Sydney is Australia’s top tourism destination, welcoming over 124.6 million visitors in the past year, according to Business Sydney.

The city with its famous landmarks, such as the Sydney Harbour Bridge and the Opera House, and events like the recent NRL Grand Final, leads both domestic and international visitor numbers, attracting 10 million more tourists than Melbourne.

“Events are critical to maintaining Sydney’s momentum,” said Paul Nicolaou, executive director of the businesses service group. “We hold a golden ticket living here.

“But we must keep innovating to ensure Sydney remains a world-class destination.”

Nicolaou credited the city’s popularity to its natural beauty, but also the many major events that keep tourists returning.

The NRL Grand Final drew a sellout crowd of 82,000, and was expected to generate around $50 million in economic benefits for the city, with about 40,000 visitors from interstate.

Tourism brought a record $56 billion into the New South Wales economy in the financial year to June. Growth was driven by targeted campaigns from Tourism Australia and Destination NSW, with efforts focused on international markets, especially the US, UK, China, India, and New Zealand, highlighting Sydney’s wildlife, cultural diversity, and Indigenous heritage.

Sydney is safe, accessible, and speaks the global language of business — English.

Chinese tourism has risen sharply, with visits up 25 per cent, thanks to Sydney’s appeal and proximity.

“It’s only a nine-hour flight from China, making it accessible and attractive,” Nicolaou said, adding that when Taylor Swift came to Australia for the Era’s tour in 2024 it injected $140 million into the Sydney, New South Wales economy.

Sydney’s role as a centre for business tourism and international investment is also important. With reliable infrastructure, a stable political climate, and global connectivity, more businesses are choosing Sydney as their base in the Asia-Pacific region, Nicolaou said.

“Millions work here, and global companies set up operations because Sydney is safe, accessible, and speaks the global language of business — English,” he added.

Key economic drivers include the cruise industry, which is expected to bring in 140 ships this season, contributing $2-3 billion. Other important sectors include education, hospitality, and cultural institutions like museums and theatres.

Tourism spending has exploded by 123 per cent compared to pre-COVID levels, a rebound Business Sydney attributes to coordinated promotion, social media outreach, and increased global awareness.

Main image of Bondi Beach by Georgina Diamond.