Big events, big bookings as NSW heads into a strong January
A bumper summer so far for NSW tourism, as Greater Sydney hotels averaged 80.3 percent occupancy in December, climbing to 83.6 percent in the city centre.
A packed summer calendar of major events is delivering a strong start to 2026 for NSW’s tourism and accommodation sector, with Sydney hotels already recording higher occupancy levels heading into the peak holiday period.
Accommodation Australia CEO James Goodwin said a line-up of more than 20 cultural and sporting events across Sydney and regional NSW was translating into increased visitor spend and strong demand for hotel rooms.
Read more from James Goodwin in AccomNews HERE
Following the New Year’s Eve celebrations, Sydney is hosting a series of high-profile events including the United Cup at Ken Rosewell Arena and the New Year’s Ashes Test, with the Sydney Festival set to begin in the coming days. Together, these events are expected to generate an estimated $250 million for the visitor economy, benefiting accommodation providers, hospitality venues, retailers and transport operators.
“ Sydney really is the home of world-class events and that is on display right now,” Mr Goodwin said, adding that the program was helping to sustain strong momentum after December delivered solid results for hotels.
Average occupancy across Greater Sydney reached 80.3 percent in December, up 3.7 percent year-on-year, while city centre occupancy climbed to 83.6 percent, an increase of 3.1 percent. Mr Goodwin said the summer events calendar was expected to build on those figures and provide a welcome boost after a challenging end to 2025.
Major sporting events such as the Ashes continue to attract dedicated international visitors, including travelling supporter groups from the UK, delivering flow-on benefits across the city.
“Every major event means more tourists, more tourism dollars, more hotel rooms filled and more tables booked in cafes and restaurants,” Mr Goodwin said. “That activity supports jobs across the city and the wider visitor economy.”
Regional NSW is also sharing in the uplift, with thousands of visitors expected to attend the Parkes Elvis Festival and the Tamworth Country Music Festival later this month, reinforcing the importance of events in driving dispersal beyond the capital.
Read the latest edition of AccomNews HERE
Mr Goodwin congratulated NSW Premier Chris Minns and Tourism Minister Steve Kamper for supporting a strong events pipeline, saying it was playing a key role in boosting tourism activity across the state in early 2026.
