Insights - 31 January 2025
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LUNAR NEW YEAR VISITOR BOOM FOR NSW
International arrivals to NSW are set to surge over the coming weeks, with record numbers of people expected to travel during Lunar New Year.
The festival runs from 29 January to 12 February 2025 and is the world’s busiest travel period.
Sydney is home to one of the largest Lunar New Year celebrations in the Asia Pacific, with Australian Bureau of Statistics data showing North and Southeast Asian visitation to NSW skyrocketed during last year’s festival.
Arrivals almost doubled from most North and Southeast Asian markets in February 2024 compared to January 2024 and are expected to be even higher in 2025, following China's State Council extending the holiday.
Sydney Airport estimates it will welcome more than 501,000 passengers from greater China during the peak January through February Lunar New Year period, when the airport will receive 97 return flights per week from mainland China and 137 return flights per week from greater China.
Destination NSW Acting CEO Karen Jones said: “Destination NSW works closely with airline and trade partners in North and Southeast Asia to promote visitation to Sydney and regional NSW.
“Integrated partnership marketing programs have been developed for our priority markets, with more than 25 partnership campaigns expected to be delivered during FY24-25 to drive visitation and expenditure to NSW.
“Destination NSW also provides training, seminars, workshops, familiarisation visits and an annual Focus on North Asia trade event to assist visitor economy businesses to engage with these markets.”
SYDNEY TO HOST RUGBY WORLD CUP FINAL
Sydney will take centre stage as the host city for the Men’s Rugby World Cup 2027 final.
NSW will host 17 matches in total – more than any other host state – with 13 matches to take place in Sydney and four in Newcastle.
The tournament is expected to be Sydney’s biggest sport event in more than 20 years. It is projected to bring 215,000 visitors to NSW and inject more than $610 million into the visitor economy.
Destination NSW is proud to partner with World Rugby in securing hosting rights for the tournament, with our Chairman Sally Loane, Acting CEO Karen Jones and General Manager Events Julie Turpie joining Minister for Tourism John Graham for the announcement.
Register your interest to attend the tournament here.
AUSTRALIA DAY 2025 HIGHLIGHTS
Hundreds of thousands of people in Sydney and across regional NSW came together for Australia Day events and activities on 26 January 2025.
Destination NSW delivered the NSW Government's Australia Day in Sydney program, which invited families, friends and communities to reflect, respect and celebrate. From dawn and into the night, the free program of events invited everyone to mark the day in their own way.
The Australia Day in Sydney program concluded with Australia Day Live 2025, featuring music, light displays and fireworks. Learn more here.
NSW COUNCILS WELCOME AUSTRALIA DAY AMBASSADORS
Inspirational Australians took part in events across NSW as Australia Day Ambassadors on 26 January 2025.
Ambassadors included former NRL player Corey Payne, TV presenter Catriona Rowntree, recycling scientist Professor Veena Sahajwalla AO, flautist Jane Rutter, author Dr Cindy Pan, beach ambassador Brad Farmer AM and Paralympian Taylor Corry.
They participated in activities including citizenship ceremonies welcoming new Australians, community festivals, cultural performances and charity events.
SYDNEY AIRPORT TRAFFIC NEARS FULL RECOVERY
Sydney Airport has recorded its strongest quarterly passenger traffic since 2019, with 11 million passengers passing through the terminals in Q4 2024, a five per cent increase on Q4 2023 and 94.4 percent of the same period in 2019. International passenger volumes were especially strong, increasing by 7.4 per cent on Q4 2023, with the 4.35 million passengers representing a 99.1 percent recovery rate compared to the previous record quarter in Q4 2019.
AUSTRALIANS PRIORITISE SAVING FOR TRAVEL
NAB data shows four in 10 Australians are actively budgeting for a major expense, with almost half of those saving for travel. NAB Head of Everyday Banking Claire Righetti said: “Despite higher costs, people are still putting money aside to take a relaxing getaway. Many are finding ways to spend less, whether it’s going on fewer trips, travelling outside of peak times, visiting destinations where they can snag the best deal or choosing locations closer to home."
DIRECT HOTEL BOOKINGS ON THE RISE
SiteMinder’s Hotel Booking Trends report shows direct bookings via hotel websites were the third most popular accommodation booking method for Australian in 2024, generating an average of $778 per booking, 8.5 per cent higher than 2023. SiteMinder's James Bishop said: “When booking directly, travellers are choosing higher-value rooms, staying longer and adding extras and each of these factors represents a tremendous opportunity for hotels."
ALL ABOUT WOMEN 2025 PROGRAM
The Sydney Opera House has announced the full program for All About Women 2025, which will feature more than 50 international and Australian artists, thinkers and storytellers. The annual festival is being held from 8-9 March to mark the weekend of International Women’s Day. The venue's stages will host panels and conversations, while this year's program will also include stand-up comedy and friendship commitment ceremonies.
TRAVELLERS SEEK DARK SKY EXPERIENCES
Booking.com's annual Travel Predictions research shows 57 per cent of Australians are considering visiting dark sky destinations in 2025. Topping the "noctourism" adventure list are star bathing experiences (65 per cent), star guides (53 per cent), once-in-a-lifetime cosmic events (59 per cent) and constellation tracking (49 per cent).
PROPOSED CHANGES TO NSW COACH ROUTES
NSW TrainLink is seeking feedback on proposed changes to coach routes and timetables in NSW. The feedback will inform new days and times of services, new stops and new and improved routes. The proposed changes are expected to come into effect in 2026. The closing date for contributions to the consultation process is 14 February 2025.
TOURISM SUSTAINABILITY CERTIFICATIONS ALLIANCE
Ecotourism Australia has become a founding member of a new global association for sustainable tourism, the Tourism Sustainability Certifications Alliance (TSCA). Collectively, TSCA members are responsible for certifying more than 19,000 enterprises, organisations and destinations across the globe, representing the largest cohort of certified operators worldwide.
TARONGA ZOO MARINE WASTE INITIATIVE
A ‘Don’t be a Tosser!’ event at Sydney’s Taronga Zoo has highlighted the impact of litter on wildlife and waterways. NSW Environment Protection Authority teamed up with the zoo to display sculptures of commonly littered items. The NSW Government has also announced $5 million in Streets to Sea grants to help prevent litter entering waterways.
NSW HOTEL OCCUPANCY RATE RISES
Accommodation Australia data shows NSW achieved a 73.8 per cent hotel occupancy rate in December 2024, up from 72.6 per cent in December 2023 and ahead of the national average of 71.3 per cent. The average cost of a hotel room in Australia remained stable, increasing by $2.50 to $239.65. Accommodation Australia CEO James Goodwin said there had been a positive buzz around the holiday season, boosting confidence during the first few weeks of 2025.
UNIFORM REDESIGN
FOR QANTAS
Qantas is embarking on a uniform redesign, its first in more than a decade. The airline is seeking an Australian designer to update the uniform during its fleet renewal program. Previous uniform designers have included Peter Morrissey, Yves Saint Laurent, George Gross and Harry Who and Emilio Pucci. Several designers will review the new requirements and undertake a selection process for the eleventh uniform in the airline's history.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
FUNDING FOR REGIONAL ARTS TOURS: The second round of Create NSW’s 2024/25 Regional Arts Touring funding program has opened. Artists, creatives and producers, including individuals and organisations can apply for up to $60,000 for small-scale tours and up to $120,000 for larger tours. Learn more
NEW DISASTER SUPPORT FOR NINE MORE REGIONS AFTER SEVERE STORMS: The Australian and NSW Governments have extended disaster recovery support for communities in the Blacktown, Cessnock, Dungog, Hawkesbury, Lake Macquarie, Mid Coast, Northern Beaches, Singleton and the Upper Hunter. Learn more
FREE NSW SENIORS FESTIVAL COMEDY SHOWS: Nine comedians will take to the stage for the NSW Government's NSW Seniors Festival Comedy Shows in Sydney and Port Stephens. 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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