Insights - 8 August 2025
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REGIONAL NSW NUMBER ONE FOR AGRITOURISM
Regional NSW has been confirmed as Australia’s leading destination for visitors seeking agritourism experiences, according to new data from Tourism Research Australia.
From the orchards of the Northern Rivers to cellar doors, distilleries and working farms, agritourism is reshaping the way visitors experience NSW.
In 2024, regional NSW attracted 32.7 per cent of domestic overnight visitors who participated in agritourism experiences in regional Australia, the highest share of any regional area in the country.
NSW also welcomed 700,000 international visitors who participated in agritourism experiences during their stay. These visitors spent a total of 15.7 million nights in the state and contributed approximately $2.5 billion to the economy.
Minister for Tourism Steve Kamper celebrated the results during a recent visit to Tropical Fruit World in the Tweed Valley region.
Pictured: Business NSW Regional Director Jane Laverty, Minister for Tourism Steve Kamper and Tropical Fruit World General Manager Aymon Gow.
DESTINATION NSW SUPPORTS AGRITOURISM GROWTH
Destination NSW’s NSW First program supports agritourism businesses to better understand the tourism industry and develop market-ready visitor experiences.
The program includes the NSW First Agritourism Toolkit, which offers practical advice for new and established operators. It helps businesses create bookable, visitor-ready agritourism experiences; meet contemporary visitor expectations; and deliver authentic, on-farm activities that connect guests to agricultural practices.
Destination NSW is also supporting the second annual AgriTourism Summit, which will be held in the Orange region on 12–13 August 2025.
The event will bring together producers, operators, tourism professionals and industry stakeholders to share insights, explore opportunities and drive growth in this rapidly evolving sector.
TOURISM AUSTRALIA LAUNCHES NEXT CHAPTER OF
COME AND SAY G'DAY CAMPAIGN
Tourism Australia is embarking on the next stage of its globally successful Come and say G’day campaign, with the second chapter about to launch in key international markets.
Brand ambassador Ruby the Souvenir Kangaroo will return, joined by talent well-known to local audiences in the United States, United Kingdom, China, India and Japan. The campaign will feature Australian wildlife conservationist Robert Irwin in the United States, food writer and TV cook Nigella Lawson in the United Kingdom, actor Yosh Yu in China, entrepreneur and philanthropist Sara Tendulkar in India and media personality and comedian Abareru-kun in Japan.
Come and say G’day initially launched in October 2022. Since then, consideration for an Australian holiday has increased by 10 per cent in the United States, United Kingdom and China, while flight searches for Australia have increased by 22 per cent.
Learn more here.
VOGUE CHINA PUTS SYDNEY IN THE SPOTLIGHT
While in Sydney to film his Come and say G’day campaign role, Yosh Yu also appeared in a cover shoot for the launch issue of China's Vogue Wellness magazine.
The actor has a large fan base—including more than 148,000 Instagram followers—after rising to fame in the 2023 fantasy film Creation of the Gods I: Kingdom of Storms.
The magazine wrote: "His journey has always been about pushing limits. But amid the ocean breeze and vast, rolling greenery of Australia, [Yosh Yu] finally found a moment to slow down and reconnect."
INTERNATIONAL ARRIVALS RISE AT SYDNEY AIRPORT
Sydney Airport welcomed 10.03 million passengers from April to June 2025, up three per cent year on year. International passengers grew by 4.6 per cent during the period. Chinese passport holder arrivals surged by 11.4 per cent, the strongest rate of growth in the last 12 months.
DIGITAL INCOMING PASSENGER CARD TRIAL
Sydney Airport is supporting a digital incoming passenger card trial. Qantas passengers flying from Auckland and Queenstown to Sydney can complete their declaration through the Qantas app. The trial is part of an initiative aimed at using digital credentials and facial recognition to streamline journeys.
LIONS TOUR BOOSTS HOTEL OCCUPANCY
Australia’s largest hotel operator Accor has reported record hotel occupancy rates during the British and Irish Lions Tour. Its Sydney hotels achieved 97 per cent occupancy on Saturday, 2 August 2025—up nine per cent on the previous year—for the Lions versus Wallabies Test at Accor Stadium. The tour was supported proudly by Destination NSW, with two matches played in Sydney.
JOIN DESTINATION NSW AT AIME 2026
Expressions of interest are open to co-exhibit with Destination NSW's regional conferencing program, Business Events NSW, at the Asia Pacific Incentives and Meetings Event (AIME). From 9–11 February 2026, Destination NSW will showcase immersive visitor experiences and destinations at the premier trade event for the meetings and business events industry.
NEW TOOL TO TACKLE WORKFORCE CHALLENGES
Australia's hospitality and travel industries have a new tool to attract, retain and train workers with the launch of eeger. The Australian Government has partnered with Accommodation Australia to launch the government-funded, industry-led national careers and training platform. The initiative aims to build a stronger, more resilient visitor economy.
WESTERN SYDNEY OYSTER FESTIVAL LAUNCHES
The inaugural Western Sydney Oyster Festival has launched at West HQ in Rooty Hill. Held on Sundays to Thursdays throughout August, the festival features oyster specialists and farmers, shucking demonstrations and preparation techniques. West HQ venues are also showcasing Sydney rock oysters on their menus.
WINS FOR VIVID SYDNEY AT AEAF AWARDS
Vivid Sydney has triumphed at the 2025 Australian Effects and Animation Festival (AEAF) Awards. Customs House—House of Romance: Dreams Collide (SUPERGIANT) won Bronze, while An Act of Being (Bangarra Dance Theatre), King Dingo (The Electric Canvas) and Sydney Opera House—Lighting of the Sails: Kiss of Light by David McDiarmid (VANDAL) won Special Merit awards.
WINNING NIGHT FOR SYDNEY AT LOGIE AWARDS
Congratulations to Lynne McGranger on winning the Gold Logie at the 65th TV WEEK Logie Awards. The actress won for her role on Home and Away, which is filmed on Sydney's Northern Beaches. Supported proudly by Destination NSW, the Logie Awards celebrated Australian entertainment industry achievements during a star-studded ceremony held at The Star Sydney.
NSW TO STAR AT FINE FOOD AUSTRALIA
The NSW Government is helping food and drink businesses from across NSW take centre stage at Fine Food Australia at International Convention Centre (ICC) Sydney from 8-11 September 2025. Around 25,000 trade visitors from more than 50 countries will attend the industry event—the largest of its kind in the Southern Hemisphere.
SOLO TRAVEL BOOM IN ASIA PACIFIC
A new report by Singapore Airlines' low-cost subsidiary Scoot has highlighted significant growth opportunities for the solo travel market in the Asia Pacific. The report has projected an annual growth rate of 16.1 per cent for the sector between 2025 and 2030. Australia is the second most popular destination for solo travellers in the region.
NEW VISUALS FOR VIVID SYDNEY 2025
The latest edition of Destination NSW's ContentED newsletter is out now, featuring new visual assets from Vivid Sydney 2025. Photography and video assets are available to download through the Destination NSW Content Library for marketing, media, stakeholder and partner activity.
DESTINATION NSW VISITS POWERHOUSE SITE
Destination NSW staff took part in a Powerhouse Parramatta site visit this week, ahead of the museum's anticipated opening in late 2026. The museum is the largest cultural infrastructure project in NSW since the Sydney Opera House was built and is expected to attract two million visitors a year.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
SIX SYDNEY HARBOUR RESERVES AND PARKS ADDED TO NSW STATE HERITAGE REGISTER: The recognition will safeguard the natural beauty of the reserves and parks. Learn more
LEGO® EXHIBITION FOR SYDNEY: The Australian Museum's next major exhibition, the LEGO® inspired RELICS: A New World Rises will open on 16 August 2025. Learn more
DESIGN PLANS REVEALED FOR KEY LINK TO WESTERN SYDNEY AIRPORT PRECINCT: Work is set to begin on the $1 billion upgrade of Fifteenth Avenue. Learn more
$10 MILLION BOOST TO GREENING OUR CITY PROGRAM: Councils in the Illawarra, Hunter and Central Coast can apply for NSW Government funding to plant trees, shrubs and native vegetation in parks, plazas and other public spaces. Learn more
NSW GOVERNMENT TO INCREASE WHEELCHAIR-ACCESSIBLE TAXI AVAILABILITY: Operational support grants and a new round of interest-free loans have been made available. Learn more
$1 MILLION TO ESTABLISH RECREATIONAL FISHING PEAK BODY: The NSW Government funding aims to boost economic activity in regional NSW. 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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