Destination NSW has strengthened its focus on high-value international markets, hosting its Focus On NSW trade event in Sydney.
Held at InterContinental Sydney Coogee Beach, the event brought together 30 international travel buyers from the United Kingdom, France, Germany, United States, Canada and New Zealand, alongside 30 NSW tourism businesses.
The program included a B2B workshop, networking events and a familiarisation program, highlighting NSW’s diverse visitor experiences, accommodation and destinations.
Destination NSW also supported five businesses to attend through its New Market Product Pathway program, aimed at strengthening industry capability and global reach.
Aboriginal tourism was a key focus, with Explore Byron Bay and Tribal Warrior Aboriginal Corporation featured, alongside a cultural dinner at the Sydney Opera House curated by Dwyane Bannon-Harrison.
Strong international growth across key markets
Tourism Research Australia data shows NSW welcomed four million international visitors in the year ending September 2025, contributing $14 billion to the visitor economy.
The United States is now a billion dollar market for NSW, with expenditure rising 16 per cent year on year, while Canada recorded growth in both visitation and spending.
New Zealand remains a top three market, with the upcoming Western Sydney Airport expected to further boost trans Tasman travel.
The United Kingdom, France and Germany also delivered strong growth, with rising visitor spend and increasing demand for NSW experiences.
Positioning NSW for continued global growth
“NSW’s strength lies in the diversity of its experiences, from coastal and outback landscapes to a world class city offering, and events like Focus On NSW help deepen connections with key markets and support continued growth in international visitation,” said Karen Jones, CEO, Destination NSW.
The initiative forms part of Destination NSW’s broader strategy to drive high value tourism and encourage longer stays across the state.
