The NSW Visitor Economy Forum 2026 was held yesterday, Monday 9 November, at ICC Sydney. More than 500 visitor economy decisionmakers, researchers and industry leaders came together to examine the trends and opportunities shaping the future of tourism in NSW.

A new report was commissioned by the NSW Government - Future Demand —Unlocking NSW Visitor Economy Growth. It examines the social, cultural, economic, lifestyle and technological forces influencing how Australians will choose where, when and why they travel.

Read a copy of the report here.

From ‘quietcations’ and ‘roomrotting’ to analogue escapes and luxury on a budget, the new research has revealed the emerging behaviours set to reshape domestic travel to NSW over the next decade.

The research confirms travellers are increasingly looking for experiences that offer respite from the pressures of modern life, whether through nature and wellbeing, switching off from digital distractions, pursuing niche passions or simply slowing down.

Based on research conducted by FiftyFive5, part of Accenture Song, Future Demand identifies key seven macrotrends including:

Reassured travel: the rise of the “known quantity”, experiences that are verified, guaranteed and familiar.

Actual intelligence: a return to reading, writing, making, talking, being around people and exploring nature without digital distractions.

Mirror travel: travel shaped by the places that reflect personal obsessions, niche interests and pursuits.

Poles apart: travel splitting in two opposite directions —at one end, the ultra-luxe, ultra-curated and the private traveller; at the other, the travel hacker who makes it work and finds a way inside the budget.

Travel prescription: travellers swapping passive trips for active, nature-driven experiences that genuinely transform their health.

Time travel: searching for comfort in nostalgia and revisiting childhood travel destinations.

Heat is on: visitors restructuring their itineraries based on climate change.

Minister for Jobs and Tourism Steve Kamper said:

“One year on from the launch of the NSW Visitor Economy Strategy 2035, our focus is firmly on turning ambition into action.

“NSW visitor expenditure reached a record $62.9 billion in the year ending June 2026, but we cannot take future growth for granted. How people travel, what they value and what they expect from a destination are changing.

“This research gives government and industry a clearer picture of those changes so we can identify the opportunities now and ensure NSW continues to deliver the experiences visitors will be looking for in the decade ahead.”

Destination NSW CEO Karen Jones said:

“Understanding what will motivate tomorrow’s traveller is critical to growing the NSW visitor economy.

“These insights give destinations and tourism businesses a valuable window into changing consumer expectations and where new opportunities could emerge.

“For NSW, the opportunity is to use those insights to continue evolving our visitor experiences and give people compelling reasons to choose NSW, stay longer and explore more of the state.”

FiftyFive5 Director – Cultural Intelligence Alana Hartley said:

“The modern traveller wants to switch off completely AND make every moment count. Both are true, and both are driven by the same thing: a world that has felt unstable for too long. The destinations that thrive will be the ones that can offer both rest and celebration, and NSW is one of the few that can.”

Nine Future Demand buzzwords

  • 34 per cent of travellers are seeking “gentle adventuring” —experiences that offer excitement without risk
  • 38 per cent are drawn to “roomrotting” — a deliberately anti-productive and anti-discovery escape where visitors simply rest
  • 31 per cent desire “analogue travel” — opportunities to disconnect from screens and head offline
  • 30 per cent are celebrating “mini-stones” — escapes that mark small accomplishments in life
  • 25 per cent are seeking “microvacations” —spontaneous 24-hour trips
  • 41 per cent are planning to be “bougie on a budget” — sourcing affordable deals on luxe experiences
  • 41 per cent are interested in “quietcations” — uncrowded, peaceful experiences
  • 24 per cent are inspired by “celestial sojourns” — stargazing, dark sky and astronomy experiences
  • 25 per cent are considering “coolcations” — escapes to cooler environments.

Other insights conversations and insights

Attendees also heard speeches, conversations and insights from:

  • Event MC Rae Johnston, award-winning STEM journalist and ABC Radio presenter
  • Adele Labine-Romain, Leading tourism strategist and analyst
  • Simon Johnson, CEO, CommBank iQ
  • Ashwin Clarke, Senior Economist, Commonwealth Bank
  • Fletcher Crowley and Lachie Bennett, Northern Beaches travel content creators
  • Michael Branagh, Executive Director Marketing, Destination NSW
  • Susan Coghill, CMO, Tourism Australia
  • Quentin Long, Managing Director, Australian Traveller Media
  • Madeline Smith, Director, Kantar Australia
  • Darren Karshagen, Senior Director, Market Management at Expedia Group
  • Stephen Mahoney, Executive Director, Industry Support & Partnerships, Destination NSW
  • Alkira Aldridge, Eden Local Aboriginal Land Council
  • Julieta Lopez, Art Gallery of NSW
  • Cameron Darcy, Owner, Sierra Escape
  • Simon Westaway, advisor
  • Margy Osmond, CEO Transport & Tourism Forum
  • Stuart Ayres, Chair, NSW Tourism Association
  • Sarah Lovell, Executive Director, Event Strategy, Delivery and Activation, Destination NSW
  • Clare Serafini, General Manager Marketing & Communications, Rugby World Cup 2027
  • Jess Ducrou, Founder & Director, Black Peach
  • Renee Pearce, General Manager, Narooma Oyster Festival
  • Wayne Larden, CEO, pont3

NSW Tourism Awards winners crowned

Hosted by the NSW Tourism Association, the 2026 NSW Tourism Awards were held at the ICC Sydney after the Forum.

Gold, Silver and Bronze honours were presented across 30 categories, with 73 winners named, including:

  • The Outstanding Contribution by an Individual award was presented to Steve Hinks, Director at Taronga Western Plains Zoo, acknowledging his exceptional contribution to the NSW tourism industry.
  • Two businesses, Sierra Escape and Mt Hay Retreat, were inducted into the NSW Tourism Awards Hall of Fame, after securing Gold in their respective categories for three consecutive years, from 2024 to 2026. They join the three businesses inducted in 2025.
  • In addition to the category winners, three Tourism Stars were selected by the judging panel for outstanding potential and commitment, with Kestrel Nest EcoHut, Nundle Woollen Mill and Tarragon Lodge Holiday Park receiving the special recognition.

For eligible Gold winners, the Awards provide a pathway to represent NSW at the Australian Tourism Awards, where they will compete against leading tourism businesses from other states and territories for national honours.

The 2026 NSW Tourism Awards are proudly supported by the NSW Government’s tourism and major events agency, Destination NSW.

NSW Tourism Association CEO Natalie Godward said winning was a significant achievement, reflecting the commitment and dedication of businesses across the state.

“There is so much more to running a successful tourism business than what people see when they visit. Behind every great experience are people who work incredibly hard, who care about what they do and who are constantly looking for ways to make their business better.”

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