Insights - 20 June 2025
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DESTINATION NSW PARTNERS WITH COMMBANK TO UNLOCK VISITOR ECONOMY INSIGHTS
Destination NSW has partnered with CommBank iQ to harness de-identified transactional data from millions of consumer purchases across the state - unlocking powerful insights to support the growth of NSW’s visitor economy.
CommBank iQ, a data science and analytics joint venture between the Commonwealth Bank and Quantium, will provide Destination NSW and its Destination Network partners in regional NSW with access to Destination iQ - delivering insights to analyse and track aggregated visitor spending behaviour across regions and timeframes.
This rich data source will complement existing research from Tourism Research Australia by offering more detailed, localised and timely insights. It will help inform marketing campaigns, infrastructure planning and investment attraction and support operators in identifying and responding to emerging visitor economy trends.
NEW COURSES BOOST DIGITAL SKILLS
Destination NSW is providing free access to two digital skills initiatives for visitor economy businesses to help them better engage with audiences and promote experiences and destinations.
Social media platforms are rapidly becoming key channels for both travel inspiration and direct bookings.
A recent survey by hotel brand ibis in collaboration with Globetrender found 25 per cent of respondents reported that they would only book a holiday they had seen on social media, with this figure rising to 39 per cent among Gen Y and Z.
Applications close today for the first course, Digital Foundations, which is delivered in partnership with Tourism Tribe and offers digital health checks, one-to-one coaching, group coaching sessions and access to an online digital learning library.
VIVID SYDNEY LIGHTS UP NIGHT-TIME ECONOMY
Vivid Sydney 2025 has reaffirmed its place as the Southern Hemisphere’s leading multi-artform festival and Australia's largest event.
From 23 May to 14 June, this year's theme of Dream didn't just illuminate Sydney's iconic buildings and landmarks, it awakened the collective imagination of millions of visitors, both locally and abroad.
Preliminary results include Sydney’s highest May hotel occupancy rate since 2019 and nightly crowds nearing 200,000 on the festival’s first two Saturdays.
Transport and Tourism Forum CEO Margy Osmond said: "This festival not only makes Sydney shine, but it’s also a tremendous boost for the visitor economy and plays a huge role in showing off the icons and hidden gems alike. The positive numbers and bumper crowds speak for themselves.”
Accommodation Australia CEO James Goodwin said: "Vivid Sydney and major events like it are crucial for hotels. Over the last few years Vivid Sydney has turned what are usually a few quiet winter weekends into a boom period, with occupancy rates in Sydney regularly close to 90 per cent, which is a remarkable achievement."
Learn more here.
BEHIND THE SCENES OF VIVID SYDNEY
Thank you to everyone who worked behind the scenes to ensure Vivid Sydney 2025 was so memorable.
Bringing Australia's largest event to life wouldn't have been possible without the technical, production and operational teams, corporate partnerships, major events, editorial and content, legal and procurement, research, corporate communications, ministerial, product and distribution, consumer marketing, publicity, digital and stakeholder engagement staff and volunteers who worked alongside Vivid Sydney curators and producers.
Learn more here.
JAPANESE VISITORS FLOCK TO NSW
Australians are travelling to Japan in record numbers and new data shows the obsession is mutual.
According to Tourism Research Australia, Japanese arrivals to NSW rose 24.8 per cent to 151,800 in the year ending December 2024, with visitors staying 4.7 million nights (up 42.7 per cent year on year) and spending $496.2 million (up 16.5 per cent).
In April 2025, Sydney Airport hit a major milestone with a record 857,000 passengers travelling to and from Japan over a 12-month period – the highest number ever.
Vivid Sydney also boosted Japanese visitation to NSW. Travel agency HIS Japan reported bookings were up by 40 per cent compared to the previous year, while Captain Cook Cruises saw an uplift of 45 per cent in bookings.
RECORD HIGH PROJECTED FOR VISITOR ECONOMY
New figures from the World Travel & Tourism Council (WTTC) predict tourism will inject a record $314.4 billion into the Australian visitor economy in 2025. The sector is forecast to rise almost a third above pre-pandemic levels. WTTC said the figures underscored "Australia’s status as a top-tier global destination, known for its diverse natural landscapes, cultural experiences and world-class tourism infrastructure".
PACKAGE TO SUPPORT AEROTROPOLIS
The NSW Government has announced a $835 million investment to enable development, support job creation and maximise economic growth for the Western Sydney Aerotropolis region. Premier Chris Minns said: “With billions of dollars now committed, we’re not just talking about building a new airport—we’re creating a connected, thriving region that delivers jobs, homes and opportunity for generations to come."
VIRGIN LAUNCHES DOHA-SYDNEY SERVICE
Virgin Australia has launched its first long-haul international service from Doha to Sydney in partnership with Qatar Airways. The daily service will deliver up to 70 weekly flights and offer access to Sydney from more than 170 global destinations via Doha.
THE WORLD'S BEST AIRLINES FOR 2025
Qantas has won Best Airline in the Australia and Pacific region at the 2025 Skytrax World Airline Awards, while Virgin Australia won Best Airline Staff in the Australia and Pacific region and came second in the World’s Best Regional Airline category.
YIRRKALA EXHIBITION OPENS IN SYDNEY
Yolŋu power: the art of Yirrkala has opened at the Art Gallery of New South Wales, supported proudly by Destination NSW. The exhibition celebrates one of Australia’s most internationally acclaimed arts communities, Yirrkala, in north-east Arnhem Land, Northern Territory.
NSW NUMBER ONE FOR LUXURY TRAVEL
Tourism Research Australia data shows NSW was number one for international luxury visitors, nights and expenditure in 2024. The number of international visitors who stayed at least one night in luxury accommodation surged by 31.5 per cent year on year.
FUNDING BOOST FOR PENRITH BEACH
Western Sydney swim spot Penrith Beach will return for two more seasons and the Sydney International Regatta Centre and Penrith Whitewater Stadium will be upgraded thanks to a $9.2 million investment from the NSW Government. The funding aims to shape the broader Penrith Lakes precinct into a leading destination for recreation, sports and relaxation.
ATEC NEW PRODUCT PATHWAY
The Australian Tourism Export Council (ATEC), in partnership with Destination NSW, will deliver Explore NSW & ACT in the Southern Highlands from 18–19 August 2025. Destination NSW is offering access to ATEC 2025 New Product Pathway packages to enable businesses new to ATEC to participate in the event and develop and strengthen their relationships with key distributors.
NSW TOURISM AWARDS SPOTLIGHT ACCESSIBILITY
Entries are open for the Excellence in Accessible Tourism category at the 2025 NSW Tourism Awards. From attractions and festivals to accommodation, food and wine, the category is open to any visitor economy business making accessibility a priority. Nominations close on 27 June 2025, with winners announced on 27 November 2025.
WEBINAR: EXPERIENCE DEVELOPMENT
Destination NSW is hosting a virtual Experience Development workshop on 26 June 2025. The free workshop will be delivered as part of the NSW First Program and is designed for businesses seeking to create new experiences or refine existing ones. It will suit businesses including accommodation, tours and visitor attractions.
GRAND CAMPAIGN FOR SOUTHERN NSW
Five local government areas across the NSW South Coast and Southern Highlands have joined forces to launch 'Go Grand' — a tourism campaign designed to boost visitation during the winter months and support local operators across the Grand Pacific Drive. The campaign promotes four themes: Grand Experiences, Grand Flavours, Grand Nature and Grand Stays.
VISITOR ECONOMY BENCHMARK REPORT
Tourism Research Australia’s annual State of the Industry report has a new name: Australia’s Visitor Economy Annual Benchmark Report. The report provides insights on Australia's 2024 visitor economy performance, which included a record number of filled tourism jobs and businesses, record visitor expenditure and 15 per cent more international arrivals.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
REGISTRATIONS OPEN FOR AUSTRALIA NEXT 2025: Tourism Australia's signature incentive showcase will be held in Melbourne from 1-3 December 2025. Learn more
SXSW SYDNEY 2025 ANNOUNCES NEW ARTISTS AND SPEAKERS: 62 new artists and a host of new speakers have joined the line-up, plus the first Music conference sessions have been revealed. Destination NSW is a proud strategic partner of SXSW Sydney. Learn more
SEARCH BEGINS FOR SECOND FILM STUDIO IN SYDNEY: The NSW Government is investing $100 million in a capital fund to begin the hunt for the location of a second film studio for the city. Learn more
HOUSEHOLD SPENDING ON HOSPITALITY AND TRAVEL RISES: The CommBank Household Spending Insights (HSI) Index shows households are splashing out on restaurants and online travel. Learn more
JETSTAR LAUNCHES HAMILTON-SYDNEY ROUTE: With four weekly flights, the new route will add nearly 75,000 seats annually across the Tasman. Learn more
$452 MILLION NSW BUS INVESTMENT: The 2025-26 Budget will address rising demand for more bus services across Sydney and regional NSW, with an additional $452 million to increase the number of services. Learn more
WORK BEGINS ON NAROOMA ARTS CENTRE: Construction has commenced on the project, which secured $9.92 million through Bushfire Local Economic Recovery Fund, jointly funded by the Australian and NSW Governments. 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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