Back view of two people sitting in front seat of car looking at an open map of Wagga Wagga. View out the windscreen of surrounding grape vines at vineyard.

Events & Tourism

Join a team of visitor economy changemakers

Published: 16 Jun 2023 9:54am

Tourism businesses and organisations are invited to join forces to promote visitation to our thriving Wagga Wagga + Surrounds region.

Applications to join the Wagga Wagga Tourism Partner Program for 2023/24 are now open.

In its eighth year, the program offers tourism businesses and organisations the opportunity to work with Wagga Wagga City Council's Visitor Economy and Events team on a range of tourism initiatives, including print and digital marketing opportunities and exclusive invites to industry events and workshops, coordinated by the team.

Each year, Wagga Wagga attracts more than 1.38 million visitors, injecting an estimated $385 million into the local economy.

Wiradjuri Elder leading a cultural walk through bushland, with group of people

Council’s Destination and Events Coordinator Kimberly Parker emphasised the importance of working together to drive our region’s visitor economy.

“As our city and region continue to grow, new visitor opportunities are emerging, each seeking unique experiences tailored to their needs and expectations,” Ms Parker said.

“With hundreds of tourism businesses in our city and surrounding region, we are fortunate enough to offer a diverse range of attractions and experiences, making it crucial for our industry to collaborate and market our destination cohesively.”

The Wagga Wagga + Surrounds region is fast gaining recognition as a leading tourism destination, highlighted by its selection as the host of the Local Government NSW Destination and Visitor Economy Conference in 2024.

“There has never been a better time to jump on board this momentum to help drive the visitor economy of our region,” Ms Parker said.

Wiradjuri Elder leading a cultural walk through bushland, with group of people

For the 2023/24 program term, participants can look forward to being included in the popular Wagga Wagga + Surrounds Visitor Guide and other digital and print publications, including the Top Spots Guide and the Business Event and Conference Guide.

There will also be opportunities to partner on future collaborative Visit Wagga Wagga campaigns and initiatives, in addition to accessing industry development support through the visitor economy and invitations to workshops and networking events.

The Tourism Partner Program has a strong track record and successfully delivered several initiatives during the 2022/23, including:

  • COLLABS – a collaborative product and marketing campaign with a focus on agritourism, local tourism-focused creators and curated storytelling.
  • Wagga Wagga Christmas Campaign - an online gift guide and promotional video supporting local businesses and increasing retail spend over the Christmas period.
  • Tourism and Events Masterclass Series – five free tourism and events masterclasses covering a range of industry topics including Wiradyuri/Wiradjuri culture, destination trends and accommodation insights and digital marketing skills.

To be eligible for the program, businesses must be located within a 120km radius of the Wagga Wagga Local Government Area and must be accessible and relevant to visitors.

The program encompasses categories including accommodation, attractions, food outlets, and retailers, all of which play significant roles in servicing the visitor economy.

Although applications are accepted year-round, businesses are encouraged to sign up by Monday 31 July 2023 to be included in the 23/24 Visitor Guide publication.

For further information or to join the program, contact the Visitor Economy team at or on 1300 292 442, or head to:

Wagga Tourism Partner Program