Visitor Attraction Signage| Application Guide
These are the iconic white-on-brown signs installed along state-managed roads in NSW to guide tourists to approved attractions and services. In operation since 1990, this initiative is jointly run by Destination NSW and Transport for NSW, playing a key role in helping visitors locate attractions safely and efficiently.
Benefits of Signage
- Enhances attraction visibility and credibility with travellers
- Aligns tourism operators with NSW standards and road safety guidelines
- Supports wayfinding and encourages more visitors to explore regional destinations
Eligibility and Sign Categories
Sign types include galleries, wineries, natural attractions (such as waterfalls and lookouts), craft venues, historic sites, and more. Each category comes with specific quality and experience standards to protect visitor expectations.
Attractions must deliver a high-quality experience and meet category criteria. This may involve interpretation signage, regular operating hours, onsite amenities, and clarity in visitor access.
Find out more about the categories here.
Application Process
1. Pre-apply consultation: Contact Destination NSW to confirm whether the attraction meets the qualification requirements.
2. Submit application: Use the official application form. Destination NSW evaluates it in partnership with Transport for NSW (and sometimes the Destination Network or local council).
3. Assessment outcome: If approved, tourism operators will be contacted to confirm sign design, location, pricing, and installation timeline.
4. Install and maintain: Tourism operators are responsible for manufacturing, installing, and maintaining the signs, including future replacements if the signs are damaged or removed.
5. If declined, Destination NSW provides feedback and guidance to help improve operators’ eligibility in future.
Cost
Tourism operators cover all costs associated with sign manufacture, installation, maintenance, and replacement. Final pricing is negotiated with Transport for NSW post-approval.
Costs for signage on local and regional roads vary between Local Government Areas. For more information regarding signage options and estimated costs, please contact your local council.
Find out more about costs here.
Need Help?
Destination NSW is available to guide tourism operators through every stage, from assessing eligibility to sign installation.
Website: https://www.destinationnsw.com.au/destination-nsw-business-support/signposting
Email: visitorattractionsignposting@dnsw.com.au
Phone: (02) 9931 1111
Southern Tablelands Signage Strategy Project
For more information on wayfinding and signage, please see the Southern Tablelands Signage Strategy Project.
Wayfound, a tourism signage consultancy, developed the Southern Tablelands Signage Strategy Project for Destination Southern NSW, providing a unified, whole-of-region approach to visitor signage. Covering the five local government areas of Hilltops, Upper Lachlan, Yass Valley, Queanbeyan-Palerang, and Goulburn Mulwaree, the strategy guides the development of distinctive, consistent, and place-connected signage across the Southern Tablelands.
The project was designed to enhance the visitor experience, promote safe and enjoyable journeys, support local businesses, and showcase the region’s diverse tourism offerings.