WWCC Visitor Economy and Events Officer Georgia England, Wagga Wagga RSL Club’s Jo England and Knights Deli’s Deanna McNaughton are looking to attract even more visitors to Wagga in 2026. Photo: Jarryd Rowley.
2025 was a big year for tourism in Wagga Wagga, with more than 1.2 million people visiting the city.
The figure was revealed by Wagga Wagga City Council following the launch of the city’s 2025 tourism campaign, Double the Fun.
Playing on the name Wagga Wagga, the campaign suggests that the things to do in Wagga Wagga are ‘double the fun’ of anywhere else.
The city’s push to focus on festivals and events such as the Festival of W has paid off in recent years, with more than 100,000 visitors attending the annual, 16-day-long event alone each year since 2023.
The 1.2 million visitors injected $385 million into Wagga’s economy in 2025, making tourism one of the city’s biggest sources of revenue.
Council’s destination and events coordinator, Cassandra Farquharson, credited Wagga’s diverse offering as the main attraction for tourists.
“No matter what you’re interested in or when you visit, there is something for you to explore across our region – with the cooling Murrumbidgee River during our warmer seasons, the fresh flavours of local spring produce, and winter wonder with the Festival of W, Wagga Wagga is the place to visit any time of year,” she said.
With the launch of the 2026 season, Wagga Wagga City Council has also launched its new visitor guide, with a focus on small businesses within the city.
The Wagga Wagga + Surrounds Visitor Guide contains more than 150 businesses and attractions, including the Wagga Beach, the RSL and the Botanic Gardens.
Wagga Wagga RSL Club Marketing Manager Jo Thomas said tourism was vital to the strength and sustainability of the local economy, and initiatives such as the Wagga Wagga + Surrounds Visitor Guide helped ensure the region continued to attract visitors year-round.
“Being featured in the visitor guide allows us, and all businesses featured, to connect with visitors who may not be aware of the RSL Club and what we, and the region, have to offer,” Ms Thomas said.
“The guide is an important tool in promoting Wagga Wagga as a welcoming destination, encouraging visitors to stay longer, explore more, and support local businesses.”
Knights Meats owner Deanna McNaughton said the 2026 guide made a huge impact for small, local businesses, allowing them to extend their audience to visitors from near and far.
“By showcasing our unique, local offerings alongside the area’s top attractions, the visitor guide presents a wonderful and diverse mix of experiences all packed together,” Ms McNaughton said.
“Whether you are a big or small, old or new business, being a part of the visitor guide is a great opportunity to connect with visitors.”
The Wagga Wagga + Surrounds Visitor Guide can be accessed for free either online or physical copies can be collected at the Wagga Wagga Visitor Information Centre at 243 Baylis Street, Wagga.
