New Tourism Research Australia data shows rising interest among international travellers in NSW wine experiences.
In the year ending March 2026, 258,500 international travellers visited a winery in NSW, up 11.7 per cent year-on-year and up 3.4 per cent on the year ending March 2019.
These visitors stayed 11.5 million nights in NSW (up 36.9 per cent year-on-year and up 15.5 per cent on the year ending March 2019) and spent $1.7 billion across their whole trip to Australia (up 37.9 per cent year-on-year and up 54.7 per cent on the year ending March 2019).
Interest in NSW food experiences was also strong. In the year ending March 2026, 1.2 million international visitors to NSW engaged in a food experience during their trip to the state (up 7.4 per cent year-on-year).
These visitors stayed 48.2 million nights in NSW (up 11.9 per cent year-on-year) and spent $6.9 billion across their whole trip to Australia (up 15.3 per cent year-on-year).
The average international visitor spent $3655 per trip, while an international visitor who had a food experience or visited a winery in NSW spent on average $5471 and $6387 per trip, respectively.
The TRA data also shows the Hunter Valley winemaking region was the state’s top day trip destination in the year ending March 2026, attracting 8.6 million visitors.
According to Persistence Market Research, the global wine tourism market is emerging as one of the fastest-growing segments within the travel and hospitality industry.
The market is projected to expand at a compound annual growth rate (CAGR) of approximately 13 per cent between 2026 and 2033, driven by rising demand for authentic, immersive, and premium travel experiences.
Persistence Market Research said travellers were looking beyond traditional holidays, seeking meaningful connections with local culture, gastronomy, heritage, and wine-making traditions. This shift is creating new growth opportunities for wineries, hospitality providers, and tourism operators across the globe.
The fastest-growing region globally is the Asia Pacific, which held around 32 per cent share in 2025 and has a CAGR of around 15.2 per cent.
The NSW Visitor Economy Strategy 2035 identifies the state’s diverse food culture, fresh local produce and world-class dining as being among its key strengths.
Food and drink connect visitors with landscapes, heritage and local communities. Visitors can explore farm-to-table dining, cellar doors, distilleries, breweries and artisanal markets; enjoy diverse food precincts, events, night markets and international cuisines; and discover native ingredients through tasting tours and cooking classes.
Vivid Sydney 2026 shone a spotlight on NSW wine, showcasing the quality and diversity of vineyards across the state.
NSW is the birthplace of Australian wine, with the country’s first vines planted at Circular Quay in 1788. Almost 240 years later, Vivid Food has introduced wine-pairing dinners and tasting experiences to the streets surrounding Australia’s first vineyard.
Festival Director Brett Sheehy AO said: “NSW is home to some of the best wines in the country and Vivid Sydney is proud to have showcased the depth, quality and diversity produced across the state.
“With growing interest in drinking local, audiences are keen to understand the stories behind what’s in their glass and this was an opportunity to taste wines from our unique regions and meet the award‑winning winemakers who produce them.”
