New data has revealed South Korea is one of the fastest rebounding international markets for NSW, with arrivals and expenditure soaring above pre-pandemic levels.

Tourism Research Australia data shows NSW welcomed 275,900 visitors from South Korea in the year ending September 2024 (141 per cent of year ending September 2019 levels), who spent $854.3 million in the state (151 per cent of year ending September 2019 levels).

Most visitors from South Korea travelled to NSW for holidays (85 per cent) during the period, including rising numbers of young, independent travellers.

The data shows 78 per cent of visitors were aged under 54 years with 41 per cent aged between 15 and 34. Additionally, 56 per cent of all visitors to NSW from South Korea were independent travellers.

The NSW Government’s Aviation Attraction Fund, managed by Destination NSW, has accelerated this growth since the pandemic, by supporting Qantas, Jetstar and T’Way to fly Seoul-Sydney routes.

South Korea is a priority market for Destination NSW and currently ranks as the state’s fifth largest source of visitors and third largest source of expenditure.

The state’s diversity of visitor experiences is attracting increasing numbers of independent South Korean travellers seeking authentic connections with local culture and natural wonders.

Destination NSW recently hosted its inaugural Focus on North Asia 2024 event, which brought key travel buyers from markets including South Korea to NSW.

The event provided NSW suppliers with the chance to connect with these buyers through appointment-based workshops, networking and a familiarisation program showcasing the world-class, experience-led visitor offering in NSW.

NSW was the number one destination in Australia for international visitors, nights and expenditure in the year ending September 2024.

The latest Tourism Research Australia data shows there were a total of 3.7 million international visitors to NSW in the year ending September 2024 (up 18.4 per cent compared to the year ending September 2023).

International visitation to the state reached 84 per cent of pre-pandemic levels (compared to year ending September 2019), while the number of nights spent in NSW and expenditure exceeded 2019 levels.

South Korea number one for luxury travel

Tourism Research Australia data also shows the South Korean market achieved the fastest rebound among Australia’s top 10 markets in 2023. Assisted by expanded aviation capacity, the 288,100 visitor arrivals from South Korea to Australia during the period saw the pre-pandemic level surpassed one year earlier than previously forecast.

South Korea was also the largest international source market for luxury travel to NSW in 2023.

NSW was Australia’s top destination for international luxury travellers across visitors, nights and expenditure during the period. The state attracted a 55 per cent share of luxury holiday visitors to Australia.

The luxury holiday market is defined as international holiday visitors who stayed at least one night in a luxury accommodation including hotels, resorts and/or glamping in NSW.

Expenditure by international luxury holiday visitors to NSW rose 63.9 per cent in the year ending December 2023 versus the year ending December 2019. The average expenditure for luxury travellers was $845 per night.

The most popular visitor experience for luxury travellers to Sydney was the Sydney Opera House. 

The top regional destinations for South Korean visitors

The most popular regional NSW destination was the Blue Mountains, followed by Port Stephens and Wollongong/South Coast.

Destination Port Stephens CEO Jo Thomas said: “Visitors from South Korea now represent a notable segment of the Asian market in Port Stephens. At Port Stephens Koala Sanctuary, for example, South Korea now accounts for 12.9 per cent of total Asian day visitation, reflecting strong interest and engagement from this audience.

“This trend underscores the increasing appeal of Port Stephens as a must-visit destination for international travellers seeking unique experiences and attractions.”

Moonshadow-TQC Cruises Business Development Manager and International Sales Janene Rees said: "The South Korean inbound market has returned to Port Stephens in record numbers post-pandemic.

“This market has performed very well over the last 12 months with the increase in direct flights from Seoul to Sydney.

“These visitors have played a significant role in the overall success of Moonshadow-TQC, returning good revenue while retaining jobs.”

South Korea was also the top source market for international wine tourism to NSW, the second largest international market for Aboriginal tourism and the sixth largest market for youth tourism in the year ending December 2023.

Honeymoon joy for South Korean couples

NSW is attracting a growing number of South Korean honeymooners, drawn by the state's warm climate and natural wonders.

Among them are Kim Seulgi and Lee Kyeongwon (above), who enjoyed a pre-Christmas romantic getaway in NSW, staying in Sydney and the Blue Mountains.

Among the most memorable highlights of their visit were strolling along Bondi Beach, picnicking in Hyde Park and stargazing in the Blue Mountains.

“Australia is one of the countries where you can combine a city environment and a natural environment,” Mr Lee said.

“We’ve had a great time here in Sydney, and we’re going to remember this forever,” Ms Kim said.

The couple also enjoyed lunch at Sydney Opera House restaurant Midden by Mark Olive, which features fresh Indigenous Australian-inspired cuisine.

Between 2023 and 2024, the Sydney Opera House experienced nearly a 180 per cent increase in South Korean tour bookings.