Demand for nature-based experiences in NSW is growing, as visitors choose to connect more with the state's many unique outdoor activities and destinations.

Tourism Research Australia (TRA) data shows that in the year ending March 2024 there were 16.1 million domestic overnight visitors to NSW who engaged in nature and outdoor-based activities during their trips. This was an increase of 10.2 per cent on the previous year.

The visitors stayed 55 million nights and spent $16 billion (up 3.5 per cent for nights and 1.1 per cent for expenditure on the previous year) across their whole trip in NSW.

Austrade reports that TRA data from 2014 to 2023 shows nature-based activities among Australians have seen an overall growth of 47 per cent in demand. Some activities grew by almost 85 per cent, and around 50 per cent more people are enjoying Australia’s great outdoors.

TRA’s National Visitor Survey has revealed growth in demand for the following activities since 2014:

  • Visiting botanic or public gardens saw 85 per cent growth.
  • Bushwalking and rainforest walks grew significantly in popularity by 81 per cent.
  • Visiting national or state parks grew by 73 per cent, highlighting the importance of these protected areas.
  • Caravanning or camping saw 40 per cent growth.
  • Cycling grew by 53 per cent.
  • Visiting wildlife parks, zoos, and aquariums saw 46 per cent growth.
  • Going to the beach grew by 44 per cent.
  • Golfing grew by 44 per cent.
  • Snorkelling grew by 38 per cent.
  • Whale or dolphin watching saw a 26 per cent increase.
  • Visiting farms increased by 12 per cent.
  • Surfing had nine per cent growth.
  • Fishing grew by eight per cent.

Learn more here.

What does this mean for the visitor economy?

Austrade suggests visitor economy businesses capitalise on this increase in demand from visitors by investing in or partnering with other operators or stakeholders to grow nature-based experiences.

Austrade's Sustainable Tourism Toolkit also helps businesses understand how to become more sustainable to meet this growing demand.

Being sustainable can benefit businesses in many ways. It can:

  • reduce costs
  • attract customers
  • protect Australia’s natural and cultural assets
  • increase resilience
  • improve a business' reputation.

The Sustainability Toolkit has practical, easy-to-understand information to help businesses get started on the path to sustainability. Download the toolkit here.

Free sustainability scorecard

Embark on the pathway to sustainability and evaluate your business practices with the Strive 4 Sustainability Scorecard.

Destination NSW has partnered with Ecotourism Australia, the nation’s peak body for sustainable and ecotourism, to provide eligible NSW visitor economy businesses fully funded access to the pre-certification Strive 4 Sustainability Scorecard.

The Strive 4 Sustainability Scorecard is part of the NSW First Program, delivered by Destination NSW to assist businesses across the state to develop, promote and sell great visitor experiences.

Learn more about the Strive 4 Sustainability Scorecard and Destination NSW's sustainability business resources here.