Insights - 10 October 2025
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🗓️ Save the Date – Destination NSW Visitor Economy Forum 2025
📍 Tuesday 18 November 2025 | ICC Sydney
FROM VISION TO ACTION: NSW VISITOR ECONOMY STRATEGY 2035
Join industry and government leaders for a strategic half-day forum exploring how the NSW Visitor Economy Strategy 2035 moves from vision to action - setting the course for growth, innovation and collaboration across the decade ahead.
Full program and registration details coming soon.
NSW LEADS THE WELLNESS TOURISM BOOM
Destination NSW has partnered with Well Traveller to accelerate growth in the state’s wellness tourism sector – identified as a key growth area in the new NSW Visitor Economy Strategy 2035, which sets a target of $91 billion in annual visitor expenditure.
Season two of Well Traveller TV, airing on Network 10 from 11 October 2025, will feature destinations including Sydney, the Blue Mountains, Byron Bay, the Coffs Coast and Hinterland, the Hunter Valley, Mudgee and the South Coast.
More than 70 NSW tourism businesses and eight farmers’ markets will be showcased during the Well Traveller partnership via TV segments, editorial content, website listings and social media posts.
Hosted by world-champion surfer Layne Beachley, the eight-part series pairs inspiring Australians with well-known personalities including Turia Pitt, Barry Du Bois, Lisa Messenger, Dr Stacy Sims, Samantha Gash, Shelly Horton and Matilda Brown with her parents Bryan Brown and Rachel Ward.
Learn more here.
RISING NUMBER OF AUSTRALIANS SEEK
WELLNESS BREAKS
The Global Wellness Institute forecasts the global wellness economy to reach nearly $9 trillion by 2028, while the 2025 Well Traveller Wellbeing Survey has found 56 per cent of Australians plan to take a wellness-focused holiday in the next 12 months.
When it comes to trends in wellness, the survey found bathing rituals such as communal bathhouses, wild swimming, thermal springs and ice baths topped the list of trends (32 per cent). Other trends gaining momentum included sleep optimisation, gut health and holistic fitness.
New data from travel platform Traveloka also shows more Australians are seeking wellness breaks as a way to rest, recharge and prioritise well-being. Traveloka’s 2024 ‘Travel Redefined’ APAC study found 34 per cent of Australians cited ‘rest and recharge’ as their main reason to travel.
ABORIGINAL LANGUAGE COURSE BOOSTS
TOURISM AND JOBS
High school students are getting a head start in the tourism industry through an Aboriginal language and culture course that links education, culture and career opportunities.
The NSW Department of Education’s Aboriginal Language Pathways Program: Certificate I in Tourism (Aboriginal Indigenous Culture) helps students explore career pathways in the visitor economy while building leadership skills and strengthening cultural knowledge.
The vocational and educational training course gives students the opportunity to learn about local Aboriginal language and culture and to engage with local tourism knowledge through On-Country experiences guided by Elders and knowledge holders.
Building talent and capability within the Aboriginal tourism sector will ensure it can meet current and future demand, creating sustainable career pathways and further contributing to visitor economy growth.
SXSW SYDNEY SPOTLIGHTS NSW AS INNOVATION HUB
SXSW Sydney will return to the Harbour City from 13-19 October 2025, drawing visionaries, thought leaders and emerging talents from the Asia-Pacific region and across the globe.
Supported proudly by Destination NSW, SXSW Sydney 2025 will feature 1600 sessions and events, including more than 400 conference sessions, 150 professional development sessions, 300 music performances, 95 film screenings, 150 games and more than 400 brand-led events.
The SXSW Sydney Unlocked program will also transform Tumbalong Park from 13-19 October with more than 85 hours of free events celebrating fashion, film, music, gaming, technology and community. Learn more here.
NSW HOUSE RETURNS TO SXSW SYDNEY
NSW House will bring three days of future‑focused panels, immersive activations and bold conversations to SXSW Sydney from 14-16 October 2025.
The program has been designed to spark connection, inspire possibility and spotlight how the NSW Government is supporting creativity and innovation.
Destination NSW CEO Karen Jones will chair a 'Western Sydney: Where technology and creativity converge' panel session on 16 October.
ABORIGINAL TOURISM EXPERIENCES GUIDE
Aboriginal tourism experiences help deepen visitors' connection to NSW. Destination NSW has published a guide to enriching experiences available in Sydney and across the state that provide visitors and locals alike with an opportunity to enjoy art, food, cruises, landmarks and landscapes through an Aboriginal lens.
LIVE MUSIC DRIVES ROAD- TRIPPING GROWTH
Research by East Coast Car Rentals has found live music is deeply tied to the travel experience for Australians. The research found that 73 per cent of Australians feel discovering local arts and music is a key part of their road trip experience. More than half even plan their travel around towns known for live music.
NSW TOPS NIGHTTIME ECONOMY INDEX
Visa’s new Nighttime Economy Index—the first national benchmark of its kind—has revealed the impact of measuring and managing after-hours economies. NSW dominated the top 20, with 11 locations in the Sydney metro area. Regional and suburban centres in NSW also rivalled capital city precincts.
FIRST DIRECT HOBART TO NEWCASTLE FLIGHT
The NSW Government’s Aviation Attraction Fund will support a new seasonal flight from Hobart to Newcastle, connecting the two cities directly for the first time. On 2 December 2025, Jetstar will launch the seasonal route that will operate three times a week from December to March.
FUNDING BOOST FOR WESTERN NSW
The NSW Government is investing in three Western and Far West NSW projects to promote visitor economy growth. The projects include: $5 million for critical Broken Hill Airport upgrades; $1.8 million to develop an on-Country cultural centre promoting native food tourism and education in Narrabri: and $1.24 million in infrastructure upgrades at White Cliffs Caravan Park.
INBOUND STRATEGY WORKSHOPS
Registrations are open for Destination NSW's Inbound Strategy workshops in Southern Highlands, Blue Mountains, Byron Bay and Sydney. Delivered under the capability-building NSW First Program, the free, full-day workshops will assist visitor economy businesses to develop and sell export-ready products to international visitors via the inbound travel trade.
NSW WINE MONTH PROGRAM ANNOUNCED
NSW Wine Month will return for its second year in November, celebrating the wines and regions of NSW. The program of events and experiences is designed to help wine lovers meet the people behind their favourite drops and discover new ones. Sydney Cellar Door will return as the flagship event. NSW Wine Month is proudly supported by Destination NSW.
FACE-TO-FACE SMALL BUSINESS SUPPORT
The NSW Government is making face-to-face support available to small businesses as part of Small Business Month. One-on-one support will be available at more than 30 Service NSW Centres across the state on select Wednesdays throughout October, offering tailored assistance. October is also Indigenous Business Month.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
COASTAL FISH AGGREGATING DEVICES FOR NSW: The NSW Government has deployed 34 GPS-tracked floating buoys that attract key oceanic fish species such as mahi-mahi, adding to fishing excitement for summer. Learn more
SHARING THE NATIONAL COLLECTION: Featuring works exclusively by women artists, the collection will go on display at Broken Hill City Art Gallery for two years. Learn more
SUSANNAH PLACE REOPENS IN THE ROCKS: Museums of History NSW is hosting a free street party on 11 October 2025, including historic house tours. Learn more
MAJOR ROAD SAFETY BOOST IN REGIONAL NSW: The NSW Government will invest $37.5 million to transform more than 470km of state-managed roads. Learn more
REGISTER FOR TOURISM AUSTRALIA'S INDUSTRY BRIEFING: The briefing will include updates from Tourism Australia's Acting Managing Director, Robin Mack and Chief Marketing Officer, Susan Coghill. 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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