About Us
Destination Southern New South Wales (DSNSW) is one of seven Destination Networks (DNs) in regional NSW, established by the NSW Government to improve regional stakeholder engagement and better support the visitor economy of regional NSW.
DSNSW is an important conduit between the NSW Government, local government, tourism organisations and businesses. Our primary role is to coordinate tourism-related strategies and projects that promote the growth and prominence of the visitor economy across the region. We do this by delivering regional funding and industry development programs and identifying infrastructure needs and investment opportunities.
Our priorities align with the objectives, strategies, and commitments of the NSW Government and are facilitated in partnership with government agencies, tourism organisations, and operators, guided by the Southern NSW Destination Management Plan 2022-2030 (DMP).
The strength of Southern New South Wales lies in the diverse nature of its three sub-regions, South Coast, Snowies and Southern Tablelands, which offer different but complementary experiences. The three sub-regions are comprised of 8 local government areas: Bega Valley, Eurobodalla, Snowy Monaro, Goulburn Mulwaree, Hilltops, Queanbeyan-Palerang, Upper Lachlan and Yass Valley. Each has its respective vision for the future, and projects and priorities, which are relevant to the sustainable growth of the region.
The following vision and values were created from the destination management planning process findings, in consultation with regional industry stakeholders:
‘Southern New South Wales stakeholders working collaboratively to showcase and develop their sub-regions as compelling destinations and contribute to the regional NSW $25 billion visitor expenditure target by 2030’.
This vision is underpinned by the following values:
- Ensuring a welcoming, safe, and inclusive region
- Considering responsible tourism – environmental, social, cultural, economic, and ethical
- Retaining our lifestyle, our character, and our sense of place
- Fostering a spirit of collaboration within and beyond our regional boundary
- Offering high quality, seamless experiences, and consistent customer services
- Providing opportunities for our industry to broaden and deepen their skill sets.
You can read more about DSNSW’s role, as well as strategies and priorities to facilitate visitor economy growth in the Southern NSW Destination Management Plan 2022-2030.
The Tourism Triangle
In New South Wales, growing the visitor economy is a collaborative effort, and at Destination Southern NSW, we play a vital role in the tourism triangle that brings this vision to life.
At the centre of this model are tourism operators, businesses and people who directly shape visitor experiences. They are supported on all sides by:
- Local Councils
- Destination Networks, including Destination Southern NSW, and
- Destination NSW, the state’s lead agency for tourism and events
Each plays a unique role in enabling tourism operators to succeed, with coordination and communication across all levels to ensure consistent, effective outcomes for our region.
Working with Local Councils
Local Councils are central to tourism delivery in our region. They manage infrastructure, local events, signage, and visitor services.
Destination Southern NSW works closely with councils to:
- Align local projects with regional and state priorities
- Provide insights and data to guide tourism planning
- Facilitate collaborative initiatives that support long-term growth
Our Role as a Destination Network
Destination Southern NSW is one of seven Destination Networks established by the NSW Government to improve regional stakeholder engagement and better support the visitor economy. We work across the Southern NSW region, supporting tourism operators and stakeholders to strengthen local visitor economies through:
- Strategy – Delivering strategic priorities via our Destination Management Plan
- Coordination and Advocacy – Connecting industry and support agencies
- Building capacity via sector-wide projects, and
- Building capability by supporting industry operators
We act as a bridge between local tourism stakeholders, local councils, and state-level strategies, ensuring local voices shape the future of our regional visitor economy.
How We Differ from Destination NSW
While Destination NSW (DNSW) operates at a state-wide level, focusing on major campaigns, international marketing, and overarching policy, we focus on regional implementation and on-the-ground support for those delivering visitor experiences.
| Destination NSW | Destination Southern NSW |
| Sets NSW-wide tourism strategy | Delivers regional visitor economy priorities |
| Manages global marketing & branding (e.g., “Feel New”) | Supports regional experience development aligned with state brand |
| Develops major events & international campaigns | Works with councils & operators to grow local product & readiness |
| Provides funding programs | Helps stakeholders identify and apply for relevant grants |
Together, Local Councils, Destination Southern NSW, and Destination NSW create the framework, but it is our tourism operators who bring the visitor economy to life every day. Supporting them is at the heart of everything we do.
If you would like to know more about how we can work together, please reach out to our team via your Industry Development Manager or info@dsnsw.com.au
Board
Our Directors have a passion for our region, our industry and the people who make it happen.
Team
