RECORD-BREAKING YEAR FOR NSW AS VISITOR EXPENDITURE SOARS PAST $50 BILLIONThe NSW visitor economy has surpassed $50 billion in visitor expenditure for the first time in history and is leading Australia's post-pandemic rebound. Data from Tourism Research Australia (TRA) shows domestic and international travellers contributed a record $51.4 billion to the NSW visitor economy in the year ending December 2023. NSW welcomed the most international visitors and nights spent and expenditure nationally during the period. NSW also saw the largest absolute growth in international visitor numbers
(up 1.8 million), nights (up 42.8 million) and expenditure (up 6 billion) of all states and territories. International arrivals reached 78 per cent of pre-pandemic levels with visitor nights at 90 per cent and expenditure at 96 per cent in comparison to 2019. The United States, New Zealand and the United Kingdom remained NSW's top international source markets in 2023, with China showing strong recovery as the fourth largest. South Korea saw the fastest visitor growth, while Indonesia excelled in both nights spent and expenditure and Singapore led in expenditure growth. Sydney cemented its position as the undisputed visitor economy leader among Australian capital cities in 2023. It attracted 53 per cent of all international visitors to Australian capitals, who stayed for a combined 73.1
million nights and spent an estimated $10 billion, representing 40 per cent and 44 per cent of total nights and expenditure respectively. Domestic visitors to NSW surged 9.3 per cent, driving the state's highest-ever domestic expenditure at $40.5 billion. Regional NSW continued to shine with its natural attractions and experiences, leading regional Australia in domestic daytrip visitor levels. Learn more about the NSW results here. View the TRA National Visitor Survey results here and the International Visitor Survey results here.
ABORIGINAL TOURISM GROWTH FOR NSWNew data shows growing numbers of visitors to NSW are seeking Aboriginal cultural tourism experiences. According to Tourism Research Australia, 583,500 international and 299,900 domestic visitors participated in an Aboriginal cultural tourism experience in the year ending December 2023. Domestic visitors stayed 1.2 million nights, contributing $595.1 million in visitor expenditure to the state across their whole trip.
VISITOR BOOM FOR WESTERN SYDNEYWestern Sydney accounted for one in five domestic overnight visitors to Sydney in the year ending December 2023. According to Tourism Research Australia data, the region welcomed a total of 2.2 million domestic overnight visitors during the period, up 3.1 per cent on the previous year. These visitors stayed 5.6 million nights and spent $1.4 billion - an increase of 8.4 per cent and 30.4 per cent respectively on the previous year. Western Sydney is already Australia’s third largest economy and is on the runway to becoming an even bigger powerhouse
for the state’s visitor economy. When Western Sydney International Airport opens in 2026 it will have capacity for 10 million passengers per year from day one, further boosting visitation to Greater Sydney and regional NSW.
WESTERN SYDNEY EXPERIENCE DEVELOPMENT WORKSHOPDestination NSW will host an experience development workshop in Western Sydney on 30 April 2024. The workshop will assist Western Sydney businesses including tour, attraction and accommodation providers to create and refine experiences that meet visitor needs and showcase the strengths of the region. Register here. Experience
development workshops will also be held in Tamworth on 9 April and Moree on 11 April. Learn more here.
WESTERN SYDNEY LAUNCHES TOURISM AWARDSThe inaugural Western Sydney Tourism Awards 2024 will be held on 24 October 2024 at the William Inglis Hotel, Warwick Farm. Hosted by South West Sydney Tourism Inc. and supported by Western Sydney Tourism NSW Inc., the event will celebrate outstanding achievements by visitor economy stakeholders in the region. All businesses that contribute to the region's visitor economy have been invited to submit entries to the awards. Learn more here.
Eden’s summer cruise season for 2023/24 has been the busiest on record, with cruise ship visits up more than 20 per cent compared with the previous summer season. The successful season will see 41 ship visits bring more than 70,000 passengers and 30,000 crew into Eden, which is the largest regional cruise port in NSW. This is expected to
inject an estimated $19 million into the local economy, based on previous data from the Cruise Lines International Association (CLIA). Minister for Transport Jo Haylen said: “I’m thrilled to be celebrating this enormously successful cruise season, which has brought huge economic benefits and fond memories for those lucky enough to have visited this summer. “By the official end of the summer season on 6 April, there will have been over 100,000 cruise passengers and crew sailing into the Port of Eden, making it one of the most significant drivers of the region’s tourism industry. “According to data from Cruise Lines International Association, each domestic cruise passenger spends on average $197 per day while in
port which helps to boost NSW regional economies.” Learn more here.
DESTINATION NSW HOSTS EDEN CRUISE WORKSHOPJoin Destination NSW and a panel of cruise industry experts in Eden on 4 April 2024 to learn more about the cruise opportunity for the region. The cruise ready workshop will suit visitor economy businesses, including tours and activities, visitor attractions, wineries, distilleries, breweries and farm gates that offer bookable experiences that are located in or near the cruise port. Topics will include learning about the cruise distribution network, markets and demographics, how to create amazing cruise shore excursions and
information on Destination NSW cruise resources and support. Cruise ready workshops will also be held in Newcastle on 12 June and Sydney on 3 July.
DESTINATION NSW WORKSHOP FUELS GROWTH FOR
NSW VISITOR ECONOMY BUSINESSESInternational and domestic travel buyers have been given a preview of some of the state's latest visitor experiences at the Destination NSW New Product Workshop. The workshop was attended by 19 visitor economy businesses from across the state and included more than 500 buyer appointments. It provided a valuable forum for businesses to engage with travel buyers, including inbound tour operators, domestic wholesalers and online travel agents. Among the visitor experiences showcased at the workshop were 12 accommodation options suitable for road trips, six culinary and agritourism experiences, two new eco certified experiences, four new wellness experiences, four natured-based experiences and one new
multi-sensory experience for the blind and low-vision. To help prepare businesses for the workshop, Destination NSW provided distribution development support including inbound strategy and seller training workshops, as well as one-to-one assistance. The Destination NSW New Product Workshop is part of the NSW First Program, a capability-building program delivered by Destination NSW to help businesses in the visitor economy develop, promote and sell visitor experiences. Find out how your business can get involved in the NSW First Program by emailing product@dnsw.com.au
GREAT SOUTHERN NIGHTS BRINGS LIVE MUSIC BACKThe final encore has been played for Great Southern Nights 2024, with an estimated 90,000 music-lovers rocking to more than 300 free and ticketed gigs in various Sydney and NSW locations, signalling a resurgence of the state’s live music culture. Delivered by Destination NSW in partnership with the Australian Recording Industry Association (ARIA), Great Southern Nights 2024 provided audiences with a diverse range of Australian live music over three weekends. Seven key entertainment precincts in inner and Western Sydney, Wollongong, Wagga Wagga, Newcastle, the Northern Rivers and Tamworth hosted gigs during the event.
LIVE MUSIC VENUES SOAR IN NSWThe number of venues hosting live performances has soared by 84 per cent since March 2023, when the NSW Government made it easier for venues to host live music. Since then, 112 pubs, clubs and other live venues have joined the list of establishments that qualify for two hours extended trading in return for staging live music and backing local musicians. The NSW Government’s Vibrancy Reforms have doubled the incentives for extended trading hours to host live music and will prevent single noise complainants from shutting down venues. There are now 245 licensed venues claiming live music incentives from Liquor & Gaming NSW.
JOIN BUSINESS EVENTS NSW SHOWCASEDestination NSW is inviting regional NSW stakeholders to join its upcoming Business Events NSW Showcase. The showcase will bring Business Events NSW's new 'Corporate events that feel anything but' messaging to life at Sydney’s Collider event space on 15 May 2024. It will connect regional NSW businesses with Sydney-based corporate, association, government and professional conference organisation buyers. Partnering with Destination NSW at the showcase is an opportunity to generate business event leads and raise buyer consideration for products, services or regions. There are a range of partnership opportunities available, each with specific selection
criteria and inclusions.
AIME 2024 BRINGS $330 MILLION TO AUSTRALIAThe Asia Pacific Incentives and Meetings Event (AIME) has released analysis from its 2024 show, with business traded between exhibitors and buyers estimated to be worth more than $330 million over the next 12 months – a 65 per cent increase on 2023. The tradeshow was AIME’s largest in a decade, with more than 570 exhibitors, 595 hosted buyers and 17,000 meetings occurring on the floor across the two days. More than 4000 people attended AIME 2024, including 70 media representatives from around the world, and more than 89,500 connections were made across the event. Destination NSW attended AIME 2024 in partnership with BESydney and more
than 40 destination, venue and experience suppliers.
BUSINESS EVENTS BOOM FOR REGIONAL NSWTourism Research Australia data for the year ending December 2023 has reinforced the benefits business events bring to regional NSW. Domestic overnight business visitor expenditure during the period was $2.8 billion, up 24 per cent year on year. Domestic overnight conference visitors to regional NSW spent on average $531 per night, which is 133.6 per cent higher than domestic leisure visitor spend.
DESTINATION NSW WINS AT COMMSCONThe winners of the 2024 Mumbrella CommsCon Awards have been announced, with Destination NSW receiving a highly commended award for its 'G Flip Drums the Blue Mountains' initiative. G Flip delivered a performance last year with their full drum kit set up on the top of Scenic World’s Skyway cable car. It was the first time an artist had drummed on a stage floating 270 metres above the Blue Mountains.
'BLEISURE' TRAVEL UP 42 PER CENT FOR EASTERFlight Centre Travel Group's Corporate Traveller has forecast a 42 per cent rise in 'bleisure' travel over Easter. Almost half of business travellers took off on the Wednesday before Easter and more than a third will start their holidays today. Global Managing Director Tom Walley said: “This year has seen a remarkable increase in the number of corporate trips being planned around the Easter break. It underscores the value of blending work travel with holidays to save on travel costs while still being able to enjoy time away from work with friends and family."
QANTAS GROUP GEARS UP FOR BUSY EASTERQantas and Jetstar are preparing for almost four million customers to travel across their domestic and international network on almost 36,000 flights over Easter and the following school holiday period. More than 670,000 customers are expected to travel over the Easter long weekend alone, almost a 10 per cent increase on 2023. Easter Thursday is the single busiest day, with more than 150,000 travellers. Sydney Airport expects 449,000 passengers to pass through its terminals from Thursday to Sunday, 266,000 of those domestic and 183,000 international.
VISITOR ECONOMY FORUM FOR WESTERN SYDNEYPenrith Valley Chamber of Commerce will host a Lights On Western Sydney visitor economy forum on 5 April 2024. The forum will explore topics ranging from Western Sydney Airport and Sydney Metro to the night-time economy and the visitor economy trajectory for the region over the next decade. Guest speakers will include Destination NSW CEO Steve Cox, who will discuss the current state of play for the Western Sydney visitor economy, opportunities for growth and how Destination NSW is supporting operators in the region. The event will be held at Western Sydney Conference Centre.
WATCH: FOCUS ON INDIA HIGHLIGHTSLast week, Destination NSW hosted a delegation of more than 35 key travel partners from India, showcasing the array of visitor experiences on offer throughout the state. Delegates received a true taste of NSW, with workshops at the Sydney Cricket Ground and a gala dinner at the Sydney Opera House showcasing the best of NSW produce as well as familiarisation visits to regional NSW. NSW is well placed to leverage its attractions, natural beauty and thriving arts and cultural scene and build on the booming demand from one of the state’s fastest growing markets.
APPLY NOW: REGIONAL EVENT FUNDEvents and experiences across the state will be supercharged with Destination NSW announcing an injection of $1.5 million through the Regional Event Fund for regional events held in the 2024/25 financial year. Since its establishment, the Regional Event Fund has distributed over $14 million to more than 450 events, including Yours & Owls Festival, Narooma Oyster Festival and Grafton Jacaranda Festival, which have grown to become bucket list experiences and key drivers of visitation to regional NSW. Applications for the Incubator and Flagship Event Funds close on 9 April 2024.
CASINO TO BENTLEY RAIL TRAIL OPENSRichmond Valley Council has announced the opening of the Casino to Bentley section of the Northern Rivers Rail Trail. Spanning 13.4km and providing an adjoining bridle trail for horse riding, the Casino to Bentley section offers opportunities for individuals and families to explore the region's natural beauty. The project received $7.5 million in funding from the Australian Government’s National Tourism Icons Program. Richmond Valley Council Mayor Robert Mustow said the new rail trail would attract millions of dollars in annual visitor spend to the region.
MINE TO TRANSFORM INTO MOTOR PARKRhonda Colliery mine will become a motor park and resort, following final stages of rehabilitation. Once completed it will be Australia’s first dedicated recreation resort park for motoring enthusiasts, creating more than 450 jobs during construction and 229 permanent roles. Black Rock Motor Resort is set to draw national and international attention to Lake Macquarie for its world-class high-speed circuit, driver training academy, Go Kart precinct and motoring resort facilities.
NEW LOOK REFLECTIONS HOLIDAYSThe largest holiday park and adventure camping group in NSW has revealed a new name and brand refresh to mark its 10th year of operation. Reflections Holiday Parks has become Reflections Holidays, while its new messaging is “Brand New Era for Reflections”. Reflections is a Crown Land Manager and reinvests its profits into the 40 parks, camping grounds and properties it manages in NSW. It also cares for 45 nature reserves in coastal and regional NSW.
NEW GRAND CLIFF TOP WALK OPENS A walking journey from Wentworth Falls to Katoomba is now on offer with the launch of the multi-day Grand Cliff Top Walk in the Blue Mountains. The 19km, two-day walk, delivered by NSW National Parks and Wildlife Service in partnership with Blue Mountains City Council, allows visitors to immerse themselves in the natural beauty of Blue Mountains National Park. It is part of a network of 13 NSW Great Walks being established in NSW national parks to offer
world-class bushwalking experiences for domestic and international visitors.
RACING RETURNS TO EASTERN CREEKSpeedway racing made a welcome return to Sydney on 23 March 2024, with a relaunch event taking place at Sydney International Speedway at Eastern Creek. The event drew more than 3000 spectators to enjoy a night of racing. The action will continue in the coming weeks with further events scheduled for 20 April, 11 May and 25 May. Minister for Planning and Public Spaces Paul Scully said: "Speedway fans were able to experience the new, improved venue and we were treated to some world-class, competitive racing."
VISITOR ECONOMY WEEKLY HIGHLIGHTS EAT LOCAL SEAFOOD THIS EASTER: The NSW Government is urging people to support NSW producers, with seafood a very popular purchase at Easter. The Sydney Fish Markets is expected to trade over 500 tons of fresh seafood on Good Friday alone. Learn more NEW TEAM MEMBER FOR BUSINESS EVENTS SYDNEY: Tania Barnes has joined the team as a Senior Client Engagement Manager responsible for progressing pipeline opportunities in the technology and professional services sector. Learn more NSW FAIR TRADING CHECKING FUEL PRICE DISPLAYS AHEAD OF EASTER: NSW Fair Trading inspectors are out in force over the Easter long weekend to ensure service stations are displaying correct fuel prices. Learn more VIRGIN AUSTRALIA WINS BEST CABIN CREW: For the sixth consecutive year, Virgin Australia has won Best Cabin Crew in the Airline Excellence Awards. 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
|