kabarsula Western Sydney makes bid to become tourism destination in its own right as visitor spending hits $9.6bn bandar SLOT INDONESIA

Western Sydney is making a bid to become a tourism destination in its own right, launching its first unified destination campaign as visitor spending hits $9.6 billion.

The Western Sydney Tourism Taskforce (WSTTF) has unveiled A World At Your Doorstep. The campaign brings together 13 local government areas under one tourism brand for the first time.

It comes as Western Sydney prepares for a new era of tourism growth. Major investments include Western Sydney International Airport, Powerhouse Parramatta and new hotels and conference facilities.

According to Destination NSW data, the region welcomed 29.6 million visitors in the year ending June 2026. This accounted for 43 per cent of all visitors to Sydney.

Unveiled to almost 400 industry representatives at the 2026 Western Sydney Tourism Awards, the campaign aims to attract more visitors to the region.

It follows industry research calling for Western Sydney to be promoted as a destination in its own right.

Western Sydney steps into the spotlight

WSTTF chair Fazila Farhad said the campaign marked a significant milestone for the region.

“This campaign is significant because it has been developed in direct response to feedback from our industry, which told us that Western Sydney needed to be positioned more strongly as a destination in its own right,” Farhad said.

“Western Sydney has always had the world within it. This campaign brings that story together for the first time under a single destination brand, inviting visitors to step through the doors and experience it for themselves.”

Home to more than 2.2 million residents from over 170 countries, Western Sydney’s cultural diversity is central to the campaign.

Featured experiences include Cabramatta’s Lunar New Year celebrations, Parramatta’s Little India and the UNESCO World Heritage-listed Blue Mountains.

Adventure attractions such as iFLY Downunder and URBNSURF also feature, alongside wildlife encounters and major sporting venues.

The campaign also showcases the Hawkesbury’s agricultural experiences, Aboriginal cultural tourism and the region’s heritage attractions.

Airport and infrastructure to drive tourism growth

The campaign launches amid significant investment across Western Sydney, with new infrastructure expected to create opportunities for tourism operators.

Farhad said the campaign would help capitalise on this growth and encourage visitors to extend their stays.

“As investment continues across the region and Western Sydney enters an exciting era, this campaign provides a platform to showcase everything the region has to offer,” she said.

“Whether visitors are coming from across Sydney, regional NSW, interstate or overseas, we want them to discover more of Western Sydney, stay longer and return.”

A World At Your Doorstep will roll out across digital, social media, outdoor advertising and industry channels.

It will also provide tourism operators with a shared platform to promote Western Sydney to domestic and international visitors.