``I can’t think of a better place for Australia’s first indoor snow resort than in Penrith.

``Winter Sports World will be Western Sydney’s jewel in the crown of tourism attractions, and I can’t wait to see it enjoyed by people not just from our state, but from all around Australia and beyond.’’ – NSW Premier Chris Minns (December 2024)

Last Wednesday, Tourism Australia hosted its Destination Australia conference in Sydney, themed ‘We are the Australian Tourism Industry’.

The event focussed on the future evolution of the tourism sector, outlining the national objective to grow tourism into a $220 billion industry by the end of the decade.

Our $700 million Winter Sports World will help meet that goal when it opens in 2028 (construction is on track to begin this year).

As the largest new tourism attraction currently planned in Australia – and the biggest ever for Western Sydney – Australia’s first indoor snow resort will redefine the nation’s appeal to global travellers.

The foundations are being laid now for Western Sydney’s emergence as the world’s newest must-visit international destination, with Winter Sports World a main lynchpin.

Read on to learn how, why and how much Winter Sports World will mean to our national tourism landscape – and why bigger does mean better.

Redefining Australia’s tourism industry

Australian tourism on the international landscape has traditionally been synonymous with beaches, rainforests and the Outback.

Winter Sports World will change that.

In less than four years, the global spotlight will shine on Australia from segments of the tourism market this country has never seen before because Australia has never had an attraction to this scale before.

Our giant snow box will add a new dimension to the nation’s offerings and join an international league of attractions purpose built to provide an environmental solution and meet consumer demand and needs.

Designed to be environmentally sustainable from Day One of operation, Winter Sports World will provide access to snow, snow activities and winter sports in perfect snow, perfect snow conditions and perfect -4 degrees C weather 365 days a year.

It will introduce the 50 per cent of Australians who have never seen snow, to a chemical-free snow environment.

It will foster winter sports potential in young athletes who may never otherwise have that opportunity.

It will be a learning and practice venue for ski beginners and technical training ground for advanced and professional skiers so they can maximise their outdoor ski field experience.

And it will offer an alternative to unpredictable outdoor ski fields impacted by shrinking snowfalls because of climate change.

Winter Sports World will position Australia alongside global destinations that cater to ski and snowboarding enthusiasts.

Elevating Western Sydney to global prominence

NSW Premier Chris Minns reported in a recent LinkedIn post a record breaking $53.2 billion spend injection in the NSW visitor economy, with NSW and Sydney Australia’s leading destination for all visitors.

And the NSW Government is laying the foundations to nearly double that spend to make tourism a $91 billion industry in NSW, he said.

“We know that NSW is #1 for nature, culture, and incredible experiences – and now it's clear that the rest of the world knows that, too.”

I would argue that the focus needs to be even further refined with a sharp focus on Western Sydney as Australia’s #1 holiday destination.

Historically overshadowed by Sydney and its coastal attractions to the east and the World Heritage-listed Blue Mountains to the west, this region is on the cusp of tourism transformation, with Winter Sports World the “incredible experience” as its anchor.

Located in the ‘Adventure capital of NSW’, the world’s newest, most advanced indoor winter sports resort will add to Penrith city’s existing sports training and competition venues alongside grounds for netball, basketball, football and canoe slalom and kayaking.

Winter Sports World’s strategic location just 15km from the new @Western Sydney International Airport, set to open in 2026, will further enhance accessibility.

With direct flights from major global cities, Western Sydney will no longer be just a new gateway into Australia but a complete destination itself.

Bigger is better

It would have been much easier to build a smaller, less expensive indoor snow centre rather than a $700 million one.

The hotel, the multiple dining options, enormous snow play area, ski slopes for different capabilities and the showstopping exterior design would have caused less of a headache.

It probably would be open by now.

But Australia deserves better.

Western Sydney deserves better.

And Western Sydney can deliver better to the world.

Importantly, if Australia aims to attract a larger, higher spending slice of the global traveller pie, it must up its game by providing attractions that complement equally the spectacular international natural icons it has relied on to attract visitors for more than 100 years: Uluru, Rottnest Island, the Great Barrier Reef, the Blue Mountains, Kimberley, Kakadu, Daintree and others.

A major new attraction is also needed to help international travellers justify a visit to Australia, one of the furthest destinations for much of the world’s population, many of whom only have a short holiday season.

Here are more reasons why a $700 million Winter Sports World is a better proposition than a $200 million alternative:

1. Greater economic impact: Winter Sports World is projected to contribute $2.5 billion to the NSW economy over a decade and create more than 2,700 new jobs. A smaller investment will reduce that impact.

2. Enhanced visitor experience: A higher budget means Winter Sports World can integrate cutting-edge snow technology, premium facilities and a high-quality entertainment experience that keeps visitors engaged for longer periods.

3. International recognition: The scale and ambition of Winter Sports World position it among global competitors like Ski Dubai. A $700 million project ensures global appeal and the potential to attract international events and high-profile competitions.

4. Longer visitor stays: More attractions and integrated services encourage longer stays, boosting accommodation, food and entertainment within the attraction itself and the surrounding region.

Crucial integrated hotel

A key component of Winter Sports World is its 200-room luxury hotel, a vital lure to lengthening visitor stay.

This is especially crucial in an emerging destination with limited visitor beds. Even the neighbouring established Blue Mountains destination needs more hotel rooms for every market and budget.

Quest Penrith owner Phil Willey, who opened the serviced apartment hotel in 2018, said he embraced Winter Sports World, including its hotel “as it will help elevate Penrith and Western Sydney to an international tourism destination”.

“By positioning the region as a comprehensive destination for both adventure and culture, we believe it will attract visitors from all corners of the world, benefiting not just the hotel industry but the local economy and community as a whole.”

Here’s why our Winter Sports World hotel is a game changer:

· Seamless guest experience: An on-site hotel allows visitors to enjoy a ski-in, ski-out experience

· Event hosting & conferences: As well as being a leisure venue, Winter Sports World will host corporate events, sports tournaments, international competitions and entertainment events.

· Increased revenue streams: Accommodation is a major revenue driver at other global tourist attractions. A premium hotel increases per-visitor spend, extending profitability beyond ticket sales.

· Year-round viability: Unlike outdoor ski resorts, Winter Sports World’s indoor facility and hotel will maintain a steady influx of visitors throughout the year

Showstopping global iconic façade

Our giant snow box will be a true architectural global icon.

It will feature glowing kinetic “ice shards” over the façade, with “boulders” strewn on the ground around a broken, teetering landscape of “icefalls”.

Winter Sports World will be an example of what can be achieved with genuine, thorough Indigenous engagement.

Cultural elements will be designed by well-known Aboriginal artist and educator Jamie Eastwood (Mugudun) in collaboration with John Lock & Associates Landscape Architects that share Dreamtime stories about Dyarrubin (Hawkesbury Nepean River).

Inside, there will be multiple themed areas, each offering a distinct experience for guests: snow slopes, toboggan and snow tubing zones, snow play area, multiple dining options and bars, retail and spa services.

I’d love to know your thoughts on how to elevate Western Sydney as an international destination. Have your say on my LinkedIn article HERE

_ Peter Magnisalis - Director and Visionary.