Insights - 19 December 2025
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MESSAGE FROM THE MINISTER FOR JOBS AND TOURISM
On behalf of the NSW Government, I would like to thank everyone working in the visitor economy for their outstanding efforts during 2025.
I also want to acknowledge the deep shock and sadness being felt in Sydney and across the state. My thoughts are with everyone impacted by the tragic events at Bondi Beach on Sunday.
In the wake of this horrific attack, it is important that we come together and support each other, particularly our Jewish communities.
Thank you to the first responders, hospital teams, local businesses and members of the community who stepped forward to help, offer shelter and care for others. Their compassion reflects the values that underpin our state.
As we have highlighted throughout the year, NSW is a place where everyone, regardless of background, identity or ability, should feel safe and welcome.
Our multicultural communities are one of our greatest strengths, drawing people from across Australia and around the world to our great state.
While this has been a year of great achievements, in times like this, our focus needs to be on each other and on coming together as a community. By standing together we will reaffirm that Bondi and NSW are destinations filled with love, joy and the enduring Australian spirit.
Best wishes for the holidays and I hope you have a joyous festive season.
The Hon. Stephen Kamper MP
Minister for Jobs and Tourism, Minister for Lands and Property
Minister for Multiculturalism, Minister for Sport
MESSAGE FROM OUR CEO
On behalf of the Destination NSW Board and team, we are deeply shocked and saddened by the act of terrorism that took place at Bondi Beach on 14 December. Our hearts go out to everyone impacted by this tragic event.
We express our gratitude to the brave first responders and members of the community who performed first aid and helped people to safety. Thank you also to the cafes, restaurants and clubs that sheltered locals and visitors.
The acts of those who courageously put their lives on the line to save others, ran to care for the injured and helped those in need are what truly defines NSW.
Bondi is one of Australia’s most iconic and loved places. It remains a place of pride, resilience and belonging. We are united in our support for the local community and businesses during this difficult period.
As we try to come to terms with the attack, it is important that we wrap our arms around each other – particularly our Jewish communities.
Our thoughts are with the victims’ families and all of those affected. We hope those who are injured recover quickly and we thank the hospital teams that are currently providing them with care.
As the holiday period approaches, a time that is traditionally about coming together with family, friends and community, we are reminded of the importance of compassion, unity and looking out for one another.
We extend our best wishes to everyone across the tourism industry and look forward to continuing our work together in the year ahead.
Karen Jones
Destination NSW CEO
SUPPORT ANNOUNCED FOR VICTIMS AND BUSINESSES
The Australian and NSW Governments have announced a support package to assist victims, their families and small businesses impacted by the Bondi terror attack.
The package delivers immediate financial assistance, expanded victim support services and targeted business help, recognising the profound emotional, social and economic toll of the attack.
A community hub will be open at North Bondi RSL, with the NSW Reconstruction Authority, NSW Health, Service NSW, Service NSW Business Concierge, Disaster Recovery Chaplaincy Network, Legal Aid and Lifeline on hand to provide practical advice and support.
The hub will operate from 19-23 December 2025, between 10am and 4pm.
NSW Health is also providing 24/7 mental health support for anyone impacted by the tragic incident, on 1800 011 511. The Transcultural Mental Health Line (1800 648 911) is available for people from culturally and linguistically diverse communities.
RECORD VISITOR EXPENDITURE FOR NSW
The NSW visitor economy has exceeded its phase one target for the NSW Visitor Economy Strategy 2035, with new data showing visitor expenditure surged to $59.4 billion in the year ending September 2025. Tourism Research Australia reports total visitor expenditure in NSW reached $59.4 billion during the period, up 7.3 per cent year-on-year. The Strategy’s goal was to reach $59 billion in the year ending December 2026.
NEW MILESTONE FOR INTERNATIONAL MARKETS
Tourism Research Australia data shows NSW welcomed four million international visitors — up 8.4 per cent year-on-year — in the year ending September 2025, who stayed a record 104.2 million nights. China was the state’s largest international source market, with 520,600 visitors (up 21.1 per cent year-on-year), who stayed 20.3 million nights (up 15.1 per cent) and spent a record $5 billion (up 43.9 per cent year-on-year) during their trips.
APPLICATIONS CLOSING: FOCUS ON NSW
Destination NSW will hold a Focus On NSW: UK & Europe, North America and New Zealand event on 16 March 2026 to connect NSW products and destinations with key distribution partners in these markets. Eligible NSW visitor economy businesses can apply to participate at a reduced cost through the New Market Product Pathway or the Aboriginal Trade Event Support initiative.
DESTINATION NSW JOINS CAREER ADVISOR EVENT
Careers advisers from schools across Sydney learned about opportunities for students in the NSW visitor industry at the recent 'Launch your Career in the Visitor Economy' event. Organised by the Regional Industry Education Partnerships program, TAFE NSW and Destination NSW and hosted by Business Sydney, the event explored exciting career pathways across tourism, hospitality and events.
'GO GRAND' TOURISM CAMPAIGN SUCCESS
A winter tourism initiative called 'Go Grand' has delivered strong results for the South Coast and Southern Highlands. There were more than 57,000 direct clicks to the campaign landing page and more than 4400 qualified leads were delivered to local tourism businesses. Destination Sydney Surrounds South estimates the campaign resulted in a 6.5 per cent increase in visitor spending and injected $209 million into the local visitor economy.
SURFEST SECURES INTERNATIONAL EVENT
Newcastle is set to make waves on the world stage, with Premier Chris Minns announcing that a World Surf League Challenger Series event will headline Newcastle Surfest in 2027. Newcastle Surfest, Australia’s oldest and largest surfing festival, was elevated to the Challenger Series for the first time this year, placing Newcastle firmly on the international surfing map. The surfing tournament is proudly supported by Destination NSW.
GEN Z TRAVEL TRENDS THAT WILL DEFINE 2026
Travel booking website Skyscanner has released a 2026 Travel Trends report highlighting the emerging behaviours that will influence how Gen Z travels in 2026. Drawing from millions of searches and global consumer insights, the report shows how Gen Z's digital fluency, identity-driven choices and experience-first mindset are reshaping the future of travel.
RISING POPULARITY OF ROAD TRIPS AND EVs
Trip.com Group has revealed that the rising popularity of self-driving trips and electric vehicles is one of the top global travel trends for 2026. According to the global travel service provider's data, Asian travellers to Australia, especially those from South Korea, are choosing electric cars as their preferred mode of transport to explore at their own pace and comfort.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
ABS RELEASES 2024-25 TOURISM SATELLITE ACCOUNT: The latest data shows tourism growth during the period was driven by an increase in international visitors. Learn more
DESIGNER APPLICATIONS OPEN FOR AFC AUSTRALIAN FASHION WEEK: The event will be held from 11–15 May 2026, proudly supported by Destination NSW. Learn more
SYDNEY RESTAURANT QUAY TO CLOSE: Regarded as one of Australia’s most influential restaurants, Quay will close its doors in the new year. Learn more
KOALA SURVEY DRIVES CONSERVATION EFFORTS: The NSW Government has completed its first comprehensive statewide koala survey, providing the most accurate picture to date of where koalas live and how populations are distributed across the state. 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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