New NSW tourism strategy puts Barrington Coast and Port Stephens in the spotlight

PORT Stephens and other select NSW locations are set to receive a tourism boost under a new NSW Government marketing strategy designed to attract more visitors, support local businesses and create jobs across the State.

The first phase of the campaign will promote Port Stephens, Byron Bay, the Barrington Coast, Shoalhaven and Sapphire Coast through a coordinated 12-month marketing initiative led by Destination NSW.

Using data-driven insights and authentic storytelling, the strategy will showcase the experiences that make regional NSW a popular destination, including coastal holidays, nature-based attractions, food, wine and cultural experiences.

Minister for Jobs and Tourism Steve Kamper said the campaign would encourage more people to explore regional communities.

“Regional NSW is home to some of the nation’s best-kept secrets, and we’re making sure more people discover them,” Mr Kamper said.

“From pristine coastlines and spectacular mountain ranges to world-class food, wine and cultural experiences, NSW has something for everyone.

“NSW is already leading the nation on tourism, with a record 129.3 million visitors spending $61.9 billion across our state last year.

“We want people to stay longer and spend more in NSW, and the best way to do that is to get visitors travelling to our regions.

“We are backing regional tourism because we know it delivers real economic benefits for communities right across the state.”

Minister for Regional NSW Tara Moriarty said stronger regional tourism would benefit businesses and communities.

“Every visitor who heads to regional NSW helps support local businesses, create jobs and strengthen regional communities,” Ms Moriarty said.

“We’re backing regional tourism because when our regions thrive, local businesses grow, more jobs are created and the whole NSW economy benefits.

“Regional NSW has everything visitors are looking for, and this campaign will help put more people on the road, more customers through local businesses and more dollars into regional communities.”

The strategy was developed by Destination NSW in partnership with Destination Networks, local councils and tourism operators, following workshops across 27 regions to identify experiences with the greatest potential to increase visitation and visitor spending.

Regional NSW welcomed 64.4 million domestic and international visitors who spent $27.2 billion in the year to March 2026.

The campaign will initially focus on television advertising before expanding across digital platforms, social media, search, public relations, influencer engagement, events and Destination NSW channels to promote year-round visitation.