Insights - 10 October 2025
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NATIONAL SHORT-TERM VISITOR ARRIVALS UP
The latest overseas arrivals and departures statistics have been released, with short-term visitor arrivals reaching 753,320 – an increase of 14.3 per cent from the previous year.
New Zealand was the largest source country with 114,660 trips, accounting for 15 per cent of all visitor arrivals, followed by China with 98,720 trips and Japan with 60,610 trips. Other top markets include the USA, Singapore, the UK, South Korea, India, Hong Kong and Taiwan.
These top visitor markets align closely with the priority markets identified in the NSW Government's Visitor Economy Strategy 2035, which lists China, the USA, the UK and South Korea as star performing markets.
The Strategy sets a growth target of $91 billion in visitor expenditure by 2035, and the NSW Government is seeking to leverage the great opportunity presented by the continued recovery of international travel. This means realising the full potential of markets already performing strongly and leaning into markets where there is great growth potential.
India, Hong Kong, New Zealand, Japan and Indonesia are identified as 'grow' markets.
NSW HOTELS LEAD AUSTRALIA IN INAUGURAL
MICHELIN KEYS AWARDS
Australia may not have Michelin stars, but the global benchmark for excellence in dining has now extended its reach to hotels and New South Wales has come out on top. In the Michelin Guide’s new Michelin Keys program, recognising the world’s most exceptional stays, 14 NSW hotels were awarded keys – more than any other state or territory.
The Michelin Keys recognise excellence in architecture and interior design, service consistency, personality and character, value for money, and contribution to place. Hotels can receive one, two or three keys, signifying levels of distinction from “a very special stay” to “an extraordinary stay.”
Among NSW’s top performers were Capella Lodge on Lord Howe Island and Spicers Sangoma Retreat in the Blue Mountains, both receiving two keys. Twelve other NSW properties earned one key, including The EVE Hotel in Redfern, Capella Sydney, QT Sydney, The Langham Sydney, Four Seasons Sydney, Wildlife Retreat at Taronga, Osborn House in Bundanoon, Il Delfino Seaside Inn in Yamba, and Basq House Byron Bay.
The strong NSW showing reflects the state’s growing reputation for world-class accommodation experiences, aligning closely with the ambitions of the NSW Visitor Economy Strategy 2035 to expand premium offerings and attract high-value visitors.
Click below to read the full article by Lucy Bell Bird on Broadsheet: These Are Australia’s Best Hotels According to the Michelin Guide.
TRAILBLAZER AWARD FOR SHARON WINSOR
NSW chef and entrepreneur Sharon Winsor, founder of Indigiearth, has been recognised nationally with the Bill Granger Trailblazer Award at The Sydney Morning Herald Good Food Guide 2025 Awards.
Presented at Carriageworks, the award celebrates hospitality figures who embody the late Bill Granger’s warmth, creativity and entrepreneurial spirit. Sharon was honoured for transforming the way Australians experience native ingredients through her Mudgee-based enterprise Indigiearth, which shares wild-harvested native foods such as saltbush, Davidson plum and lemon myrtle across Australia and internationally.
“I literally burst into tears and started shaking,” Sharon said after the announcement. “I was not expecting to be in the running, or to win, an award tonight.”
Long-time friend and fellow chef Kylie Kwong, who encouraged her to attend the ceremony, described the recognition as a landmark moment: “Sharon’s work represents truth, healing and generosity – she’s reshaping the way Australia connects with native foods.”
Sharon said her journey has always been guided by purpose rather than ambition. “Everything I’ve done was motivated by a desperate need for survival, to break cycles and to heal,” she said.
Her recognition highlights how culinary innovation and native food experiences are helping deliver the ambitions of the NSW Visitor Economy Strategy 2035.
NSW VISITOR ECONOMY FORUM 2025
Join industry and government leaders for a half-day forum exploring how the NSW Visitor Economy Strategy 2035 moves from vision to action – setting the course for growth, innovation and collaboration across the decade ahead. The event will take place at the ICC Sydney on 18 November 2025. Full program and registration details coming soon.
SXSW SYDNEY: A BUMPER WEEKEND AHEAD
SXSW Sydney, including the free Tumbalong Park program, runs until 19 October 2025. The tech, innovation, conference, music, screen and gaming festival attracts more than 36,000 visitors and will generate an estimated $38 million in visitor expenditure for NSW. Destination NSW is proud to be a strategic partner of SXSW Sydney.
WELLNESS TOURISM SHOW SPOTLIGHTS BYRON BAY
Destination NSW has partnered with Well Traveller to accelerate growth in the state’s wellness tourism sector through Well Traveller TV on Network 10. The season's second episode, airing on 18 October 2025, will highlight wellness tourism experiences on offer in Byron Bay. Wellness tourism is a key growth area for the NSW visitor economy, with 56 per cent of Australians planning to take a wellness-focused holiday.
SUPPORT FOR BUSINESSES ATTENDING ATE26
Destination NSW has opened applications for financial support for businesses to attend Australia's largest annual travel and tourism B2B event. Through the New Product Pathway and the Aboriginal Trade Event Support Initiative, a limited number of businesses will have their full primary registration fees for ATE26 covered. Applications to attend ATE26 and receive the financial support close 7 November 2025.
NEW INDUSTRY SUPPORT ASSETS ON EEGER
A digital platform called eeger is bringing together job vacancies, training programs and career development resources to connect jobseekers, employers and educators. The completely free platform, designed to help grow and improve the visitor economy workforce, now includes updated assets, including messaging and statistics, for promoting the platform.
NSW TOURISM AWARDS FINALISTS ANNOUNCED
The NSW Tourism Association has announced the 125 businesses and individuals progressing as finalists in the 2025 NSW Tourism Awards. This year saw a record 230 nominations from across the state, and a record number of first-time nominees. The winners will be announced at the NSW Tourism Gala on 27 November 2025.
VIVID SYDNEY TAKES OUT TOP EVENT AWARDS
Vivid Sydney 2025 has taken out the top prize of the year at the Australian Event Awards. The Destination NSW-owned festival was awarded Australian Event of the Year and Best Tourism Event. The festival is Australia’s largest event and has drawn over 25 million visitors to Sydney since it was launched in 2009.
SYDNEY FISH MARKET NEARS COMPLETION
The new precinct is expected to reach construction completion in November 2025, and will feature 40 retail stores and a range of diverse culinary options. The new Sydney Fish Market is expected to attract more than 6 million locals and tourists annually and will support 700 jobs once operational.
MORE CAPACITY FOR AIR TRAVEL FROM PHILIPPINES
Australian civil aviation officials have signed an agreement with their Philippines counterparts to expand passenger air services between the two countries. The new arrangements allow for passenger flight capacity to increase immediately from 35 to 60 services per week, then to 70 per week from late 2026.
RECORD PRIZE POOL FOR WOMEN'S NSW GOLF OPEN
The Ford Women's NSW Open, supported proudly by Destination NSW, will return to Wollongong Golf Club in early 2026 with a record prize pool of $600,000. The prize pool underscores the Open's reputation as one of Australia's most significant women's golf events, attracting participants and spectators to the area.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
WORKERS COMPENSATION BUSINESS SUPPORT: The NSW Government recently ran a successful forum for small businesses to guide them on better navigating the workers compensation system. Learn more
AUSTRALIAN REGIONAL TOURISM APP LAUNCHED: The new ART-HUB app is a digital hub for resources, learning and connection in regional tourism. Learn more
GLOBAL TENNIS STARS COMMIT TO UNITED CUP: Six-time Grand Slam champion and 2025 Wimbledon champion Iga Swiatek and fellow countryman, former world No.6 Hubert Hurkacz of Team Poland are the first team to commit to the United Cup in 2026. Learn more
NEW TOURISM EDUCATION PROGRAM: Glenworth Valley Outdoor Adventures has launched a new program for students in years 7-12, strengthening the area's reputation as a destination for education tourism. Learn more
FOLLOW DESTINATION NSW ON LINKEDIN: Stay up to date with all the latest Destination NSW initiatives by following us on LinkedIn. Click here
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