Hope Estate, Hunter ValleyCredit: Destination NSW
Young people enjoying a wine tasting next to the vineyards at Hope Estate.
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Regional NSW was Australia’s favourite regional holiday destination in the year ending March 2024, attracting 66 million domestic visitors.
The latest data from Tourism Research Australia (TRA) shows regional NSW also recorded the highest year-on-year growth in regional Australia during the period and experienced the best post-pandemic recovery.
Domestic overnight visitor numbers to regional NSW in the year ending March 2024 were the second highest on record at 27.1 million.
When compared with the closest corresponding period pre-pandemic (year ending March 2020), visitation was up 4.9 per cent. The top three regions were the Hunter at 114.7 per cent of March 2020 results, the South Coast at 113.2 per cent and New England North West at 112.3 per cent.
Domestic overnight visitor growth was up 3.3 per cent year on year for regional NSW. New England North West had the strongest growth (up 16.5 per cent), followed by the Central Coast (11.2 per cent
Scenic Drive Tamworth Credit: Destination NSW
Aerial overlooking a car driving through the countryside near Tamworth.
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Scenic Drive Tamworth Credit: Destination NSW
Aerial overlooking a car driving through the countryside near Tamworth.
Forresters Beach, Central Coast Credit: Destination Central Coast
Sun rising over Forresters Beach on the Central Coast.
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Forresters Beach, Central Coast Credit: Destination Central Coast
Sun rising over Forresters Beach on the Central Coast.
Destination NSW Acting CEO Ian Maltman said: “These results confirm regional NSW is leading post-pandemic visitor economy rebound in regional Australia.
“Destination NSW has a laser focus on ensuring the visitor economy continues to grow in regional NSW through its capability-building NSW First industry program, marketing initiatives and vibrant events calendar.”
“NSW is home to Australia’s most diverse landscapes - visitors can drive from the Snowys to the Sapphire Coast in a few hours, experience the vastly different climates of Byron Bay and Broken Hill, the sandstone cliffs of the Blue Mountains to the volcanic rock of The Warrumbungles.
“In addition to its spectacular geography, regional NSW is also home to some of Australia’s most iconic events, ranging from the Tamworth Country Music Festival to the Narooma Oyster Festival and the world’s biggest ute muster in Deniliquin.
“This collision of diverse natural wonders and vibrant culture energises visitors and ensures they return over and over again.”
Broken Hill Credit: Destination NSW
Living Desert, Broken Hill. This is a high res copy of this image.
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Broken Hill Credit: Destination NSW
Living Desert, Broken Hill. This is a high res copy of this image.
Tathra Wharf, Tathra Credit: Destination NSW
Tathra Wharf, Sapphire Coast
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Tathra Wharf, Tathra Credit: Destination NSW
Tathra Wharf, Sapphire Coast
Regional NSW was also the domestic daytrip capital of Australia in the year ending March 2024, recording 38.9 million domestic daytrips, 84.8 per cent of March 2020 levels.
The top destination for domestic daytrips were the Hunter, which welcomed 7.27 million trips (up 5.3 per cent) and the North Coast, which welcomed 7.25 million trips (up 17.6 per cent).
The North Coast and the Hunter were the top destinations for international visitors to NSW, with 275,400 visits and 156,800 visits respectively.
Regional NSW received 694,400 international visitors who stayed 15.3 million nights and spent an estimated $1.1 billion.
The largest source market for visitors to regional NSW was the United Kingdom (18 per cent), while the fastest-growing source markets for international visitors to regional NSW were India (up 15.8 per cent), the Netherlands (up 4.1 per cent) and Indonesia (up 116.5 per cent).
For more information visit Tourism Research Australia.
Cape Byron Kayaks, The Pass Credit: Destination NSW
Experience all the fun and adventure of a Cape Byron Kayaks guided tour in Cape Byron Marine Park. Feel the exhilaration as you paddle your kayak with the dolphins, turtles, and whales that frequent the enticing waters of Byron Bay. Whether you are a novice or an experienced kayaker your adventure will include paddling the magnificent protected bay, surfing the waves, encountering abundant marine life, relaxing and enjoying all the Tim Tams you can eat once back at the beach.
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Cape Byron Kayaks, The Pass Credit: Destination NSW
Experience all the fun and adventure of a Cape Byron Kayaks guided tour in Cape Byron Marine Park. Feel the exhilaration as you paddle your kayak with the dolphins, turtles, and whales that frequent the enticing waters of Byron Bay. Whether you are a novice or an experienced kayaker your adventure will include paddling the magnificent protected bay, surfing the waves, encountering abundant marine life, relaxing and enjoying all the Tim Tams you can eat once back at the beach.
Audrey Wilkinson, Pokolbin Credit: Destination NSW
Couple enjoying a picnic at Audrey Wilkinson, Pokolbin in the Hunter Valley region.
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Audrey Wilkinson, Pokolbin Credit: Destination NSW
Couple enjoying a picnic at Audrey Wilkinson, Pokolbin in the Hunter Valley region.
More News
Vivid Sydney 2024Credit: Destination NSW
The 'Nest' installation at the Stargazer Lawn, Barangaroo during Vivid 2024. Artist: Leila Jeffreys & Melvin J. Montalban. An expansive circular structure welcomes you to bear witness to the ritualistic mating dance of the Brolga, one of only two species of crane native to Australia. Projected onto a transparent surface, the huge bird apparitions appear to float in the air and are visible from both out and inside the Nest.
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Calling All Dreamers: Vivid Sydney Wants You
Vivid Sydney 2024 Credit: Destination NSW
#feelnewsydney #vividsydney
Vivid Sydney, the Southern Hemisphere’s largest multi-artform festival, is calling on the best creative minds to submit ideas for next year’s event.
Vivid Sydney 2025 will take place from Friday 23 May to Saturday 14 June 2025, with a program centred around the theme of Vivid Sydney, Dream.
Artists, musicians, thought leaders and food creatives are encouraged to submit Expressions of Interest (EOI) for the opportunity to be part of Australia’s largest event and showcase their work to a mass audience across the festival pillars of Light, Music, Ideas and Food.
Destination NSW CEO Steve Cox said: “Since 2009, Vivid Sydney has grown to become Sydney’s vibrant cultural showpiece, driving significant visitation to Sydney and regional NSW and positioning our state as the arts and creative industries capital of the Asia Pacific.
“Vivid Sydney is more than a light show, it is Sydney’s living legacy that captures imaginations and shares with visitors and locals alike the very best talent from our creative, entertainment and hospitality industries.
“I encourage the brightest talents to join Destination NSW in creating an event that elevates the Harbour City as the Asia Pacific’s leader in world-class cultural experiences.”
Vivid Sydney 2024 Credit: Destination NSW
Patrons enjoying a night out at Machine Hall during Vivid 2024
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Vivid Sydney 2024 Credit: Destination NSW
Patrons enjoying a night out at Machine Hall during Vivid 2024
Vivid Sydney Festival Director Gill Minervini said: “Vivid Sydney 2025 is pushing the creative boundaries across our theme of “Dream” to deliver another unforgettable global celebration.
“Dreaming is something we all do. It’s as old as time and as universal as life itself. Dreams don’t discriminate – they are borderless, ageless and endless. They can be personal or public. When shared, our dreams can become a movement. They can inspire, motivate, spark excitement and connection.
“The whole world dreams, it is something we have in common, something that unites us. Our human story is embedded in dreams, they help explain our existence and our past.
“We want the very best in homegrown talent to be part of our vibrant Vivid Sydney event program, with a unique opportunity to foster community connection, spark imagination and showcase the multitude of ways creativity can enrich our lives.
“Each year Vivid Sydney aims to deliver unparalleled artistic brilliance and we look forward to welcoming the inspirations within our community that will help shape Vivid Sydney 2025 into a show-stopping cultural phenomenon.”
The Vivid Sydney EOI outlines opportunities for artists, designers, creative industry professionals, equipment suppliers, architects, engineers, promoters, restaurants, event companies, chefs, producers and educational institutions to present their ideas, designs, concepts and interest for inclusion in the annual event.
Light and Cross Art Form EOIs will close on Monday 2 September 2024 with Ideas, Music and Food closing on Friday 27 September 2024.
This year’s Vivid Sydney attracted 2.42 million attendees, making it the third largest on record. Highlights included a record-breaking opening night and the busiest single night in the festival’s history on Sunday 9 June.
While Vivid Sydney 2024 attracted millions of people from across Australia and the globe, it also had a profound impact on the creative minds who helped bring the event to life, including Sydney’s retail, hospitality and accommodation sectors.
Vivid Sydney 2024 Credit: Destination NSW
Shifting Perspectives at Walsh Bay Arts Precinct for Vivid Ideas during Vivid Sydney 2024
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Vivid Sydney 2024 Credit: Destination NSW
Shifting Perspectives at Walsh Bay Arts Precinct for Vivid Ideas during Vivid Sydney 2024
Leila Jeffreys the artist behind popular Vivid Light 2024 installation Nest said: “Thank you to Festival Director Gill Minervini and all at Vivid Sydney for giving me and my artistic collaborator Melvin J. Montalban the opportunity to create art on a scale that we could not have achieved on our own.
“I visited Nest many times throughout the festival and was always moved to see people from all walks of life and ages stand together to witness the courtship dance of the Brolga, a moment where we all felt the link between the natural world and the human journey.”
Tekno Train creator and composer Paul Mac said: “When I set out to create Tekno Train I wanted to make an experience that fused my love of techno and trains with lights and to share this joy with as many people as possible. The positive reactions I have received from people on the train, as well as the drivers, guards, and random folks on social media has absolutely blown me away.
“Vivid Sydney 2024 has been an unexpected career highlight, and I am forever grateful to everyone who helped bring this together.”
Club Broadway MC & Music Producer DJ Dan Murphy said: “Bringing our Club Broadway show to a Vivid Sydney audience has been an absolute joy. We loved making our show accessible to a whole new audience who love the world of musical theatre.
“Vivid Sydney is such an amazing and important festival for our city, and we were thrilled to be on the program. From old to young, we had them all on the dancefloor for Club Broadway at Tumbalong Park. The night was absolutely magical and a great way to celebrate our community.”
Vivid Sydney 2024 Credit: Destination NSW
Sex Work; A Social History Walking Tour at Elizabeth Bay for Vivid Ideas during Vivid Sydney 2024. This fascinating walking tour is an invitation to see the area and profession in a new light. Led by writer, performer and Kings Cross local Vashti Hughes and the Inner City Legal Centre's Managing Solicitor Katie Green, you will be immersed in the sights, history and contemporary challenges of sex work in Australia's most famous redlight district.
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Vivid Sydney 2024 Credit: Destination NSW
Sex Work; A Social History Walking Tour at Elizabeth Bay for Vivid Ideas during Vivid Sydney 2024. This fascinating walking tour is an invitation to see the area and profession in a new light. Led by writer, performer and Kings Cross local Vashti Hughes and the Inner City Legal Centre's Managing Solicitor Katie Green, you will be immersed in the sights, history and contemporary challenges of sex work in Australia's most famous redlight district.
Service and Creative Skills Australia (the Jobs and Skills Council for Arts, Personal Services, Retail, Tourism and Hospitality) CEO Natalie Turmine said: “Vivid Sydney showcases brilliantly our talented and vibrant creative arts, tourism and hospitality workforce, demonstrating the wealth of exciting career opportunities available in this sector.
“Thank you to all the creative artists, technicians, performers, hospitality staff and event organisers for delivering another successful Vivid Sydney.”
Plate it Forward CEO and restaurateur Shaun Christie-David said: “Vivid Sydney shows the diversity of Sydney, shining a positive light on our city, culture and produce. As a social enterprise hospitality group, it was a privilege to partner with Vivid Sydney to bring the 2024 festival theme humanity to life through food. Food is all about sharing, love, respect and community.
“There is so much pride, joy and power that can be found in food, it is a platform to celebrate culture, make meaningful connections and create jobs. Through working with Vivid Food and selling more than 1000 tacos, more than 1500 meals will be donated to community kitchens for people in need.”
Tourism & Transport Forum CEO Margy Osmond said: “Between the lights, the music, the ideas, the food and the incredible vibe…Vivid Sydney has once again delivered a spectacular event for visitors and locals of all ages, with the big winners being local tourism and hospitality operators.”
“The bright lights of Vivid Sydney have showcased first-class hospitality, creativity and our beloved Sydney CBD and Harbour icons to audiences across the globe, demonstrating the value and huge potential of this event and the need to continue investing in world class events.”
Vivid Sydney 2024 Credit: Destination NSW
Couple enjoying the Fire Kitchen at The Goods Line during Vivid 2024. It's back and blazing brighter than ever. Vivid Fire Kitchen returns, igniting its new home at The Goods Line with flame-seared street food from around the globe. Come and enjoy the universal language of BBQ, the best NSW produce and the diversity of Sydney's food scene as we gather round the fire once again.
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Vivid Sydney 2024 Credit: Destination NSW
Couple enjoying the Fire Kitchen at The Goods Line during Vivid 2024. It's back and blazing brighter than ever. Vivid Fire Kitchen returns, igniting its new home at The Goods Line with flame-seared street food from around the globe. Come and enjoy the universal language of BBQ, the best NSW produce and the diversity of Sydney's food scene as we gather round the fire once again.
Accommodation Australia’s Michael Johnson said: “Once again, the juggernaut that is Vivid Sydney illuminated the city, shining a light on the beauty and culture of the city.
“Over the course of the event, hotels in the CBD enjoyed 75 per cent occupancy with bookings reaching as high as 90 per cent on weekends. There is no denying major events such as Vivid Sydney, that have the capacity to draw a high level of overnight visitation in the middle of winter, create an incredible boost for the city’s visitor economy.”
Vivid Sydney is owned, managed and produced by Destination NSW, the NSW Government’s tourism and major events agency.
For more information and to submit an Expression of Interest for Vivid Sydney 2025, go to www.vividsydney.com