Insights - 24 January 2025
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MUSIC TOURISM STRIKES A CHORD IN NSW
Music tourism - where fans travel to experience concerts, festivals and music-related landmarks - has emerged as one of the top global drivers of visitor economy growth.
Also called “gig tripping,” the trend taps into the rising popularity of experience tourism, with travellers seeking immersive and cultural events, activities and experiences that enrich their trips.
Tourism Research Australia data shows NSW is the number one destination in Australia for event tourism visitors, nights and expenditure, while the Collinson International research report, The Value of Sports and Music Tourism, found Sydney is the top global destination for sports and music fans.
Learn more here.
BUMPER CROWDS FOR TAMWORTH
COUNTRY MUSIC FESTIVAL
The nation's largest celebration of country music, Tamworth Country Music Festival, welcomed strong attendance during its opening weekend.
The event, which runs from 17-26 January 2025, features more than 700 artists and 450 buskers.
Hundreds of camp spots have been occupied at Riverside Camp Grounds and accommodation has been booking out across the region. There has also been an uptake of Airbnb bookings and homestays as more locals open their homes to artists and visitors.
Festival Manager Barry Harley said research data indicated visitor numbers for the opening weekend would top those of the 2024 event.
Tamworth Country Music Festival is supported proudly by Destination NSW.
Learn more here.
GREAT SOUTHERN NIGHTS IGNITES LIVE MUSIC SCENE
Destination NSW is cranking up its focus on music tourism in 2025, with more headline artists and regions added to the Great Southern Nights line-up across NSW from 21 March to 6 April.
Alison Wonderland, Budjerah, Mallrat, The Screaming Jets, Thirsty Merc, Marcia Hines, The Paper Kites and more have joined a line-up that already features Missy Higgins, Ben Lee, Bootleg Rascals, Charley, King Stingray, The Cat Empire, Hoodoo Gurus, Lime Cordiale and Birds of Tokyo.
Great Southern Nights will bring vibrancy to Inner and Western Sydney, Newcastle, Wollongong and the Central Coast - as well as regional locations including the Hunter Valley, Bathurst, Byron Bay, Broken Hill, Orange, Tamworth and Tilba.
Great Southern Nights is delivered proudly by Destination NSW in partnership with the Australian Recording Industry Association (ARIA).
$1 BILLION TO BUILD CRITICAL WESTERN SYDNEY INFRASTRUCTURE
The Australian and NSW Governments have announced $1 billion in funding to better connect Western Sydney to the world.
The project will upgrade Fifteenth Avenue to create a transit corridor from Liverpool to the new Western Sydney International Airport.
Fifteenth Avenue will connect the new Bradfield city centre, the new Metro and the airport, enabling multi-modal travel including fast and easy public transport along the route.
Learn more here.
FIRST LOOK: NEW METRO FOR WESTERN SYDNEY AIRPORT
The NSW Government has unveiled a life-size prototype metro carriage for the new Western Sydney Airport Metro line, giving passengers a first look at future travel to Sydney’s second airport.
The mock-up will allow future passengers to test out the carriage and provide feedback on comfort, usability, accessibility and safety.
Production of the 12 new trains for the Western Sydney Airport line is set to begin later this month.
AUSTRALIA DAY IN SYDNEY PROGRAM
The Australia Day in Sydney 2025 program will commence on 26 January with the lighting of the Sydney Opera House sails during the Dawn Reflection, followed by the WugulOra Morning Ceremony. Destination NSW is delivering the Australia Day in Sydney program, which will conclude with music and fireworks at the Australia Day Live concert, set against the backdrop of Sydney Harbour.
INTERNATIONAL TOURISM RECOVERY
The latest World Tourism Barometer from UN Tourism shows an estimated 1.4 billion people travelled internationally in 2024, indicating a 99 per cent recovery of pre-pandemic levels. According to the UN Tourism Tracker, both international air capacity and air traffic recovered to pre-pandemic levels through October 2024, while global occupancy rates for accommodation reached 66 per cent in November (based on STR data).
SYDNEY MARATHON BALLOT OVERRUN
TCS Sydney Marathon’s elevation to World Marathon Major status has led to a surge in demand from international runners, with its first ballot attracting more than 79,000 applications for 35,000 positions on the starting line on 31 August. The ballot attracted an eight-fold increase in international applications compared to 2024, from 156 countries around the world. The event is supported proudly by Destination NSW.
GLOBAL AWARD FOR BAROOGA ATTRACTION
Bullanginya Dreaming – Luna Light Journey has won first place in the Storytelling category at the 2024 blooloop Innovation Awards. The cultural and entertainment experience has transformed bushland in Barooga into a vibrant celebration of Aboriginal culture, history and the environment. The exhibition received funding from the Australian and NSW Governments and Barooga Sports Club.
AUSTRALIAN GOVERNMENT SUPPORTS REX
The Australian Government has announced it will acquire $50 million of debt from Rex's largest creditor, PAGAC Regulus Holdings Limited, to prevent an adverse outcome for regional communities and ensure the continued connectivity of Australia’s regional and remote communities.
SNOWIES MULTISPORT FESTIVAL RETURNS
The Snowies Multisport Festival will be held in the Thredbo Valley from 7-23 February 2025, attracting entrants from around the globe. Supported proudly by Destination NSW, events will include Snowies MTB Festival from 7-9 February, Trail Run Australia on 22 February and TreX Cross Triathlon on 23 February.
VISITORS SEEK ELEVATED HOTEL DINING
The Unpack ’25 report by Expedia, Wotif and Stayz has revealed 63 per cent of travellers are interested in booking Australian hotels featuring notable dining experiences. Hotels are responding to demand with restaurants featuring award-winning chefs and seasonal menus, including Ace Hotel Sydney's Kiln, which opened this week with a new chef and menu.
SYDNEY TRIUMPHS IN 2025 CHEF HAT AWARDS
The Australian Good Food Guide has announced the winners of the 2025 Chef Hat Awards, with four Sydney restaurants receiving top honours in the Superlative Food & Wine: Internationally Acclaimed category - Oncore by Clare Smyth, Sixpenny, Bentley Restaurant & Bar and Quay. In total, 155 Sydney venues and 68 regional NSW venues were listed in the 2025 Restaurant Awards.
POWERHOUSE LAUNCHES 'LITTLE INDIA' PROGRAM
A new dinner series, Powerhouse Food: Little India, will launch on 19 February 2025 spotlighting Indian food culture in Western Sydney’s Harris Park. Curated by chef and Powerhouse Associate Kylie Kwong and The Modern Desi Co founder Bhavna Kalra Shivalkar, the dinners will be held every second month, offering guests curated dining experiences that reflect the cultural tapestry of the precinct.
TOP 10 LICENSED HOTEL NAMES IN NSW
Royal Hotel has taken out the top spot as the most common pub name in NSW. The latest data from Liquor & Gaming NSW shows that 73 out of the state’s 2112 licensed hotels share the name 'royal', followed by Commercial Hotel (34), Railway Hotel (20), Imperial Hotel (19), Tattersalls Hotel (13), Grand Hotel (12), Court House Hotel (11), Australian Hotel (9), Central Hotel (8) and Star Hotel (7).
VISITOR ECONOMY WEEKLY HIGHLIGHTS
NEW BOARD FOR NSW TOURISM ASSOCIATION: Former NSW Tourism Minister the Hon. Stuart Ayres has been appointed as independent Chair to lead the new board. Learn more
ARTIST LINE-UP ANNOUNCED FOR NSW SENIORS AT PREMIER'S GALA CONCERTS: Todd McKenney, Rob Mills, Tarryn Stokes and Prinnie Stevens are among the performers at this year’s concerts, with free tickets available early next month. Learn more
DISASTER SUPPORT FOR STORM DAMAGE: The Australian and NSW Governments are supporting communities in Maitland, Port Stephens and Snowy Valleys following severe thunderstorms and intense rainfall that impacted the regions between 15-17 January. Learn more
YHA AUSTRALIA COMPLETES MAJOR REVITALISATION PROJECT: The $9.7 million seven-month renovation focused on east coast properties. 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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