Insights - 27 June 2025
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AUSTRALIA'S NUMBER ONE DESTINATION
FOR BUSINESS EVENTS
Tourism Research Australia data has confirmed NSW and Sydney were Australia’s number one region and city for business events in 2024.
With 2025 already tracking strongly, NSW is poised to extend its lead as the nation’s business events capital.
Business Events Sydney and Business Events NSW have already secured 114 events for 2025, which will inject more than $192 million into the visitor economy.
Business events are a high-value driver of the NSW visitor economy. The NSW Visitor Economy Strategy Review identified the sector as a priority growth opportunity with business events delivering visitors who stay longer and spend more, and create year-round demand for hotels, venues and visitor experiences across the state.
Learn more here.
Pictured: In February 2025, Sinyi Realty brought more than 1160 staff to Sydney for a five-day incentive tour that contributed an estimated $7 million in direct expenditure to the NSW visitor economy.
DESTINATION NSW SHOWCASES REGIONAL
BUSINESS EVENTS
Venues and experiences across regional NSW took centre stage at Destination NSW’s annual Business Events NSW Showcase, reinforcing the state’s position as Australia’s number one regional destination for business events.
More than 60 regional NSW operators and destination representatives presented their offerings to 200 business event and corporate group travel buyers, planners and media.
Attendees took part in immersive activities including connecting with operators from Matt Hall Racing, Balloon Aloft, Sand Dune Adventures and Valley Outdoors in the interactive NSW Experience Zone.
They also tasted NSW produce from Indigiearth and Tropical Fruit World; participated in a blending masterclass from McCaffrey’s Estate and wine tastings with Printhie Wines and PepperGreen Estate in the NSW Wine Region Zone; and learned more about destinations across the state from the Tweed to Albury.
NSW CELEBRATES RECORD-BREAKING INTERNATIONAL VISITOR STAYS AND SPENDING
Strategic investments in aviation access, major events and world-class visitor experiences have delivered a record result for international visitor expenditure in NSW.
According to the latest data from Tourism Research Australia, NSW welcomed 3.9 million international visitors in the year ending March 2025 – up 5.4 per cent year on year.
These visitors stayed 102.2 million nights (up 7.3 per cent) and spent a record $13.4 billion (up 15 per cent), the highest international visitor expenditure of any state.
NSW was the top Australian destination for Chinese visitors, attracting 493,600 travellers from mainland China, who spent $4.3 billion and stayed 19.1 million nights.
Regional NSW also saw strong growth, particularly from international travellers visiting friends and relatives. The regions welcomed 700,000 international visitors (up 4.5 per cent), who stayed 17.7 million nights (up 15.8 per cent) and spent $1.2 billion (up 10.5 per cent).
Learn more here.
SYDNEY LANDS NEW HONG KONG AIRLINES ROUTE
The first Hong Kong Airlines flight to Sydney touched down at Sydney Airport on 21 June 2025.
Destination NSW was proud to work closely with Sydney Airport and Hong Kong Airlines to secure this new service and will work in market to promote travel to Sydney and regional NSW.
Hong Kong is a priority international market for the state, with incoming travellers contributing $309 million to the NSW visitor economy in 2024.
DESTINATION NSW SUPPORTS 61 REGIONAL EVENTS
The NSW Government is backing the state’s vibrant regional events calendar with more than $1.3 million in funding awarded to 61 events through the 2025/26 Regional Event Fund.
From community festivals to cultural and sporting events, the successful recipients will share in funding that will help boost local economies, attract visitors from outside the region and promote vibrant communities across the state.
The program, which is delivered by Destination NSW, provides grants of up to $50,000 to help bring events to life – from marketing and PR campaigns to infrastructure and equipment hire to enhance the visitor experience.
NSW BUDGET DELIVERS FOR VISITOR ECONOMY
The 2025-26 NSW Budget was delivered on 24 June 2025, with Destination NSW securing $323.1 million to drive visitor demand, support world-class experiences and strengthen the state’s position as Australia’s home of major events. The investment will increase aviation access, amplify marketing activity and bring visitor experiences to life across the state.
LUXURY LODGES DRIVE TOURISM GROWTH
A new report by CBRE shows luxury lodges are a top performing segment of the hotel market. Revenue per occupied room is up 59 per cent since 2018, with profit margins increasing by 54 per cent over the same period. The boom is being driven by global growth in high-net-worth individuals and demand for immersive, experience-led travel.
ICONIC LOCALS SHARE SYDNEY HIGHLIGHTS
Destination NSW has partnered with six NSW Icons of Culture for its Feel New in Sydney campaign. Olympian Jess Fox OAM, comedy duo The Inspired Unemployed, ultra-marathon runner Nedd Brockmann, content creator Lucinda Price, musician Budjerah and chef Dan Hong have each curated itineraries that offer fresh ways to experience the city.
SUSTAINABLE DESTINATION REPORT
The Sustainable Destination Partnership (SDP) has released its 'Ambition into Achievement' report, which outlines its 2024 results. Highlights include a joint submission from City of Sydney, Destination NSW and Business Events Sydney that resulted in Sydney ranking among the top 10 cities on the Global Destination Sustainability Index.
INDIGENOUS ART FAIR PROGRAM UNVEILED
The National Indigenous Art Fair (NIAF) has revealed the full public program for its 2025 edition, including performances, talks and workshops that will run alongside an ethical art market at the Overseas Passenger Terminal in The Rocks, Sydney. NIAF is supported proudly by Destination NSW.
JT TRAVELS HEADS TO ORANGE AND DUBBO
Destination NSW's partnership with Channel Seven’s Weekend Sunrise will see the JT Travels NSW segments featuring James Tobin filmed live from Orange and Dubbo on 28 and 29 June 2025. Sunrise reaches more than four million viewers nationally and is Australia's most watched breakfast program.
HIT NETFLIX SERIES EXPLORES SYDNEY
Destination NSW has partnered with Tourism Australia to support the production of an episode of the Netflix hit series Somebody Feed Phil. Sydney is spotlighted in season eight of the award-winning food documentary series, which is available now to stream.
FERRY TO CONNECT SYDNEY FISH MARKET
The NSW Budget 2025-26 includes funding for construction of a commuter ferry wharf at the new Sydney Fish Market. Expected to attract six million visitors each year, the new Sydney Fish Market will be served by a ferry service linking it to Barangaroo.
SYDNEY NUMBER ONE FOR SPORT TOURISM
New YouGov research shows 70 per cent of Aussies will travel domestically this year to spectate or to participate in a sporting event. Sydney topped the list as the most popular destination. Millennials are the biggest supporters of sport tourism, with 78 per cent travelling for sport in the past six months, while Gen Z are particularly keen on following the British & Irish Lions Tour.
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 to participate in the event and develop their relationships with key distributors. Registrations close 29 June 2025.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
REGISTRATIONS CLOSING FOR ABORIGINAL BUSINESS ROUNDTABLE: Registrations to attend the roundtable, which has the theme 'Walking Together to Create Cultural Tourism Experiences', close today. Learn more
AUSTRALIA MARKETPLACE CHINA 2025: Tourism Australia will host the event from 10-14 November 2025. Seller applications close on 4 July 2025. Learn more
ROAD TO AFC WOMEN’S ASIAN CUP AUSTRALIA 2026™ KICKS OFF: Contenders will compete for one of eight remaining places at next year’s tournament, which is proudly supported by Destination NSW. Learn more
OLYMPIC CHAMPION TO MAKE DEBUT AT 2025 TCS SYDNEY MARATHON: Sifan Hassan will compete in the 2025 event, marking the first time the celebrated athlete will race on Australian soil. TCS Sydney Marathon is supported proudly by Destination NSW. Learn more
TCS SYDNEY MARATHON LAUNCHES LOCAL BUSINESS PARTNERSHIP PROGRAM: Expressions of interest have opened for the program. Learn more
SXSW SYDNEY 2025 UNVEILS NEW KEYNOTE SPEAKERS: Director Paul Feig and Google X's Mo Gawdat are among the latest additions to the line-up. Destination NSW is a proud strategic partner of SXSW Sydney. Learn more
CONTRACT AWARDED FOR POWERHOUSE MUSEUM REVITALISATION: The NSW Government is taking the next step in the heritage revitalisation of the Powerhouse Museum in Ultimo, confirming the main works contract has been awarded. 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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