Insights - 28 March 2025
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RECORDS TUMBLE AS NSW VISITOR ECONOMY
HITS NEW HIGH
NSW has recorded its highest-ever visitor expenditure, with domestic and international travellers spending $53.2 billion across the state—up 3.6 per cent year on year—according to new data from Tourism Research Australia for the year ending December 2024.
NSW and Sydney were the nation’s leading destinations for both domestic and international visitors, visitor nights and total expenditure.
International visitation to NSW grew 11.1 per cent year-on-year to 3.8 million visitors, with expenditure totalling $12.0 billion, up 10.7 per cent from the previous year. China returned to the top spot for the first time since the pandemic, followed by the United States and New Zealand.
The results mark a major milestone in the state’s post-pandemic tourism recovery, with domestic spending reaching a record of $41.2 billion, including $15.9 billion in Sydney alone.
A strong focus on authentic cultural and nature-based experiences fuelled growth across key segments, including Aboriginal tourism and caravan and camping.
Learn more here.
STRONG YEAR AHEAD FOR EXPERIENCE-LED TOURISM
Big Red Group's Seasonal Experiences Index: Spring/Summer 2025 report has found that bookings are already up by almost two-thirds (64 per cent) in 2025 compared to the same period in 2024.
The report analysed booking data from more than 650,000 experiences taken between 1 September 2024 and 28 February 2025.
There was soaring demand from China, Taiwan and Korea during the period. Outdoor experiences were the most popular, with whale and dolphin watching bookings up 88 per cent.
The spa category was also up by 125.3 per cent year-on-year, reflecting the increasing focus on self-care and relaxation as health-conscious travel experiences.
NSW SHINES AT AUSTRALIAN TOURISM AWARDS
The NSW visitor economy triumphed at the 2024 Qantas Australian Tourism Awards, with eight NSW businesses recognised across nine categories—including Balloon Aloft Australia (pictured above), which took home double Gold.
It was a particularly strong result for the NSW North Coast in the wake of Ex-Tropical Cyclone Alfred, with the region securing five awards. The Tweed Tourism Company claimed Gold, Northern Rivers Rail Trail and Love Lord Howe received Silver, while Port Macquarie Museum and Potager earned Bronze.
Other NSW businesses celebrated on the night included Sierra Escape, which won Gold, and Mt Hay Retreat, which received Silver.
Destination NSW Acting CEO Karen Jones said: “The success of NSW businesses at the Qantas Australian Tourism Awards reflects the outstanding passion, professionalism and commitment of our tourism operators. Their dedication to world-class customer service is what makes NSW a leading destination for visitors from around the world."
Pictured above: Sierra Escape; The Tweed Tourism Company.
FEDERAL BUDGET PUTS MONEY IN POCKETS OF AUSTRALIAN TRAVELLERS
The Federal Budget was handed down on 25 March 2025, delivering tax cuts and support for small businesses.
The nation’s peak body for the tourism, transport and aviation sectors, Tourism & Transport Forum (TTF), said it welcomed the Australian Government’s commitment to easing cost-of-living pressures through tax cuts, energy rebates, higher wages and an increase of medical bulk billing.
TTF CEO Margy Osmond said: “TTF welcomes the news of the tax cuts and cost of living initiatives in tonight’s budget. A tax cut is more than just financial relief. It’s an opportunity for Australians to take a step back, unwind, and prioritise their wellbeing.
"More disposable income gives Australian households the freedom to save, invest, and most importantly, take a well-earned break. This financial breathing room will give our nation the opportunity to do what 75 per cent of Aussies plan to do this year. And that’s go on that anticipated holiday.”
The Australian Government is also extending energy bill relief for small businesses for six months to the end of 2025; supporting the hospitality sector and alcohol producers by pausing indexation on draught beer excise and excise equivalent customs duty rates; and providing cash flow support to small businesses through extensions to the instant asset write-off.
VIVID SYDNEY FESTIVAL DIRECTOR TO STEP DOWN
Gill Minervini will complete her four-year tenure as Vivid Sydney Festival Director in August 2025. Under her leadership, Vivid Sydney has broken attendance records, set new benchmarks for visitor spending, and strengthened its global profile as a celebration of creativity, innovation and technology. Destination NSW extends its thanks to Ms Minervini for her passion, creativity and dedication. The Request for Tender for Festival Director (2026–2028) is now open and closes at 5pm, Monday 28 April 2025.
NORTH AMERICA ROADSHOW SUCCESS
Destination NSW has leveraged surging visitation from one of the world’s biggest tourism markets with its 2025 North America Roadshow. Nineteen visitor economy operators took part in the roadshow, which included full-day workshops and networking events in Los Angeles and New York City. New Tourism Research Australia data shows the United States was NSW’s second largest market for visitors and third largest market for expenditure in the year ending December 2024.
NEW ENTERTAINMENT PRECINCTS TO ROLL OUT
The NSW Government has announced Burwood and Fairfield will be home to the state's next Special Entertainment Precincts (SEP). NSW's first SEP was made permanent in December 2023 in Enmore, which has boosted foot traffic, business revenue and night-time visitation. SEPs allow councils to change trading hours and sound rules within a designated area to allow hospitality and entertainment operators to thrive.
SYDNEY NAMED TOP BUSINESS DESTINATION
Global business travel agency BCD Travel's Cities & Trends Asia Pacific 2025 edition has named Sydney as one of the region's top 10 most-visited cities. The report said: "The city’s excellent connectivity, world-class dining, and cultural attractions make it a top choice for business travelers. With new flight routes and a focus on business tourism, Sydney continues to attract business travellers from around the world."
WHITE BAY TO HOST BIENNALE OF SYDNEY
The Biennale of Sydney, one of the world’s leading international contemporary art events, will return to White Bay Power Station from 14 March to 14 June 2026. Following the success of last year’s inaugural event at the historic landmark, the Biennale will again power up the city’s cultural energy and continue to enrich Australia’s engagement with the international art world. The event is supported proudly by Destination NSW.
INSIGHTS ON CARAVAN AND CAMPING VISITORS
The Caravan Industry Association of Australia's latest Consumer Sentiment Report has found 88 per cent of caravan and camping visitors plan to travel in the next 12 months – a significant increase from its July 2024 survey. Rather than cancelling holidays due to cost-of-living concerns, 81 per cent of Australians are seeking deals, 75 per cent are travelling off-peak and 69 per cent are choosing budget-friendly parks.
WORKSHOPS: EXPERIENCE DEVELOPMENT
Destination NSW has opened registrations for Experience Development workshops in Junee, Jindabyne and Maitland. The free workshops, delivered under the NSW First Program, are designed for businesses including tour, attraction and accommodation providers looking to create new experiences or refine existing ones.
ABORIGINAL PATHWAY TO ATE25 CLOSING SOON
Applications close on 31 March 2025 for Destination NSW's Aboriginal Introduction to Australian Tourism Exchange 2025 pathway. The pathway will assist NSW Aboriginal tourism businesses targeting, or seeking to target, international visitors to attend the trade event, which is taking place in Brisbane from 29 April to 1 May 2025.
AUSTRALIAN FASHION WEEK PROGRAM LAUNCH
The Australian Fashion Council has announced the program for Australian Fashion Week 2025. Sydney's Carriageworks will host shows and presentations featuring designers including Christopher Esber, Aje, Bianca Spender, Carla Zampatti, Lee Matthews and Romance Was Born. Supported proudly by Destination NSW, Australian Fashion Week will be held from 12-16 May 2025.
RECORD RESULTS FOR AIME 2025
Post-event research and analysis projects 2025 Asia Pacific Incentives and Meetings Event (AIME) generated $400 million in business transactions between exhibitors and buyers, an increase of 21 per cent year on year. The event attracted more than 4500 attendees from around the world. Destination NSW joined 40 NSW visitor economy businesses at AIME 2025, driving new growth opportunities in the state’s business events sector.
NATIONAL TOURISM MINISTERS MEET
Tourism Ministers from across Australia met in Adelaide on 21 March 2025 to discuss shared priorities and the recovery and growth of the tourism sector. Destination NSW Acting CEO Karen Jones attended on behalf of Minister for Jobs and Tourism Steve Kamper. The meeting reinforced the NSW Government’s strategic direction and collaborative efforts to strengthen the visitor economy.
ACCC AUTHORISES VIRGIN-QATAR ALLIANCE
The ACCC has granted authorisation to Virgin Australia and Qatar Airways to engage in cooperative conduct under an integrated alliance for five years, enabling them to double the frequency of flights between Doha and Australia. Under the alliance, the two airlines will introduce up to 28 new weekly return services between Doha and major Australian airports, including Sydney.
SYDNEY TO HOST NRL GRAND FINAL
Sydney will once again host the NRL and NRLW Grand Finals, with the NSW Government securing both matches for Accor Stadium in 2025. Thousands of fans from across Australia and New Zealand are expected to flock to Sydney on 5 October 2025, with projected visitor expenditure of more than $26 million.
NEWCASTLE OCEAN BATHS HERITAGE LISTED
The Newcastle Ocean Baths Complex, which opened in 1913, has been officially listed on the State Heritage Register to recognise its significance as a landmark of beach culture, recreation and architectural heritage. With its distinctive Art Deco pavilion, the complex is one of the largest in the state.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
POWERHOUSE MUSEUM ULTIMO REVITALISATION SECURES PLANNING APPROVAL: The plans have been approved by the Minister for Planning and Public Spaces, with the project expected to inject approximately $225 million into the economy. Learn more
AUSTRALIAN TOURISM EXPORT COUNCIL (ATEC) LAUNCHES PHILIPPINES AND THAILAND HOST PROGRAMS: The training programs will be delivered via the ATEC Tourism Training Hub. Learn more
NEW ROUND OF BLUE PLAQUES: The NSW Government has announced 16 new blue plaque recipients, celebrating stories that have shaped the state’s history. They include singer Peter Allen; swimmers Fanny Durack and Wilhelmina (Mina) Wylie; and Aboriginal activist Malcolm Cole. Learn more
OUTDOOR INDUSTRY SUMMIT 2025: The summit will bring together outdoor industry professionals in Canberra from 8-11 July. Learn more
NEW CARAVAN & CAMPING INDUSTRY ASSOCIATION NSW CEO: Chief Operating Officer Wayne Lange will succeed Lyndel Grey, effective from 3 May 2025. Learn more
WIN FOR GEORGES RIVER FISHERS: The NSW Government has provided a boost for recreational fishers with the release of 30,000 Mulloway fingerlings. Learn more
RECORD NUMBER OF SEA TURTLES RESCUED: Hundreds of baby sea turtles have been released into the ocean after a rapid response team involving the NSW Government rescued eggs from North Coast beaches prior to Ex-Tropical Cyclone Alfred. Learn more
CITY OF SYDNEY TALK - THE CLIMATE AND NATURE CRISIS: Former Executive Director of the United Nations Framework Convention on Climate Change Christiana Figueres will appear at Sydney Town Hall on 2 April 2025. 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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