It’s official: New South Wales has once again proved that when it comes to wooing the world’s travellers, it’s not just punching above its weight — it’s knocking it clean out of the ring. From the sun-drenched beaches of Byron to the frosty fire pits of the Snowy Mountains, the state has posted the highest international tourism spend in the country — a gobsmacking $13.4 billion.
The latest figures from Tourism Research Australia confirm that NSW welcomed 3.9 million international visitors in the year to March 2025. That’s a tidy 5.4% jump from the year before. But it’s not just about headcounts. These globe-trotters lingered longer, too, racking up 102.2 million visitor nights (up 7.3%). And yes, they brought their wallets: international visitor spending soared by a whopping 15% year-on-year.
If there’s a heavyweight champion in this line-up, it’s Sydney, which alone attracted 3.6 million overseas visitors. They spent $12.2 billion and stayed an eye-watering 84.5 million nights. All of this in a city where, if you play your cards right, you can catch a world-class musical, dine on ten-hatted cuisine, and still be back at your Bondi Airbnb in time for a sunrise dip.
“NSW continues to be Australia’s leading state for international tourism,” said Steve Kamper, Minister for Jobs and Tourism, his voice no doubt echoing around the sandstone corridors of Macquarie Street like a victorious footy chant. “These results are testament to our state’s stunning natural landscapes, cultural richness and the strategic investments we’ve made in aviation and major events.”
Indeed, it’s hard to argue when Sydney Airport is practically bursting at the seams with traffic from mainland China. Thanks to the state’s Aviation Attraction Fund — a brainchild of the NSW Government and powered by Destination NSW — nine Chinese airlines now fly direct into Sydney. That’s more than any other Aussie gateway, and it’s made New South Wales the go-to for Chinese travellers, who spent $4.3 billion in NSW last year alone.
Let that sink in: nearly half a million mainland Chinese visitors (493,600 to be exact) spent $1.4 billion more in NSW than in Victoria, and an astonishing $3.5 billion more than in Queensland. Queensland may have the Great Barrier Reef, but it seems the Chinese prefer the Harbour Bridge.
Kamper continued, “We’re proud to support visitor economy businesses with the investment they need to deliver unforgettable tourism moments.” With international arrivals up and Sydney’s Terminal 1 International experiencing its busiest summer ever — 300,000 more passengers than 2019 — it’s clear those moments are landing by the plane-load.
But don’t think this tourism bonanza is confined to the big smoke. Regional NSW is also riding high. Whether it’s visiting relatives in Wagga or sipping boutique pinot in Mudgee, the bush has become a magnet for overseas guests. Over 700,000 international visitors ventured beyond the sandstone curtain, staying 17.7 million nights and spending $1.2 billion — a 10.5% increase. That’s a lot of meat pies and motel bookings.
So what’s pulling them in? Apart from the scenery and hospitality that’d make your nan blush, the answer lies in an enviable year-round events calendar.
Vivid Sydney 2024 shone brighter than ever, the Sydney Marathon drew global athletes like moths to a Bledisloe flame, and the 2025 winter line-up looks set to blow the thermal socks off any seasoned traveller. Destination NSW is backing 24 major events between June and August 2025, anticipated to draw 2.5 million attendees and inject $320 million into the state’s visitor economy.
CEO of Destination NSW, Karen Jones, summed it up: “This momentum reflects a true team effort across our tourism operators, aviation partners and event producers. International visitors want experiences that are unique to NSW — and we’re delivering them in spades.”
From fireside dining in the Blue Mountains to whale watching on the South Coast, Jones says winter 2025 will build on last year’s staggering $10.7 billion in overnight visitor spend.
It’s not just the mega-festivals like Vivid LIVE or the Men’s State of Origin decider that are packing out hotel rooms. Events across the state — from Broken Hill’s rollicking Mundi Mundi Bash to the chic Glenworth Grazing Festival — offer something for every taste and temperament. And with fresh winter campaigns such as “Feel the Sydney Side of Winter” targeting Victoria, Queensland, the ACT and beyond, the Harbour City is ensuring no doona-dweller is left behind.
Still not sold? Here’s just a taste of NSW’s cultural buffet this winter:
- MJ: The Musical – moonwalking straight into the Capitol Theatre
- British & Irish Lions Rugby Tour – scrums and songs across Sydney
- Surfest – turning Newcastle into the surfer’s colosseum
- Art Gallery of NSW’s Yolŋu Power Exhibition – a dazzling dive into Arnhem Land’s creative might
- StoryFest in the South Coast – because nothing beats wine and words in Berry
Meanwhile, the National Touch League heads to Coffs Harbour, Illuminate 2025 lights up Raymond Terrace, and the ever-unmissable Sydney Film Festival reels in cinephiles from near and far.
With all this momentum, NSW isn’t just leading — it’s lapping the rest of the nation. And if you ask the locals, they’ll tell you: this is just the beginning. After all, when you’ve got world-class beaches, blockbuster events, rich Indigenous heritage, and a government that knows how to back a winner, you don’t just attract tourists — you inspire pilgrimages.
For more information on Sydney’s winter smorgasbord of experiences, visit: Sydney in Winter | Sydney.com.
By Sandra Jones
