A good meal used to be something visitors found after choosing a destination. Increasingly, it is why they choose the destination in the first place. New Tourism Research Australia figures, reported in October, show that New South Wales attracted a record 5.1 million domestic overnight food tourism visitors during 2025. Those travellers spent $5.6 billion. The state also welcomed 1.2 million international culinary tourists, an increase of 5.7%. Their total trip expenditure reached $6.6 billion, up 21%. The numbers suggest food is no longer a pleasant addition to the visitor economy. It is one of its major drawcards. Among domestic food tourists, 56% visited fine dining restaurants, 43% explored local food markets and 7% took part in regional farm tours. International visitors showed a slightly different appetite, with 62% visiting local markets, 53% choosing fine dining and 12% attending community food festivals. Destination NSW Chief Executive Officer Karen Jones said: “Visitors are hungry for more than a good meal, they’re seeking authenticity.” That word matters. Authenticity is not achieved by adding the name of a town to a menu description. It comes from genuine connections between venues, producers, people and place. A restaurant serving regional seafood can explain where it was caught. A café using locally roasted coffee can introduce the roaster. A club can make regional ingredients visible instead of allowing them to disappear quietly into the kitchen. The opportunity extends beyond premium restaurants. Markets, bakeries, pubs, cellar doors, food festivals and farm experiences all contribute to the story visitors take home. Collaboration between them can encourage travellers to stay longer and explore more widely. There is a practical lesson here for regional operators. Tourism marketing should not end at the venue’s front door. Good photography, clear online information, local recommendations and relationships with accommodation providers can help turn a meal into an itinerary.
