About Destination Southern
Destination Southern is one of seven Destination Networks (DNs), working alongside industry to support and grow the visitor economy and the businesses that drive it.
At the heart of this are tourism operators, the businesses and people who bring the region to life for visitors every day. Our role is to support that work.
What we do
Destination Southern works alongside operators, local councils and 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 support long-term visitor economy growth across the region:
Strategy
Delivering regional priorities through the Southern NSW Destination Management Plan and alignment with the NSW Visitor Economy Strategy 2035.
Advocacy and Coordination
Connecting councils, industry and government through Southern Yarns, Have Your Say updates, submissions and broader policy engagement.
Capacity Building
Leading sector-wide projects that strengthen the visitor economy, including cruise, mountain biking and rail trail initiatives.
Capability Building
Supporting tourism operators through Development Pathways, resources, workshops and one-on-one support.
What impact our work has
This work helps grow stronger tourism businesses, more connected industry networks, and a more sustainable and competitive visitor economy across the region.
Why this matters
A strong visitor economy supports local jobs, businesses and communities, and ensures Southern NSW continues to thrive as a place to live, work and visit.
More about us
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.
Our work is guided by the Southern NSW Destination Management Plan 2022-2030 and aligns with the NSW Visitor Economy Strategy, ensuring local priorities connect with broader state direction.
Southern NSW is made up of three distinct sub-regions, each offering unique but complementary visitor experiences:
- South Coast: Bega Valley and Eurobodalla
- Snowies: Snowy Monaro
- Southern Tablelands: Goulburn Mulwaree, Yass Valley, Hilltops, Upper Lachlan and Queanbeyan-Palerang
Supporting our sub-regions to grow in ways that reflect their identities and strengths is central to what we do.
What this means for tourism operators
We are here to support your business, connect you with opportunities, and help create the conditions for tourism to grow across the region.
The Tourism Triangle
Growing the visitor economy in NSW is a shared effort, and tourism operators sit at the centre of it.
Every visitor experience, from accommodation and tours to cafes, events and attractions, is created by local businesses. Around this sits a network of support to help those businesses succeed.
The Tourism Triangle brings together tourism operators, local councils, Destination Southern and Destination NSW.
Each has a different role, but all work together to support tourism operators and strengthen the visitor economy across the region.
How everyone connects
Tourism Operators
Tourism operators are at the centre of the visitor economy. You create the experiences that attract visitors, encourage them to stay longer, and inspire them to return, again and again.
Local Councils
Local Councils focus on what happens on the ground in each destination.
They support tourism through:
- Local infrastructure such as roads, signage and public spaces
- Visitor services and local information
- Event support and delivery
- Destination-level planning and development
Destination Southern
Destination Southern works across the region to support industry and connect opportunities.
We focus on:
- Building industry capability through programs, workshops and support
- Connecting operators with funding, tools and resources
- Facilitating collaboration across the region
- Identifying opportunities for experience development, infrastructure and investment
- Advocating for regional priorities at state level
We connect local tourism stakeholders, local councils and state-level priorities, ensuring local voices shape the future of the regional visitor economy.
Destination NSW
Destination NSW operates at a state level and focuses on marketing and major events.
They are responsible for:
- Promoting NSW to domestic and international visitors
- Delivering major events and campaigns
- Setting statewide tourism strategy and direction
How we work together
Each participant of the Tourism Triangle plays a distinct role:
- Destination NSW drives demand by promoting NSW and delivering major campaigns
- Destination Southern supports industry, builds capability and connects regional opportunities
- Local Councils deliver local infrastructure, services and destination development
Together, this creates a coordinated system that supports tourism operators and enables sustainable growth across the region.
What this means for tourism operators
You are not expected to navigate this alone.
- Your local council supports what is happening in your immediate area
- Destination Southern supports you at a regional level, helping you grow, connect and access opportunities
- Destination NSW promotes NSW to visitors and drives demand
Together, this system is designed to support your business and help the region grow in a coordinated and sustainable way.
If you are unsure where to start or would like to explore how we can work together, please reach out to your Industry Development Manager or contact us at info@dsnsw.com.au
Meet the people supporting tourism across Southern NSW
Board
Our Board brings together a range of experience across tourism, business and regional development, with a shared commitment to supporting the growth of the visitor economy across Southern NSW.
They provide strategic direction and governance, ensuring our work remains focused, collaborative and aligned with the needs of industry and the region.
Team
Our team works closely with tourism operators, councils and stakeholders across the region, providing practical support, connections and guidance.
If you are looking for support or not sure where to start, your Industry Development Manager is a great first point of contact.
