Insights - 5 September 2025
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CULINARY TOURISM DRIVES VISITOR ECONOMY GROWTH
The NSW Visitor Economy Strategy 2035 has highlighted culinary and agritourism experiences as playing a key role in achieving its goal of $91 billion in annual visitor expenditure.
Food and drink connect visitors with landscapes, heritage and local communities. Visitors to NSW can immerse themselves in experiences ranging from farm-to-table dining to cellar doors, distilleries, breweries and artisanal markets. Visitors can also enjoy diverse food precincts, events, night markets and international cuisines; and discover native ingredients through tasting tours and cooking classes.
Tourism Research Australia data shows NSW was the number one destination for domestic overnight food tourism in 2024. There were 4.6 million visitors during the period, who spent $6.1 billion across their trip.
NSW was also number one for domestic overnight wine-tourism visitation in 2024. There were 1.7 million visitors during the period, who spent $2.2 billion across their trip.
A new report released by Wine Australia, Economic Contribution of the Australian Wine Sector 2025, has revealed that grape growing, winemaking and wine-related tourism contributes $51.3 billion to the Australian economy, supporting more than 200,000 jobs.
NSW is home to Australia’s oldest wine region—the Hunter Valley—and is the country's second-largest grape producer. There are 16 wine regions, more than 484 wine producers and 370 cellar doors across the state.
Learn more here.
NEW WINE AND CIDER TOURISM FUNDING
The Australian Government has announced $30 million worth of new funding for wine and cider producers.
The popular Wine Tourism and Cellar Door Grant Program has been extended for another three years, with the first of three new $10 million rounds opening this week.
Eligible producers can apply for grants of up to $100,000 to help support upgrading facilities, boosting workforce capability and business expansion.
NSW VISITOR ECONOMY STRATEGY 2035
LAUNCH HIGHLIGHTS
The NSW Visitor Economy Strategy 2035 was launched last week - a transformative roadmap to drive more jobs, stronger communities and a thriving visitor economy for the people of NSW.
The Strategy will guide collaboration between government and industry over the next decade, ensuring NSW is well placed to capture future opportunities and growth.
Thank you to Minister for Jobs and Tourism the Hon Steve Kamper MP, Destination NSW Chairman Sally Loane AM, CEO Karen Jones, and our industry leaders - Margy Osmond, Natalie Turmine, Dean Long, Stuart Ayres, Daniel Hunter and Paul Nicolaou - for their contributions at the launch.
NSW TRIUMPHS AT TOP TOURISM TOWN AWARDS
Congratulations to Bungendore on winning Gold in the Small Tourism Town category (population between 1500 and 5000) at Australia’s Top Tourism Town Awards 2025.
The NSW South Coast also celebrated two awards, with Huskisson taking out Silver in the Tiny Tourism Town (population under 1500) category and Kiama claiming Bronze in the Top Tourism Town (population over 5000) category.
Local Sauce Tours founder Justin Steele won Bronze in the Top Tour Guide category, following his Gold win in the inaugural 2025 NSW Top Tour Guide Awards.
Learn more here.
QUALITY TOURISM eLEARNING HUB LAUNCHES
The Australian Government has partnered with the Australian Tourism Industry Council (ATIC) to launch the Quality Tourism eLearning Hub.
The new training hub is designed to support operators and their staff to build and improve skills, enhance professionalism and develop stronger business capability. Topics include sustainability, accessibility and customer service readiness.
The eLearning Hub forms part of ATIC’s Quality Tourism Framework (QTF), which offers industry operators a suite of online training and accreditation programs designed to build capability and quality across the industry.
Learn more here.
JOIN THE QUALITY TOURISM FRAMEWORK
NSW visitor economy businesses can gain access to industry-leading training through the Quality Tourism Framework (QTF).
Delivered in NSW by the NSW Tourism Association, the QTF gives operators the practical tools they need to strengthen business practices, increase customer confidence and demonstrate their commitment to excellence.
Accreditation through the QTF signals to visitors, industry partners and government that businesses meet rigorous national standards of professionalism, sustainability, safety and service.
Accredited operators also benefit from increased visibility across national marketing platforms, as well as eligibility for industry recognition programs such as the NSW Tourism Awards.
WEBINARS: FUTURE READY DIGITAL SKILLS
Registrations are open for Destination NSW's Digital Skills Future Ready webinar series, delivered in partnership with Tourism Tribe. The initiative includes eight webinars and limited places for one-hour coaching sessions for eligible businesses. Digital Skills Future Ready will support businesses to upskill in digital marketing, AI and online distribution.
SURGE IN WINTER WELLNESS BOOKINGS
Big Red Group's Seasonal Experiences Index: Winter 2025 report has revealed demand among international and domestic visitors for wellness experiences grew by 34 per cent between 1 June and 10 August. The 2025 Wellness Tourism Summit is being held in Byron Bay from 4-5 September 2025, supported proudly by Destination NSW.
NSW GOVERNMENT BACKS TROPFEST RETURN
The NSW Government is supporting the return of Tropfest. The world's largest short film festival will make its comeback to Centennial Park in February 2026. Founded in 1993 by filmmaker John Polson as a short film screening for friends in Darlinghurst, Tropfest grew to attract huge numbers of people to its free outdoor screenings and launched the careers of emerging filmmakers across Australia and internationally.
NORTH AMERICA MARKETPLACE
Tourism Australia will host Australia Marketplace North America 2025 in Los Angeles from 15 -17 September. Destination NSW and 26 NSW sellers will attend the event to establish and maintain relationships with travel agencies, wholesalers, travel advisors and tour operators from across North America. Pre-scheduled appointments will be held with buyers, alongside networking opportunities.
NEW REVIEW PATHWAYS FOR FESTIVALS
The NSW Government has established several pathways for festival organisers to seek a review of costs associated with NSW Police and NSW Ambulance user charges. The measures include internal review pathways and an appeal panel for overall user charges. A panel has also been established to consider applications by music festival organisers for partial or full exemption from charges.
RECORDS SMASHED AT SYDNEY MARATHON
The TCS Sydney Marathon created history on 31 August 2025, setting a new record for the largest-ever marathon held in Australia. According to the event organisers there were 32,979 finishers from 150 countries, who were cheered on by more than 300,000 spectators. All four course records were also broken. The TCS Sydney Marathon is supported proudly by Destination NSW.
2027 WORLD NETBALL CUP BRANDING UNVEILED
The Netball World Cup Sydney 2027™ brand identity has been revealed, featuring artwork by Gomeroi and Kooma woman Ginny Jones. Supported proudly by Destination NSW, the tournament will be held at Sydney Olympic Park from 25 August to 5 September 2027. The world's top netball nations will compete in 64 matches over 12 days, with Australia the current World Champion.
TOP DESTINATIONS FOR GLUTEN-FREE TRAVEL
Sydney has been named the second best city in the world for gluten-free travel. Travel insurance provider InsureandGo analysed factors in nearly 200 cities, including the total number of gluten-free restaurants and the percentage of restaurants with a four-star or higher rating. Pictured: Parramatta's Restaurant 317, the first restaurant in NSW to be accredited by Coeliac Australia.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
COMMUNITY AVIATION CONSULTATION GROUP LAUNCHES: The group will work collaboratively with Western Sydney International Airport to ensure community and stakeholder perspectives are considered in the operation, planning and strategic development of the airport. Learn more
TOUCH FOOTBALL TOURNAMENT RETURNS TO COFFS HARBOUR: Touch Football Australia has confirmed The Championships 2026 will be held at C.ex Coffs International Stadium from 4-7 March 2026, supported proudly by Destination NSW. Learn more
NEW MOUNTAIN BIKE TRAIL FOR WOLLONGONG: Stage one of the $13.4 million Illawarra Escarpment Mountain Bike Network has opened, an initiative by the NSW National Parks and Wildlife Service and Wollongong City Council. Learn more
$2.1 MILLION INVESTMENT REVITALISES MURRAY FORESHORE: The NSW Government has partnered with Federation Council to fund upgrades to RT Ball Park in the historic town of Corowa. Learn more
CRUISE SEGMENTS BOOST TV RATINGS: Seven Network's Director of Morning Television Sarah Stinson told the Mumbrella Travel Marketing Summit that ratings rise by at least 10 per cent whenever cruise content is shown. Learn more
QANTAS APPOINTS NEW UNIFORM DESIGNER: Rebecca Vallance has been selected as the next Australian fashion designer to create the airline's new uniform. Learn more
ART GALLERY OF NSW UNVEILS THOMAS DEMAND EXHIBITION: The German artist is renowned for his large-scale photographic and film works. Learn more
SYDNEY CHARTER SHOW LAUNCHES: The two-day event will be held at Jones Bay Superyacht Marina from 22-23 February 2026. 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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