Sydney and NSW are surging in popularity as the premier visitor destination in the Asia Pacific, with the latest Tourism Research Australia data showing Japanese visitors to NSW rose 24.8% to 151,800 in the year ending December 2024.
The new data shows Japanese visitors stayed 4.7 million nights last year – up 42.7% year on year – and spent $496.2 million – up 16.5%.
“We know Australians are travelling to Japan in record numbers and new data shows the obsession is mutual, with surging Japanese arrivals to NSW. What’s really encouraging is not only are more visiting our great state, but they are staying longer, which is fantastic to see,” said Minister for Tourism, Steve Kamper.
In April 2025, Sydney Airport hit a major milestone with a record 857,000 passengers travelling to and from Japan over a 12-month period – the highest number ever.
“Travel between Japan and Sydney is stronger than it’s ever been. In the 12 months to April we reached a major milestone of 857,000 passengers, the highest volume ever recorded on this route and the most for any airport in Australia,” said Sydney Airport CEO, Scott Charlton.
“Tokyo continues to be a standout, and it’s great to see Osaka bouncing back, now returning to pre-COVID-19 numbers for the first time. This clearly demonstrates the strong bond between Australia and Japan and we’re proud to play a role in connecting Australia to this crucial market.”
Vivid Sydney has also boosted Japanese visitation to NSW. Travel agency, HIS Japan, reports bookings are up by 40% compared to the previous year, while Captain Cook Cruises has seen a 45% uplift in bookings.
“Events such as Vivid Sydney are proving to be a major drawcard for overseas visitors, with Japanese visitors highlighting the state’s natural wonders, fabulous dining, cultural experiences and friendly people, as key reasons for travel,” said Mr Kamper.
“The completion of the new Sydney Fish Markets later this year is already generating a huge buzz among Japanese travel advisers, while Western Sydney International Airport will make it even easier for visitors to explore our great state.”
Japan is the seventh largest source market for visitors to NSW, with 42% of travellers from Japan being return visitors to the state in 2024.
The majority (96%) were independent travellers, who are drawn to NSW as a safe, clean, friendly and aspirational travel destination.
Japanese visitors spend an average of $3,270 per trip and prioritise eating out, shopping and going to markets, visiting beaches and native animal encounters.
NSW has high appeal for younger travellers, with 15–34-year-olds being the largest cohort of visitors from Japan (64%). Young single people aged 15-24 made up 33% of visitors, with mid-life single people aged 25- 44 making up 26%.
The Minns Government through its tourism and major events agency Destination NSW is working with trade partners including Expedia, Tripadvisor, Skyscanner, Air trip, STA Travel, Wing Travel and HIS Japan to promote Sydney and NSW through advertising, co-operative marketing campaigns and engagement programs, including a Vivid Sydney promotion at Tokyo Station, the busiest train station in Japan.
Expanded airline capacity has helped fuel the love affair between Japan and NSW, with 1,948 flights to Sydney from Japan in 2024, up 35.1% year on year.
