Insights - 13 February 2026
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AUSTRALIAN GOVERNMENT LAUNCHES
TOURISM ACTION PLAN
The next action plan for THRIVE 2030, Australia’s national strategy for the long-term sustainable growth of the visitor economy, has been launched by the Australian Government.
The plan outlines how the Australian Government will continue to support the industry as it works towards an ambitious target of $230 billion in visitor expenditure by 2030.
100 DAYS TO GO TO VIVID SYDNEY
Vivid Sydney 2026 will debut a bold, refreshed creative direction and an exciting new program from 22 May to 13 June 2026.
Festival Director Brett Sheehy AO is leading Vivid Sydney into an exciting new era, highlighted by the introduction of a redesigned festival pillar — Vivid Minds — bringing together Ideas, Art and Live Performance into one dynamic and inspiring program that will ignite creativity across the city.
For the first time in its history, Vivid Sydney will also come to life both day and night, activating Circular Quay with a selection of art installations available to the public 24/7, with other pillars delivering daytime theatre, expansive food experiences, talks and forums.
The free 6.5 km Light Walk will feature more than 40 light installations in a streamlined, unbroken format, delivering a more user-friendly and impactful visitor experience stretching from Circular Quay and The Rocks through to Barangaroo, Cockle Bay and Darling Harbour.
Learn more here.
GET INVOLVED WITH VIVID SYDNEY
Vivid Sydney is encouraging corporate partners to invest in 2026 and collaborate with the festival to help unlock new opportunities for Australia’s largest event. For partnership enquiries, click here.
The Vivid Sydney Local Business Program is also now open, supporting businesses to activate shopfronts, buildings and harbour vessels. Applications close on 3 April 2026. Learn more here.
ACCESS ADVISORY PANEL FOR VIVID SYDNEY
Destination NSW has partnered with Morwenna Collett Consulting to deliver Vivid Sydney’s inaugural Access Advisory Panel.
People with lived experience of disability are invited to help shape a more accessible and inclusive festival for 2026 and beyond.
Panel members will be paid for their time, take part in meetings and night-time site visits and contribute meaningfully to enhancing the festival experience.
Applications close on 23 February 2026.
LUNAR NEW YEAR VISITOR BOOM FOR NSW
Hundreds of thousands of international visitors will boost Sydney’s visitor economy this month, with Lunar New Year driving strong demand across hospitality, retail, flights and accommodation.
The Year of the Horse begins on 17 February 2026, ushering in a rare “Fire Horse” astrological period on the lunar calendar that only occurs every 60 years. It is regarded as being auspicious for tourism and is believed to inspire adventurous, transformative travel plans.
Sydney Airport will welcome more than 600,000 passengers from Greater China alone during the peak Lunar New Year period.
The sails of the Sydney Opera House were illuminated last night to mark the start of Lunar celebrations across the state.
Communities across Greater Sydney will host immersive experiences, led by Sydney Lunar Festival, the largest celebration outside Asia.
Learn more here.
TRAVEL BOOKINGS SURGE FOR YEAR OF THE HORSE
According to Trip.com Group, bookings on its platforms have risen by double digits compared with the 2025 Lunar New Year period.
Australia is the top destination for Chinese visitors, recording an increase of more than 100 per cent year-on-year, with popular sights including the Sydney Opera House.
NEW NATURE-BASED TOURISM RESOURCES
Destination NSW has produced new resources to assist visitor economy businesses to create or grow their nature-based tourism experiences. Businesses can find practical tips on developing bookable experiences such as guided walks, wildlife encounters, water-based activities, cycling and stargazing.
NSW IN THE SPOTLIGHT AT AIME 2026
Destination NSW attended Asia Pacific Incentives and Meetings Event (AIME) 2026 from 9–11 February with BESydney and 40 NSW venues, hotels and experience providers. More than 800 one-on-one appointments were held at the NSW stand during the Asia Pacific’s largest business events exhibition.
WEBINAR: VISITOR EXPERIENCE RESEARCH
Destination NSW will host a free 'NSW visitor experiences - state of play' webinar on 4 March 2026, featuring research by FiftyFive5 on the experiences that are resonating with domestic visitors to NSW. Register to learn more about the types of experiences that are appealing to visitors, practical tips for using the insights and information on how to access the new resources.
UK VISITOR ARRIVALS HIGHEST ON RECORD
Australian Bureau of Statistics data shows there were 1,036,660 short-term visitor arrivals to Australia in December 2025, an increase of 9.7 per cent year-on-year. Arrivals from the United Kingdom were the highest on record, while New Zealand was the largest source market. NSW welcomed 389,290 visitors. The top three source markets for NSW were the United States, UK and New Zealand.
LIVE THEATRE BOOSTS VISITOR ECONOMY
New research from the Tourism & Transport Forum shows live theatre is driving travel plans and boosting the visitor economy. Nearly half of Australians are willing to travel to see a production, with 42 per cent happy to travel interstate. More than half of 25-34-year-olds are willing to travel interstate for live theatre, making them the age group most likely to go the distance.
NSW NUMBER ONE FOR ROMANTIC GLAMPING
Camping app Hipcamp has revealed Australia’s most romantic camping and glamping spots ahead of Valentine's Day, with NSW scoring first and second place in the top 10. Hipcamp analysed 471,662 reviews globally from the last two years, including 166,294 reviews in Australia. Taking out the number one spot was Lyrebirds Nest, located halfway between Sydney and Canberra.
WESTERN SYDNEY APP LAUNCHES
Australia’s newest media platform, West, will soon launch the West App, a guide designed to make it easier for people to explore new places, flavours and cultures in Western Sydney. The West App brings together local-led storytelling with practical tools.
OPHTHALMOLOGY CONGRESS FOR SYDNEY
BESydney and The Royal Australian and New Zealand College of Ophthalmologists have won the right to host the 2030 Asia Pacific Academy of Ophthalmology Congress at ICC Sydney. The congress is expected to inject $21 million into the visitor economy.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
SCULPTURES SET TO SHINE IN WAGGA WAGGA: A collection of 23 works from artist Fiona Hall AO will be loaned for two years to Eastern Riverina Arts from the National Gallery of Australia. Learn more
REGISTER TO ATTEND DESTINATION AUSTRALIA: The event will take place on 19 March 2026 at Centrepiece Melbourne Park, with theme of 'Accelerating future growth, competitiveness, and sustainable tourism'. Learn more
LEGISLATION TO CREATE GREENER FUTURES FOR ICONIC PARKLANDS: The NSW Government has introduced new reforms to Parliament regarding parklands including Callan Park, Centennial and Moore Park, Parramatta Park, Western Sydney Parklands and Fernhill Estate. 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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