Jones had been acting CEO of Destination NSW since January 2025 but has now been appointed to the role permanently.
Jones has more than 27 years of leadership experience in state and local government, and during her five-month tenure, NSW celebrated its highest-ever visitor expenditure.
“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,” says NSW Minister for Tourism and Jobs Steve Kamper.
“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.
“NSW is the nation’s leading visitor economy and I look forward to leveraging Karen’s experience to ensure the NSW Government achieves its goal of $91 billion in annual visitor expenditure by 2035.”
Destination NSW chair Sally Loane says Jones’s experience is an invaluable asset for the tourism agency.
“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,” she says.
“It has been excellent to work with Karen during the past five months and I am confident her insights and leadership will be invaluable in championing visitor economy growth in greater Sydney and regional NSW.”
Jones says she is pleased to transition to the CEO role permanently.
“It is a privilege to be appointed as CEO of Destination NSW,” she says.
“I have been impressed by the agency’s dedication to supporting visitor economy businesses to delivering world-class experiences, growing the state’s major events calendar and marketing NSW to the world.
“Destination NSW has a fantastic team in place.
“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.”
