The New South Wales (NSW) Government has officially appointed Karen Jones as the permanent Chief Executive Officer (CEO) of Destination NSW, the state’s leading tourism and major events agency. Ms. Jones will assume the role on 2 June 2025, following a successful five-month term as Acting CEO since January 2025.

The appointment follows a rigorous and competitive recruitment process managed by the NSW Department of Creative Industries, Tourism, Hospitality and Sport, reflecting the government’s commitment to ensuring leadership aligned with the state’s ambitious visitor economy goals.

During her five-month tenure as Acting CEO, Ms. Jones oversaw significant achievements, including NSW recording its highest-ever visitor expenditure. Under her leadership, Destination NSW successfully delivered major events such as Australia Day in Sydney, Great Southern Nights, and Vivid Sydney 2025.

Prior to her role at Destination NSW, Ms. Jones served as CEO of the Office of Sport, where she led initiatives like the Strategic Plan, Play Her Way Strategy, and the ’10 World Cups in 10 Years’ campaign. With over 27 years of leadership experience in state and local government, she brings a wealth of expertise in driving growth, efficient operations, and strategic partnerships across diverse sectors.

Ms. Jones’ appointment was the result of a competitive recruitment process managed by the Department of Creative Industries, Tourism, Hospitality and Sport.

Strategic Vision for NSW Tourism

Minister for Tourism and Jobs Steve Kamper expressed confidence in Ms. Jones’ leadership, stating, “Karen’s proven track record will be invaluable as we prepare to launch the revised NSW Visitor Economy Strategy and ahead of the opening of Western Sydney International Airport, which will bring a once-in-a-generation growth opportunity to the state.” He emphasized the goal of achieving $91 billion in annual visitor expenditure by 2035.

Destination NSW Chairman Sally Loane praised the appointment, noting, “Karen is an outstanding appointment and brings a wealth of experience across government that will serve Destination NSW well during the delivery of the revised NSW Visitor Economy Strategy.”

Commitment to Enhancing Visitor Experiences

Ms. Jones expressed her dedication to advancing NSW’s tourism sector, stating, “It is a privilege to be appointed as CEO of Destination NSW. I have been impressed by the agency’s dedication to supporting visitor economy businesses to deliver world-class experiences, growing the state’s major events calendar and marketing NSW to the world.” She looks forward to collaborating with the NSW Government and visitor economy stakeholders to further elevate the state’s vibrant local culture and dynamic events calendar.

Industry Support and Collaboration

Business Sydney Executive Director Paul Nicolaou welcomed Ms. Jones’ appointment, highlighting her strong credentials in infrastructure, policy, and sport sectors as invaluable for building a bright future for Sydney’s business community.

Christine McLoughlin AM, Chair of Aware Super and former Chairman of Destination NSW and Venues NSW, also endorsed the appointment, stating, “It has been rewarding to work with Karen over the last six years and I am confident her proven track record in sport and entertainment will support a prosperous future for the NSW visitor economy.”

Commitment to Community and Culture

Ms. Jones emphasized that her priority will be to enhance NSW’s global visibility while also focusing on grassroots tourism.

“There really is no better destination than NSW, and I look forward to working with the NSW Government and visitor economy stakeholders to further elevate the state’s vibrant local culture, diverse landscapes, and dynamic events calendar,” she said.

Destination NSW’s existing partnerships with cultural institutions, Indigenous tourism groups, and major events bodies are expected to expand under her leadership.

Looking Ahead

With Ms. Jones at the helm, Destination NSW is poised to continue its mission of positioning New South Wales as a premier destination for visitors, leveraging major events and strategic initiatives to drive economic growth and cultural enrichment across the state.

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