Wollongong City Council set to approve $1.8m tourism deal
Long-term tourism push is up for discussion.
Wollongong City Council is preparing to sign a new five-year funding agreement with Destination Wollongong, locking in the tourism body as the key driver of marketing, major events and visitor-economy growth through to 2031.
Under the proposal, tabled in the latest Council business papers, Destination Wollongong will receive $1.868 million in 2026-27.
The deal would replace the existing contract, which expires in June 2026.
If passed at council tonight (Monday, November 17), it plans to enter the agreement without going to tender, relying on a provision in the Local Government Act 1993 (Section 55(3)) that allows tendering to be skipped in “extenuating circumstances.”
The report states that Destination Wollongong “is the only substantial local tourism organisation with marketing capability”.
The new agreement ties Destination Wollongong’s priorities to four pillars, including growing Wollongong’s domestic and international profile by delivering a destination marketing strategy.
Destination Wollongong would also be responsible for securing major events and business events that drive economic and reputation impact.
The council report also says Destination Wollongong will focus on new tourism experiences, backing operators to bring fresh attractions to market and boost the region’s appeal.
The organisation is to target growth in nature-based and soft-adventure tourism, as well as expanding niches like accessible, cultural and dog-friendly travel.
The framework suggests capitalising on big opportunities tied to Sydney’s airports and working with partners on ideas, including a film studio, a cruise terminal at Port Kembla, and plans for more hotel development.
A new shared narrative for Wollongong is also in the works, designed to help the city stand out in a competitive tourism landscape.
The report says that over the last year, Destination Wollongong has been working with the council on the World Triathlon Championship Finals, the Cruise Terminal Taskforce, and a hotel demand study.