Insights - 7 February 2025
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DESTINATION NSW TARGETS HIGH-YIELD
BUSINESS EVENTS
Destination NSW will join 40 NSW visitor economy businesses at the Asia Pacific Incentives and Meetings Event (AIME 2025) from 10-12 February, driving new growth opportunities in the state’s business events sector.
Tourism Research Australia (TRA) data shows business events generated $560.8 million in overnight visitor spend in NSW in the year ending September 2024.
AIME 2025, the region’s leading business events trade show, will connect NSW suppliers with domestic and international buyers, with more than 570 exhibitors and 3500 attendees expected.
Through Business Events NSW, Destination NSW is partnering with Business Events Sydney to position NSW as Australia’s premier business events destination, leveraging the ‘Corporate events that feel anything but’ brand positioning.
At the NSW stand, more than 700 targeted meetings will link buyers with destinations, venues and experience providers across the state.
Business events are a key growth priority for NSW, with TRA data showing 338,100 overnight business event visitors in the year ending September 2024, generating 971,600 visitor nights and $560.8 million in expenditure. Business visitors spent $577 per night—triple the $186 average leisure visitor spend per night.
AUSTRALIA'S MOST WELCOMING CITIES
Mudgee and Orange have been named among 2025’s Most Welcoming Cities in Australia by Booking.com.
Determined by the number of accommodation partners that receive a Booking.com Traveller Review Award, this inclusion in the 2025 Most Welcoming Cities in Australia list highlights the charm and hospitality on offer in NSW’s Central West.
Located just three and a half hours from Sydney, both towns offer world-class visitor experiences including fine food and wine, agritourism and adventure sports, set against a backdrop of country landscapes.
MATILDAS TAKE ON KOREA IN NSW MATCHES
The CommBank Matildas are set to take on reigning AFC Women’s Asian Cup silver medallists Korea in April, during a two-match international friendly series in Sydney and Newcastle.
The Sydney match at Allianz Stadium is supported proudly by Destination NSW and will be the first home international match of 2025.
An artwork that will be projected onto Accor Stadium was also unveiled during the announcement. Painted by artist Kirthana Selvaraj, it celebrates the Matildas’ history-making campaign at the 2023 FIFA Women’s World Cup.
Premier Chris Minns and Minister for Sport Steve Kamper joined Football Australia dignitaries, Venues NSW CEO Kerrie Mather, Matildas players and fans to celebrate the announcement and unveiling.
DISCRETIONARY TRAVEL SPENDING RISES
Household spending rose 0.4 per cent in December according to Australian Bureau of Statistics (ABS) data. ABS Head of Business Statistics Robert Ewing said: “Household spending on discretionary goods and services rose 0.6 per cent, which was the third straight monthly rise. The growth in December was driven by new vehicle purchases, dining out, air travel and streaming services."
TOP TOURISM TOWN NOMINATIONS OPEN
The NSW Top Tourism Town awards program has opened for 2025. Run by the NSW Tourism Association, the program brings a focus to regional tourism and highlights destinations from coast to country. Towns can enter one of three categories depending on their size, with local councils and Accredited Visitor Information Centres encouraged to submit nominations.
ADDITIONS TO NSW NATIONAL PARKS
Threatened plants and animals will be protected and a sacred Aboriginal site preserved with the NSW Government’s purchase of Broughton Vale Station, 75 kilometres east of Broken Hill in Far West NSW. It is one of 12 land acquisitions made in 2024 to expand the network of national parks in NSW by just over 36,000 hectares.
SPORT TOURISM ON THE RISE IN 2025
Skyscanner's Travel Trends 2025 report shows 32 per cent of 25-34-year-olds - and 28 per cent of all Australian travellers - plan to travel to see a sporting event in 2025. Interest in sport is also shaping how visitors engage with destinations, with 51 per cent of 25-34-year-olds seeking to explore new places through running or cycling.
AUSTRALIA SAIL GRAND PRIX RETURNS
The KPMG Australia Sail Grand Prix will take place on Sydney Harbour from 8-9 February 2025. The event, which is supported proudly by Destination NSW, will draw millions of viewers from around the globe and thousands to the city to watch national teams battle it out in high-speed 50-foot foiling catamarans.
THE LION KING RETURNS TO SYDNEY
Disney’s The Lion King will return to Sydney in April 2026 at the Capital Theatre. The musical attracted close to four million people during its first two seasons, with its third run expected to be a major drawcard for fans and new audiences. The production is supported proudly by Destination NSW.
JT TRAVELS HEADS TO PARRAMATTA
Destination NSW's ongoing partnership with Channel Seven’s Weekend Sunrise will see “JT Travels NSW” segments filmed live from Parramatta and Berry on 8-9 February 2025. Presenter James Tobin will showcase visitor experiences at the destinations to a national audience of more than 1.2 million Australians via six to eight live crosses each day.
SUPPORT FOR FREE STREET EVENTS
The NSW Government is extending its Open Streets program to support free-entry street events from 2025 to 2028. The new $14.65 million round will offer successful councils up to $350,000 in funding over three years to deliver at least one free street-based event each year. More than one million people attended free street events in 2024.
AUSTRALIA'S NUMBER ONE CRAFT BEER
Blue Mountains brewery Mountain Culture’s Status Quo Pale Ale has been voted Australia’s number one craft beer in the GABS Hottest 100 Aussie Craft Beers. More than 55,000 people voted for their favourite brews.
CAPTAIN COOK CRUISES CELEBRATES 55 YEARS
Captain Cook Cruises celebrated its 55th birthday last month on Sydney Harbour with 1000 guests attending across four vessels. Since the company's first cruise on 26 January 1970, it has welcomed millions of visitors from all over the world.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
NAIDOC WEEK LOCAL GRANTS OPEN: The Australian Government grants will enable communities to hold activities and events that recognise the histories, cultures, achievements and ongoing contributions of Aboriginal and Torres Strait Islander peoples. Learn more
FIRST NATIONS HERITAGE GRANTS OPEN: $3.5 million in Australian Government funding is available to preserve and celebrate Aboriginal cultural heritage. Learn more
CITY OF PARRAMATTA CULTURAL GRANTS OPEN: Funding is available for creative projects, community events and heritage activations. Learn more
CITY OF SYDNEY GRANT INFORMATION SESSIONS: Online an in-person briefings are being held during February for a broad range of grants. Learn more
FLYPELICAN ADDS GOLD COAST TO NEWCASTLE SERVICE: Flights will operate four times a week from 24 March 2025. Learn more
ARTEXPRESS 2025 ARRIVES AT ART GALLERY OF NEW SOUTH WALES: The annual showcase of artworks submitted by HSC students is on display until 27 April 2025. Learn more
BUSINESSES BEYOND DISASTERS PROGRAM LAUNCHES: The program is tailored to help businesses in the Northern Rivers prepare for future disasters, continue to trade during tough times and develop strategies to recover. 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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