Events
Image: MTV Beats and Eats 2016, Wollongong | Credit: Rocket K
Supporting Visitor Economy Events across the region
Events can help attract visitors, encourage overnight stays, support local businesses and strengthen the identity of a destination.
The Destination Sydney Surrounds South region hosts a diverse calendar of arts, cultural, food and drink, sporting, nature-based and community-led events. These events contribute to the character of the region and provide visitors with another reason to travel, stay longer and explore more.
This page has been developed for:
- people exploring a new event idea
- community events looking to attract more visitors
- new event organisers building their foundations
- established events seeking to improve delivery or visitor outcomes
- experienced event teams looking for funding, research and growth opportunities.
Destination Sydney Surrounds South can support organisers at any stage. The team can provide practical guidance, connect organisers with local council and industry contacts, suggest relevant data and resources, and help identify suitable Destination NSW programs and opportunities.
Visitor Economy VS Community events?
Community events and visitor economy events both make an important contribution to the region, but they may have different objectives and funding pathways.
Community events
Community events are usually designed primarily for local participation, connection and wellbeing.
They may include:
- school and community fetes
- local markets
- charity fundraisers
- neighbourhood celebrations
- local expos
- civic and community gatherings.
These events may be better suited to local council grants, community funding programs, sponsorship or local partnerships.
Visitor economy events
Visitor economy events are intentionally designed to attract people from outside the local area and create benefits for the wider destination.
They usually aim to:
- attract visitors from outside the host Local Government Area
- encourage overnight stays
- generate spending with accommodation, hospitality and other businesses
- increase awareness of the destination
- give visitors a reason to travel during quieter periods
- reflect the distinctive character of the region
- encourage visitors to explore beyond the event itself.
An event may begin as a community event and gradually develop its visitor appeal. It does not need to make this transition immediately.
Destination Sydney Surrounds South can help organisers consider where an event currently sits and what a realistic next step might be.
Where is the event now?
Exploring an idea
This stage suits organisers who are considering a new event or exploring whether an existing community event could attract visitors.
Useful starting points include:
- defining the purpose of the event
- identifying the intended audience
- understanding why someone would travel to attend
- considering the best location and time of year
- speaking with the relevant local council
- reviewing other events already held in the region.
Recommended resource:
Developing or strengthening an event
Areas to consider include:
- event and risk planning
- budgets and financial sustainability
- permits and approvals
- marketing and ticketing
- accessibility and sustainability
- staff, volunteers and succession planning
- visitor research and evaluation
- creating or updating an ATDW event listing.
Recommended resources:
Growing an established event
This stage suits events seeking to increase visitation, attract overnight stays, improve partnerships or prepare for funding opportunities.
Areas to consider include:
- collecting reliable visitor data
- understanding where attendees come from
- measuring overnight stays and visitor expenditure
- strengthening sponsorship and partnerships
- reviewing what worked and what should change
- aligning the event with regional and state visitor economy strategies
- exploring Destination NSW funding and investment opportunities.
Recommended resources:
Regional Event Fund, NSW Visitor Experiences: State of Play and Destination NSW event investment information.
Destination Sydney Surrounds South Event programs
Event capability-building program
Coming soon in 2026
Destination Sydney Surrounds South is working with the Australian Centre for Regional Events on a state wide capability building program for regional event organisers.
The program will provide practical guidance, tools and industry support across areas such as:
- event planning
- visitor experience
- marketing
- financial sustainability
- sponsorship
- accessibility
- volunteer management
- succession planning
- evaluation and continual improvement.
Program dates, eligibility and participation information will be added to this page when confirmed.
Regional Event Accelerator Program
2025
Destination Sydney Surrounds South partnered with the Australian Centre for Regional Events to deliver a capability-building program for 14 events from across the region.
The program supported volunteer coordinators, local government event staff, newer organisers and established event teams through:
- event document reviews
- self-paced learning
- a two-day regional workshop
- tailored mentoring
- practical planning tools
- individual priority and action plans
- networking and peer learning.
Topics included event strategy, visitor experience, marketing, accessibility, financial sustainability, sponsorship, volunteer management and post-event evaluation.
The program helped organisers strengthen their event foundations and identify practical priorities for future development.