The New South Wales (NSW) Government, through Destination NSW, has unveiled the latest chapter in its ongoing tourism promotion initiative — ‘Feel New in Sydney’ — designed to reposition Sydney as a vibrant, multifaceted destination beyond its postcard-perfect icons such as the Sydney Opera House and Harbour Bridge.

This innovative campaign aims to engage ‘new experience seekers’ — domestic travelers who crave immersive, busy, and culturally rich holiday experiences that go beyond traditional sightseeing. The campaign leverages a mix of media platforms including television, outdoor advertising, radio, digital, and social media, running through 30 August 2025.

Shifting Perceptions: Sydney Beyond the Icons

Recent research by Destination NSW’s Brand Engagement Monitor (April 2025) reveals that while 79% of Australian travelers have visited Sydney, the city ranks only third in travel consideration for the next 12 months among domestic visitors.

The qualitative research, conducted by The Lab, highlights a common perception that Sydney is mainly known for its globally recognized landmarks. Many travelers feel that after seeing these, Sydney offers little to distinguish itself from other cities. The ‘Feel New in Sydney’ campaign challenges this narrative by showcasing the depth and diversity of experiences available in the city.

Minister for Jobs and Tourism, Steve Kamper, emphasized:

“Sydney was just ranked as one of Time Out’s top five global cities for culture. Yet many Australians say, ‘I’ve already seen the Harbour Bridge’. What is clear is our icons alone are not enough. We have to showcase the full vibrancy of Sydney — from the Blue Mountains and beaches to the Great Southern Reef and vineyards nearby.”

Kamper stressed that the campaign invites Australians to explore the vibrant local culture, world-class dining, natural beauty, international sporting events, and dynamic arts and music scene Sydney offers.

The Rich Tapestry of Experiences

The campaign highlights a wide range of unique Sydney experiences that often go unnoticed by tourists:

• Culinary Excellence: Sydney’s food scene is renowned for its diversity and quality, with offerings ranging from oyster farms and local markets to trendy rooftop bars and fine dining restaurants.
• Natural Attractions: Visitors can enjoy activities such as hot air balloon rides, snorkeling along the Great Southern Reef, or coastal walks that reveal the city’s stunning landscapes beyond the urban core.
• Cultural and Artistic Vibrancy: Sydney’s arts scene thrives in galleries, street festivals, and live music venues, providing a dynamic cultural backdrop.
• Sporting Events: The city hosts international competitions and vibrant local sporting culture, contributing to its energetic atmosphere.

Business Sydney Executive Director Paul Nicolaou noted:

“Post-pandemic travel habits have shifted toward meaningful, immersive experiences rather than traditional sightseeing. ‘Feel New’ reflects this by highlighting local stories, communities, and hidden gems.”

Collaboration with NSW Icons of Culture

A distinctive feature of the campaign is its collaboration with six NSW ‘icons of culture’ who offer personal, emotion-led itineraries designed to help visitors experience Sydney like locals. These cultural ambassadors include:

• Jess Fox OAM, Olympian and water sports champion
• Dan Hong, acclaimed chef and restaurateur
• Lucinda Price (Froomes), writer, broadcaster, and comedian
• Nedd Brockmann, ultra-marathon runner
• Budjerah, award-winning musician
• The Inspired Unemployed, comedy duo

Their curated itineraries showcase Sydney’s diverse offerings in food, sport, culture, and outdoor adventures, creating an authentic connection for travelers.

Economic Impact and Aviation Investment

The campaign is part of a broader effort supported by ongoing investment in aviation infrastructure, events, and visitor experiences to stimulate the domestic visitor economy. Research indicates that individuals engaged with the Feel New brand are more likely to book trips or extend stays, having contributed an additional $323 million into the NSW visitor economy so far.

The opening of Western Sydney International Airport will further support this growth by increasing accessibility and facilitating new travel corridors, providing a platform for continued expansion of Sydney’s tourism market.

Embracing Sustainable and Inclusive Tourism

The NSW Government and Destination NSW are committed to sustainable tourism development that respects local communities and environments. By encouraging visitors to explore beyond the usual landmarks, the campaign promotes more distributed tourism, helping ease pressure on overcrowded areas and supporting small businesses and creatives throughout the city.

This aligns with the NSW Visitor Economy Strategy 2030, which emphasizes sustainable, resilient growth that benefits communities and preserves cultural and natural heritage.

Support from Industry Leaders

The campaign has garnered strong support from industry leaders:

• Transport and Tourism Forum CEO Margy Osmond described it as a vital investment showcasing Sydney’s unique offerings beyond the Harbour Bridge and sails, and underscored the economic benefits for local communities and businesses.
• Dan Hong, renowned chef and author, praised the campaign’s focus on Sydney’s world-class culinary scene, highlighting the positive ripple effect on hospitality jobs and the economy.

Final Thoughts

The ‘Feel New in Sydney’ campaign represents a strategic shift in positioning Sydney not just as a city of iconic landmarks but as a multifaceted, vibrant destination offering rich experiences in culture, nature, food, sport, and more.

By inviting Australians and international travelers to dive deeper into what Sydney truly offers, the campaign aims to boost visitor numbers, diversify the tourism economy, and sustain the city’s global reputation as a dynamic and evolving cultural capital.

Visitors are encouraged to explore the many layers of Sydney’s identity — from hidden laneways and local festivals to breathtaking natural escapes — making every visit a fresh, unforgettable experience.

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