Destination NSW ramps up India outreach with government backing, airline partnerships and Sydney‑plus strategy to showcase city icons and regional experiences
With India emerging as one of its fastest-growing markets, Destination New South Wales (NSW) is ramping up its travel trade and consumer engagement efforts to showcase the state’s diverse tourism offerings. Backed by the Minns Labor Government, the tourism board is working closely with airlines, travel partners and media to strengthen the appeal of both Sydney and regional NSW among Indian travellers.
As part of this push, the government hosted the Focus on India & Southeast Asia travel trade event in December 2025. The event brought around 60 leading travel buyers from various countries including India to experience world-class tourism offerings across Sydney and regional NSW.
Steve Kamper, New South Wales minister for jobs and tourism, added that Destination NSW has a robust strategy that draws on the power of partnerships.
“Destination NSW currently has campaigns in the market with Skyscanner, Tripadvisor, MakeMyTrip and Qantas Airways. These campaigns promote nature and wildlife, food and wine, which we know are all key drivers for visitors to NSW.
“These campaigns also promote self-drive trips that allow for freedom, flexibility, overnight regional stays and expenditure in smaller towns.”
Additionally, Destination NSW works with airline and trade partners on integrated marketing activities aimed at driving airline ticket and holiday package sales into Sydney, and promoting visitation to regional NSW through its Sydney-plus strategy.
To further strengthen India’s connection with NSW, the tourism board hosted an Indian media fam trip, Cricket Meets Culture in Sydney & New South Wales, from October 23 to 30, 2025. The itinerary blended culture, nature, luxury and cricket – key themes that resonate strongly with the Indian outbound travel market.
While Sydney landmarks, such as the UNESCO-listed Sydney Opera House, continue to be popular, Destination NSW hopes to draw attention to cultural experiences like the Art Gallery of New South Wales, one of Australia’s leading art museums with a vast collection featuring Australian, Aboriginal, Torres Strait Islander, Asian and European art in the Indian market. The gallery in the recent past expanded with the addition of the striking Sydney Modern building, offering visitors a new cultural dimension to explore.
Complementing its urban vibrancy, Sydney offers immersive nature experiences from themed walks at the Royal Botanic Garden – home to rare global plant collections – and the iconic Bronte to Bondi coastal route. Along the route, travellers can admire the Sculpture by the Sea exhibition, which features more than 100 outdoor artworks across a dramatic two-kilometre clifftop. Sculpture by the Sea is regarded as the most extensive free outdoor art exhibition in the world.
Beyond Sydney, the Southern Highlands and South Coast beckons. The Southern Highlands offers lush landscapes, boutique wineries and charming villages. A must-visit is Dirty Janes Antique Emporium, a treasure trove for collectors. Stalls sell everything, from vintage cameras to bespoke furniture.
Further south, NSW’s South Coast draws travellers with its outdoor adventures, wildlife and spectacular whale watching. Visitors will discover the charming country town of Berry, celebrated for its local markets and heritage architecture. The iconic Berry Donut Van is not to be missed.
From Berry, travellers could head north-wards to Sydney, and stop by Kiama – home to the world’s largest blowhole.
Travellers who live to eat will appreciate NSW’s rich gastronomic landscape. Cirq Bar & Lounge, perched on the 26th floor of Crown Sydney, provides sweeping harbour views.
Café Sydney, located in the historic Customs House, pairs its award-winning wine list with breathtaking vistas of Sydney Harbour.
In the evening, travellers can head to Maybe Sammy, one of Sydney’s most popular cocktail bars, which found a mention in the World’s Top 50 Bars for 2025.
If there is a craving for familiar food, Don’t Tell Aunty, known for its contemporary twist on Indian flavours, may just scratch the itch.
According to the International Visitor Survey, Tourism Research Australia, 43 per cent of all visitors from India spent time in NSW during their Australia trip for the year ending June 2025.
Visiting Friends and Relatives (VFR) remained the dominant purpose, contributing 45 per cent of arrivals.
Other key segments included holidays, business, education and employment. Notably, 90 per cent of Indian travellers to NSW did not join group tours, reflecting a strong preference for independent travel.
