Destination NSW has seized the opportunity presented by a growing influx of North American travellers with its 2025 North America Roadshow. The initiative brought together nineteen NSW visitor economy operators for a series of full-day workshops and networking events in Los Angeles and New York City.
The roadshow provided a platform for NSW tourism businesses to engage directly with influential wholesalers, product managers, and retail travel advisors from the United States and Canada. The participating operators represented a diverse array of experiences, including BridgeClimb Sydney, Lets Go Surfing, Opera Australia, Scenic World Blue Mountains, Sydney Opera House, Moonshadow –TQC Cruises, Anderson’s Tours, and Taronga Sydney.
Recent Tourism Research Australia data highlights the importance of the North American market for NSW’s visitor economy. The United States was the state’s second-largest source of visitors and third-largest in terms of expenditure for the year ending December 2024. During this period, 451,700 visitors from the US arrived in NSW, marking a 5.9 per cent year-on-year increase. These visitors stayed for 4.9 million nights, a 26.5 per cent rise, and contributed $842.2 million to the economy.
Similarly, NSW remained a popular destination for Canadian tourists. In the same period, the state welcomed 89,400 visitors from Canada, up 0.9 per cent year-on-year, with an economic contribution of $162 million.
Destination NSW Acting CEO Karen Jones highlighted the strategic importance of the roadshow, stating: “Destination NSW was excited to return to the high-value North American market alongside visitor economy operators from across the state. The United States is the second-biggest global spender on international travel behind China, and this event was a fantastic opportunity to showcase NSW’s diverse experiences, connecting visitors with the culture, nature, and people of our state.”
Industry participants also lauded the initiative. Anderson’s Tours Managing Director Jihane Farah remarked: “Having these opportunities to meet with North American buyers and expand into this market has been fantastic. While we have been established for a long time, it was our first time in this market, and we were excited to amplify awareness of our product.”
Southern World Director Peter Askin echoed these sentiments, adding: “Thank you to Destination NSW for entering the North American market – it’s huge. More Australian suppliers need to make their presence known here. It’s crucial that travel operators who sell Australian experiences and products overseas are well-informed and familiar with what they are offering. One of the major insights I gained from the roadshow was the growing interest in regional NSW. Visitors are drawn to Sydney Harbour, the Harbour Bridge, and the Opera House, but we are also working to highlight the incredible experiences that regional NSW has to offer.”
For more information and travel inspiration, visit sydney.com.
