New South Wales launches regional tourism campaign to boost local economies

The New South Wales government has rolled out a new tourism push aimed at revitalising villages in the Upper Blue Mountains after the closure of Victoria Pass. Funded by the state, the campaign highlights Blackheath, Mount Victoria and surrounding towns, promoting train access, heritage attractions and local hospitality. Blue Mountains MP Trish Doyle and Premier Chris Minns attended the launch, and business owner Shane McLucas said the marketing support “arrived at a critical time” for his guesthouse.

A parallel 12‑month strategy, led by Destination NSW, will spotlight five regional destinations – including Port Stephens, Byron Bay, the Barrington Coast, Shoalhaven and the Sapphire Coast – using digital ads, social media and influencer partnerships. Minister for Jobs and Tourism Steve Kamper said the plan aims to “encourage visitors to stay longer and spend more in NSW”, while Regional Minister Tara Moriarty added that increased visitation will create jobs and strengthen community economies.