Insights - 4 July 2025
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WINTER EVENTS INJECT A COOL $320 MILLION INTO
NSW VISITOR ECONOMY
Winter 2025 is shaping up to be another standout season for tourism in NSW.
Destination NSW is supporting 24 events across the state between June and August 2025 that are expected to attract nearly 2.5 million attendees and generate more than $320 million in visitor spend.
Vivid Sydney kicked off the season in spectacular style, drawing almost 200,000 people on each of its four peak Saturdays.
To keep the momentum going, our new seasonal marketing campaign - Feel the Sydney Side of Winter - is targeting key domestic markets across Victoria, Queensland, the ACT and regional NSW.
Learn more here.
RECORD-BREAKING WINTER HOLIDAY PERIOD
FOR SYDNEY AIRPORT
Sydney Airport is expecting almost 2.6 million passengers to travel through its terminals between 30 June and 20 July 2025.
More than one million passengers are expected at the T1 International terminal, a nine per cent increase on the same period in 2024. This makes it the busiest winter school holiday travel period in the airport’s history.
On the domestic front, more than 1.5 million passengers will travel through the T2 and T3 Domestic terminals, up four per cent on 2024.
Overall passenger numbers are up six per cent compared to the same 21-day period in 2024, with 150,000 more travellers expected this year.
Learn more here.
NSW TOPS THE LIST FOR WINTER GETAWAYS
New research from the Tourism & Transport Forum has found domestic travel remains the most popular choice for Australians this winter, with NSW their favourite destination.
Around 57 per cent of Australians are opting to holiday locally. Almost a quarter (24 per cent) plan to head interstate, while 33 per cent will holiday in their own state or territory.
The most popular state for domestic travel is NSW, with Sydney the top city.
Booking.com has also revealed the top ski destinations on its platform this winter. Jindabyne is number one, with searches up 30 per cent on last year, followed by Thredbo (35 per cent increase).
VIVID SYDNEY CALLS FOR CREATIVES AS
2026 DATES CONFIRMED
Vivid Sydney is calling on visionary artists, performers and thinkers from across the globe to help shape its 2026 program.
Returning from 22 May to 13 June 2026, Vivid Sydney will once again transform the Harbour City across the pillars of Light, Music, Ideas and Food, inviting audiences to immerse themselves in cutting-edge creativity and bold storytelling.
Preliminary estimates for Vivid Sydney 2025 suggest the event pushed total visitation since the festival’s inception in 2009 beyond 25 million people, with more than $1.3 billion generated in visitor expenditure over its lifetime.
GRANTS TO PRESERVE NSW HERITAGE
A record $8.65 million has been awarded to 140 grant recipients to protect and restore heritage sites across NSW under the 2025-27 NSW Heritage Grants Program.
The new grants will support heritage conservation in every corner of the state, with 103 awarded in regional NSW and 37 in Sydney.
Two projects have received a major Activating State Heritage Grant worth $1 million each to bring a state significant site to life: Newcastle Post Office and Victoria Theatre. Other recipients range from hotels, museums, churches and town halls to parks, cemeteries and cultural landmarks.
TOP GLOBAL CITIES FOR NOCTOURISM
Sydney has been named the seventh most beautiful city to visit at night by UK-based travel agency Travelbag. The list was compiled based on Instagram hashtag volume, levels of light pollution, perceived safety after dark and the number of venues open late.
REBRANDING SYDNEY FOR THE FUTURE
The long-term drivers of Sydney’s economic growth and innovation were front and centre at the 2025 Beyond Productivity event, held on 30 June 2025. Destination NSW CEO Karen Jones joined leaders from government, business, academia and policy at the summit.
INDIGENOUS ART FAIR RETURNS TO SYDNEY
The National Indigenous Art Fair (NIAF) opens tomorrow at the Overseas Passenger Terminal in The Rocks, Sydney. The fair includes performances, talks and workshops that will run alongside an art market from 5-6 July 2025. NIAF is supported proudly by Destination NSW.
NAIDOC WEEK CELEBRATIONS IN NSW
NAIDOC Week will celebrate its 50th anniversary from 6-13 July 2025. This year's theme is The Next Generation: Strength, Vision & Legacy, with events across NSW that recognise the history, culture and achievements of Aboriginal and Torres Strait Islander peoples.
SERENGETI RESORT FOR DUBBO
Construction has commenced on the Serengeti Resort at Taronga Western Plains Zoo in Dubbo. The resort will feature a function centre and accommodation with views of African wildlife. The development has received a $20 million investment from the NSW Department of Primary Industries and Regional Development and is projected to inject $391 million into the local visitor economy over the next 20 years.
REGISTRATIONS OPEN FOR LGNSW CONFERENCE
Registrations are open for the LGNSW Annual Conference, which is being held from 23–25 November 2025 at Penrith Panthers and the Western Sydney Conference Centre. The conference will welcome local government leaders from across NSW to share ideas and debate issues that shape the way Local Government NSW is governed and advocate on behalf of the local government sector.
ADVENTURE TOURISM
ON THE RISE
A report by Big Red Group has revealed rising demand for adventure tourism experiences. The Seasonal Experiences Index: Autumn 2025 report found consumers are increasingly seeking thrills – with 18.5 per cent of experiences booked during the shoulder season falling under the adventure category.
NSW MUSEUMS OF HISTORY STRATEGY
The Museums of History NSW Strategy 2025–30 has been launched. Museums of History NSW encompasses a portfolio of museums, heritage sites, collections, the nation’s oldest archive and recordkeeping services. Over the next five years it aims to connect more people with the history of NSW and deliver inspiring experiences.
SYDNEY NAMED WORLD'S BEST STEAK CITY
The World’s 101 Best Steak Restaurants 2025 has declared Sydney the Best Steak City in the World. Eleven Sydney restaurants featured on this year's list, with Neil Perry's Margaret restaurant in Double Bay taking out second place.
NEW FLAVOUR-PACKED FESTIVAL FOR NSW
The NSW Southern Highlands will welcome a new festival this October long weekend. Supported by Destination NSW, Horizontal Festival will provide an immersive food and wine experience paired with curated music, art and culture.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
WHERE TO EAT IN SYDNEY BEFORE THE BRITISH AND IRISH LIONS MATCHES: Destination NSW has published a guide to dining options near the stadiums. Learn more
MUTAWINTJI CULTURAL FESTIVAL: A celebration of Aboriginal culture will be held at Mutawintji National Park from 8-9 August 2025, supported by NSW National Parks and Wildlife Service. Learn more
TAMWORTH COUNTRY MUSIC FESTIVAL LINE-UP: The festival will return from 16–25 January 2026, supported proudly by Destination NSW, with a line-up including Troy Cassar-Daley, Lee Kernaghan OAM and John Williamson OAM. Learn more
SAILGP DATES CONFIRMED FOR 2026: SailGP will return to Sydney Harbour from 28 February to 1 March 2026, supported proudly by Destination NSW. Learn more
NAROOMA SHORELINE RESTORATION WINS TRIO OF AWARDS: The project received the 2025 Minister of Planning and Public Spaces Award for Public Space, a Climate Positive Design Award and an Award of Excellence for Land Management at the Australian Institute of Landscape Architects NSW Awards. Learn more
TICKETS ON SALE FOR AFC WOMEN'S ASIAN CUP™ 2026: The tournament will take place from 1-21 March 2026, with Sydney hosting one group stage match with the Matildas, two Quarter-finals, a Semi-final and the Final, supported proudly by Destination NSW. Learn more
FUNDING FOR MANLY AND CRONULLA SPECIAL ENTERTAINMENT PRECINCTS: The NSW Government has awarded Kickstart Grants to Northern Beaches Council and Sutherland Shire Council to boost nightlife and trade. Learn more
SYDNEY NUMBER ONE FOR SPORT TOURISM: New YouGov research for Airbnb shows 70 per cent of Aussies will travel domestically this year to spectate or to participate in a sporting event, with Sydney topping the list as the most popular destination. 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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