New Market Product Pathway
The New Market Product Pathway offers NSW sellers access to Focus On NSW at a reduced cost, supporting businesses that are newly export-ready or new to the UK, Europe (Germany/France), North America and New Zealand markets. This initiative enables eligible businesses to participate in a targeted trade event designed to help them build capability, strengthen their international readiness, and connect with key global distribution partners.
Program Details
Each successful participant will receive a reduced registration cost of $720 (including GST) per business, including one primary delegate package.
By supporting participation in Focus On NSW, the New Market Product Pathway helps newly export-ready or new-to-market visitor economy businesses develop essential international buyer relationships. This program complements the NSW First Program, which assists businesses in developing an inbound strategy, undertaking seller training, and engaging with ITOs and ground handlers.
The reduced registration cost applies exclusively to the primary delegate fee. All other costs including flights, accommodation, and any additional delegates are the responsibility of the applicant.
Eligibility Criteria
Applicants must meet the following conditions:
Be an Australian-registered company, paying Australian taxes.
Hold public liability insurance with minimum coverage of AUD $20,000,000 per occurrence.
Not have previously participated as a seller in a Destination NSW or Tourism Australia trade event targeting UK, Europe, North America or New Zealand (e.g., Focus On, Marketplace, Roadshow, etc.).
Businesses with an ABN number that has attended the events stipulated above are excluded.
Offer a NSW tourism product (such as accommodation, visitor attractions, tours/activities, or tourism transport) suitable for the UK, European, North American or New Zealand markets.
Be a business that is newly export-ready or new to these markets.
Enable bookings and commission payments at industry-standard levels appropriate for distribution systems.
- Not be a Product Representation Company (PRC) or an inbound tourism sales representative located in the UK, Europe, North America or New Zealand. NSW-based businesses with inbound representation in these markets are ineligible.
- Businesses that are part of a brand chain or franchise are not eligible to apply.
NSW Government departments, agencies and entities are ineligible to apply for this program.
Other requirements:
Tourism suppliers representing destinations other than NSW will be requested not to promote those products or services
Must have an up-to-date, live listing on sydney.com or visitnsw.com
Must have no outstanding debts with Destination NSW
Application Assessment
Up to five participants will be selected. If the number of applicants meeting the New Market Product Pathway criteria exceeds the maximum of five places, Destination NSW has the right to apply any or all of the following;
Take a first in, best dressed approach based on the date and time of submission.
Assess the mix of category and geographic coverage of visitor experiences to ensure a balanced representation.
The application process for the Destination NSW Focus on NSW 2026 event is via an online questionnaire. When completing your application, ensure you check the New Market Product Pathway option to apply. Submission of an application does not guarantee a place at the event.
Applications for Focus On NSW are now open and will close on Monday 22 December, 5.00pm AEDT.