'Not just for tourists': Wollongong's plan to become NSW's must-see destination
And why the city as a whole will benefit.
As amateur and professional triathletes ride, swim and run through the heart of Wollongong this month, Wollongong tourism boss Jeremy Wilshire is hoping the host city itself makes it to the top of the podium.
The recently installed general manager of Destination Wollongong is doing everything to ensure that during the five day World Triathlon Championship finals, Wollongong beats its own personal best - and convinces participants and spectators to explore beyond the race route.
Tourism leaders say there is a palpable difference from the last international championships Wollongong hosted, as the city - and the region - attempts to set itself up to be the closest must-see destination for Sydney, and reap the economic and social benefits of increased and consistent visitation.
Wollongong Lord Mayor Tania Brown and Destination Wollongong general manager Jeremy Wilshire. Picture credit: Facebook, Linkedin. Background image by Maxim75
Two-wheel wobbles
When the UCI Road World Cycling Championships came to town, the last time Wollongong hosted a major event of the scale of the World Triathlon Championships, the city split into two camps.
There were those who lined up along the course route to get a glimpse of the champions of the World Tour and the entourage that followed.
And those that got out.
The post-event spend analysis tells a similar story. Total CBD spending dropped by 10 per cent, however, as Wollongong Lord Mayor Tania Brown tells The Pulse, other operators did “very well” during the week.
“A lot of people did very well out of UCI, but certainly a lot of people thought, ‘This is all going to be too hard,’ and left town.”
This time around, with fewer disruptions, more amateur athletes and better managed expectations, business leaders are hoping the event showcases Wollongong in a way to drive continued visits and longer stays.
Pieces of the puzzle
The event comes as the city embarks on a number of major changes designed to set the Illawarra up to cash in on the tourist dollar, which has historically bypassed the region.
Last month, Brown and Wilshire, along with councillors, state MPs and industry representatives, launched the Wollongong Cruise Prospectus in an effort to cajole the NSW government into selecting Port Kembla as the third cruise terminal in the state, as Sydney reaches capacity.
This followed council’s Tourism Accommodation Strategy, adopted in February, which attempts to lift the comparatively low number of beds available for visitors.
But, said Brown, all the pieces of the puzzle need to fall into place, as cruise ships without hotel rooms, and beds without visitors, won’t make economic sense.
It is chicken and egg.
“Same with the [WIN] stadium. If the government commits to the stadium, people who are building their hotel rooms are going, ‘Okay, we know there’s going to be more conferences around, we can focus on delivering the rooms that’s needed for that,’” Brown said.
“We’re missing out on festivals and sporting events because we just can’t accommodate the crowd that comes with it.”
An artist’s impression of The Globe development on the site of the former Wollongong David Jones. Picture credit: MMJ Real Estate
While there has been some positive progress, including The Globe development and the Crowne Plaza in Shell Cove, there have also been setbacks, with the number of Airbnb-style listings in Wollongong falling by 62 units just in the time from the draft accommodation strategy to the final version and the demolition of the Normandie Hotel to make way for apartments.
In addition, spending at local businesses is going backwards. According to the August Wollongong Economic Insights report, travel and tourism spending fell by 12.5 per cent in the CBD alone in 2025, while hotel spending across the LGA declined by $3.7 million.
Having been hit hard during the pandemic, post-COVID growth in the tourism sector was blunted by cost-of-living pressures, with the Illawarra particularly susceptible as a short stay, discretionary trip, rather than a dream destination get-away.
Up at Macquarie Street, there has also been a major overhaul in the way NSW does tourism. The Minns Labor government has sought to put its stamp on the state’s tourism direction, shifting away from the former Coalition government’s 10 world cups in 10 years strategy - which included the UCI Road World Championships in Wollongong - to tapping into experiential and wellness-driven tourism trends.
However, as Wilshire points out, Wollongong doesn’t have the luxury of choice.
“We’re not a top of mind destination like Bryon Bay or the Gold Coast, so events are a crucial part of our mix,” he said.
In addition, as Brown adds, business events in particular are needed to overcome the midweek lull in tourism, even if hotels are booked out over the weekend.
“That’s where conferences help that business case, and at the moment, we don’t have the [venues] to accommodate those conferences, but people are paying a lot of money every weekend to stay in those hotel rooms.”
While much of the focus is on attracting visitors to the region, Brown said that ultimately the push is intended to benefit residents, not only through jobs and economic impact, but by creating a more vibrant and dynamic city. A city where restaurants open late on a weeknight, headliners play concerts and international sporting teams compete.
“These events aren’t just for tourists,” Brown said.
“They’re for our community as well. We’ve got the netball, the Diamonds are coming to play an international game here on October 8. That’ll be our people who are filling the stands.”
The projects to watch
Local attractions underway:
Illawarra escarpment mountain bike trails
Extending the Great Southern Walk from the Royal National Park to the northern Illawarra
Redevelopment of Port Kembla Golf Club
Major projects in progress:
WIN Stadium redevelopment - masterplan under development
Coalcliff Eco-Tourism Facility - currently at EIS preparation stage
A twinkle in the eye
A film studio in the BlueScope redevelopment
An urban wave pool
You can read more of the Future Proof series here.
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