Insights - 3 July 2026
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TOURISM SPENDING HITS NEW HIGH IN NSW
NSW has cemented its position as Australia’s number one tourism destination, welcoming 129.3 million domestic and international visitors in the year ending March 2026.
The latest Tourism Research Australia data highlights the success of the NSW Government’s Visitor Economy Strategy 2035, delivered by Destination NSW, with tourism continuing to drive jobs, support local businesses and boost investment across NSW.
Domestic visitors spent $46.6 billion, while international visitor expenditure climbed to a record $15.2 billion, 36 per cent higher than pre-pandemic levels.
Learn more here.
FIRST AIRPORT METRO TRAIN TOUCHES DOWN IN
WESTERN SYDNEY
The first of 12 trains for the Sydney Metro – Western Sydney Airport Line has arrived in Sydney.
Purpose-built for airport travellers, the trains will make it easier for passengers to reach Western Sydney International Airport (WSI), with modern accessibility features and real-time flight information.
WSI will initially cater for up to 10 million passengers annually, with scalable expansion to meet future demand—eventually becoming Australia’s largest airport.
In the year ending March 2026, Western Sydney received 29.1 million international and domestic visitors, who spent $9.2 billion in the region.
REGIONAL MARKETING STRATEGY LAUNCHES
Destination NSW is driving growth across regional NSW with the launch of a new tourism marketing strategy designed to attract more visitors, boost local businesses and create jobs.
The first phase of the strategy will showcase Byron Bay, the Barrington Coast, Shoalhaven, Sapphire Coast and Port Stephens.
The strategy uses data-driven insights and authentic storytelling to connect visitors with the experiences that make regional NSW unique, from coastal escapes and nature-based adventures to world-class food, wine and cultural experiences.
TCS SYDNEY MARATHON TRANSFORMS INTO
CITY-WIDE FESTIVAL
TCS Sydney Marathon 2026 has unveiled an entertainment and cultural program that will turn race weekend into a week-long citywide spectacle during August, with free events and live music bringing the city together to celebrate Australia's largest marathon.
Minister for Jobs and Tourism Steve Kamper was joined by Olympian Emma McKeon AM, Paralympian Madison de Rozario OAM, DJ Tigerlily, and founder of Deadly Runners and TCS Sydney Marathon Head Coach Georgia Weir to announce the most significant expansion of entertainment in the event's history.
TCS Sydney Marathon is proudly supported by Destination NSW. Learn more here.
LOCAL BUSINESS PROGRAM EOIs
Applications to join TCS Sydney Marathon's local business program, Run Perks, are closing soon.
The program aims to create opportunities to engage with domestic and international visitors and drive exposure. Successful business will be highlighted on the official TCS Sydney Marathon app. Expressions of interest close on 10 July 2026.
WORLD'S MOST LIVEABLE CITIES
Monocle has released the 2026 edition of its Quality of Life Survey—an annual ranking of the best cities to live in worldwide—with Sydney taking out fifth place. This year’s survey focused on cities with urban ambition that are also fun to live in. Sydney was praised for its innovation and rapid-transit rail.
NEW BESYDNEY GLOBAL AMBASSADORS
Six new Global Ambassadors have been appointed by Business Events Sydney (BESydney) to help the city attract international business events. Over the past 12 months, BESydney has won 102 events worth an estimated $340 million in direct expenditure for NSW, a record for the organisation.
INTERNATIONAL WINE VISITOR BOOM
New Tourism Research Australia data shows rising interest among international travellers in NSW wine experiences. In the year ending March 2026, 258,500 international travellers visited a winery in NSW, up 11.7 per cent year-on-year and up 3.4 per cent on the year ending March 2019. The Hunter Valley was the state's top day trip destination.
NAIDOC WEEK MARKS 50 YEARS
As NAIDOC Week prepares to mark its 50th anniversary from 5-12 July, Destination NSW is proud to support Aboriginal tourism growth. Aboriginal tourism offers a profound connection to the world’s oldest continuous living culture, with 1.4 million visitors to NSW participating in an Aboriginal experience in the year ending March 2026.
24-HOUR METRO FOR SOCCEROOS MATCH
Football fans and hospitality businesses will embrace FIFA World Cup fever on 4 July 2026, with the NSW Government extending trading hours across the state and running 24-hour transport in Sydney for the Socceroos versus Egypt match, which kicks off at 4am.
NEW REPORT: SPORTS TOURISM SURGE
Research by Kantar shows 42 per cent of people across 11 global markets including Australia will travel to attend a sports event in the next 12 months, jumping to 61 per cent for Gen Z; while 80 per cent of consumers attend sports events in person at least occasionally.
DESIGN COMPETITION FOR BAYS WEST
The NSW Government is launching an international design competition to shape Sydney’s newest suburb, Bays West. The area will be transformed into a residential, entertainment and public waterfront precinct.
ATEC INDIA HOST WORKSHOP
Supported by the Centre for Australia-India Relations, the Australian Tourism Export Council will hold an India Host Workshop in Sydney on 8 July 2026. The session will build operator capability in attracting and servicing Indian visitors.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
MAJOR FUNDING BOOST FOR SHARK-SPOTTING DRONES: The NSW Government is expanding its investment in shark-spotting drone technology to provide year-round coverage. Learn more
SYDNEY OPERA HOUSE CEO RESIGNS: Louise Herron has announced she is stepping down after 14 years leading the iconic institution. Learn more
NATIONAL INDIGENOUS ART FAIR RETURNS: Proudly supported by Destination NSW, the National Indigenous Art Fair will transform The Cutaway at Barangaroo into a celebration of art, culture and community from 3–5 July 2026. Learn more
CONSERVATION PARTNERSHIPS EXTENDED: The NSW Government is extending its support for the Australian Wildlife Conservancy and the University of NSW's Wild Deserts program to support threatened species recovery in NSW national parks. Learn more
QANTAS EXPANDS AUCKLAND-SYDNEY SEAT CAPACITY: Seats on the route will increase by up to 10 per cent over summer. Learn more
NEW 20-HECTARE PARK FOR SYDNEY: The NSW Government has commenced works to transform Moore Park South into a new public parkland. Learn more
$30 MILLION FOR NORTH COAST ROADS: The NSW Government is progressing planning for upgrades to the M1 Pacific Motorway corridor between Tweed Heads and Byron Bay. Learn more
FESTIVAL OF AVIATION & CORPORATE TRAVEL SUMMITS RETURNS: The Southern Hemisphere's largest gathering of corporate travel, business events, aviation and travel technology professionals will be held at ICC Sydney from 25-26 November 2026. Learn more
GONE FISHING WEEKEND EXPANDS: The NSW Government is encouraging fishing clubs and organisations to apply for packages to encourage more people to get involved in recreational fishing. 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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