Monday, June 16, 2025
Australia has emerged as a top destination for Japanese tourists in 2024, with New South Wales recording its highest-ever number of arrivals—driven by the electrifying appeal of Vivid Sydney and a surge in air connectivity, including nearly two thousand direct flights from Japan that made travel faster, easier, and more appealing than ever before.
Travel between Japan and Australia has soared to record-breaking levels, as Sydney Airport welcomed more than eight hundred fifty-seven thousand passengers on Japan-bound and incoming flights over the twelve months ending in April 2025. This figure marks the highest volume of Japan-Sydney air traffic ever recorded, underscoring the rapidly growing connection between the two destinations.

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The surge comes amid strong interest in New South Wales from Japanese travelers, boosted significantly by the annual Vivid Sydney festival, which has played a pivotal role in drawing international visitors. Travel agencies across Japan have reported remarkable growth in bookings to Sydney, with figures showing a 40 percent increase compared to the previous year. Cruise operators have also benefited from this interest, reporting a 45 percent rise in bookings from Japanese tourists, many of whom are seeking unique waterfront experiences that align with their travel preferences.
In the year ending December 2024, 151,800 Japanese visitors arrived in New South Wales, according to national tourism data. This represents a 24.8 percent increase year-on-year, underscoring Japan’s rising influence in the state’s international tourism market. These visitors collectively spent 4.7 million nights across the state and contributed $496.2 million to the local economy. With each traveler spending an average of $3,270 per trip, the economic impact continues to grow with each passing year.

Flight connections between Japan and Sydney have grown stronger than ever, with a total of one thousand nine hundred forty-eight services operating throughout 2024—a rise of thirty-five point one percent compared to the previous year. This surge in air capacity has significantly improved access for Japanese travelers, making it easier to reach not only Sydney but also regional destinations across New South Wales. The added frequency has also created new pathways for passengers departing from smaller cities in Japan, reducing connection times and making long-distance travel far more convenient. This broader network has played a vital role in supporting the sharp increase in Japanese arrivals and reinforcing the tourism boom between the two regions.
Japan currently stands as the seventh-largest source of international visitors to New South Wales. A notable 42 percent of all Japanese travelers in 2024 were returning visitors, reflecting high levels of satisfaction and ongoing interest in the destination. These travelers are typically independent tourists, with 96 percent opting to plan their own itineraries rather than booking group tours. This independent style of travel aligns well with what NSW offers: safe, clean environments, a welcoming local culture, and a wide variety of experiences that cater to different interests.
The spending behavior of Japanese visitors reflects their interest in immersive experiences. Popular activities include dining out at local restaurants, shopping at outdoor and artisan markets, relaxing at Sydney’s famous beaches, and engaging in native wildlife encounters. These preferences show a strong lean toward nature, culture, and hands-on exploration—key strengths of the NSW tourism experience.
The age profile of Japanese travelers highlights why New South Wales continues to appeal so strongly. The majority of visitors—sixty-four percent—belonged to the fifteen to thirty-four age group, showing a strong trend among younger travelers. Of these, thirty-three percent were single individuals aged fifteen to twenty-four, many exploring solo or with close friends. An additional twenty-six percent fell into the twenty-five to forty-four range, typically mid-career solo travelers looking for nature getaways, cultural experiences, and meaningful international adventures.
New South Wales’ continued efforts to attract and engage Japanese travelers are being driven by a broad marketing strategy across digital platforms and in-person events. Tourism authorities are working closely with a wide range of travel and airline partners to deliver strong promotional campaigns in Japan. These include collaborative efforts with leading online travel platforms, airline booking sites, and content aggregators to ensure that NSW remains top of mind among Japanese travelers planning their next holiday.
One recent campaign included a major Vivid Sydney promotion staged at one of Japan’s busiest transportation hubs. The event attracted high foot traffic and helped build excitement around Sydney’s immersive light and arts festival. Activations like these are designed to inspire potential travelers in real-time and convert interest into immediate bookings.
The relationship between Japan and New South Wales has clearly entered a new era. With rising flight capacity, targeted tourism campaigns, and signature events like Vivid driving awareness, the connection is no longer just strong—it’s thriving. The momentum shows no signs of slowing, as Japanese tourists continue to choose New South Wales not just for its beauty, but for its blend of modern experiences, world-class hospitality, and deep cultural offerings.
Looking ahead, the focus will remain on sustaining this growth and ensuring Japanese travelers are continually engaged with evolving experiences across the state. From the bustling streets of Sydney to the serene coastlines and wildlife-rich national parks, New South Wales is positioning itself as a destination that keeps welcoming travelers back—again and again.
Australia became a top destination for Japanese tourists in 2024 as New South Wales hit record arrival numbers, fueled by the dazzling draw of Vivid Sydney and nearly two thousand direct flights from Japan that boosted accessibility and travel demand.
With record-breaking visitation, a growing youth market, and increasing economic impact, Japan has become a cornerstone of New South Wales’ tourism future, helping fuel the recovery and long-term resilience of the state’s visitor economy.

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Tags: australia tourism, japan travel, japanese visitors, new south wales, Sydney Airport, tourism economy, Tourism news, travel industry, Travel News, Vivid Sydney

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