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Free Programme Accelerates Digital Skills in NSW Visitor Economy

The NSW Government is launching a Digital Skills Accelerator for Tourism programme to help NSW tourism businesses transform their online marketing. Destination NSW has partnered with a digital consultancy firm to offer the free programme to accommodation providers, tour companies and visitor attractions.

The Minister for Enterprise, Investment and Trade, Tourism and Sport and Western Sydney said the programme would provide customised digital health checks to ensure businesses optimise their websites, improve their online listings and grow their social media channels.

The Minister noted that the Digital Skills Accelerator for Tourism programme is part of the NSW First Program, delivered by Destination NSW to assist businesses across the state to develop, promote and sell great visitor experiences.

He added that digital innovation is crucial to success in the contemporary tourism landscape. Helping businesses in the visitor economy to improve their digital competency is a key pillar of the NSW Government’s Visitor Economy Strategy 2030, which aims to make NSW the premier visitor economy of the Asia Pacific.

In addition to a customised digital health check report, successful applicants will also receive two, one-hour consultation sessions with a digital advisor and access to a course library to help improve their knowledge and digital skills.

The programme complements NSW First Program content, which includes ‘how to’ guides, resources and on-demand webinars for tourism businesses. The Digital Skills Accelerator for Tourism program will be open to 150 tourism businesses in NSW.

About NSW Government’s Visitor Economy Strategy 2030

The NSW Government’s Visitor Economy Strategy 2030 provides a roadmap to support all industries involved in the visitor economy to recover from the impact of drought, bushfires and COVID-19 and to grow in the future. The strategy sets a bold vision for NSW to be the premier visitor economy of the Asia-Pacific by 2030.

The main highlights of the Strategy are:

  • NSW aims to be the premier visitor economy of the Asia Pacific by 2030.
  • The target for 2030 is AU$ 65 billion in total visitor expenditure. Regional NSW is key to the future contributing $25 billion to the total.
  • The day trip market, worth an estimated AU$ 10 billion by 2030, is a new focus.
  • The strategy has three phases – Recovery Phase to 2024, Momentum Phase to 2026, Accelerate Phase to 2030.
  • The domestic market will be the primary focus until international travel resumes.
  • The strategy is flexible and principles-based. It puts visitors first, accelerates digital innovation, focuses on NSW’s competitive strengths, fosters collaboration and will be delivered with agility.
  • The five core strategic pillars are: Road to recovery, Build the brand, Showcase our strengths, Invest in world-class events, and Facilitate growth.
  • Destination NSW will lead a coordinated, whole of government approach to achieving the targets and vision.
  • The strategy will deliver economic prosperity, create new jobs and enhance the lifestyles of the people of NSW.

About the NSW First Program

Destination NSW delivers the NSW First program to assist tourism businesses around the State to develop, promote and sell their tourism products. It includes face to face workshops and online webcasts that offer ‘how-to’ insights on a range of topics for the tourism industry, with events to be added to the calendar throughout the year.


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