Insights - 19 September 2025
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SURGE IN AMERICAN VISITORS TO NSW
New data from the Australian Travel Industry Association (ATIA) has revealed an increase in visitation from the United States.
ATIA's Travel Trends Report has highlighted a 19.2 per cent increase in inbound American visitors to Australia in July 2025 compared to July 2024.
The United States was the third-largest international source market for NSW in July 2025, with the state welcoming 23,040 visitors, up from 20,710 in July 2024.
The latest data from the US National Travel and Tourism Office shows Americans are travelling internationally in record numbers. There were 8.1 million outbound Americans in July, up 5.5 per cent from 2024 and 24.9 per cent above 2019 levels.
Learn more here.
COME SAY G'DAY LAUNCHES IN UNITED STATES
Tourism Australia has launched the next stage of its Come and say G’day campaign in the United States, featuring hero talent Robert Irwin.
Aligning with the wildlife conservationist's debut on the US edition of Dancing with the Stars, the new campaign features creative assets tailored for American audiences.
The campaign was previewed to industry and media this week in Los Angeles. The event aligned with Australia Marketplace North America, which brought together more than 130 North American buyers and 100 Australian sellers for two days of pre-scheduled appointments and networking opportunities.
INVESTMENT DELIVERY AUTHORITY BOOSTS
HOTEL SECTOR
Expressions of interest will open within weeks for the first round of the NSW Government's Investment Delivery Authority.
The first round will accelerate approvals for major projects aligned with government priorities including hotel developments, advanced technology and renewable energy.
Hotel developments must meet a $200 million threshold to support delivery of the NSW Visitor Economy Strategy 2035.
Minister for Jobs and Tourism Steve Kamper said: “The NSW Government has set an ambitious target to grow our visitor economy to $91 billion by 2035, to achieve this, we need to deliver more than 40,000 new hotel rooms in NSW.
“By including a pathway for hotels in the new Investment Delivery Authority, we are unlocking the private capital that will help turbocharge our state's visitor economy.”
FOCUS ON INDIA & SOUTHEAST ASIA EVENT
Destination NSW will host a Focus on India & Southeast Asia event in Sydney from 3-4 December 2025.
The event will connect NSW visitor economy businesses with approximately 60 key travel buyers from Singapore, Indonesia, Malaysia, Vietnam and India.
Sydney and NSW products and destinations will be showcased through an appointment-based workshop, networking dinner and familiarisation program in Sydney and regional NSW.
Eligible businesses that are newly export-ready or new to these markets can apply for support to attend through Destination NSW's New Market Product Pathway Program.
SYDNEY AIRPORT RELEASES DRAFT MASTER PLAN
Sydney Airport has released its preliminary draft Master Plan 2045, which forecasts 72 million passengers a year, $70 billion in annual economic contribution and more than 105,000 direct jobs by 2045. The plan is on public exhibition, with members of the public, airlines, government and airport partners invited to provide feedback.
NSW NUMBER ONE FOR LIVE PERFORMANCES
Live Performance Australia has released its 2024 Live Performance Attendance and Revenue Report, which shows NSW delivered the largest market share of revenue (36.2 per cent) and attendance (32.4 per cent) among all states and territories. Attendance rose 10.9 per cent to 10.2 million in NSW, the highest ever recorded.
NSW HOUSE RETURNS TO SXSW SYDNEY
NSW House is returning to SXSW Sydney from 14-16 October 2025. This year, NSW House will be located in the Darling Pavilion next to Tumbalong Park and will feature three days of future‑focused panels and immersive activations. Destination NSW CEO Karen Jones will chair a 'Western Sydney—Where technology and creativity converge' panel session on 16 October.
TEDDY SWIMS JOINS SXSW SYDNEY
SXSW Sydney has announced Teddy Swims as the keynote speaker for its 2025 Music Conference. Hosted at Darling Harbour’s ICC Theatre, journalist Lucy Blakiston will facilitate an in-depth conversation between the musician and his manager Luke Conway to discuss their creative partnership and rise to global success. SXSW Sydney is proudly supported by Destination NSW.
NSW SMALL BUSINESS MONTH EVENTS
NSW Small Business Month is returning in October, with a program of free and low-cost events covering topics such as staffing, cyber security, marketing, artificial intelligence and mental health. It will provide opportunities to gain insights, build connections and learn new skills.
CHINA CAMPAIGN BOOSTS SPRING VISITATION
Destination NSW is supporting spring visitation to regional NSW through a new cooperative partnership campaign with GZL International Travel Service. Activations in four shopping malls are promoting jacaranda season, including the Grafton Jacaranda Festival.
WORLD'S 25 BEST BURGERS FOR 2025
The World’s 25 Best Burgers list has been announced, with Sydney taking out two places. Neil Perry's Next Door was in 10th position with its American Cheeseburger, with the judges noting it showcased "just how powerful simple perfection can be". The Gidley took out 12th place with its signature The Gidley Burger, which was described as "delivering comfort and indulgence in every bite".
CORPORATE WELLNESS EVENTS ON THE RISE
The 2025 Wellness Tourism Summit was held in Byron Bay from 4-5 September 2025, proudly supported by Destination NSW. The summit explored growing global demand for wellness experiences. The global corporate wellness market is also expanding rapidly. Hotels in the United States report companies are allocating 10-30 per cent of event budgets to wellness elements.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
$1 BILLION TO POWER CLEANER FUEL PRODUCTION: The Australian Government has announced funding to explore economic opportunities in the low carbon liquid fuel sector, including aviation. Learn more
NSW WINE MONTH APPLICATIONS OPEN: NSW Wine Month will run from 1-30 November 2025, proudly supported by Destination NSW. Applications are open to participate in its signature event, Sydney Cellar Door. Learn more
SYDNEY AIRPORT CAPPED CAB FARE TRIAL: The NSW Government is introducing a 12-month trial of fixed fares between Sydney Airport and the city. The $60 fixed fare will be in place from 3 November 2025. Learn more
FITCH AFFIRMS NSW TRIPLE-A CREDIT RATING: The NSW Government's “transparent reporting, regular budget updates and disciplined medium-term planning” were cited as key factors influencing Fitch’s decision. Learn more
NEW BOARD OF MANAGEMENT FOR AUSTRALIAN CRUISE ASSOCIATION: Port Authority of NSW General Manager—Cruise Martin Bidgood has been appointed as the association's Treasurer, alongside Brendan Connell as Chair and Kristy Little as Deputy Chair. Learn more
FUNDING FOR REGIONAL ROADS: The NSW Government is investing nearly $46 million in 16 new safety projects under its Towards Zero Safer Roads Program. Learn more
WARRAWONG PARKLANDS TO TRANSFORM INTO WORLD-CLASS DESTINATION: The NSW Government has released a draft master plan that will deliver new recreational, cultural, commercial and tourism opportunities. Learn more
MILESTONE REACHED FOR SYDNEY METRO WEST: A tunnel borer has reached what will become Westmead Station, marking the completion of tunnelling at the western end of the Sydney Metro West line. Learn more
FUNDING FOR SURF CLUBS: The NSW Government has announced it will provide $5.4 million to NSW Surf Life Saving Clubs through the Surf Club Facility Program. 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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