Insights - 21 March 2025
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GROWING NUMBER OF VISITORS SEEK
WINE GETAWAYS
New research has revealed that 88 per cent of Australians want to explore 'hidden gem' wine regions such as the Southern Highlands and Canberra District, with half of them planning trips this year.
The survey conducted by YouGov for Airbnb found that 40 per cent of Australians regard experiencing quality food and wine as one of their primary motivations for travel.
Additionally, 29 per cent of people want to experience an area’s history and culture, while 26 per cent want to attend local food and wine festivals or events.
The research revealed guests are willing to spend almost $700 per person, on average, during a weekend getaway to a wine region.
Airbnb’s top five international source markets for wine region visitors over the autumn travel period are Singapore, United Kingdom, United States, New Zealand and China.
Learn more here.
ENTRIES OPEN FOR 2025 NSW SOMMELIER'S
WINE LIST AWARDS
The NSW Wine Industry Association is calling on sommeliers, restaurant owners and hospitality managers to enter the 2025 NSW Sommelier’s Wine List Awards.
The awards program is seeking entries that reflect the diversity of style and varieties in NSW wine regions. Wine lists from restaurants, bars, pubs, hotels and clubs are all eligible.
Supported proudly by Destination NSW, the 2025 NSW Sommelier’s Wine List Awards winners will be announced at NSW Parliament House on 27 May 2025.
GREAT SOUTHERN NIGHTS LIGHTS UP NSW
Great Southern Nights 2025 starts tomorrow, featuring more than 330 live gigs in areas including Sydney, Western Sydney, Newcastle, Wollongong, Central Coast, Bathurst, Broken Hill, Byron Bay, the Hunter Valley, Orange, Tamworth and Tilba.
The line up ranges from Australia’s most recognised names, including Hoodoo Gurus and Peking Duk, to the next biggest artists, such as King Stingray, Teenage Dads and The Rions.
The Cat Empire performed a free show today in Sydney’s Martin Place to launch the event, featuring classic hits and tracks from their new album, Bird in Paradise.
Great Southern Nights will run from 21 March to 6 April 2025 and is proudly delivered by Destination NSW in partnership with the Australian Recording Industry Association (ARIA).
VALE RICHARD BEERE
Destination NSW extends its deepest condolences to the family, friends and colleagues of Richard Beere, who passed away this week.
As the inaugural Chair of Destination Southern NSW and former Executive General Manager International (East) at Tourism Australia (1998–2011), Richard made an enduring impact on Australia’s tourism industry. His leadership was instrumental in the development of Tourism Australia’s original China Development Plan, and he played a pivotal role in Australia becoming the first western destination to gain Approved Destination Status in China - an achievement that transformed Australia’s engagement with this key visitor market.
Richard was equally dedicated to strengthening regional tourism. Through his role at Destination Southern NSW he championed the growth of the visitor economy in the region, working closely with industry and stakeholders to enhance tourism opportunities and drive sustainable economic benefits.
In recognition of his contributions, Richard was honoured with the Outstanding Individual Contribution to the Industry Award by the Australian Tourism Export Council in 2011.
Richard’s passion, expertise and dedication leave a lasting legacy. He will be greatly missed.
NEW NSW TOURISM MINISTER ANNOUNCED
The Hon Steve Kamper MP has been sworn in as Minister for Jobs and Tourism in addition to his responsibilities as the Minister for Lands and Property, the Minister for Multiculturalism and the Minister for Sport. The Hon John Graham MLC will remain the Special Minister of State, the Minister for the Arts, the Minister for Music and the Night-time Economy and Minister for Transport.
CULTURE TOOLKIT FOR INDUSTRY
The Australian Tourism Industry Council (ATIC) has launched a new toolkit to support visitor economy operators to engage with First Nations people and culture. Connecting to Culture – A toolkit guiding respectful engagement with First Nations People forms an integral part of ATIC's Quality Tourism Framework, which provides online training and accreditation programs.
LUNAR NEW YEAR BOOST FOR NSW
New Australian Bureau of Statistics data shows the significant impact cultural events such as Lunar New Year have on the NSW visitor economy, with a notable surge in visitation from China in January 2025. There were 272,580 short-term visitor arrivals to NSW in January 2025, an increase of 31,940 (13.3 per cent) compared to January 2024. China was the leading source market for visitors to NSW in January 2025 with 48,150 trips, up from 30,540 in January 2024. In December 2024, the United States was number one (48,060 trips), while China was in fourth place with 28,320 trips.
FUTURE FOCUS AT DESTINATION AUSTRALIA
More than 800 people attended Destination Australia 2025 to learn more about the evolution and growth of the visitor economy. The annual Tourism Australia conference was held at ICC Sydney on 19 March. Tourism Australia Managing Director Phillipa Harrison's keynote address explored macro trends impacting Australia, including the rapid growth of Asian markets such as Vietnam, the importance of experience-led tourism and major events, evolving ways visitors are booking trips and the rising demand for experiences that "do good, not just feel good".
WORKSHOPS: EXPERIENCE DEVELOPMENT
Registrations have opened for Destination NSW Experience Development workshops in Junee and Jindabyne. The free workshops will be delivered under the capability-focused NSW First Program. They are designed for businesses including tour, attraction and accommodation providers looking to create new experiences or refine existing ones.
ABORIGINAL PATHWAY
TO ATE25
Destination NSW has launched a pathway program to assist NSW Aboriginal tourism businesses targeting, or seeking to target, international visitors. The NSW Aboriginal Introduction to Australian Tourism Exchange 2025 will provide an opportunity for eight Aboriginal businesses to attend the trade event, which is taking place in Brisbane from 29 April to 1 May 2025.
WELCOME WITH PRIDE ACCREDITATION PROGRAM
Australia's first LGBTIQ+ inclusive tourism accreditation has launched. The Welcome With Pride Accreditation program provides training on creating safe and memorable experiences for LGBTIQ+ visitors. According to Globetrender global travel spending by LGBTIQ+ visitors will reach almost $900 billion by 2030.
NEON PLAYGROUND RETURNS TO HAYMARKET
Sydney’s largest Asian-Australian cultural arts festival has returned to Haymarket. Supported proudly by the NSW Government in association with the City of Sydney, Neon Playground 2.0 features light installations, live entertainment, creative and cultural events, art exhibitions, comedy and food.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
GRANTS TO SUPPORT NAIDOC WEEK 2025 CELEBRATIONS IN NSW: The NSW Government is providing $300,000 to support celebrations that align with this year’s theme: 'The Next Generation: Strength, Vision & Legacy'. Learn more
WORLD’S LARGEST WOMEN’S SURFING EVENT RETURNS TO NSW: Seas The Day will be held at Kingscliff Beach from 21-22 June 2025, supported proudly by the NSW Government. Learn more
QUARTERLY TOURISM LABOUR STATISTICS: Australian Bureau of Statistics data shows there were 713,500 visitor economy jobs in December quarter 2024, up 3.4 per cent compared to the September 2024 quarter. Learn more
NEW PARTNERSHIP FOR EXCELLENCE IN TOURISM EXPERIENCES AND SUSTAINABILITY: The Australian Tourism Industry Council and Tourism Australia have launched a three-year partnership to drive excellence in visitor experiences and sustainable business practices. Learn more
NEW DATES FOR WELLNESS TOURISM SUMMIT: The summit will be held on 4-5 September 2025 in Byron Bay. A discount is available for NSW attendees until June 30 with this code: NSW2025. Learn more
NEWCASTLE GOOD FOOD MONTH RETURNS: The event will feature more than 70 events across four weeks. Learn more
NEW BOARD TO LEAD NSW ABORIGINAL LANGUAGES TRUST TO 2030: The independent board is responsible for guiding the trust to revitalise, strengthen and celebrate Aboriginal languages in NSW. 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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