Sydney and NSW are surging in popularity as the premier visitor destination in the Asia Pacific, with the latest Tourism Research Australia data showing Japanese visitors to NSW rose 24.8 per cent to 151,800 in the year ending December 2024, with visitors staying 4.7 million nights (up 42.7 per cent year on year) and spending $496.2 million (up 16.5 per cent).

In April 2025, Sydney Airport hit a major milestone with a record 857,000 passengers travelling to and from Japan over a 12-month period – the highest number ever.

Vivid Sydney has also boosted Japanese visitation to NSW. Travel agency HIS Japan reports bookings are up by 40 per cent compared to the previous year, while Captain Cook Cruises has seen a 45 per cent uplift in bookings.

Japan is the seventh largest source market for visitors to NSW, with 42 per cent of travellers from Japan being return visitors to the state in 2024.

The majority (96 per cent) were independent travellers, who are drawn to NSW as a safe, clean, friendly and aspirational travel destination.

Japanese visitors spend an average of $3270 per trip and prioritise eating out, shopping and going to markets, visiting beaches and native animal encounters.

NSW has high appeal for younger travellers, with 15–34-year-olds being the largest cohort of visitors from Japan (64 per cent). Young single people aged 15-24 made up 33 per cent of visitors, with mid-life single people aged 25- 44 making up 26 per cent.

The NSW Government through its tourism and major events agency Destination NSW is working with trade partners including Expedia, Tripadvisor, Skyscanner, Air trip, STA Travel, Wing Travel and HIS Japan to promote Sydney and NSW through advertising, co-operative marketing campaigns and engagement programs, including a Vivid Sydney promotion at Tokyo Station, the busiest train station in Japan.

Expanding airline capacity has fuelled the love affair between Japan and NSW, with 1948 flights to Sydney from Japan in 2024, up 35.1 per cent year on year.

Minister for Tourism Steve Kamper said: “We know Australians are travelling to Japan in record numbers and new data shows the obsession is mutual, with surging Japanese arrivals to NSW. What’s really encouraging is not only are more visiting our great state, but they are staying longer, which is fantastic to see.

“Events such as Vivid Sydney are proving to be a major drawcard for overseas visitors, with Japanese visitors highlighting the state’s natural wonders, fabulous dining, cultural experiences and friendly people, as key reasons for travel.

“The completion of the new Sydney Fish Markets later this year is already generating a huge buzz among Japanese travel advisers, while Western Sydney International Airport will make it even easier for visitors to explore our great state.”

Sydney Airport CEO Scott Charlton said: “Travel between Japan and Sydney is stronger than it’s ever been. In the 12 months to April we reached a major milestone of 857,000 passengers, the highest volume ever recorded on this route and the most for any airport in Australia.

“Tokyo continues to be a standout, and it’s great to see Osaka bouncing back, now returning to pre-COVID-19 numbers for the first time. This clearly demonstrates the strong bond between Australia and Japan and we’re proud to play a role in connecting Australia to this crucial market.”

SeaLink General Manager Global Sales & Distribution Richard Doyle said: “Captain Cook Cruises is seeing exciting growth in Japanese visitor bookings for Vivid Sydney, with bookings up 45 per cent year on year, reflecting growing awareness of the event.

“Outside of Vivid Sydney we are also seeing Japanese visitors seeking a greater variety of experiences, including sightseeing, dinner and daytime dining cruises. Cruising on Sydney Harbour offers such a unique blend of natural beauty and modern cityscape, featuring iconic landmarks such as the Sydney Opera House and the Sydney Harbour Bridge.”