DNCW Tourism Business Development Pathway Program

What is the DNCW Tourism Business Development Pathway Program?


The DNCW Tourism Business Development Pathway Program is a fully integrated, end-to-end industry development framework designed to support tourism operators from initial concept through to market readiness.


The journey begins with the Tourism Business Onboarding Program, which provides a structured, Industry Engagement Manager (IEM) led pathway guiding businesses through Ideation, Business Ready and Tourism Ready stages. The onboarding program focuses on building strong business foundations, improving capability, and connecting operators into the visitor economy through practical support including workshops, mentoring, diagnostics and access to Destination NSW resources. The program is designed to deliver a strong pipeline of Tourism Ready businesses that are visible, market-aligned and actively participating in the regional tourism ecosystem.


Building on this, the Distribution Ready and Export Readiness Program supports operators to progress beyond Tourism Ready, focusing on experience development, packaging, pricing, and engagement with distribution channels. Led by the Industry Development Manager (IDM), this phase equips businesses to become commissionable and trade-ready, with a clear pathway toward export markets. Importantly, the program does not deliver export readiness in full, but positions high-potential operators at the point where they are ready to engage with Destination NSW export programs and international trade opportunities. Together, the two programs create a seamless development pipeline that strengthens industry capability, drives product development, and ensures the Central West has a consistent flow of high-quality, market-ready businesses prepared to step into state-led export pathways.

Where Are You in the Tourism Business Lifecycle?

The Tourism Business Lifecycle recognises five key stages in the journey from idea to becoming an export-ready operator.  Click through on the boxes below to learn more about each stage and where you and your business might fit in.


DNCW Tourism Business Development Pathway Program In Action




To bring the DNCW Tourism Business Development Pathway Program to life, we’ve developed a case study video featuring a local operator Jill from Redground Truffles Australia who has progressed through the pathway.


This provides a real-world example of how the program works in practice, showcasing the journey from early-stage concept through to becoming a more confident, capable and market-ready tourism business. It highlights the tangible outcomes of engaging with the program, including improved product development, stronger business foundations, and clearer pathways to distribution and growth.



Stage One: Ideation

You might be in the Ideation stage if you’re curious about entering the tourism sector but haven’t yet developed a formal product or service.


Who Is Typically at This Stage?

  • Farmers considering farm stays or guided tours.
  • Community groups looking to develop new events.
  • Entrepreneurs and start-ups with a great idea but no formal operations yet.


Common Characteristics

  • Lots of enthusiasm, but limited understanding of how the tourism sector works.
  • No structured visitor offering in place and no ATDW listing.


How DNCW Can Help

  • Exploring opportunities and assessing whether your idea is viable.
  • Connecting with available support services and industry contacts.
  • Shaping your concept so it aligns with regional priority experience themes, including nature and outdoors, Aboriginal culture, agritourism, journeys and trails, or culinary experiences.


Outcome of This Stage

  • A clear, viable tourism concept and intent to move forward into the next stage of development.

Stage Two: Business Ready

You may be in the Business Ready stage if your operation is already up and running, but you haven’t yet positioned it for the visitor market.


Who Is Typically at This Stage?

  • Cafés, galleries, boutique retailers, or accommodation providers that operate successfully but aren’t yet connected to tourism channels.
  • Agribusinesses with a farm gate shop, but without a structured visitor experience.


Common Characteristics

  • You already have your compliance essentials sorted (ABN, insurance, safety documentation)
  • While you have a clear business model, your tourism-focused packaging and visitor experience design are still limited or undeveloped.


How DNCW Can Help

  • Building capability in areas such as compliance, customer service, and pricing.
  • Embedding good practice across sustainability, accessibility, and inclusivity.
  • Completing relevant Destination NSW online training modules to strengthen your skills and understanding of the visitor economy.


Outcome of This Stage

  • A structured, compliant business that is fully prepared to transition into the tourism market.

Stage Three: Tourism Ready

You’re in the Tourism Ready stage when your business is visible, bookable, and actively connected to tourism channels and networks. At this point, you’ve moved beyond set-up and you’re ready to welcome visitors and compete in the market.


Who Is Typically at This Stage?

  • Accommodation providers listed on the ATDW and available to book online.
  • Tour and experience operators with clear products, pricing, and marketing presence.
  • Experiences that align with DNCW's priority sectors such as Agritourism, Cycling, Sports Tourism, and Events.


Common Characteristics

  • An active ATDW listing and digital presence.
  • Clear pricing, packaging, and availability information for visitors.
  • Ongoing engagement with DNCW and Destination NSW programs.


How DNCW Can Help

  • Optimising your ATDW listing and developing compelling deals or offers.
  • Strengthening your marketing and storytelling in line with Brand NSW guidelines.
  • Demonstrating sustainability, accessibility, and inclusivity across your operations.


Outcome of This Stage

  • A market-ready tourism business that is well-positioned to attract visitors and contribute to the goals of the NSW Visitor Economy Strategy 2035.


Stage Four: Distribution Ready

You’re in the Trade or Distribution Ready stage when your business is prepared to sell through established domestic trade and distribution channels. At this point, you’ve built a strong foundation and are ready to expand your reach by working with industry partners and entering new markets.


Who Is Typically at This Stage?

  • Operators with an established, Tourism Ready product looking to grow and access new markets.
  • Businesses already listed on ATDW, seeking to expand their visibility and distribution.
  • Operators ready to develop bookable experiences and collaborate with wholesalers and online travel agents.


Common Characteristics

  • A solid foundation in product delivery and customer service.
  • A clear understanding of visitor expectations and operational standards.
  • Limited experience with commission structures and trade contracts.


How DNCW Can Help

  • Enhancing and refining your visitor experience.
  • Developing commissionable product pricing and packaging.
  • Building trade partnerships and expanding distribution networks.
  • Participating in Destination NSW-led trade shows, famil programs, and promotional opportunities.


Outcome of This Stage

  • A commissionable, trade-ready product that is actively distributed through domestic channels and positioned for growth in new markets.

Stage Five: Export Ready

You’re in the Export Readiness stage when your business is on the cusp of entering international markets. At this point, you have strong domestic performance and are preparing to engage with inbound and global distribution channels.


Who Is Typically at This Stage?

  • Distribution Ready operators looking to access inbound and international markets.
  • Businesses with proven domestic demand and the capacity to scale.


Common Characteristics

  • Established domestic trade partnerships and distribution systems.
  • Consistent delivery of high-quality visitor experiences.
  • An understanding of international market requirements, but limited hands-on experience.


How DNCW Can Help

  • Understanding Destination NSW Export Ready criteria and pathways.
  • Building cultural readiness and international visitor servicing standards.
  • Developing knowledge of inbound contracting and global commission structures.
  • Accessing tailored mentoring and support from DNCW and Destination NSW.


Outcome of This Stage

  • A tourism business that is nearly Export Ready, with the capability and confidence to transition into Destination NSW’s Export Ready programs and successfully engage with international trade networks.

What's next? Connect with our team of industry experts today

Our Industry Engagement Manager and Industry Development Manager are here to assist you with your business development journey. They are your dedicated guides, overseeing each step of the program to ensure your business gets the support it needs.


What the team does for you:

  • Provides personalised site visits, mentoring and connections to industry networks and councils
  • Connects you with workshop opportunities and valuable Destination NSW resources, including the NSW First Program.
  • Guides you through all stages, including the DNCW 'Am I Tourism Ready?' diagnostic process and monitors your development through our CRM system.
  • Provide tailored business development support specific to operator needs
  • Facilitates access to Destination NSW trade programs and Export Ready resources

Tourism Business Onboarding Program

Kate Catterson

Industry Engagement Manager 

E: kate.catterson@dncw.com.au

M: 0413 585 225

Distribution Ready and Export Readiness Program

Nicole Dicker

Industry Development Manager

E: nicole.dicker@dncw.com.au

M: 0419 678 236

Images: Destination NSW