Speaking at a media event at The Oriana on Sydney Harbour, Destination NSW representatives outlined how travellers are increasingly choosing holidays based on the experiences they want to have rather than starting with a particular destination in mind.
Michael Branaugh, Destination NSW’s newly appointed Executive Director of Marketing, said the state had welcomed more than 120 million visitors over the past year, with more than 60 million trips to regional NSW.
Encouraging visitors to explore beyond Sydney and return to experience different parts of the state remains a priority.
Among the trends identified was the growing importance of accommodation as an attraction in its own right, with travellers increasingly seeking properties that offer something beyond a comfortable bed.
One of the most anticipated openings is the Serengeti Resort at Taronga Western Plains Zoo in Dubbo, scheduled for early 2027. The safari-style accommodation will allow guests to stay alongside giraffes, rhinos, zebras and antelope in a 55-hectare African savannah precinct.
Elsewhere, distinctive regional accommodation is gaining traction, from retro coastal properties to Nordic-inspired cabins and luxury farm stays.
The growing popularity of multigenerational holidays is also driving demand for larger properties where families and groups of friends can stay together, with farm stays and private villas particularly well positioned to benefit.
Wellness is another major growth area, but Destination NSW says the concept is evolving well beyond traditional spa treatments.
Travellers are increasingly building entire holidays around sleep, fitness, nutrition, nature and mental wellbeing, with some seeking measurable improvements in their health.
In Sydney, new experiences include Harbour Heat at Q Station and Wellness Afloat, bringing saunas and cold-water therapy to the harbour, while Elysium Manly Wellness Suites incorporates infrared saunas, compression boots and LED face masks into the accommodation experience.
Regional NSW is also capitalising on the trend, with dedicated sleep retreats in Berry and portable sauna experiences in coastal and mountain settings.
Emirates, Wolgan Valley
At the luxury end of the market, travellers are prioritising privacy, exclusivity and personalised experiences over conspicuous indulgence.
Destination NSW highlighted the forthcoming Waldorf Astoria Sydney at Circular Quay as one of the city’s most significant luxury hotel developments since the opening of Capella Sydney in 2023.
The Kengo Kuma-designed property will feature the brand’s signature Peacock Alley lounge, with Australian chef Curtis Stone also involved in its dining offering.
Regional luxury is expanding too, with Emirates Wolgan Valley set to reopen as a Ritz-Carlton Lodge and further high-end accommodation developments planned for the state’s wine regions.
Food is also becoming a reason to travel rather than simply something to enjoy once visitors arrive.
Citing World Food Travel Association research, Destination NSW said 81 per cent of travellers want to try local food and drink when they travel.
The new Sydney Fish Market was identified as a significant addition to the city’s visitor offering, with a direct ferry service expected in 2027.
In regional NSW, experiences that connect visitors directly with producers are attracting growing interest, from harvesting seafood on the Tweed River to fruit picking and farm tours.
But perhaps the clearest example of travellers choosing an experience before a destination is the growing influence of major events.
Destination NSW pointed to the British and Irish Lions tour and the Ashes as major drivers of international visitation, with UK visitor numbers increasing 6.2 per cent in the year ending September 2025 and visitors from that market contributing a record $869.4 million to the state’s economy.
Sydney hotel occupancy reached 92.9 per cent during the sold-out British and Irish Lions match at Accor Stadium, demonstrating the considerable economic impact of major sporting events.
Sydney’s packed events calendar is already under way, with the Rugby League World Cup kicking off this month and the Netball World Cup and Rugby World Cup to follow in 2027, alongside major cultural events.
Among the highlights announced were the return of Aida to Opera Australia’s harbour stage at Mrs Macquarie’s Point, Les Misérables at the Sydney Opera House from August 2027 and a new Sydney Summertime concert series at Centennial Parklands.
Regional events, including the Parkes Elvis Festival, Tamworth Country Music Festival and Deni Ute Muster, will continue to play an important role in encouraging visitors to travel beyond the capital.
Destination NSW also highlighted growing interest in less crowded destinations, with travellers increasingly looking to smaller towns, quieter coastal locations and regional experiences outside peak holiday periods.
For travel advisers, the message is that NSW offers considerably more than its traditional sightseeing attractions.
Whether clients are seeking a wellness escape, a multigenerational family holiday, an exclusive luxury experience or a trip built around a major event, the state’s evolving tourism offering provides plenty of reasons to visit, and return.
