A flower boutique, winery, cafe and an accommodation provider may appear to have little in common, but together they help create visitor experiences that attract more than 1.2 million visitors to Wagga Wagga each year.
Applications are open for the 2026/27 Wagga Wagga Tourism Partner Program, which supports eligible tourism businesses with marketing exposure, networking and capacity building opportunities designed to strengthen the visitor economy of the Wagga Wagga + Surrounds region.
Destination and Events Coordinator Cassandra Farquharson said, now in its eleventh year, the program brings together a range of tourism businesses to tell a collective destination story.
“Tourism is a key economic driver in our city, welcoming 1.2 million visitors each year, contributing $385 million to the city’s economy,” Ms Farquharson said.
“A key initiative of Council’s Destination Management Plan, the Tourism Partner Program helps local businesses work together, build their profile and contribute to a stronger visitor economy.
“Collaboration allows us to better showcase the depth and diversity of experiences and ensures our region remains a compelling destination for visitors.”
Owner of Little Triffids Flowers Sophie Kurylowicz said being a member of the Tourism Partner Program has had many benefits for her business.
“I love being a Wagga Wagga Tourism Partner because of the opportunities for connection, visibility and growth the program offers small businesses like mine,” Kurylowicz said.
“From gorgeous promotional photo shoots to friendly catch ups with other operators in the Riverina, the program is worth its weight in gold to my business.”
Charles Sturt University Cellar Door Manager Michael L Trinidad stated that the program has helped raise awareness of the winery.
“The tourism team are extremely supportive and continually deliver events, activities and training sessions that are engaging, enjoyable and bring local tourism operators together.”
This year’s program includes the Wagga Wagga + Surrounds Visitor Guide, industry training opportunities and marketing campaigns.
The Second Season program also continues, offering eligible agritourism and hospitality businesses access to complimentary or low-cost training, mentoring, tours and HR services.
Businesses seeking to join the Tourism Partner Program must be located in the Wagga Wagga Local Government Area (LGA) or within 120km of the LGA boundary and offer a product or service relevant to visitors.
Applications are open year-round, however businesses wishing to be included in the 2027 Wagga Wagga + Surrounds Visitor Guide are encouraged to join before Monday 2 November 2026.
