United States becomes billion-dollar market for NSW
The US visitor market is showing a strong upwards trajectory, with more visits and an increased per-trip spend
The United States is now a billion-dollar visitor market for NSW according to data from Tourism Research Australia.
There were 469,700 US visitors to New South Wales in the year ending September 2025, up 4.2 percent year-on-year. These travellers injected $1 billion into the NSW visitor economy, up 16.1 percent year-on-year.
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The US was also the second largest international visitor market for NSW during the period. The leading American visitor cohort was aged over 55 (45 percent), with 33 percent of visitors being couples aged over 45 with no children living at home. The average visitor spent $2134 across their trip.
Australian Bureau of Statistics data shows the US visitor market is maintaining its strong growth trajectory. It was the largest international source market for visitors to NSW in December 2025, with 53,270 US visitors to the state during the period, up from 48,060 in December 2024.
NSW’s major events calendar is projected to attract tens of thousands of US visitors during 2026, including SailGP on Sydney Harbour, 25th Biennale of Sydney and TCS Sydney Marathon.
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Destination NSW CEO Karen Jones said: “The United States is the second biggest global spender on international travel behind China and it’s rewarding to see increasing numbers of visitors enjoying our state’s coastal, dining and cultural highlights.
“Global tourism is shifting toward deeper, more meaningful experiences, where visitors seek genuine connections with destinations.”
“Sydney and NSW’s icons and strengths, such as its incredible coastline and quality food and wine mean the state is well-positioned to lead this evolution, offering immersive experiences that resonate with American travellers.
“Destination NSW has a laser focus attracting high-value travellers and driving repeat visitation during 2026 through a strong events calendar and supporting the growth and development of authentic tourism experiences.”
Sydney-based tour operator Splendour Tailored Tours, which offers customised private experiences, has seen a strong rebound in American visitation, with 90 per cent of its guests from the United States.
Splendour Tailored Tours CEO Carly Rea said: “Sydney and regional NSW have returned to the forefront as aspirational destinations for American travellers seeking meaningful, once-in-a-lifetime experiences.
“There is also significant pent-up demand for long-haul travel, with visitors more willing to commit time and budget to major journeys.
“NSW has benefited from rising flight capacity from the United States and a favourable exchange rate. Importantly, the growing preference for private, highly customised travel experiences aligns strongly with what NSW offers, reinforcing its appeal to the US market.
“American visitors love iconic experiences such as Sydney Harbour, the Sydney Opera House, coastal walks and our beautiful beaches, particularly when these are presented through a local lens. There is also a strong desire to connect with Australia’s lifestyle and culture through exceptional food and wine, long lunches and neighbourhood-based experiences.
