THE BOOMING VISITOR ECONOMY
MARKET SEGMENTS IN NSWThe strongest market segments for the NSW visitor economy have been revealed for the year ending September 2023. New data from Tourism Research Australia (TRA) shows food and wine tourism, nature-based tourism, business events, Aboriginal tourism, caravan and camping holidays and Western Sydney all made growing contributions to the NSW visitor economy during the period. TRA data shows there were 1.7 million domestic overnight wine travellers to NSW (6.3 per cent higher than the previous year). They stayed seven million nights (up 15.1 per cent) and spent $2.2 billion (up 11.8 per cent). In the year ending September 2023, NSW received 4.8 million domestic overnight food
travellers to NSW (up 13.2 per cent on the previous year) who stayed 18.9 million nights (up 15.9 per cent) and spent $6.4 billion (up 24.9 per cent). While the average domestic overnight visitor spent $828 per trip, the average domestic overnight wine traveller and food traveller spent averagely $1213 and $1331 respectively. In the year ending September 2023, there were 15.5 million nature-based overnight visitors to NSW, up 17.6 per cent on the previous year. These visitors stayed 55.1 million nights and spent $16.4 billion (up 10.7 per cent for nights and 24.8 per cent for expenditure on the previous year). These growing market segments align with the visitor experiences highlighted in the NSW Visitor Economy Strategy 2030
under the “Showcase our Strengths” pillar, recognised for the breadth, depth and unique value of the offerings in these categories across the state.
BUSINESS EVENTS BOOST FOR REGIONAL NSWBusiness events were a stand-out sector for regional NSW in the year ending September 2023. Domestic overnight conference visitors to NSW spent on average $517 per night, which was 132.9 per cent higher than domestic leisure visitors spend ($222 per night). It was also significantly higher than the expenditure by domestic and international business visitors to Sydney. In the September quarter 2023, international business visitors spent $302 per night in Sydney, which was higher than
international holiday spend ($168 per night). However, domestic overnight business visitors spent $374 per night in Sydney, which was lower than holiday spend ($437 per night). Overall, Sydney welcomed 2.9 million domestic overnight business visitors, who stayed 8.3 million nights and spent $3.1 billion. Compared to the previous year, domestic overnight business visitors, nights and expenditure in Sydney increased by 28.2 per cent, 30.2 per cent and 70.2 per cent, respectively.
ABORIGINAL TOURISM ON THE RISENew Tourism Research Australia data shows domestic overnight visitors to NSW are embracing Aboriginal culture in huge numbers. TRA's National Visitor Survey shows a total of 277,900 domestic overnight visitors participated in an Aboriginal cultural tourism experience in NSW in the 12 months to September 2023. These visitors stayed one million nights, contributing $496.8 million in visitor expenditure to the state. Domestic overnight visitors to NSW who engaged in Aboriginal activities increased by
15.4 per cent from the year ending September 2022 to the same period in 2023. Visitor nights increased by 25.8 per cent and expenditure increased by 21.6 per cent.
NSW NUMBER ONE FOR CARAVAN & CAMPING HOLIDAYS NSW continued its reign as the top destination for caravan and camping visitors nationally in the year ending September 2023, Australians spent 13.4 million visitor nights in commercial caravan parks or camping grounds in NSW in the year ending September 2023, up 34.5 per cent on the previous year. The total volume of commercial and non-commercial caravan and camping visitors in NSW reached five million trips, up 19.3 per cent on the previous year. The total number of visitor nights spent in these accommodations was 19.5
million nights, up 26 per cent on the previous year. The largest age group among all caravan and camping visitors to NSW were visitors aged 35 to 54 years (1.8 million trips or 36.4 per cent). The second largest age group was 55 and over (1.7 million trips or 34.3 per cent), followed by visitors aged 15 to 34 years (1.5 million trips or 29.3 per cent).
WESTERN SYDNEY TURBOCHARGES VISITOR ECONOMY Western Sydney accounted for nearly one in five domestic overnight visitors to Sydney (19.2 per cent) in the year ending September 2023. TRA data shows Western Sydney welcomed a total of two million domestic overnight visitors in the year ending September 2023 (up 12.9 per cent on the previous year). The visitors stayed 5.5 million nights and spent $1.2 billion (an increase of 27.6 per cent and 48.8 per cent, respectively, on the previous year). The opening of Western Sydney International Airport is set to turbocharge visitation to the
region. The airport achieved 50 per cent project completion in May and is on track to open as scheduled in late 2026.
SOLID GROWTH FOR INTERNATIONAL VISITATION TO NSWIn the year ending September 2023, NSW received 3.1 million international visitors who spent $10.2 billion. TRA data reveals international expenditure reached 58.4 per cent of the NSW Visitor Economy Strategy 2030 target, while NSW achieved 83.7 per cent of its total domestic expenditure target. Aviation capacity also recovered strongly in the 12 months to November 2023, with 9.3 million international seats to NSW available, an increase of 82.3 per cent as compared to the same period in 2022. New Zealand’s seat capacity to Australia increased the most in absolute terms, up 1.1 million seats to NSW, and up 2.4 million seats nationally from the previous year. In the 12 months to November 2023, NSW accounted for 24 per cent of the domestic aviation seat capacity in Australia or 18.5 million seats. NSW received 36 million domestic overnight visitors in the year ending September 2023, who stayed 116 million nights and spent $30 billion (up 23 per cent on the previous year). Regional NSW received 26.4 million domestic overnight visitors, who stayed 85.3 million nights, and spent $18.7 billion. These visitors spent about $220 per night and $711 per visitor. The average length of stay was 3.2 nights.
CHRISTMAS MESSAGE FROM THE DESTINATION NSW CEOOn behalf of the Destination NSW Board and team, I would like to thank everyone working in the visitor economy during 2023 for their outstanding contributions to making NSW the premier visitor economy of the Asia Pacific. It has been an exciting year for the state as we transition to the momentum phase of the NSW Visitor Economy Strategy 2030. We are already tracking ahead of pre-COVID visitor expenditure and the signs are positive that NSW will continue this accelerated trajectory. The momentum phase has a target to generate $50 billion in visitor expenditure by 2026 as
we progress toward the goal of $65 billion in visitor expenditure by 2030. I was thrilled to meet with NSW visitor economy stakeholders in October at the NSW Visitor Economy Forum - Building Momentum to 2030. The forum provided hundreds of attendees with data, insights and ideas to ensure they are well positioned to continue their strong recovery and transition into a growth period for the visitor economy. It has also been a stellar year for events in NSW. Highlights for Sydney have included Sydney WorldPride, Vivid Sydney, the record-breaking FIFA Women’s World Cup, the inaugural SXSW Sydney and Sydney Marathon; while regional NSW has hosted Tamworth Country Music Festival, Parkes Elvis Festival, Narooma Oyster Festival and many more visitor
drawcards. Our work continues to support the growth of the visitor economy through industry and distribution development and capability building initiatives, and our world-class Feel New brand platform has enabled us to tell stories about unique NSW visitor experiences to audiences across the country and around the world. None of this would be possible without the Destination NSW team. I am incredibly proud of their passion and drive to deliver economic and social benefits to the people of NSW. The year ahead will see our organisation continue to evolve and I am really excited about what we will deliver. I am also inspired by the launch of the new, first-ever arts, culture and creative industries policy for NSW called
Creative Communities, which promises to pave the way for an evolution of our state’s visitor experiences. We at Destination NSW are looking forward to working with the Government and visitor economy stakeholders in 2024 to help drive implementation of the new policy and continue to take great strides forward to meet the NSW Visitor Economy Strategy 2030 targets. Best wishes for the holidays and I hope you have a safe and joyous festive season. Steve Cox
Destination NSW CEO
TOURISM JOBS: SEPTEMBER QUARTER 2023New Australian Bureau of Statistics data shows there were 659,900 visitor economy jobs in the September quarter of 2023. This was 37,200 (six per cent) more jobs than the June quarter 2023, but 12.1 per cent less jobs than the December quarter of 2019. Industries with the largest changes were education and training, with an increase of 10,000 jobs (27 per cent); cafes, restaurants and takeaway food services, with an increase of 8500 jobs (four per cent); and travel agency and information centre services, with an increase of 6200 jobs (19.4 per cent).
TURKISH AIRLINES FLIGHTS TO NSW APPROVEDThe Federal Government has approved Turkish Airlines commencing flights between Istanbul and Sydney. The latest Register of Available Capacity for Australian International Airlines update made on 13 December 2023 to the air services agreements between Australia and Türkiye confirms the previous allocation of up to seven flights per week between the two countries has been tripled. Turkish Airlines Chairman Ahmet Bolat reportedly told local media outlet Hürriyet Daily News that flights to Australia would begin in March 2024.
ACCOLADES FOR ROYAL EASTER SHOWThe Sydney Royal Easter Show has taken home 22 awards at the International Association Fairs and Expositions (IAFE) Awards. The IAFE Awards recognise US and international state fairs and agricultural shows for their contribution to education and innovation in the agricultural sector, judging events across four categories of competition exhibits, agriculture, marketing, and sponsorship. Despite tough competition from events including the Calgary Stampede and Minnesota State Fair, the Sydney Royal Easter Show took home 12 first place, five second place and five third place awards. The 2024 Sydney Royal Easter Show will take place from 22 March to 2 April 2024.
THE TALLEST CHRISTMAS TREE IN NSWSydney's Martin Place is home to the tallest Christmas tree in NSW this festive season. The tree is decorated with more than 110,000 LED lights, a 3.4-metre colour-changing star and 330 specially created glossy baubles. The tree’s 800 branches are dressed with 15,000 flowers representing nine different kinds of Australian flowers: banksia, waratah, bottlebrush, wattle, eucalyptus gum flower, kangaroo paw, flannel flower, pink wax flower and white wax flower. A different choir sings carols by the tree every night until 24 December, while handmade gifts are available at the Martin Place Christmas Markets from 21-23 December 2023.
SUSTAINABILE TOURISM TOOL KITThe Federal Government's Sustainable Tourism Toolkit is now available to download on the Austrade website. Data shows that 74 per cent of travellers are looking for more sustainable options and the toolkit helps small to medium-sized tourism businesses respond to this consumer demand. The Toolkit is an easy-to-read guide about why businesses should embrace sustainability, taking a managed approach to sustainability, respecting culture creating positive social impact
and promoting a business’s sustainability story. It was produced by EarthCheck and Austrade in cooperation with Tourism Australia and all state and territory governments.
SUSTAINABLE STORYTELLING GUIDESEarthCheck, in partnership with Tourism Australia, has released two new communication guides for visitor economy operators and destinations. The Sustainability Storytelling guides are designed to support users in effectively communicating their sustainability efforts to a global audience via marketing and communications. Centred around a simple four-step framework, within the guides users will find easy-to-use templates and practical tips to craft compelling and authentic stories regarding their commitments to sustainability. The guides are aimed at those who already have sustainability policies, commitments, or action plans in place.
NEWCASTLE OCEAN BATHS REOPENINGChristmas has come early for swimmers keen to dive back into the upgraded Newcastle Ocean Baths, with the pool set to reopen on 21 December following an upgrade of the pool and promenade areas. Construction will continue at the southern end of the site, with minor works near the Canoe Pool to be complete in early 2024. The site's existing amenities and change facilities will be open for use in line with the return to swimming, with Principal Design Consultant Tonkin Zulaikha Greer working to prepare concepts for the future upgrade of the pavilion buildings and heritage façade.
REX CELEBRATES CHRISTMAS DELIVERY Rex’s domestic jet fleet has reached double figures with the airline taking delivery of its 10th Boeing 737-800NG just in time for Christmas. It’s the third 737-800NG Rex has taken delivery of since July this year and the airline expects to secure at least one more aircraft before the end of the FY2024, subject to availability. Rex Deputy Chairman the Hon John Sharp AM said: “This steady growth allows us to build more depth in to our schedule by adding additional frequencies on our most popular routes while at the same time allowing us to look at how we might also add more capital cities to our network,”
BEACH VISIT BOON FOR BUSINESSESNew research by ING shows one-third of Australians (6.2 million) are planning to spend more time at the beach this summer. Space is set to be at a premium with 20 per cent of Aussies planning to hit the sand before 9am to set up. While visiting the beach is a free activity, beachgoers are willing to spend an average of $230 each, rising to $306 for families, on items such as canopies, picnics and beach chairs.
RARE SEA TURTLE NESTING IN NSWAn incredibly rare Loggerhead turtle came ashore last week on the NSW Mid North Coast to lay her eggs, which have been moved to safety by the marine wildlife team at NSW National Parks and Wildlife Service (NPWS). Long sandy tracks led NSW National Park and Wildlife Service staff and NSW Turtle Watch volunteers to the nest that had been laid in a precarious position in the open. It’s the first known turtle nesting of the season in NSW.
PENRITH BEACH OPENS FOR HOLIDAYSWestern Sydney’s first beach is open for business thanks to a $1.7 million investment by the NSW Government. Penrith Beach will be open seven days a week through to 3 March 2024, except on Christmas Day. Visitors will find on-site car parking, change rooms, toilets and access for people with disabilities, including mats to allow wheelchairs to fully immerse in the water. More than 1200 people visited the beach on its opening day.
SYDNEY OPERA HOUSE DAME EDNA TRIBUTE The sails of Sydney Opera House were lit up last week in tribute to Barry Humphries. The life and career of the Australian comedian, who was famous for playing beloved characters such as Dame Edna Everage and Sir Les Patterson, was celebrated last Friday at a state memorial hosted by the Federal and NSW Governments and held in the Concert Hall at Sydney Opera House. Humphries died in April aged 89.
REGIONAL RAIL & COACH TRAVEL RISESLong distance rail travel continues to pique the public interest, with more than a million journeys made so far this calendar year on NSW TrainLink’s long-distance regional train services and patronage now around three per cent higher than before COVID-19. Patronage on all routes has steadily increased overall with around 107,000 journeys now made each month on regional trains including the XPTs and XPLORERS, compared to an average of around 42,000 in 2021. In addition, more than 440,000 coach journeys have been made in 2023, with an average patronage of around 40,000 per month, or double the 2021 figure. The sharpest increase in demand has been on the
Melbourne to Sydney train route, with a 250 per cent increase in average monthly patronage compared to 2021 and a 47 per cent increase compared to 2022.
NEW HOLLYWOOD FILM SHOWCASES SYDNEY Anyone But You opens in cinemas on Boxing Day with actors Sydney Sweeney and Glen Powell starring as guests at a destination wedding held in Sydney. Among the locations featured in the film are Sydney Harbour, Sydney Opera House, Pittwater, Bondi, Palm Beach, Barangaroo, Double Bay, Surry Hills, the Queen Victoria Building (QVB) and Marks Park in Tamarama. Director Will Gluck told The Hollywood Reporter it was "probably the most fun
I’ve ever had filming". He said: "Sydney has not just the beaches and water but is also a real global city. I like to use all parts of the deer, as they say, and this was a good opportunity to film at the beach but also in an actual city. I wanted to film not just the landmarks but the normal neighborhoods ... We flew helicopters all over — seeing the city from that vantage point is stunning."
WORLD-FIRST ATTRACTION FOR LUNA PARK SYDNEYLuna Park Sydney is undertaking an ambitious transformation, with the first stage being a $15 million reimaging of its Big Top. An interactive, multi-generational experience called Dream Circus will officially launch on 22 December and is expected to attract more than 50,000 people over summer. The immersive multi-purpose entertainment venue comprises state-of-the-art Barco projection technology, a spatially mapped audio system, hologram technology, motion-activated LED screens and the latest in lighting technology. The resulting effect will be 360-degree visual and audio experience with an activated surface area of more than 3500sqm. Luna Park
Sydney’s CEO John Hughes said: “For over 88 years, Luna Park Sydney has played an important role in the social and cultural fabric of the city. This year, we will reinforce our position as a leader in the visitor and night-time economy by unlocking the immense creative capability in this city.”
APPOINTMENT PLATFORM OPENS FOR AIME 2024 Destination NSW is proud to partner with BESydney and 19 co-exhibitors to showcase the state’s business events offering to more than 500 buyers at Asia Pacific Incentives and Meetings Event (AIME) 2024, the largest event for the meetings and events industry in the Asia Pacific. AIME's pre-scheduled appointment platform is open and we look forward to connecting with buyers from 19–21 February 2024. Team NSW includes Australian Wildlife Parks, Bathurst Regional Council, Blue Mountains Tourism, Centennial Vineyards, Central Coast Council, City of Coffs Harbour, City of Newcastle, Australia, Crowne Plaza Terrigal Pacific, Destination North
Coast, Destination Wollongong NSW, Hunter Valley Wine & Tourism Association, Kalinya Estate, Northern Beaches Council, Orange360, Park Proxi Gibraltar Bowral, Pinnacle Team Events, Penrith City Council, Salter Brothers Hospitality, Sydney Oyster Farm Tours, The Anchorage and Visit Albury Wodonga.
GETTING THE RULES RIGHT WITH GIFT CARDSGift cards are popular at this time of year and there are penalties for businesses that don’t abide by consumer rules and regulations. To help avoid problems with gift cards, the Australian Competition and Consumer Commission (ACCC) offers guidelines around rules.
GIANT VISITOR TO SYDNEY HARBOURTo celebrate the release of the film Migration a 12-metre-high inflatable duck has floated into Sydney Harbour, passing by the Harbour Bridge and settling in Cockle Bay. Giant Gwen will be in Darling Harbour until 22 December ahead of the film’s release on Boxing Day.
VIBRANT STREETS PROGRAM FOR COUNCILSCouncils across NSW will soon be able to temporarily close local streets to vehicles to host more community events and boost outdoor dining experiences. The NSW Government’s $15 million Vibrant Streets program will be available to councils from early next year and will help reduce the cost and complexity for communities to use the streets for events that attract locals and visitors. More information is available on Transport for NSW’s website about the Neighbourhood Activity Guidelines and the Temporary Delegation.
FINAL INSIGHTS NEWSLETTER FOR 2023This is the final edition of the Destination NSW's weekly Insights newsletter for 2023. We look forward to sharing the latest visitor economy news and updates with you again in 2024. The first edition of Insights for 2024 will be published on 19 January. The Destination NSW team thanks Insights subscribers for their continued support and sends our best wishes to all our stakeholders for a prosperous New Year as we work together to ensure NSW becomes the premier visitor economy of the Asia Pacific.
VISITOR ECONOMY WEEKLY HIGHLIGHTS GET READY TO TRAVEL SAFELY THESE HOLIDAYS: The NSW Government has launched a new website, Get Ready NSW, which provides a single resource for people to plan and prepare for natural disasters like bushfires, storms and floods. Learn more TOURISM WORKFORCE REPORT: Tourism Research Australia has published the Tourism Workforce Report, which provides a snapshot of the workforce in Australia's visitor economy. Learn more BEOWA NATIONAL PARK RENAMING CELEBRATION & LIGHT TO LIGHT WALK: Following representatives of Thaua Country Aboriginal Corporation, Eden Local Aboriginal Land Council, Bega Local Aboriginal Land Council, Twofold Aboriginal Corporation and the Australian South Sea Islanders community joining together for a renaming ceremony, National Parks and Wildlife is planning for new signage along
the Light to Light walk that will give walkers the opportunity to learn about the local history. Learn more NEW CARBON CALCULATORS: EarthCheck has unveiled three new carbon calculators that will enable visitor economy businesses operators to understand, manage, and reduce their emissions more effectively. Learn more about the foundations of sustainability for your business to meet changing consumer needs
and drive cost savings through the Destination NSW Sustainability Skills Micro-credentials program. Learn more HISTORIC DOUBLE BREAKTHROUGH FOR SYDNEY METRO WEST: Two tunnel boring machines (TMBs) have broken through solid rock to arrive at the Five Dock Metro Station site, putting Sydney Metro West on the map as the first project in the southern hemisphere to achieve a double TBM breakthrough.
Learn more CENTENNIAL PARKLANDS SKYWALK OPENS IN GLEN INNES: The skywalk is designed to improve utilisation and attraction of the parklands and showcase Celtic and Ngoorabul connections and culture. Learn more NEW COMMERCIAL OUTLETS TO OPERATE AT MURWILLUMBAH RAILWAY STATION: Tweed Shire Council has awarded licenses to Better by Bike, The Munch Bunch and Cheeky Racing to operate shopfront spaces at the historical Murwillumbah Railway Station at the head of the Tweed section of the Northern Rivers Rail Trail. Learn more
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