Insights - 16 January 2026
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NSW VISITOR ECONOMY SMASHES $59 BILLION EXPENDITURE TARGET
It’s a happy new year for the NSW visitor economy, with visitor expenditure exceeding $59 billion more than 12 months ahead of target.
The phase one goal of the NSW Visitor Economy Strategy 2035 was $59 billion in visitor expenditure in the year ending December 2026. However, Tourism Research Australia (TRA) data shows visitor expenditure surged to $59.4 billion in the year ending September 2025, an increase of 7.3 per cent year-on-year.
The nation-leading result was boosted by a record $14 billion in international visitor expenditure during the period.
Learn more here.
INTERNATIONAL ARRIVALS SURGE PAST
PRE-PANDEMIC LEVELS
New data from the Australian Bureau of Statistics shows short-term visitor arrivals to Australia surpassed pre-pandemic levels in November 2025.
A total of 831,170 short-term visitor arrivals were recorded (up 19.5 per cent year-on-year). The number of trips was also 1.9 per cent higher than November 2019.
NSW welcomed the highest number of visitor arrivals for short-term trips and the highest year-on-year growth (up 25 per cent compared to November 2024).
Learn more here.
TOURISM FORECASTS FOR 2025-2030
Tourism Research Australia (TRA) has released its Tourism Forecasts for Australia 2025 to 2030 report. Highlights include:
- 22 per cent growth in international visitor expenditure between 2025 and 2030
- China, Hong Kong and India tipped to show strongest growth
- Australians to take 313 million day trips in 2030 - or 11 day trips per person annually
- Domestic day-trip market to grow from $46 billion in 2025 to $57 billion in 2030.
TRA will host a webinar on 22 January 2026, exploring the five-year outlook for domestic and international tourism in Australia.
Learn more here.
SPORTS-MAD BRITS DRIVE RECORD SPENDING
A blockbuster calendar of sporting events supported by Destination NSW helped drive record UK visitor expenditure during 2025.
Data from Tourism Research Australia shows there were 350,800 visitors to NSW from the UK in the year ending September 2025, up 6.2 per cent year-on-year. These visitors injected $869.4 million into the NSW visitor economy, up 10 per cent year-on-year and the highest on record.
More than 40,000 international fans are estimated to have travelled to Australia for the British & Irish Lions tour from June to August 2025 and 2026 is set to be another winner for NSW.
Thousands of UK ‘Barmy Army’ fans descended on the Harbour City earlier this month for the final Ashes Test, with Sydney Cricket Ground celebrating its most-attended Test match ever during the 'Pink Test'.
Events set to attract UK sports fans during 2026 include SailGP Sydney, Sydney Super Cup 2026, TCS Sydney Marathon and the Rugby League World Cup.
AUSTRALIA DAY PROGRAM ANNOUNCED
The NSW Government has unveiled the nation’s largest Australia Day program, delivering an action-packed celebration that reflects NSW’s shared values and rich diversity.
From sunrise to nightfall, communities across NSW will come together with friends and families to enjoy a program filled with free events curated for all ages, wrapping up with a special Australia Day Live concert at the Sydney Opera House forecourt.
Minister for Jobs and Tourism Steve Kamper launched the program alongside Destination NSW CEO Karen Jones, Australia Day Council
NSW Chair Yvonne Weldon AM, Surf Life Saving NSW CEO Steve Pearce, First Nations Advisor William Barton, Australia Day performer Olivia Coe Fox and Australia Day Live co-host Jeremy Fernandez.
The Australia Day in Sydney program is proudly supported by Destination NSW.
Learn more here.
AUSTRALIA DAY AMBASSADORS FOR NSW
The NSW Government is supporting local communities through the NSW Australia Day Ambassador Program in 2026, with more than 100 outstanding Australians partnering with Local Government Areas across the state to help inspire national spirit on 26 January.
The 2026 cohort represents all facets of the community and are champions in their respective fields, including athletes, scientists, artists, educators and social justice advocates.
RECORD-BREAKING DECEMBER FOR SYDNEY HOTELS
New data from CoStar shows major events delivered record monthly average daily rates and strong occupancy for Sydney hotels in December.
Preliminary data from the property analytics provider shows average occupancy during December 2025 was 81.3 per cent (up 3.2 per cent year-on-year) and reached 95.4 per cent on New Year's Eve.
The month’s second highest occupancy (93.3 per cent) was seen on the night of Jimmy Barnes’ performance at the Sydney Opera House on 10 December, while Lady Gaga's concert at Accor Stadium on 12 December saw occupancy rise to 89.4 per cent.
Learn more here.
SUMMER EVENTS TO INJECT $200 MILLION INTO
VISITOR ECONOMY
It’s set to be a sizzling summer for the NSW visitor economy, with Destination NSW supporting a blockbuster line-up of 23 major events tipped to generate more than $200 million in visitor expenditure.
The line-up is expected to draw more than 250,000 visitors to the state from December 2025 to February 2026.
January has already featured the United Cup, New Year’s Ashes Test and Parkes Elvis Festival, while tens of thousands of attendees are expected this weekend at the Toyota 54th Tamworth Country Music Festival.
TOURISM AUSTRALIA APPOINTS NEW MD
Robin Mack has been appointed as Tourism Australia's new Managing Director. Mr Mack has been with Tourism Australia for more than a decade, most recently as Executive General Manager Global Markets & Business Events. Prior to joining Tourism Australia, he worked in the travel and tourism industry across retailers, wholesalers and airlines, before focusing on destination marketing.
PARKES CELEBRATES ELVIS FESTIVAL SUCCESS
Scores of Elvis fans, tribute artists and impersonators boarded the iconic NSW TrainLink Elvis Express last week at Sydney’s Central Station, travelling to the Parkes Elvis Festival. More than 26,000 Elvis fans attended the festival from 7–11 January 2026. Festival Director Brendan Shipley said the event generated an estimated $13 million for the regional economy.
NSW NUMBER ONE FOR CAMPING HOLIDAYS
NSW is Australia’s top destination for summer caravan and camping holidays, with the state expected to welcome around 1.5 million domestic overnight caravan and camping visitors. Tathra Eco Camp CEO Carmen Risby said: "Summer is heavily booked for us and for a much longer period than previous years."
TOP DESTINATIONS FOR SUMMER SPENDING
Summer-loving Australians are fuelling local businesses, with an 80 per cent expenditure surge in key tourism hotspots. The spending spike is estimated to be worth an extra $84 million to regional economies, according to new NAB analysis. Two NSW destinations are featured in the top 10: Jervis Bay and Bateman's Bay.
GET SKILLED ACCESS TRAINING VIDEOS
Destination NSW has partnered with Get Skilled Access to produce a video series aimed at improving accessibility and inclusion knowledge within the tourism sector. The six-part series explores topics including how to host accessible and inclusive events, inclusive marketing and how to support travellers who are neurodivergent.
TOP TOURISM TOWN SUBMISSIONS OPEN
NSW Top Tourism Town nominations are open until 26 February 2026, with final submissions due by 25 March. The awards program, delivered by the NSW Tourism Association, brings a focus to regional tourism, highlighting gems from coast to country, outback, mountains and river communities, and the tour guides that bring these towns to life.
SYDNEY NUMBER ONE FOR CRUISING
One in three Australians are considering going on a cruise this year, according to research from Tourism & Transport Forum, with Sydney the number one destination. The survey also revealed 44 per cent of Australians under 35 are looking to go on a cruise this year.
FOODIE ACCOLADE FOR PARRAMATTA
Condé Nast Traveller has published its list of the world's Best Places to Eat in 2026, with Western Sydney's Parramatta named in the top 10. The publication rated Parramatta among the "cities, states and even specific neighbourhoods that have food scenes worth planning your year of travel around".
VISITOR ECONOMY WEEKLY HIGHLIGHTS
WORLD'S BUSIEST AIR ROUTES: OAG has released its annual analysis of the world’s busiest flight routes, with Melbourne-Sydney the sixth busiest domestic route globally in 2025. Learn more
NSW TOURISM ASSOCIATION ISSUES SCAM ALERT: A scam email is circulating, claiming to be from New South Wales Tourism and requesting payment to update listings. Learn more
FIRST HOTEL FOR BRADFIELD CITY: A development agreement between the NSW Government and Plenary will include a hotel on the northern section of the site. Learn more
VIRGIN AUSTRALIA RELAUNCHES DARWIN-SYDNEY ROUTE: The airline will operate up to seven return flights per week during peak travel periods, boosting connectivity between NSW and the Northern Territory from 22 June 2026. Learn more
HOUSEHOLD SPENDING BOOSTED BY MAJOR EVENTS: Australian Bureau of Statistics data shows household spending on services rose by 1.2 per cent in November 2025, driven by major events, including concerts and sporting fixtures. Learn more
UPLIFTED CROWN LANDS WEBSITE LAUNCHED: The website delivers simpler pathways to apply for leases and licences, practical resources for Crown Land Managers, clear information about opportunities, projects and consultations and recognition of Aboriginal outcomes. Learn more
SYDNEY HARBOUR BRIDGE CYCLEWAY RAMP OPENS: The ramp is a rare addition to the heritage-listed bridge and fills a gap in Sydney’s cycling path infrastructure. Learn more
NEW NATIONAL PARK CAMPGROUNDS: Summer holiday makers have access to a range of new and improved campgrounds across the state, thanks to the NSW Government’s work to refresh, repair and build camping facilities. Learn more
THE GROUNDS HEADS TO THE DOMAIN: A historic precinct in The Domain will be opened to the public for the first time and is set to become a hospitality destination. Learn more
AUSTRALIAN OPEN LIVE-SITE FOR DARLING HARBOUR: Tumbalong Park will feature a free big screen, allowing visitors and Sydneysiders to view the action. Learn more
BATHURST VISITOR CAMPAIGN LAUNCHES: The destination campaign—Bathurst is Cool—aims to entice visitors to the region over summer. 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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