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New South Wales (NSW) has shattered domestic tourism records, achieving a staggering $31.3 billion in overnight expenditure in the year ending September 2024. Sydney alone reached its highest-ever domestic spending total of $15.8 billion, underscoring its status as the epicentre of Australian tourism.

Newly released Tourism Research Australia data reveals that NSW welcomed 37.3 million domestic overnight visitors, a 3.2% increase from the previous year, solidifying its crown as Australia’s most sought-after travel destination.

Stephen Mahoney, Acting CEO of Destination NSW, expressed confidence in the state’s tourism dominance. “NSW has the leading visitor economy in the nation, receiving the highest number of visitors, visitor nights, and expenditure in the year ending September 2024,” Mahoney said.

The growth aligns with the NSW Government’s revised Visitor Economy Strategy, which aims to achieve a bold target of $91 billion in annual tourism expenditure by 2035. “Our experience-led approach ensures NSW will continue drawing visitors seeking authentic connections with our vibrant culture and natural wonders,” Mahoney added.

Regional NSW: A Tourism Hotspot

Regional NSW emerged as a shining star, attracting 64.6 million international and domestic travellers. These visitors contributed $26.2 billion, marking an impressive 30.7% growth compared to pre-pandemic levels in September 2019.

Among standout destinations, the North Coast reported a 5.8% rise in domestic overnight visitors, which resulted in $4.8 billion in visitor expenditures.

Brenda Miley, Director of Byron Bay’s Let’s Go Surfing School, reflected on the renewed focus on local travel. “The iconic road trip to Byron Bay is the quintessential Aussie summer experience. Instead of looking overseas, Aussies are rediscovering the joys of our own backyard,” Miley said. “We’re thrilled to see the surfing community and domestic tourism thriving.”

International Tourism Rebounds in NSW

NSW also retained its position as Australia’s premier destination for international visitors, achieving 3.7 million arrivals, an 18.4% year-on-year increase. While international arrivals are still 15.7% below pre-COVID figures, visitor nights and expenditures have already exceeded 2019 benchmarks.

Notably, key international markets like Vietnam and South Korea surpassed pre-pandemic levels, recovering 150% and 141%, respectively.

Sydney Airport Prepares for Record-Breaking Summer

Sydney Airport anticipates an unprecedented surge in international travel this Christmas season, with CEO Scott Charlton projecting 5.8 million passengers between 13 December 2024 and 27 January 2025.

“This summer will mark Sydney Airport’s busiest period on record for international travel, with 300,000 more passengers forecast compared to 2019,” Charlton said. The boom is fueled by new aviation routes supported by Destination NSW’s Aviation Attraction Fund, with carriers like Turkish Airlines and Juneyao Air expanding connections.

Key Tourism Milestones in 2024

3.7 million international visitors travelled to NSW, an 18.4% increase from 2023.
International seat capacity in NSW surged 19.8%, adding 1.7 million seats.
Average accommodation occupancy reached 73.1%, with a daily rate of $257.9.
Caravan and camping experiences soared, with 5 million overnight visitors contributing to 19 million nights spent across NSW.

The Future of NSW Tourism

The NSW Government’s focus on sustainability, experience-driven travel, and regional inclusivity has positioned the state as a resilient tourism powerhouse. With international travel continuing its strong recovery and domestic travellers prioritizing local experiences, NSW is set to remain at the forefront of Australia’s visitor economy.

For those planning their next getaway, NSW promises diverse adventures – from the surf-laden beaches of the North Coast to vibrant cityscapes in Sydney and tranquil countryside escapes in regional areas.