Insights - 10 January 2025
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REGIONAL EVENTS DRIVE VISITOR ECONOMY GROWTH
Regional events such as Parkes Elvis Festival will play a key role in growing the NSW visitor economy in 2025.
Tourism Research Australia data shows regional NSW contributed a record $26 billion (49 per cent) to the NSW visitor economy in the year ending September 2024.
The NSW Government is supporting communities to host events that reflect local character and create authentic experiences, attracting visitors and driving expenditure.
Minister for Jobs and Tourism John Graham said: “Regional communities will play a vital role in growing our state’s visitor economy. Of our 2035 $91 billion growth target, regional NSW will attract a very large proportion of that spending."
More than 250 fans boarded the Elvis Express on 9 January 2024 at Sydney's Central Station, bound for Parkes Elvis Festival.
The Southern Hemisphere’s biggest celebration of The King is supported proudly by Destination NSW. The event is expected to draw more than 11,000 visitors to Parkes from 8-12 January 2025, injecting an estimated $11 million in ex-region expenditure into the local economy.
In FY2024-25 Destination NSW is investing in more than 85 regional events, including Tamworth Country Music Festival, Great Southern Nights, Bluesfest, Narooma Oyster Festival, Mundi Mundi Bash, Bathurst 1000, Deni Ute Muster and Ultra-Trail Kosciuszko.
AUSTRALIA DAY AMBASSADORS ANNOUNCED
This year’s Australia Day Ambassadors have been announced, with innovators, educators, musicians, healthcare professionals, elite athletes and environmental advocates among the inspirational people chosen by the Australia Day Council of NSW.
These outstanding citizens and local heroes will travel throughout the state, from Bega Valley to Blacktown and Griffith to Glen Innes, participating in citizenship ceremonies, festivals, cultural performances and charity events.
Destination NSW is delivering the Australia Day in Sydney event program.
NIGHTLIFE HUBS THRIVING ACROSS NSW
New data shows regional and suburban areas are outperforming Sydney’s inner-city in both business growth and night-time in-person spending.
The Office of the 24-Hour Economy Commissioner’s Data After Dark September 2024 quarterly report has revealed the geographic areas experiencing strong growth in core night-time economy businesses, including food, beverage, leisure and entertainment.
The top performers were St Marys and Bringelly (21 per cent growth), Merrylands-Guildford (14.2 per cent growth) and Parramatta (14 per cent growth).
Several of the state’s regional areas also recorded strong night-time economic activity, with Kiama, Queanbeyan and Griffith experiencing more than five per cent growth.
FREE SUMMER FUN FOR GREATER SYDNEY
The NSW Government is offering a program of free summer activities across Greater Sydney's public spaces, including live music, outdoor cinema, markets, fitness classes and cultural celebrations. There are opportunities to learn more about the history of Sydney at The Rocks Discovery Museum, get to know native plant species at the Botanic Gardens, become a junior lifesaver at Penrith Beach, visit parks and nature trails across the Greater Sydney Parklands and more.
UNITED CUP A WINNER FOR SYDNEY
While the United States secured the United Cup trophy, the tournament was also a winner for the NSW visitor economy. Thousands of tennis fans descended on Sydney to watch the action courtside, while millions tuned in around the globe. The world's top players also enjoyed visitor experiences including the Sydney Opera House, Taronga Zoo and Coogee's Wylie Baths, sharing highlights on social media. The United Cup was supported proudly by Destination NSW.
UNLOCKING POTENTIAL IN WALSH BAY
New planning conditions are elevating Walsh Bay as one of the Southern Hemisphere’s leading performing arts hubs during Sydney Festival. These include extended trading hours at the main festival bar, more outdoor furniture and food trucks operating during the day and evening for pre-show and post-show dining. Sydney Festival is supported proudly by Destination NSW.
ACCOMMODATION SECTOR STARTS 2025 ON A HIGH
Australia's accommodation sector is reporting solid bookings during the summer holiday period. Accommodation Australia CEO James Goodwin said January was looking "positive" on the back of a solid December period, with occupancy levels in Sydney up two per cent. Mr Goodwin said occupancy for the next three months was also promising, with levels exceeding the same period last year.
FOUR EMERGING TRENDS IN BUSINESS TRAVEL
Four themes are taking shape across the business travel landscape according to a new report by McKinsey & Company. Business travel "appears at last to be on solid footing"; there is an evolving marketplace for servicing unmanaged business travel (in which employees are given the freedom to book for themselves but have less company oversight and support); digital transformation in managing business travel; and the continued blurring of lines between business and leisure travel.
PALACE HOTEL EXPANDS HERITAGE LISTING
The heritage listing for The Palace Hotel in Broken Hill has been expanded to acknowledge its LGBTQIA+ history. Minister for Heritage Penny Sharpe said: "It's a beloved landmark and has been immortalised in The Adventures of Priscilla, Queen of the Desert, but now we’re ensuring its significant role in the history of Australia’s LGBTQIA+ community is officially recognised and celebrated." The building was originally erected as a coffee house in 1889 and became a licensed hotel in 1892.
ATEC HOST ONLINE LEARNING MODULES
Destination NSW has partnered with the Australian Tourism Export Council (ATEC) to provide free access to three ATEC Host online learning modules: China Host, India Host and Accessible & Inclusive Host. The training shows how to attract and service visitors by being culture, product, marketing and trade ready, plus how to work effectively with key travel distributors. The training is available to eligible visitor economy businesses until 30 June 2025.
STRIVE 4 SUSTAINABILITY SCORECARD
NSW visitor economy businesses can register for free access to the pre-certification Strive 4 Sustainability Scorecard, which has been extended until 30 June 2025. The scorecard assists businesses to make informed decisions and take steps to enhance and promote sustainable practices. Delivered by Destination NSW in partnership with Ecotourism Australia, the scorecard is available to eligible visitor economy businesses.
TAXI FARE HOTEL CARD SCHEME EXPANDS
The Point to Point Transport Commissioner has partnered with the NSW Taxi Council to support visitors to Sydney to travel confidently and understand fare-related taxi rules in NSW through Taxi Fare Hotel cards. Following the success of an initial trial involving 14 Sydney hotels, the scheme will soon be open to all hotels across NSW.
STRONG RECOVERY FOR GLOBAL TOURISM
The latest World Tourism Barometer by UN Tourism shows around 1.1 billion people travelled internationally in the first nine months of 2024, with the global tourism sector recovering to 98 per cent of pre-pandemic levels. Australia was among the countries with the highest expenditure growth during the period, up 34 per cent compared to 2019.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
NEW CEO APPOINTED TO LEAD SYDNEY OLYMPIC PARK AUTHORITY: Neisha D’Souza has joined the organisation on an initial 12-month contract. Learn more
BARRINGTON COAST SUSTAINABLE SEAFOOD FESTIVAL: The Regional Event Fund, managed by Destination NSW, is supporting Shuck and Shell, an immersive agritourism experience taking place from 11-12 January 2025. Learn more
FREE PARLIAMENT GUIDED TOURS: The Parliament of NSW is offering free, family-friendly guided tours every weekday in January. Learn more
INDUSTRY PLATFORM UNVEILED TO HELP ADDRESS WORKFORCE SHORTAGES: Accommodation Australia has delivered the eeger platform, with the project funded by the Australian Government through a $10 million grant. 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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