Destination NSW turns to CommBank iQ data to sharpen regional strategy

Destination NSW is partnering with CommBank iQ to unlock transactional data from millions of consumer purchases across the state, a move it says will help future-proof the visitor economy.

The partnership gives Destination NSW and its seven regional partners access to de-identified spending data, revealing patterns in visitor behaviour across locations, demographics and timeframes.

CommBank iQ is a joint venture between Commonwealth Bank and data science firm Quantium. Its dataset spans more than seven million customers and some 200,000 brands, offering what it calls a 360-degree view of real-world consumer activity.

Destination NSW said the insights will inform marketing campaigns, infrastructure planning, investment attraction and trend forecasting. A series of regular, public-facing reports are also planned, with data to be published on Destination NSW’s corporate website.

CEO Karen Jones said the initiative aligns with the state’s 2035 visitor economy strategy, which calls for faster, more localised data to ensure NSW remains competitive.

“The next decade of growth for NSW’s visitor economy will be fuelled by innovation – and data is at the heart of that,” Jones said. “This partnership with CommBank iQ gives us a new level of insight into visitor behaviour, helping Destination NSW and our partners across Greater Sydney and regional NSW make faster, smarter decisions. It’s a practical step forward in supporting businesses, attracting investment and driving toward our ambitious 2035 target.”

The deal mirrors similar work by CommBank iQ with Kayo Sports, which used its insights to reshape subscription strategy ahead of the AFL and NRL seasons - resulting in a 38% lift in NRL subscriptions and 24% increase in AFL sign-ups.

CommBank iQ CEO Makenna Ralston said the agreement would give tourism operators and regional stakeholders a powerful decision-making tool. “Our unparalleled insights into visitor behaviour, combined with our deep analytical and data science expertise, will help empower the NSW tourism industry to make informed decisions and attract more visitors to the state,” she said.