Insights - 13 March 2026
No images? Click here
VIVID SYDNEY 2026 PROGRAM UNVEILED
From 22 May to 13 June, Vivid Sydney will once again draw millions of domestic and international visitors, powering NSW’s visitor and night-time economies and cementing Sydney’s status as a global leader in immersive cultural experiences across Light, Music, Minds and Food.
Vivid Sydney plays a vital role in supporting hotels, restaurants, retailers and venues across the city, delivering a major boost to businesses during the traditionally quieter winter months.
For the first time, Vivid Sydney will come to life both night and day, transforming the city through art installations, talks, performances and events that redefine how visitors and locals experience the festival.
Cockle Bay will also host the popular Vivid Sydney Drone Show, back for the first time since 2024, with 22 shows across 11 nights—the highest number in the festival’s history.
Learn more here.
Minister for Jobs and Tourism Steve Kamper joined Festival Director Brett Sheehy AO and Destination NSW CEO Karen Jones at the State Library of NSW to officially launch the program for Vivid Sydney 2026.
UNITED STATES BECOMES BILLION-DOLLAR MARKET
FOR NSW
The United States is now a billion-dollar visitor market for NSW according to the latest data from Tourism Research Australia.
There were 469,700 US visitors to NSW in the year ending September 2025, up 4.2 per cent year-on-year. These travellers injected $1 billion into the NSW visitor economy, up 16.1 per cent year-on-year.
The US was also the second largest international visitor market for NSW during the period. Australian Bureau of Statistics data shows the US visitor market is maintaining this strong growth trajectory—it was the largest international source market for visitors to NSW in December 2025.
Splendour Tailored Tours CEO Carly Rea said: “American visitors love iconic experiences such as Sydney Harbour, the Sydney Opera House, coastal walks and our beautiful beaches, particularly when these are presented through a local lens.
"There is also a strong desire to connect with Australia’s lifestyle and culture through exceptional food and wine and neighbourhood-based experiences.”
WOMEN'S ASIAN CUP HIGHLIGHTS $275 MILLION IMPACT OF SPORTS TOURISM ON NSW
Destination NSW is supporting a strong pipeline of major sporting events for 2026, securing 34 events that will drive visitation, support local businesses and generate significant economic activity across Sydney and regional NSW.
This month, NSW has welcomed Asia’s top female footballers and their legion of fans for the AFC Women’s Asian Cup, with Stadium Australia hosting two Quarterfinals, a Semi-final, the tournament’s Final and a Matildas group match on International Women’s Day.
The tournament leads an action-packed sporting event calendar that throughout 2026 is projected to attract more than 280,000 visitors to the state and inject more than $275 million into the NSW visitor economy.
Learn more here.
RECORD-BREAKING MATILDAS MATCH
The clash between Australia and Korea Republic on International Women's Day attracted 60,279 fans to Stadium Australia and now stands as the highest-attended match in AFC Women’s Asian Cup history.
The attendance also surpassed the 50,276 crowd recorded at the 2015 AFC Asian Cup match between the Socceroos and Oman, making it the highest-attended Asian Cup group stage match ever staged in Australia, across both the men’s and women’s competitions.
Learn more here.
WORLD'S TOP SPORTS TRAVELLERS
New YouGov research shows nearly one in four consumers globally plan to take a sports-driven trip in the next 12 months.
Australians are among the top domestic sports travellers, with 44 per cent reporting they have travelled domestically to attend a sporting event.
AUSTRALIAN TOURISM AWARDS WINNERS
NSW has taken home two Silver and two Bronze awards at the 2025 Qantas Australian Tourism Awards. Silver awards were won by Northern Rivers Rail Trail and Mt Hay Retreat; while Bronze awards went to Eden Local Aboriginal Council and Contained in Nimbin. Congratulations to all the NSW finalists.
WSI AIRPORT MOTORWAY OPENS
Western Sydney’s new motorway opens to traffic tomorrow, ahead of flights commencing at Western Sydney International Airport later this year. The $2.1 billion project was funded by a $1.63 billion investment from the Australian Government and $408 million from the NSW Government.
BIENNALE OF SYDNEY OFFICIALLY OPENS
White Bay Power Station will host a Lights On event tonight for the 25th Biennale of Sydney. Titled Rememory, Biennale of Sydney is proudly supported by Destination NSW and is being presented free to the public from 14 March to 14 June 2026.
NEW REPORT: TOURISM BUSINESSES IN AUSTRALIA
Tourism Research Australia has released its annual report on tourism businesses in Australia. The report covers the number and characteristics of tourism-related businesses and industry trends. Approximately 13 per cent of Australian businesses are tourism related.
SOMMELIER'S WINE LIST AWARDS: ENTRIES OPEN
Sommeliers, restaurant owners and hospitality and bar managers across NSW have been invited to submit their wine lists for the 2026 NSW Sommelier’s Wine List Awards. The awards spotlight venues and sommeliers championing local wine. NSW Wine will host the awards, proudly supported by Destination NSW.
INTERNATIONAL WOMEN'S DAY CELEBRATION
Destination NSW marked International Women's Day with a panel event featuring Sharon Winsor (founder of Indigiearth), Professor Teela Reid (Associate Dean, Indigenous Services & Strategy, at The University of Sydney Law School) and Jarin Ingram Baigent (Wyanga Aboriginal Aged Care CEO).
BUMPER MONTH FOR REGIONAL EVENTS
The Regional Event Fund—delivered by Destination NSW—is backing the state’s events calendar in March, supporting EAT Festival and Tathra Multisports Festival (Sapphire Coast); Giro de Cassilis, A Little Bit of Broke, Newcastle Fringe Festival and Murrurundi Festival (Hunter) and Shoal Bay Food and Wine Festival (Port Stephens).
SUPPORT THE LONG RUN TO INCLUSION
Hotel Etico CEO and co-founder Andrea Comastri is running 400km across NSW and the ACT this month in the Long Run to Inclusion. The run aims to raise $400,000 to deliver hospitality training and independent living skills to young people with disability. Located in the Blue Mountains, Hotel Etico is Australia's first not-for-profit social enterprise hotel.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
EXTRA TRANSPORT SERVICES DURING GREAT WESTERN HIGHWAY CLOSURE: The NSW Government is adding extra rail, coach and bus services following specialist engineers advising the Great Western Highway at Victoria Pass will remain closed for at least three months. Learn more
NEW RESEARCH SHOWS REGIONAL TRAVELLERS SPEND MORE AND STAY LONGER: Boomtown has launched a new report focused on how Australians are exploring regional destinations. Learn more
$15 MILLION FOR REGIONAL EVENTS: The NSW Government has announced new funding to support regional communities to attract or develop new events across industry, sport, culture or music; or to boost the economic impact of existing events. Learn more
$16 MILLION IN FUNDING TO FLOOD-PROOF ROADS IN NATIONAL PARKS: Twelve roads will be upgraded on the Central Coast and Mid-Coast. Learn more
TOURISM AUSTRALIA SURVEY—IMPACT OF MIDDLE EAST DISRUPTIONS: Tourism Australia is seeking industry insights on how the situation in the Middle East may be affecting operations and forward bookings for visitor economy businesses. Learn more
NSW VENUES MAKE THE MOST OF VIBRANCY REFORMS: More than 580 businesses across the state have benefited from the NSW Government's outdoor dining reforms. Learn more
PENRITH'S NEW STADIUM TO BE KNOWN AS HELLOWORLD STADIUM: Travel company Helloworld has been announced as its inaugural naming rights partner. Learn more
W SYDNEY AWARDED SUSTAINABLE TOURISM CERTIFICATION: The Ecotourism Australia certification recognises a whole-of-hotel approach to sustainability across energy efficiency, water management, waste reduction and community impact. 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
DID YOU ENJOY THIS NEWSLETTER? Forward it to colleagues and friends so they can subscribe too. Was this issue forwarded to you? Click here to sign up
