Karen Jones named permanent Chief Executive at Destination NSW

The NSW Government has today announced the appointment of Karen Jones as Chief Executive of its tourism and major events agency, Destination NSW.

Jones, who has been acting Chief Executive of Destination NSW since January 2025, has, during her five-month tenure, presided over NSW’s highest-ever visitor expenditure, while the agency has delivered events including Australia Day in Sydney, Great Southern Nights and Vivid Sydney 2025.

Prior to joining Destination NSW, Jones served as Chief Executive of the Office of Sport, where she drove its Strategic Plan, Play Her Way strategy and involvement in the ‘10 World Cups in 10 Years’ initiative.

Jones’ appointment as Chief Executive of Destination NSW was made following a competitive recruitment process managed by the Department of Creative Industries, Tourism, Hospitality and Sport.

Announcing the appointment, NSW Minister for Tourism and Jobs, Steve Kamper stated “I would like to congratulate Karen on her appointment as CEO of Destination NSW and I am excited about the agency’s next chapter under her leadership.

“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.”

Destination NSW Chairman, Sally Loane added “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.

“It has been excellent to work with Karen over the last five months and I am confident that her insights and leadership will be invaluable in championing visitor economy growth in Greater Sydney and regional NSW.”

Looking forward to here new role, Jones commented “it is a privilege to be appointed as CEO of Destination NSW. I have been impressed by the agency’s dedication to support visitor economy businesses to deliver world-class experiences, growing the state’s major events calendar and marketing NSW to the world.

“Destination NSW has a fantastic team in place and is poised to deliver. 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 and dynamic events calendar and boost our visitor economy.”

Jones (pictured) will formally transition to the permanent Chief Executive’s role on 2nd June.