Insights - 17 January 2025
No images? Click here
NSW'S FASTEST RECOVERING INTERNATIONAL
VISITOR MARKET
New data has revealed South Korea is the fastest rebounding international market to NSW, with arrivals and expenditure soaring above pre-pandemic levels.
Tourism Research Australia data shows NSW welcomed 275,900 visitors from South Korea in the year ending September 2024 (141 per cent of year ending September 2019 levels), who spent $854.3 million in the state (151 per cent of year ending September 2019 levels).
Destination Port Stephens CEO Jo Thomas said: “Visitors from South Korea now represent a notable segment of the Asian market in Port Stephens. At Port Stephens Koala Sanctuary, for example, South Korea now accounts for 12.9 per cent of total Asian day visitation, reflecting strong interest and engagement from this audience."
South Korea was also the largest international source market for wine tourism and luxury travel to NSW in the year ending 2023.
YOUNG SOUTH KOREANS FLOCK TO NSW
NSW is attracting a growing number of young, independent South Korean travellers, drawn by the state's warm climate and natural wonders.
Tourism Research Australia data shows 78 per cent of South Korean visitors to NSW in the year ending September 2024 were aged under 54 years, with 41 per cent aged between 15 and 34.
Honeymooners Kim Seulgi and Lee Kyeongwon (pictured above) visited NSW in December 2024 and enjoyed experiences including stargazing in the Blue Mountains, strolling on Bondi Beach and lunch at the Sydney Opera House restaurant Midden by Mark Olive.
Between 2023 and 2024, the Sydney Opera House experienced nearly a 180 per cent increase in South Korean tour bookings.
AUSTRALIA DAY IN SYDNEY 2025 PROGRAM ANNOUNCED
The official program for Australia Day in Sydney 2025 has been unveiled, with tens of thousands of people expected to come together to enjoy free events and activities.
From dawn and into the night, the program invites everyone to mark the day in their own way. Events such as the Dawn Reflection and WugulOra Morning Ceremony will encourage the community to reflect and respect our shared history and First Nations cultures.
Destination NSW is delivering the Australia Day in Sydney event program, which will conclude with a celebration of music and fireworks at the Australia Day Live concert, set against the backdrop of the Sydney Opera House and Sydney Harbour Bridge. Artists appearing at the concert include Dragon, Ben Lee, Paulini and Sheppard. Learn more here.
CELEBRATION FOCUSES ON ACCESSIBILITY AND INCLUSION
Australia Day in Sydney has placed accessibility and inclusion at the forefront of the event program.
Initiatives include haptic vests so hearing-impaired guests can ‘feel’ the beat at the Australia Day Live concert, Auslan interpreters at events, access to quiet rooms, as well as wheelchair basketball and a silent disco activation for people with physical, sensory or cognitive disability.
The Australia Day Live concert will also feature a performance by Sync or Swim, with all band members having a lived experience of disability.
Among other inclusive events will be the Oz Day 10K in The Rocks, the only wheelchair road race in Australia.
KAREN JONES JOINS DESTINATION NSW AS ACTING CEO
Karen Jones has commenced as Acting CEO of Destination NSW, taking the reins for an interim period of approximately six months.
Ms Jones brings more than 27 years of leadership experience in state and local government. Most recently, she served as CEO of the Office of Sport, where she led initiatives such as the ‘10 World Cups in 10 Years’ campaign, the Office of Sport’s Strategic Plan and the Play Her Way Strategy.
Ms Jones will lead the Destination NSW team and work closely with industry partners to ensure the state remains Australia’s top destination and events capital.
RECORD ROOM RATES ON NEW YEAR'S EVE
Sydney hotels attracted record average daily rates ($854.38) and revenue per available room ($807.62) on New Year’s Eve according to preliminary December data from CoStar. Occupancy was at 94.5 per cent. The second highest occupancy in December was recorded on 4 December (93.5 per cent), the first night of four Crowded House performances at the Sydney Opera House. The data also shows January is tracking ahead of the same time last year. Image: Daniel Tran.
SUMMER HOLIDAY SPENDING HOTSPOTS
New NAB merchant terminal data shows summer holiday spending has surged at NSW visitor hotspots. Accommodation including hotels, motels and caravan parks have seen a huge jump in spending. The highest increases are in Batemans Bay (up 242 per cent), Byron Bay (up 228 per cent) and Jervis Bay (up 174 per cent). NSW restaurants and bars have also experienced a spike in expenditure, led by Jervis Bay (up 300 per cent) and Merimbula (up 217 per cent).
TRENDING NSW DESTINATIONS FOR 2025
Manly has been named by Airbnb as one of the world's top trending destinations for 2025. Brunswick Heads was also highlighted as a destination attracting increased global attention. Among Australians travelling domestically, Jervis Bay was among the top five destinations.
SYDNEY NAMED TOP 10 PLACE TO VISIT IN 2025
The New York Times has released its '52 Places to Go in 2025' list, with Sydney taking out the 10th spot in the annual ranking. The city's inclusion on the list was attributed to its reputation as a seafood mecca, plus the convenience of its metro train network.
FUNDING FOR REGIONAL INFRASTRUCTURE
The Australian Government is investing almost $80 million in community and cultural infrastructure in regional NSW. The 16 projects include a performing arts facility in Bathurst, stage two of Leeton's Roxy Theatre redevelopment, mountain bike trail projects in Tenterfield and Lithgow and construction of Murray Regional Art Gallery.
NOWRA RIVERFRONT PRECINCT GRANT
The Australian Government has announced $5 million in funding for the Nowra Riverfront Precinct – a new mixed-use hub that will reconnect Nowra city centre with the Shoalhaven River waterfront. The precinct will incorporate parklands, accommodation, areas for commercial and social activities, as well as active transport links.
YOUNG AUSTRALIANS EMBRACE CRUISING
TripADeal has reported a surge in cruise bookings, particularly among younger Australians. Its data shows that a third of its cruise customers are now under 35, with the average age dropping 10 years since 2020. This shift was also evident in the latest Cruise Lines International Association data, which revealed the average cruiser was now aged 48.4, down from 50.4 in 2019.
OVERSEAS ARRIVALS TO AUSTRALIA
New Australian Bureau of Statistics data shows there were 679,280 international visitor arrivals to Australia in November 2024, an increase of 2.3 per cent on November 2023. The top three source markets were New Zealand (113,430 trips), the United States (61,780 trips) and the United Kingdom (61,740 trips). The number of trips was 16.7 per cent lower than November 2019.
HUGE CROWDS HEAD TO TAMWORTH
Tamworth will welcome thousands of visitors to the nation’s largest celebration of country music from 17-26 January 2025. Supported proudly by Destination NSW, Tamworth Country Music Festival will feature free and ticketed shows at venues throughout the city. Toyota Park will host free performances by more than 200 artists.
HELPING ENDANGERED SHOREBIRDS
The NSW Government has created a Share the Shore information page to help visitor economy businesses and beachgoers protect shorebirds during their nesting season. It features practical tips and insights about shorebirds. Stakeholders can also download a content pack to access free resources to help spread the word.
NSW STATE LIBRARY UNVEILS 2025 PROGRAM
William Barton, Stephen Page, Skye McIntosh and Tim Ross are among the line-up announced for the State Library of NSW’s 2025 program, which celebrates stories, culture and creativity. The program is designed to encourage visitors to interact with the library’s collections and spaces through literature, poetry, art, photography, history, music and performances.
SUPERCARS RACING SCHEDULE UNVEILED
Supercars has revealed the on-track schedule for the Sydney 500, which will open the 2025 Repco Supercars Championship from 21-23 February 2025. Taking place at Sydney Motorsport Park in Eastern Creek, the program will include three races over three days. Supported proudly by Destination NSW, the Sydney 500 will also feature off-track entertainment and activations.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
NEW WATER SAFETY HUB FOR NSW: The NSW Government has launched a new water safety hub to help visitors and communities stay informed around the state’s waterways. Learn more
EMERGENCY RESPONSE BEACONS FAST-TRACKED: The NSW Government has installed emergency response beacons at 19 beaches across the state to enable the rapid deployment of emergency services to potential rescue sites. Learn more
UPGRADES TO KYEAMBA GAP REST AREA: The NSW and Australian Governments are investing more than $1.8 million to improve rest stop facilities in both directions on the Hume Highway between Tarcutta and Holbrook. Learn more
WORLD'S SAFEST AIRLINES FOR 2025: AirlineRatings.com has named Qantas the world's second safest full-service airline, with Virgin Australia named fourth safest. 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
DID YOU ENJOY THIS NEWSLETTER? Forward it to colleagues and friends so they can subscribe too. Was this issue forwarded to you? Click here to sign up
