In a resounding victory for Australia’s tourism industry, New South Wales (NSW) has once again cemented its position as the nation’s top tourist destination, achieving a record-breaking $52.9 billion in visitor expenditure for the year ending June 2024. This extraordinary accomplishment, revealed by the latest Tourism Research Australia (TRA) data, highlights a remarkable resurgence in both international and domestic tourism, further solidifying NSW’s status as the beating heart of the country’s visitor economy.
The 2024 fiscal year has been groundbreaking for NSW’s tourism sector, with international visitor numbers, nights, and spending surging past pre-pandemic levels. The state recorded the most significant national increase in these metrics and led the way in visitor expenditure—a crucial factor in bolstering the state’s economic growth.
International Tourism Soars: Pre-Pandemic Levels Surpassed
One of the standout achievements from the report is the significant increase in international visitor spending, which soared to an unprecedented $12.2 billion. This figure reflects a 41.9% rise from the previous year, clearly illustrating the return of global travel confidence and the allure of NSW’s diverse attractions. Sydney emerged as a critical growth driver, attracting $11.1 billion in international expenditure. In comparison, regional NSW also made its mark with $1.2 billion—a remarkable rebound in these post-pandemic times.
NSW’s status as Australia’s premier tourist destination is further reinforced by its ability to attract 3.7 million international visitors—up a staggering 35.6% compared to the previous year. These visitors stayed 99.1 million nights, representing a 46.2% increase. This influx of international tourists from key markets such as the United States, New Zealand, and China has driven the state’s visitor economy to record highs.
Sydney’s Unstoppable Growth: A 20% Surge in Visitor Spending
Sydney’s role as the nation’s most sought-after destination was further solidified, with 37.5 million international and domestic visitors flocking to the iconic city. These visitors generated a colossal $26.8 billion in total expenditure—a 20% increase since 2019, demonstrating that Sydney has not only recovered from the pandemic but is thriving. With its world-renowned landmarks, vibrant cultural scene, and host of new attractions, Sydney continues to captivate domestic and international tourists.
Beyond Sydney, regional NSW has emerged as a hidden gem, capturing the attention of international visitors seeking unique, off-the-beaten-path experiences. In the year ending June 2024, regional areas welcomed 0.7 million international visitors who spent 17.1 million nights exploring the vast landscapes and charming towns that define the state.
A Nation-Leading Tourism Revival
The resurgence of NSW’s visitor economy is no coincidence. According to NSW Minister for Jobs and Tourism John Graham, the state’s leadership in tourism is built on a foundation of collaboration, innovation, and a relentless focus on delivering exceptional experiences for all visitors.
“The latest data confirms that NSW is Australia’s number one destination for both domestic and international visitors. NSW attracted record-breaking visitor expenditure throughout the last financial year and is leading Australia’s international visitor revival,” Graham remarked.
“Our state has an incredible depth and breadth of unique experiences that visitors love telling their friends and family about. From our bustling cities to our serene regional landscapes, NSW offers something for everyone, and that’s reflected in these outstanding numbers.”
A Vision for the Future: Sustainable Growth and Innovation
Destination NSW CEO Steve Cox echoed these sentiments, highlighting the organization’s ongoing commitment to supporting the state’s visitor economy through targeted initiatives aimed at sustainable growth.
“NSW continues to break its own records for visitor economy growth, and Destination NSW has a laser focus on leveraging the state’s strengths to fast-track the return of international visitation to 2019 levels,” Cox stated.
He added, “The state offers diverse and compelling destinations and experiences that inspire, amaze, and revitalise visitors, providing lasting memories that encourage them to return again and again. Destination NSW is committed to providing visitor economy businesses with the training and support they need to grow sustainably, which will ensure NSW continues to be the tourism powerhouse of the Asia Pacific.”
The Power of Aboriginal Tourism Experiences
One particularly noteworthy growth area has been the rise of Aboriginal tourism experiences across the state. In the year ending June 2024, over 800,000 domestic and international overnight visitors participated in these enriching cultural experiences, contributing an impressive $3.2 billion in visitor expenditure. These experiences are a testament to NSW’s rich cultural heritage and serve as a unique draw for travellers seeking to connect with the world’s oldest living culture.
Western Sydney: A Booming Tourism Hotspot
Western Sydney also played a significant role in the state’s tourism boom, welcoming 2.2 million domestic overnight visitors in 2024—an increase of 4.9% from the previous year. These visitors stayed 6.1 million nights and spent $1.4 billion, marking a 13.7% and 14.6% growth in nights and expenditures, respectively.
With its rapidly growing infrastructure, cultural diversity, and accessibility, Western Sydney quickly becomes vital to the state’s broader tourism strategy.
The Path Forward: A Bright Future for NSW Tourism
As NSW continues attracting record numbers of domestic and international visitors, the future looks exceptionally bright for the state’s visitor economy. With a focus on sustainable growth, cultural engagement, and delivering world-class experiences, NSW is set to maintain its position as a tourism leader in Australia and across the Asia-Pacific region.
The record-breaking figures achieved in 2024 are a clear testament to the state’s resilience, adaptability, and tireless efforts of its tourism industry. As the world reopens, NSW stands ready to welcome even more visitors to its shores, ensuring it remains a top destination for years.
Written by: My Thanh Pham