Insights - 9 May 2025
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EVENTS BRING RECORD CROWDS TO REGIONAL NSW
It was a bumper first weekend of May for the NSW visitor economy, with tens of thousands of people attending regional events supported by Destination NSW, including Narooma Oyster Festival, Tocal Field Days, the UKG IRONMAN 70.3 Port Macquarie and Mudgee Classic.
Narooma Oyster Festival was held from 2-4 May, with around 67,000 oysters shucked across the weekend. Event organisers estimated crowds were up 10 per cent year on year, with more than 10,000 people attending.
From 2-4 May, almost 22,000 people explored hundreds of agricultural exhibits at Tocal Field Day in the Hunter Valley.
Around 2700 athletes converged on Port Macquarie for the UKG IRONMAN 70.3 event on 4 May, with more than 10,000 supporters attending to cheer on participants.
This year’s Mudgee Classic hosted a record number of cyclists, with nearly 500 people taking part in the 55km Dirty Mudgee gravel ride on 3 May.
NICK OFFERMAN AND MEGAN MULLALLY
JOIN VIVID SYDNEY
Comedy couple Nick Offerman and Megan Mullally will appear on stage and in-conversation together for the first time in Australia on the final night of Vivid Sydney 2025.
Unscripted & Unfiltered with Nick Offerman & Megan Mullally will see the husband and wife appear at the International Convention Centre Sydney (ICC Sydney) on 14 June in a conversation moderated by radio and television broadcaster Zan Rowe.
Nick Offerman played Ron Swanson in Parks and Recreation, while Megan Mullally was Karen Walker in Will & Grace. Together they have forged a creative partnership spanning film, TV, podcasting and co-authorship over 25 years.
The pair join a Vivid Sydney Global Storyteller line-up that includes the world’s original global influencer, Martha Stewart, who will appear in an exclusive In Conversation event at ICC Sydney on 28 May.
NSW WHALE WATCHING SEASON LAUNCHES
NSW’s ‘Humpback Highway’ has welcomed its first cetacean travellers as the 2025 whale watching season officially launches.
From May to November, an estimated 40,000 whales will make their annual migration round trip from Antarctica along the NSW coastline.
Globally, whale watching tourism generates billions in visitor expenditure annually and NSW is a premier destination to see these giant marine mammals up close. From Tweed Heads in the north to Eden in the south, the Humpback Highway offers unforgettable encounters with whales, whether from coastal lookouts or on water-based tours.
Sydney Princess Cruises Director Colin Thwaites said: “Interest in whale watching has grown exponentially since 2012 when we launched whale watching cruises from Sydney Harbour.
“The magical thing about seeing whales in their natural environment is how they captivate everyone from school groups to families and individuals of all ages. We are finding that international visitor interest is also growing, with significant increases from both Eastern and Western markets."
Destination NSW has also produced a 'Where to see whales on the NSW coast' guide that explores the diverse visitor experiences available to view these gentle giants.
TOP TOURISM TOWN FINALISTS
The NSW Tourism Association has announced the finalists in the 2025 NSW Top Tourism Town Awards. Finalists were assessed on storytelling, visitor appeal and community pride. The winners will be revealed on 27 May 2025 at the Local Government NSW Destination and Visitor Economy Conference in the Tweed.
ORANGE HOTEL NAMED BEST IN AUSTRALIA
Tripadvisor has revealed the winners of its annual Travelers' Choice Awards: Best of the Best Hotels, with Quest Orange named the number one hotel in Australia. Pinetrees Lodge on Lord Howe Island was the state's second highest-rated hotel and also took out 17th place in the All-Inclusive - World category.
CARRIAGEWORKS VIVID SYDNEY MUSIC PROGRAM
Carriageworks has revealed its full music program for Vivid Sydney 2025, opening with Echoes of the Block: A Live & Local Blak Hip Hop Collaboration, a First Nations-led music takeover with Awesome Black. The program will transform Carriageworks’ Track 8 from 5-8 June.
WORKSHOPS: EXPERIENCE DEVELOPMENT
Destination NSW is hosting Experience Development workshops in Maitland (13 May), Lismore (15 May), Wollongong (21 May), Coonamble (3 June) and Orange (5 June). The free workshops support businesses to create new experiences or refine existing ones.
ARCHIBALD PRIZE EXHIBITION OPENS
Archibald, Wynne and Sulman Prizes 2025 winners and finalists will be exhibited at the Art Gallery of New South Wales from 10 May to 17 August 2025. Following the exhibition, finalist works will tour regional NSW.
GROWING INTEREST IN ARTS TOURISM
A new report by Creative Australia explores the role of arts experiences as visitor economy drivers. The report presents trends and insights on how Australians connect with the arts when travelling on daytrips and overnight.
STRONG AUDIENCE DEMAND FOR LIVE MUSIC
A new report released by Creative Australia and Music Australia has revealed Australians are saving up for live music experiences, despite cost-of-living pressures. The emotional and social value of live music is a key motivator for attendance, especially for younger audiences. Audiences want to see more Australian music but are prioritising international acts due to their ‘once-in-a-lifetime' nature.
INCENTIVES TO SUPPORT LOCAL MUSIC
The NSW Government is incentivising international musical touring acts to add a home-grown support act to their bill. There will be a reduced venue hire fee at Accor Stadium, Allianz Stadium, CommBank Stadium, McDonald Jones Stadium, Newcastle Entertainment Centre, the Sydney Cricket Ground, WIN Stadium and Entertainment Centre and the Sydney Opera House in return for choosing a local act to open the show.
ADVANCE PROGRAM APPLICATIONS OPEN
Applications have opened for Business Events Australia’s Advance Program for 2025/26. Tourism Australia's international business events marketing initiative provides support to deliver projects that increase consideration of Australia for new international business events or boost delegate attendance.
NSW SUSTAINABILITY AWARDS OPEN
The 2025 NSW Sustainability Awards are open for entries. In partnership with the NSW Government, the Banksia Foundation is spotlighting those leading the way in sustainability. Among the accolades is the Sustainable Tourism Award. Online information sessions will be held on 21 May and 9 July 2025.
SYDNEY FILM FESTIVAL PROGRAM LAUNCHES
The Sydney Film Festival has revealed its full 2025 program, featuring 201 films from 70 countries, including 17 world premieres and 137 Australian premieres. The festival opens on 4 June, supported proudly by Destination NSW.
TOP NSW TRUFFLE EXPERIENCES
Destination NSW has published a guide to truffle experiences available across the state. Truffle season generally runs from June to August, with activities including truffle hunts, degustation dining and tastings.
NEW REGIONAL ENGAGEMENT GUIDE
The NSW Government has released the Regional Communities Consultation Guide, which outlines its approach to consulting with regional communities, including Aboriginal communities.
MOTHER’S DAY TRAVEL SPENDING
Australians are expected to spend $1 billion on Mother’s Day, with data from Roy Morgan and ANZ revealing that dining out and travel experiences will be among the most popular gifts.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
SYDNEY GAY AND LESBIAN MARDI GRAS CEO STEPS DOWN: Gil Beckwith will depart in June, with a formal recruitment process commencing soon for her successor. Learn more
PENRITH CITY COUNCIL OPENS CONSULTATION ON 24-HOUR ECONOMY PLAN: Local stakeholders have been invited to have their say on the OPEN: Penrith and St Marys 24-hour Economy Strategy 2025-2029. Learn more
CRUISE360 AUSTRALASIA TO RETURN TO SYDNEY IN 2026: The Southern Hemisphere’s biggest annual cruise industry conference will return to Sydney from 17-18 September 2026. Learn more
BUILDING WOMEN'S FOOTBALL LEGACY: The NSW Government has announced a $400,000 investment in women’s football as a benefit of NSW hosting of 11 games at the AFC Women’s Asian Cup Australia 2026™. Learn more
APPLICATIONS CLOSING FOR FINE FOOD AUSTRALIA SUBSIDIES: Investment NSW will host a Flavours of NSW zone at Fine Food Australia 2025, with 18 subsidies available to participate. Applications close 12 May 2025. Learn more
UPGRADES TO WESTERN NSW AIRSTRIPS: The NSW Government is providing up to $15 million in funding for runway upgrades and safety improvements to accommodate larger planes. 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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