Destination NSW's inaugural Focus on North Asia 2024 event was held from 14-15 November 2024, bringing around 60 key travel buyers from China, Hong Kong, Taiwan and South Korea to NSW.

The event provided NSW suppliers with the chance to connect with travel buyers through appointment-based workshops and a networking dinner.

A familiarisation program also showcased NSW visitor experiences to key travel buyers.

The North Asia markets represent a significant contribution to inbound tourism for NSW. Combined, they are responsible for 21 per cent of international visitors, 25 per cent of international visitor nights and 38 per cent of international visitor expenditure in NSW.

The latest Australian Bureau of Statistics data also shows China was the leading source country for visitors to NSW in September 2024, with 35,250 trips. South Korea was the third largest source market, with 20,210 trips.