It’s a happy new year for the NSW visitor economy, with visitor expenditure exceeding $59 billion more than 12 months ahead of target.

The NSW Visitor Economy Strategy 2035’s phase one goal was $59 billion in visitor expenditure in the year ending December 2026. However, Tourism Research Australia (TRA) data shows visitor expenditure surged to $59.4 billion in the year ending September 2025, up 7.3 per cent year-on-year.

Destination NSW will turbocharge visitor economy growth in 2026 with a stellar cultural and sporting events calendar that includes the Tamworth Country Music Festival, Rugby League World Cup and TCS Sydney Marathon.

The NSW Government’s NSW Take-Off Fund and the Western Sydney International Take-Off Fund, managed by Destination NSW, will also make it easy for more people to visit NSW, helping to secure new airline routes and ensuring 2026 is another winner for the NSW visitor economy.

TRA data shows the state’s nation-leading results in the year ending September 2025 were boosted by a record $14 billion in international spending.

NSW welcomed four million international visitors — up 8.4 per cent year-on-year — who stayed a record 104.2 million nights.

Compared with the year ending September 2019, international visitor nights rose 6.5 per cent, while expenditure surged by 22.3 per cent.

China was the state’s largest international source market, with 520,600 visitors (up 21.1 per cent year-on-year), who stayed 20.3 million nights (up 15.1 per cent) and spent a record $5 billion (up 43.9 per cent year-on-year) during their trips.

The second largest international source market was the United States (469,700), with visitor expenditure reaching $1 billion for the first time.

The top five international markets for visitor expenditure recovery compared to the year ending September 2019 were: France (175 per cent), Vietnam (173 per cent), Indonesia (158 per cent), South Korea (146 per cent) and the United Kingdom (132 per cent).

Other international visitor highlights included:

50.2 per cent of international visitors to Australia visited NSW

International visitors to Sydney stayed 86.4 million nights and spent $12.8 billion

Regional NSW received 700,000 international visitors who stayed 17.8 million nights and spent $1.2 billion

1.2 million international visitors to NSW engaged in a food experience during their trip to NSW (up 6.5 per cent year-on-year)

3.3 million international visitors to NSW engaged in nature and outdoor-based activities during their trip (up 6.5 per cent year-on-year)

In the year ending September 2025, 14.6 per cent of international visitors to Sydney visited Western Sydney

NSW was the leading destination in the nation for total visitors, nights and expenditure. The state welcomed 126.3 million international and domestic visitors (up 5.4 per cent year-on-year). These visitors stayed 221.6 million nights (up 1.8 per cent year-on-year) and spent $59.4 billion (up 7.3 per cent year-on-year).

Destination NSW CEO Karen Jones said:“The NSW visitor economy is positioned for further growth in 2026, and the NSW Visitor Economy Strategy 2035 is providing the roadmap that will ensure visitors stay longer, spend more and return more often to our state than anywhere else in the country.

“NSW is home to Australia’s most immersive destinations, experiences and events. Destination NSW is proud to be supporting a major events calendar, fostering industry partnerships and equipping the state’s tourism industry with everything they need to be competitive, agile and future-ready.”

Fast facts

  • There were 39.2 million domestic overnight visitors to NSW during the period (+0.1 per cent year-on-year)
  • NSW received 83.1 million domestic daytrip visitors (+7.9 per cent year on year) who spent $14 billion (+15.4 per cent)
  • 46.4 per cent of domestic overnight visitors to Sydney visited Western Sydney in the September quarter 2025. There were 1.5 million visitors to the region, who stayed 3.4 million nights and spent $1 billion during the quarter.
  • Regional NSW was the number one regional destination in Australia for domestic visitors (15.5 million) and nights (18.5 million) in the September quarter 2025.
  • North Coast was the most popular NSW regional destination, welcoming 1.45 million visitors.
  • NSW received the highest percentage of domestic overnight visitors (34.7 per cent) and daytrip visitors (30.4 per cent) in the country.
  • In the September quarter 2025, domestic overnight business events visitors to NSW spent on average $481 per night, 86 per cent higher than domestic overnight leisure visitor spend
  • International expenditure in NSW has reached 59 per cent of the $23.6 billion target set by the NSW Visitor Economy Strategy 2025 for the next decade.

Learn more about the NSW Visitor Economy Strategy 2035 here.