Panel sessions held during the 2024 NSW Visitor Economy Forum included updates on the North Asia, South East Asia, India and Western markets by Destination NSW regional directors and managers.
Panellists included Destination NSW Regional Director North Asia Jennifer Tung, Destination NSW Country Manager Japan Harry Niihori, Destination NSW Regional Manager Southeast Asia Siew Hoon Tan, Destination NSW Country Manager India Samar Chokshi, Destination NSW Regional Manager New Zealand Sam Cameron, Destination NSW Regional Manager USA Irene Morgan and Destination NSW Regional Manager UK and Germany Daliah von Harten.
They provided insights on how visitor expectations and travel preferences have evolved in their markets post-pandemic.
Tourism Research Australia (TRA) data for the year ending June 2024 shows NSW was Australia’s number one destination for international visitors, visitor nights and expenditure during the period.
The top three international source markets to NSW were the United States, New Zealand and China.
Both international visitor nights and expenditure have exceeded pre-pandemic levels, with spending soaring to a record $12.2 billion during the period.
International visitor spending rose to $11.1 billion in Sydney and $1.2 billion in regional NSW, surpassing expenditure during the same period in 2019.
There were 3.7 million international visitors to NSW in the year ending June 2024 (up 35.6 per cent), who stayed 99.1 million nights (up 46.2 per cent) and spent $12.2 billion (up 41.9 per cent).
Regional NSW welcomed 0.7 million international visitors, who stayed 17.1 million nights.
North Asia embraces independent travel
The International Market Insights: North Asia panel session delved into the evolving consumer trends shaping the travel markets of China, South Korea and Japan.
Panellists included Destination NSW Regional Director North Asia Jennifer Tung, Destination NSW Country Manager Japan Harry Niihori, Trip.com Territory Manager Kevin Lu and Moonshadow Cruises and Founder and Director of Res International and Port Stephens 4WD Tours Janene Rees.
Topics explored key behaviours, preferences and practical strategies for businesses to engage with these dynamic markets.
While traditionally a strong market for group travel, independent travel is growing among the younger audience segments. These visitors are active users of social media channels and are looking for immersive experiences and nature, food and beverage are key drivers.
“For China and South Korea, social media is now a key trend and channel for marketing and selling. Short videos and live streaming have now become major tools to target potential travellers. ” Ms Tung said. “China has its own social platforms - Weibo, WeChat, Douyin and Red (Little Red Book)."
The panel also pointed to the power of attending trade events such as Australian Tourism Exchange, taking part in Destination NSW’s NSW First program and sharing in-language collateral.
Social media vital in South East Asia and India
‘The International Market Insights: South East Asia and India’ panel featured Destination NSW Regional Manager South East Asia Siewhoon Tan, Destination NSW Country Manager India Samar Chokshi, Klook ANZ Business Development Manager Miriam Mouahbi and Salter Bros Director of Sales and Marketing Mare Treneski.
Key insights included travellers from Singapore often being repeat visitors, with couples and family travel as key segment from this country, while visitors from India are more commonly visiting friends and relatives or are honeymooners. Visitors from this region are generally attracted to food and beverage and nature experiences.
Ms Tan said social media was a key travel inspiration platform for her market, with visitors making travel bookings based on online recommendations, while Gen Z are looking for authentic, bite-size travel content on TikTok.
“Google continues to be largest online search engine platform for Singaporeans,” she said. “However, post-trip social sharing and word of mouth is a powerful influence tool.”
Mr Chokshi said social media was equally popular in his market, including WhatsApp, Instagram, Snapchat and Facebook. YouTube was also popular for viewing videos, while podcasts were also driving engagement.”
Western demand for exclusive and unique experiences
The ‘International Market Insights – Western’ panel explored travel trends in the United Kingdom, United States and New Zealand.
Often considered luxury markets, many visitors from these countries are seeking exclusive and unique experiences, along with activities that celebrate nature, coastal activities, food and beverage, cultural immersion and Aboriginal experiences. These are also the leading group of visitors who book travel to attend events.
Panellists included Destination NSW Regional Manager NZ Sam Cameron, Destination NSW Regional Manager USA Irene Morgan, Destination NSW Regional Manger UK and Europe Daliah von Harten and Crystalbrook Collections’ Sharon Caldwell.
“The iconic sights in Sydney, culinary experiences, our beautiful coastal and aquatic beach offering and friendly and welcoming locals are among the top drawcards for Brits, but we’ve seen increased demand for meaningful and sustainable experiences,” Ms von Harten said.
Ms Morgan said Americans wanted to “travel like a local and meet locals”.
“There is increasing demand for more immersive and unique experiences, such as meeting winemakers, cooking classes, volunteerism, conservation and community-based activities,” she said.
Mr Cameron said New Zealanders were drawn to major events such as Vivid Sydney, blockbuster musicals, cultural events such as Handa Opera and sporting events such as the NRL Grand Final, Bledisloe Cup and Bathurst 1000.
