Western Sydney Tourism Taskforce unveils first-ever destination campaign as visitor expenditure hits $9.6B

The Western Sydney Tourism Taskforce (WSTTF) has launched A World At Your Doorstep™, the region’s first unified destination campaign, delivering on a key recommendation from industry research that called for Western Sydney to be promoted more prominently as a destination in its own right.

Developed in direct response to feedback from members and industry stakeholders, the campaign unites Western Sydney’s 13 Local Government areas under a shared destination platform designed to grow visitation, strengthen the visitor economy and showcase the breadth of experiences across the region.

Unveiled before close to 400 industry attendees at the recent 2026 Western Sydney Tourism Awards, the campaign invites visitors to step through a series of doors and discover the region’s extraordinary range of experiences.

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Western Sydney’s cultural diversity is central to the visitor experience and at the heart of the campaign. Home to more than 2.2 million people from over 170 countries and speaking more than 100 languages, the region is one of Australia’s most diverse and dynamic visitor destinations.

From Cabramatta’s vibrant Lunar New Year celebrations, Parramatta’s Little India and Canley Vale’s buzzing entertainment precinct, to major events at CommBank Stadium, Accor Stadium, Liverpool Powerhouse and the Coliseum Theatre, there is something for every traveller.

Visitors can stay in premium hotels, host events in world-class conference facilities, explore the UNESCO World Heritage-listed Blue Mountains, cruise the Hawkesbury River, encounter native wildlife at Featherdale Wildlife Park, or experience thrills from whitewater rafting and iFLY Downunder in Penrith to hot-air ballooning and URBNSURF at Sydney Olympic Park.

The campaign also highlights the region’s rich heritage and agricultural heartland, from Old Government House and the Macquarie Towns to Bilpin orchards, Hawkesbury farm-gate trails, Gledswood Homestead & Winery, the heritage steam trains of Thirlmere, as well as Aboriginal cultural experiences.

Together, these experiences showcase the breadth of a destination where global cultures, natural wonders, major events and heritage landscapes exist side by side.

A region of connected experiences

Developed by the Western Sydney Tourism Taskforce (WSTTF) in consultation with members and industry, A World At Your Doorstep™ creates a shared destination platform that showcases Western Sydney’s unique combination of cultural diversity, world-class attractions, dining, heritage, urban centres (hotels), natural landscapes and adventure.

Bringing together Greater Parramatta, the Hawkesbury, Macarthur, Fairfield, Liverpool and wider South Western Sydney under one unified tourism narrative, the campaign encourages visitors to connect, stay and experience more, while giving tourism businesses a common platform to promote the region.

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Eight tourism pillars underpin the campaign reinforcing the breadth of experiences available across the region: Nature & Wilderness; Wildlife Encounters; Sport, Music & Art; Adventure; Living Culture; Heritage, History & Agritourism; Urban Centres & Hotels; and Food & Wine Experiences. The campaign’s doorways provide a visual invitation to step into different experiences and discover what lies beyond.

“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,” said Fazila Farhad, Chair of the Western Sydney Tourism Taskforce.

“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. A World At Your Doorstep™ captures the extraordinary mix of experiences that makes this region unlike anywhere else in Australia. 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. 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 new gateway for tourism growth

The campaign launches at a pivotal time for Western Sydney, with major investment across the region including Western Sydney International Airport, Powerhouse Parramatta, the redevelopment of Riverside Theatres, new hotels, conference facilities and night-time economy precincts creating new opportunities to attract visitors and encourage longer stays.

These investments build on Western Sydney’s position as both a destination in its own right and a gateway to the broader NSW visitor economy.

The region welcomed 29.6 million visitors and generated $9.6 billion in visitor expenditure in the year ending June 2026, accounting for 43 per cent of all visitors to Sydney.¹

A World At Your Doorstep™ will roll out across digital, social, outdoor and industry channels, encouraging visitors to discover the world-class experiences waiting on their doorstep.