Wollongong’s tourism chief wants a funding commitment for the WIN Sports and Entertainment Precinct before next year’s state election, warning a shortage of hotel accommodation is costing the city millions of dollars a year.
Destination Wollongong general manager Jeremy Wilshire said an upgraded precinct would help build confidence among hotel investors, as the city prepares for demand from major projects spanning health, manufacturing and tourism.
While the hotel development pipeline had improved, he said the projects on the horizon would only prevent Wollongong from falling further behind.
“There has been great headway made, and the pipeline is much improved. But that just ensures we don’t get further behind at this stage,” he said.
Wilshire identified the Wollongong Health Precinct, advanced manufacturing, the WIN redevelopment, a potential cruise terminal and redevelopment of BlueScope land as major drivers of future demand.
The NSW Government has committed $17 million to planning the WIN precinct redevelopment, with a proposed upgrade encompassing both WIN Stadium and the entertainment centre. Consultation on the precinct vision opened in September. winprecinct.insw.com.
Wilshire said he hoped for an announcement before the election.
Asked whether the precinct should be an election priority for local politicians, he said: “From my perspective, yes, because the numbers stack up and it’s sorely needed.”
He said the project would stimulate confidence in hotel development, describing the city’s current accommodation ceiling as “costing us millions of dollars per year”.
The call comes as Illawarra and South Coast tourism operators secure finalist places in the 2026 NSW Tourism Awards, recognising the businesses and experiences already attracting attention to the region.
Symbio Wildlife Park is a finalist in Attractions, while Bigwave Skydive Shellharbour and Stand Up Paddle Boarding Shellharbour are shortlisted in Tours and Activities. Shoalhaven’s Cupitt’s Estate is a finalist in Food and Beverage.
Destination Wollongong’s Why Bother campaign is shortlisted in Visitor Information and Tourism Services, after Wilshire said it generated nearly two million video views and reached three times its annual website target within five months.
The campaign played on research showing non-residents had a more positive view of Wollongong’s attractiveness and progress than locals did.
“We wanted to play on that and show that visitors are blown away by what we have to offer,” Wilshire said.
Its deliberately provocative approach divided opinion, something the organisation had anticipated.
“Some thought it was terrible and that’s okay because we don’t have enough budget to be boring.”
Wilshire said attractions such as Symbio and Stand Up Paddle Boarding Shellharbour stood out because they offered distinctive experiences grounded in the region’s character and natural landscape.
“They have their own authentic narrative,” he said. “It’s not an off-the-shelf product.”
He described Symbio as a family-run Illawarra business success story, pointing to its continuing investment in animal experiences and visitor facilities.
Wilshire expected further opportunities in 2027 through the second phase of the Illawarra Escarpment Mountain Bike Network and the Great Southern Walk. The 67-kilometre walk links Kurnell’s Kamay Botany Bay National Park with the Southern Gateway Centre at Bulli Tops.
Wilshire said Destination Wollongong was working with stakeholders on ways to encourage visitors finishing in the northern Illawarra to continue into the region.
“We don’t want them escaping back to Sydney or wherever they’ve come from in a hurry,” he said.
“I think as a city we need to look at the opportunities and solutions for enriching experience, extending stay, and maintaining enough activity, interest, and accommodation for those visitors to make the most of Wollongong.”
The NSW Tourism Awards winners will be announced at ICC Sydney on November 9.