Insights - 15 August 2025
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THE FASTEST-GROWING INTERNATIONAL VISITOR MARKET
New data shows China is Australia's fastest-growing international source market for inbound tourism.
According to the Australian Bureau of Statistics, the number of Chinese visitors arriving in Australia between June 2024 and May 2025 reached 947,600, a year-on-year increase of 21 per cent.
There were an additional 60,200 Chinese visitors to Australia in June 2025. The three leading source countries for visitors to NSW during the period were New Zealand (32,930 trips), China (27,700) and the United States (25,640).
Last week in Shanghai, Tourism Australia launched the next chapter of its global 'Come and say G'day' campaign. Brand ambassador Ruby the souvenir kangaroo was joined at the event by actor Yosh Yu—who stars in the creative execution for Chinese audiences.
Learn more here.
NSW NUMBER ONE FOR CHINESE VISITORS
NSW was the top destination for Chinese visitors to Australia in the year ending March 2025.
Tourism Research Australia data shows the state was number one for visitors, nights and expenditure, welcoming 493,600 Chinese visitors (up 30.8 per cent year-on-year), who stayed 19.1 million nights (up 16.8 per cent year-on-year) and spent $4.3 billion (up 33.3 per cent year-on-year).
International seat capacity and flights—based on direct non-stop services—also increased significantly in the year ending March 2025. There were 1,016,146 seats (up 18 per cent year-on-year) and 3612 flights (up 19.7 per cent year-on-year).
Nine Chinese mainland airlines are now operating into Sydney, more than any other Australian gateway, thanks to the Aviation Attraction Fund—a NSW Government initiative delivered by Destination NSW. Sydney Airport currently offers the highest seat capacity from mainland China of any Australian airport.
DESTINATION NSW TRIUMPHS AT CHINA BRAND MARKETING AWARDS
Destination NSW has won Silver at the China Brand Marketing Awards 2025 for its 'Meet Sydney—fall in love with NEW South Wales' campaign.
The winning campaign featured on Douyin, China’s leading short-video platform, which has 600 million daily active users.
The campaign attracted 32 million impressions from 22 December 2024 to 15 March 2025.
RECORD-BREAKING CRUISE SEASON FOR NEWCASTLE
Following a successful 2024-25 cruise season, Newcastle will welcome a record 19 cruise ship visits in 2025-26.
The 2024-25 season saw eight ships visit the Port of Newcastle, carrying almost 10,000 passengers.
Upcoming visits to the port include maiden calls by Silversea’s Silver Nova (October 2025), Celebrity Cruises’ Celebrity Edge (December 2025), and Princess Cruises’ Crown Princess (March 2026). Also arriving in December will be residential yacht The World, which features 165 luxury residences at sea.
Learn more here.
DESTINATION NSW SUPPORTS CRUISE TOURISM GROWTH
Destination NSW assists visitor economy businesses to explore cruise visitation opportunities through its NSW First program.
Its latest resource is an on-demand webinar—Creating unforgettable cruise shore experiences. The webinar provides practical tips for creating shore experiences that meet cruise passenger expectations, success stories from businesses already thriving in the cruise market, information on cruise distribution channels and guidance on how to collaborate with the cruise travel trade sector.
AGRITOURISM SUMMIT SUCCESS FOR ORANGE
The second annual AgriTourism Summit was held in the Orange region from 12–13 August 2025. Supported proudly by Destination NSW, the summit brought together more than 200 producers, operators, tourism professionals and industry stakeholders to share insights and explore opportunities.
NATOC SEEKS FIRST EXECUTIVE OFFICER
The NSW Aboriginal Tourism Operators Council has opened applications for its first Executive Officer, who will advocate for Aboriginal tourism, build partnerships with industry and government, support and empower members and help shape the sector's future. Applications close on 25 August 2025.
EOIs CLOSING SOON FOR AIME 2026
Expressions of interest close on 20 August 2025 to co-exhibit with Destination NSW's regional conferencing program, Business Events NSW, at the Asia Pacific Incentives and Meetings Event (AIME). From 9–11 February 2026, Destination NSW will showcase visitor experiences and destinations at the premier trade event for the meetings and business events industry.
AUSTRALIA WINS WITH BRITISH TRAVELLERS
A survey by UK-based travel agency Travelbag has found 30 per cent of respondents rank Australia as their third most desired destination to visit. According to Travelbag, the country's appeal lies in the contrast between natural wonders and urban experiences. Australia resonated most strongly with Generation X (aged 45-60), with 31 per cent claiming it was on their bucket list.
PROGRESS ON WESTERN SYDNEY AIRPORT METRO
The first look inside Western Sydney International Airport's Airport Terminal Station has revealed the widest platforms on the Sydney Metro network. The platforms, together with larger lifts and wider ticket gates, will facilitate high-volume movement of travellers and their luggage at the city’s newest airport.
NEW OWNER ENDORSED FOR SYDNEY ZOO
The Sydney Zoo Board has endorsed Hammons Holdings as the new owner of Sydney Zoo. Hammons operates Scenic World and BridgeClimb Sydney and is a founding investor in the zoo. The proposed transaction will see Hammons acquire the shares of founders John and Jake Burgess and other shareholders.
RECORD TICKET SALES FOR DENI UTE MUSTER
The countdown is on for the 2025 Deni Ute Muster, with the event on track for its first-ever sell out. Supported proudly by Destination NSW, Deni Ute Muster will be held in Deniliquin from 3-4 October. The event attracts almost 20,000 people each year and celebrates all things Australian, including the iconic ute.
SXSW SYDNEY PUBLIC PROGRAM ANNOUNCED
SXSW Sydney will transform Tumbalong Park into a playground of culture, tech and innovation from 13-19 October 2025 with SXSW Sydney Unlocked. More than 85 hours of free programming will feature, including music, films, fashion and virtual reality. Destination NSW is a proud partner of SXSW Sydney.
NEW PARTNERSHIP FOR HOTEL ETICO
Young people with disability seeking careers in hospitality will have greater opportunities via a new partnership between Hotel Etico, Blue Mountains International Hotel Management School and Trilogy Hotels. The announcement follows the social enterprise hotel hosting its 2025 graduation ceremony, where Destination NSW CEO Karen Jones proudly presented an award.
GUIDE TO EATING LIKE A SYDNEY LOCAL
Celebrity chef Dan Hong has revealed his favourite foodie experiences across Greater Sydney, from indulging in oysters plucked straight from the Hawkesbury River to exploring Chinatown. The chef is one of six 'Icons of Culture' featured in Destination NSW's 'Feel New in Sydney' campaign, which is running until 30 August 2025. Each Icon inspires visitors to see the city in a new light.
RESTAURANT & CATERING AWARDS NSW FINALISTS
The Restaurant & Catering (R&CA) Hostplus 2025 Awards for Excellence has revealed its finalists for NSW, showcasing leading venues, teams and talent across the state. Destination NSW is proud to sponsor the Tourism Restaurant category at the awards. Winners will be announced during a ceremony on 22 September 2025 at Doltone House, Darling Island.
NSW TOURISM AWARDS SUBMISSIONS CLOSING
A record number of entries have been received for the 2025 NSW Tourism Awards, with submissions closing on 20 August. The awards, presented by NSW Tourism Association, celebrate visitor economy achievements. An Entrant Support Resource Hub is available for nominees, featuring tips, on-demand webinars and guides.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
NSW WOMAN OF THE YEAR NOMINATIONS OPEN: The annual awards program celebrates inspiring women and girls, whether they are ground-breaking thinkers, everyday heroes, social reformers or innovative role models. Learn more
NEW OPERATOR FOR SYDNEY OPERA HOUSE DINING VENUES: Applejack has secured a 10-year agreement to run Opera Bar and House Canteen, replacing Solotel. Learn more
ABORIGINAL CULTURE GRANT RECIPIENTS: More than 70 Aboriginal community organisations and groups across NSW will be supported to host initiatives that celebrate Aboriginal culture via $1.4 million in NSW Government grant funding. Learn more
TOP 10 HOTEL OWNERS IN AUSTRALIA & NEW ZEALAND: A new CBRE report shows Sydney-based developer Meriton is the top-ranked hotel owner for 2025, followed by Salter Brothers and the Schwartz family. Learn more
DOMESTIC AIRLINE SEATING CAPACITY LAGS: The latest ACCC Domestic Airline Competition report has found domestic passenger numbers have returned to pre-pandemic levels, but the number of seats flown by the major airlines has declined. Learn more
2024 WORLD AIR TRANSPORT STATISTICS REPORT RELEASED: The report has revealed Melbourne to Sydney was the world's fifth busiest route during the period. Learn more
NEW SWIMMING SPOT FOR THE BAY RUN: The NSW Government and Inner West Council have finalised a $3.8 million agreement to develop the Callan Park Tidal Baths. Learn more
MAJOR BOOST FOR MARITIME INFRASTRUCTURE: The NSW Government has announced funding for 46 projects funded under the $23 million Boating Infrastructure for Communities Grant Program. 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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