American tourists overtake Chinese as NSW’s biggest visitor market amid rise in Korean holiday-makers

There’s been a surprising shake-up in the rankings of the top tourist markets flying or sailing into NSW, with one Asian nation standing out for sending ‘luxury’ travellers to our shores. See the latest figures.

American tourists have overtaken Chinese visitors as the number one tourist demographic in New South Wales while “luxury” travellers from South Korea are netting the state’s economy $850 million alone.

According to figures provided by Destination NSW, visitors from the USA were the largest market in the year ending September with 451,000 of them flying or sailing into the state, followed by Kiwis and then Chinese tourists.

It’s a stark change since 2019, when 757,000 Chinese visitors and 526,000 Americans came to NSW.

China still makes up the largest source market by expenditure, pumping $3.46 billion into the economy, but dropped off in visitor numbers after the country was slower than most other nations to open its borders post-Covid.

China Studies Centre director Professor David Goodman said the fall-off in Chinese visitor numbers is likely an anomaly that should bounce back, as “it’s not like there’s no demand”.

Americans were the biggest tourist demographic in NSW this year.

“It's been quite hard moving back to the status quo for various reasons, some of which were political, but many of them are logistical,” he explained.

“Australia has good press in China, and people do want to visit.

People enjoying Bondi Beach on a summer day in Sydney. Visitors from the Northern Hemisphere love coming to NSW for an escape to the sun. Picture: NCA NewsWire / James Gourley

“Compared to the USA, Australia are the ‘good guys’; that’s certainly the feeling you get from the Chinese people.”

The Destination NSW report also reflects the rise of the South Korean “luxury” travellers, attracted to NSW’s wineries and Indigenous experiences, with the number of visitors from the Asian nation up 141 per cent and their spending increasing even further – outstripping tourists from the UK.

A spokeswoman for the NSW government said it’s “no surprise” NSW is the destination of choice for South Korean travellers, whom the state has courted through their national airline carriers by supporting Asiana Airlines, Korean Air, Qantas, Jetstar and T’Way to increase capacity between Seoul and Sydney.

“We’ve got the full package: crystal-clear coastlines, beautiful Blue Mountains, winning wine regions, as well of course as our world-class bars and restaurants,” the spokeswoman said.

Korean couple Seulgi Kim and Kyeongwon Lee are soaking up the sun in Sydney. Picture: NewsWire/ Gaye Gerard

Korean honeymooners Kim Seulgi and Lee Kyeongwon are on a romantic getaway in Australia, currently staying in Sydney after visiting Hamilton Island, the Great Barrier Reef and the Blue Mountains, and plan to spend the final days of their honeymoon strolling along Bondi Beach and picnicking in Hyde Park.

The pair settled on Australia for its unique Christmas-time climate and natural wonders, with stargazing at night in the Blue Mountains “one of the memorable moments”, Ms Kim said.

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

The South Korean chose Australia for their honeymoon. Picture: NewsWire/ Gaye Gerard

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

Indiana couple Christy and Aaron Conaway are holidaying through the Christmas and New Year period in Australia with their three sons Maverick, 20, Oliver, 17 and Raleigh, 14, and spent their Monday morning hiking the Harbour Bridge for one of Sydney’s most iconic views (and photo opportunities) and jet boating around the harbour.

The Conaway family are American tourists travelling to Australia from Indiana, (L to R) Raleigh, 14, Aaron, Christy, Maverick, 20 and Oliver, 17. Picture: Supplied

“I studied at Murdoch (University) in Fremantle in Western Australia 25 years ago, and I have always wanted to come to back but it just never seemed to happen (until now),” mum Dr Conaway said.

“This is the first time we’ve haven’t been home for Christmas, so it’s kind of a big deal.”

Bridgeclimbers from Indiana Christy Conaway and her son Oliver, 17, enjoy the view. Picture: Supplied

The family will visit Uluru for the first time before flying to Cairns to see the Great Barrier Reef, before returning to usher in the New Year with Sydney’s world-renowned fireworks display.

Dr Conaway said Australia appeals to American families over the holiday period in particular, as an escape to the sun.

“It’s winter back home so we want to be somewhere warm, and we would come back here in a heartbeat,” she said.

Originally published as American tourists overtake Chinese as NSW’s biggest visitor market amid rise in Korean holiday-makers