Designing drive itineraries to grow regional NSW visitation
Destination NSW | Drive Itineraries Program Design and Industry Playbook | NSW, Australia | 2018
Credit: Destination NSW
Design of 12 regional driving routes across NSW
Destination network audits and product identification
Co-designed itineraries to support visitor dispersal
Industry playbook to support adoption and promotion
The Challenge
Destination NSW engaged Sparrowly Group to lead the development of 12 new drive itineraries to showcase regional NSW and encourage increased visitation and longer stays.
Key challenges included
Creating compelling visitor journeys across diverse regions
Ensuring equitable representation of destinations
Identifying hero experiences that motivate travel
Enlisting industry participation in promotion and delivery
Our Approach
We led a multi-disciplinary team to design visitor itineraries grounded in product strength, destination storytelling and market appeal.
Our methodology included
Destination network audits to identify hero experiences and gaps
Industry consultation to validate product readiness and appeal
Co-design workshops to ensure balanced regional representation
Road testing itineraries to confirm visitor flow and experience quality
Outcomes and Impact
Key Outcomes
12 market-ready driving itineraries across NSW
Strong alignment with NSW destination network priorities
Practical playbook supporting industry adoption
Visitor experiences designed to increase length of stay
Economic and Social Impact
Increased regional dispersal and tourism spend
Enhanced visibility of smaller towns and experiences
Strengthened collaboration across destination networks
Industry tools enabling coordinated destination promotion
