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Major Events Strategy and Visitor Economy Planning
Wollongong Major Events Strategy 2026 to 2031 Type / to choose a block
Wollongong, New South Wales
2026
Grow Wollongong through events
Wollongong City Council
Overview
ODIN360 partnered with JMP Consultants to prepare the Wollongong Major Events Strategy 2026 to 2031 for Wollongong City Council. The strategy provides a practical framework for attracting, assessing, investing in and evaluating major events that grow overnight visitation, strengthen Wollongong’s profile and create lasting community value. The work combined research, community survey findings, stakeholder engagement, infrastructure assessment and event market analysis to establish a focused, measurable and place based approach to Wollongong’s future events portfolio.
Key Deliverables
  • Partnered with JMP Consultants to lead the development of a six year Major Events Strategy for Wollongong City Council.
  • Undertook research and analysis of Wollongong’s events portfolio, visitor economy, event infrastructure, target audiences, market position and comparable event destinations.
  • Led and supported engagement with Council, Destination Wollongong, industry partners, event stakeholders and the community, including a survey of 735 residents and visitors across Wollongong, neighbouring areas and Sydney catchments.
  • Established a clear vision for Wollongong as a recognised premier Australian regional events destination.
  • Developed seven Identity Pillars to guide event selection and ensure the portfolio reflects Wollongong’s natural setting, sport and recreation strengths, creative character, community values and future focused identity.
  • Created priority sectors and a four tier event classification framework to guide investment, including Iconic, Flagship, Major and Developing events, alongside community and business events.
  • Designed a consistent event selection and evaluation framework that assesses identity fit, strategic alignment, sustainable outcomes, organisational viability and risk.
  • Prepared recommendations for event infrastructure, site development, evening transport, accommodation, governance, partnerships, sustainability and annual performance reporting.
Outcomes
  • Provided a clear framework for Wollongong City Council and Destination Wollongong to attract, assess, invest in and evaluate major events through to 2031.
  • Created a more proactive, evidence based approach to building Wollongong’s major events portfolio and directing investment towards events that fit the city’s identity and goals.
  • Established a foundation for credible measurement of economic, visitor, social, cultural and environmental outcomes through an independent evaluation framework and Annual Events Report.
  • Identified priority opportunities across sport and active recreation, cycling, arts and culture, nature and wellness, and food and beverage events.
  • Positioned Wollongong to leverage its coastal setting, pre approved event sites, UCI Bike City status, venue network and future Illawarra Sports and Entertainment Precinct development.
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