure by 2035.
Destination NSW has supported 115 businesses to enter the international market through its NSW First Program since 2022.
