Insights - 26 September 2025
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VISITOR SPENDING HITS RECORD HIGH IN NSW
NSW has cemented its position as Australia’s number one visitor economy, leading the nation in visitors, nights and expenditure in the financial year ending June 2025.
Tourism Research Australia data shows total visitor expenditure reached $55.9 billion, up 5.7 per cent year on year. International visitor expenditure grew even faster, rising 15.1 per cent to a record $13.9 billion.
China was the largest contributor to NSW’s international visitor growth (+23.7 per cent) during the period, followed by the United States and New Zealand.
Sydney Airport recorded the highest seat capacity from mainland China of any Australian airport, welcoming its ninth mainland carrier, Juneyao Air, in December 2024 under the NSW Government’s Aviation Attraction Fund (AAF), delivered by Destination NSW.
Four international markets surpassed 2019 visitor levels: South Korea (140 per cent), India (111 per cent), Philippines (132 per cent) and Vietnam (140 per cent).
The results align with the NSW Government's ambitious NSW Visitor Economy Strategy 2035, which sets targets of $91 billion in annual visitor expenditure, 40,400 new accommodation rooms, 8.5 million new airline seats and 150,000 additional jobs by 2035.
SPRING HOLIDAYS SPARK TRAVEL SURGE
Sydney Airport is forecasting 2.7 million domestic and international passengers will pass through its terminals during the September school holiday period, 113,000 more than 2024.
From 22 September to 12 October 2025, 1.62 million domestic passengers are expected to travel through the T2 and T3 terminals, up three per cent on last year.
With the NRL Grand Final also falling during the September peak, football fans are expected to join holidaymakers in adding to the buzz.
The busiest day at the airport is expected to be 3 October 2025.
NEW ADVISORY COMMITTEES TO GUIDE ACCOMMODATION, AVIATION AND JOBS GROWTH
The NSW Government has taken another step towards achieving its NSW Visitor Economy Strategy 2035 goals by establishing three new advisory committees.
Chaired by Destination NSW Board members and industry leaders, the committees will focus on accommodation, aviation and jobs. They will bring together experts from industry and government to reflect the Strategy's emphasis on partnership.
The committees will provide guidance on implementing the Strategy’s goals, ensuring the state is equipped to create new pathways for visitation and expenditure growth.
VIVID SYDNEY SCOOPS 24 GLOBAL AWARDS
Vivid Sydney 2025 has won 17 Gold awards, six Silver awards and one Bronze award at the 2025 IFEA Pinnacle Awards.
The Pinnacle Awards recognise the outstanding accomplishments of festivals and events and are regarded as the gold standard of achievement for the global festival and event industry.
Owned, managed and produced by Destination NSW, Vivid Sydney 2025 did not just illuminate the city’s iconic buildings and landmarks, it awakened the collective imagination of millions of visitors, both locally and abroad.
Learn more here.
BIG WINS FOR TCS SYDNEY MARATHON
The TCS Sydney Marathon’s Make Sydney a Major campaign led by Pont3 and Destination NSW has been named Project of the Year and People's Choice Award winner at the 2025 Sydney Awards.
Delivered by urban think tank Committee for Sydney, the annual Sydney Awards celebrate the people and projects that shape Sydney as one of the world’s great cities.
The campaign to make the TCS Sydney Marathon an Abbott World Marathon Major succeeded in November 2024, with Sydney joining an elite group alongside New York City, London, Tokyo, Boston, Chicago and Berlin.
Destination NSW CEO Karen Jones said the double win highlighted the power of industry and cross-government collaboration in delivering outstanding results for the visitor economy.
FOCUS ON INDIA & SOUTHEAST ASIA
Destination NSW will host a Focus on India & Southeast Asia event in Sydney from 3-4 December 2025. The event will connect visitor economy businesses with approximately 60 key travel buyers from Singapore, Indonesia, Malaysia, Vietnam and India. Eligible businesses that are newly export-ready or new to these markets can apply for support to attend.
INBOUND STRATEGY WORKSHOPS
Destination NSW is presenting a series of in-person Inbound Strategy workshops for NSW visitor economy businesses in 2025. Delivered under the capability-building NSW First Program, the free, full-day workshops are designed to assist businesses to develop and sell export-ready products to international visitors via the inbound travel trade.
TOP TRAVEL PRIORITIES FOR GEN Z TO BOOMERS
A report by consumer intelligence and marketing platform Brandwatch has analysed millions of social media conversations to understand how each generation is shaping trends in travel. For Gen Z, food is regarded as a vital part of the travel experience; road trips are a popular topic for millennials; Gen X favours urban getaways; and Baby Boomers are focused on romance.
CORPORATE TRAVEL SPENDING RISES
New data shows 45 per cent of Flight Centre Travel Group’s (FCTG) corporate customers intend to increase their travel spend in the current financial year versus the previous. Among Australian businesses, the intention to spend more is 47 per cent. FCTG said the results reflected travel being "one of those non-discretionary areas of spend that drives revenue".
TWO WALKING TRACKS FOR GARDENS OF STONE
Two new walking tracks have opened in the Gardens of Stone State Conservation Area near Lithgow—the 6km Broad Swamp Loop Walk and 17.5km Broad Swamp to Birds Rock Walking Track. The walks are part of a $49.5 million NSW Government infrastructure program that also includes completion of upgrades at the Lost City precinct.
NSW TOURISM RESTAURANT OF THE YEAR
The winners of the 2025 Restaurant & Catering Hostplus Awards for Excellence have been announced, with Midden by Mark Olive named NSW Tourism Restaurant of the Year. Restaurant of the Year (Sydney) was The Restaurant Pendolino, while Restaurant of the Year (Regional) was Arrana. The awards were proudly supported by Destination NSW.
ILLAWARRA INDIGENOUS BUSINESS EXPO
More than 60 Aboriginal-owned businesses will attend the Illawarra Indigenous Business Expo on 31 October 2025 at Novotel Wollongong. The event will provide visitor economy businesses with an opportunity to discover new experiences, products and services.
REMEMBERING ROSE WRIGHT
Destination NSW extends its condolences to family, friends and colleagues of Regionality founder and Managing Director Rose Wright, who passed away last week. Ms Wright was a member of the Australia Regional Tourism Board and a pioneering leader in agritourism.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
LIVERPOOL SPECIAL ENTERTAINMENT PRECINCT: Liverpool Council will receive $200,000 under the NSW Government’s Special Entertainment Precinct Kickstart Grant program to establish a trial to boost economic growth, cultural vibrancy and nightlife. Learn more
GUIDE TO WESTERN SYDNEY FOOD SCENE: Destination NSW has produced a guide to Western Sydney's diverse food scene, from Vietnamese cuisine in Cabramatta to Sydney’s Little India at Harris Park. Learn more
ART OF TAX REFORM SUMMIT: Government representatives, artists and tax experts gathered at the Sydney Opera House this week to discuss ways to protect and support the nation’s creative and cultural sector. Learn more
FUNDING FOR CENTRAL COAST TOURISM: The NSW Government is investing $3.17 million to upgrade Australian Reptile Park and build a food and beverage jobs training facility at the Central Coast Food Manufacturing Precinct and Innovation Hub. Learn more
MARRINAWI COVE UPGRADES: The NSW Government is undertaking works to improve and enlarge Barangaroo's harbour swimming spot in time for summer. Learn more
TRAVEL FAVOURED OVER GIFTS FOR CHRISTMAS: The Deloitte Retail Holiday Report 2025 estimates spending on experiences such as travel will rise by almost 30 per cent, while spending on gifts will increase by 4.2 per cent. Learn more
RED AND YELLOW FLAGS FLY FOR BEACHGOERS: Surf Life Saving volunteers will commence patrolling on weekends and public holidays from 27 September 2025 to help keep people safe during the warmer months. 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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