Insights - 6 June 2025
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DESTINATION NSW LAUNCHES
'FEEL NEW IN SYDNEY' CAMPAIGN
The next chapter of Destination NSW's ‘Feel New’ brand platform, 'Feel New in Sydney', has been unveiled.
The campaign invites Australians to rediscover Greater Sydney through fresh eyes. It encourages visitors to look beyond the postcard icons, uncover hidden gems and connect with the city in ways that spark new emotions and lasting memories.
Rolling out across TV, outdoor, radio, digital and social channels until 30 August 2025, it targets 25–54-year-olds in NSW, Victoria and South-East Queensland.
Destination NSW has also partnered with six 'Icons of Culture' – respected creatives, tastemakers and trailblazers who each bring a local voice and fresh perspective to experiencing Sydney.
They include Olympic canoeist Jess Fox OAM, endurance athlete and motivational speaker Nedd Brockmann, comedians The Inspired Unemployed, writer and radio host Lucinda “Froomes” Price, chef Dan Hong and musician Budjerah.
The campaign was launched by Minister for Jobs and Tourism Steve Kamper alongside Destination NSW CEO Karen Jones, Business Sydney Executive Director Paul Nicolaou, Transport and Tourism Forum CEO Margy Osmond and Dan Hong.
The launch event included a performance by 'Icon' Budjerah.
The 'Feel New in Sydney' campaign has received positive feedback from visitor economy stakeholders.
Business Sydney Executive Director Paul Nicolaou said: “This next phase of the ‘Feel New’ campaign is exactly what Sydney needs. By spotlighting the vibrant layers of local culture, food, art, and nature that exist beyond the usual landmarks, this campaign not only diversifies the visitor experience but also supports the small businesses and local creatives who are the lifeblood of our city."
Transport and Tourism Forum CEO Margy Osmond said: “This campaign is about inviting the world to see beyond Sydney’s icons and why locals love living in this evolving and exciting destination – a city bursting with energy, culture and creativity at every turn. We see enormous potential to increase visitation and deliver long-term economic benefits for Sydney’s communities and businesses.”
Committee for Sydney said: "We have been advocating for 'Sydney Global' – a new brand narrative for Sydney that tells a story of our rich multicultural community, our deep innovation and economic vibrancy, and spreading people's understanding of our city beyond our prominent icons to Western Sydney and the villages of our metropolis. This new campaign has taken on this challenge, delivering a much fuller story of what makes our city great."
Learn more about the campaign here.
NEW MARKETING PROGRAM PUTS REGIONAL NSW
IN THE SPOTLIGHT
Destination NSW has launched a new phase of regional tourism marketing with the Feel New Regional Program.
Rolling out progressively across the Seven Network’s 7plus platform until December 2025, the campaign features TV commercials spotlighting some of NSW’s most distinctive visitor destinations—including the South Coast, Sapphire Coast, The Tweed, The Murray, Broken Hill, the Central West, Central Coast and Hunter Valley.
Regional NSW continues to lead the nation in domestic and international visitation outside capital cities. This program reinforces that position by inviting travellers to discover the diversity, depth and authenticity that define our remarkable regions.
LIGHTING UP THE LONG WEEKEND AT VIVID SYDNEY
From the free Light Walk across five connecting zones to culinary journeys and concerts, Vivid Sydney will offer a bumper program over the King’s Birthday long weekend from 6-9 June.
Australia’s largest event is once again transforming Sydney until 14 June 2025, with the theme of Vivid Sydney, Dream.
Highlights will include the retro roller-skating rink Neon Dreams at Pier Street underpass in Darling Harbour, a free Tumbalong Nights concert with Mumbai-based singer Zaeden and Vivid Fire Kitchen at The Goods Line.
Vivid Sydney is proudly owned, managed and produced by Destination NSW.
NEW CEO FOR DESTINATION NSW
Karen Jones has been appointed as CEO of Destination NSW, following her five-month tenure as Acting CEO of the agency.
Prior to joining Destination NSW, Ms Jones served as CEO of the Office of Sport, where she drove its Strategic Plan, Play Her Way strategy and involvement in the ‘10 World Cups in 10 Years’ initiative.
Ms Jones has more than 27 years of leadership experience in state and local government.
TOURISM AUSTRALIA MD STEPS DOWN
Tourism Australia Managing Director Phillipa (Pip) Harrison has announced she will step down in August 2025 to take up an international opportunity. Under her leadership, Tourism Australia delivered high-impact campaigns that consistently showcased Sydney and NSW on the global stage. From the 'Come and Say G’day' campaign to cooperative marketing and aviation partnerships, Pip was a strong supporter of joint initiatives with Destination NSW that drove international demand, regional dispersal and major event promotion.
RISING CRUISE PASSENGER NUMBERS
Cruise Lines International Association (CLIA) 2024 Source Market Report shows the number of Australians who took an ocean cruise in 2024 reached 1.32 million, a 5.9 per cent increase on the previous year. Almost one in every 20 Australians took an ocean cruise in 2024, one of the highest rates in the world. More than a third of Australian cruisers were aged under 40. The report also shows a 14 per cent increase in the number of overseas visitors cruising in Australia, New Zealand and the South Pacific (247,000 passengers).
AUSTRALASIAN REPORTING AWARDS WIN
The Destination NSW Annual Report 2023-24 has been awarded Bronze at the 2025 Australasian Reporting Awards. The report was honoured in the Public Administration – State category and was also one of three finalists in the Online Reporting category. The report highlighted achievements and initiatives undertaken by the agency to support the NSW visitor economy.
INTERNATIONAL ROUTE FOR NEWCASTLE
Newcastle Airport will welcome its first international service outside Australasia from October 2025. Backed by the NSW Government’s Aviation Attraction Fund, administered by Destination NSW, Jetstar will launch a direct route between Denpasar (Bali) and Newcastle. With three flights a week, it will provide greater access to the Hunter for visitors from Southeast Asia.
FLIGHT PATHS APPROVED FOR WESTERN SYDNEY
Australian Minister for Infrastructure, Transport, Regional Development and Local Government Catherine King has authorised the preliminary flight paths for Western Sydney International Airport. The flight paths will now proceed to the design stage led by Airservices Australia and, subject to approval by CASA, will be implemented ahead of aviation operations commencing in 2026.
WESTERN SYDNEY AVIATION FORUM
Western Sydney Tourism Taskforce hosted an Aviation Forum in collaboration with Wollondilly Business Chamber and Liverpool Chamber of Commerce & Industry. Destination NSW CEO Karen Jones attended with visitor economy stakeholders, government representatives and aviation leaders. The event highlighted opportunities Western Sydney International Airport will bring.
LIVERPOOL COUNCIL SIGNS BRADFIELD MoU
Liverpool City Council and Bradfield Development Authority have signed an agreement that formalises collaborative leadership on the delivery of Australia’s first new city in 100 years. The agreement will help oversee the management of infrastructure and services in Bradfield as the city evolves, as well as making the most of public and private investment in the Aerotropolis and wider community.
NEW DIGITAL SKILLS TRAINING
Destination NSW has partnered with Tourism Tribe to provide free access to two digital skills initiatives for visitor economy businesses. Applications are now open for the first intiative - a Digital Foundations course that offers digital health checks, ATDW assessments, two hours of one-to-one coaching, group coaching sessions and access to an online digital learning library.
WEBINAR: ACCESSIBLE EXPERIENCES
Destination NSW will host a free webinar series designed to provide practical tools and insights to help visitor economy businesses be more accessible and inclusive. Launching on 16 June 2025 in partnership with Get Skilled Access (founded by Paralympian and disability advocate Dylan Alcott AO), the series is part of the NSW First Program.
WEBINAR: EXPERIENCE DEVELOPMENT
Destination NSW is hosting a virtual Experience Development workshop on 26 June 2025. The free workshop will be delivered as part of the NSW First Program and is designed for businesses seeking to create new experiences or refine existing ones. It will suit businesses including accommodation, tours and visitor attractions.
TOP TOUR GUIDE WINNERS ANNOUNCED
The winners of the 2025 NSW Top Tour Guide Awards have been announced, with Justin Steele (Local Sauce Tours) winning Gold, Nathan Lygon (Eden Local Aboriginal Land Council) taking out Silver and Amanda Fry (Experience Nature) securing Bronze.
ABORIGINAL BUSINESS ROUNDTABLE
The NSW Government's next Aboriginal Business Roundtable will be held on 3 July 2025 in Port Stephens. The free event, specifically designed for Aboriginal business owners and operators, will focus on boosting Aboriginal cultural tourism and the visitor economy.
EDEN'S LIGHT TO LIGHT WALK REOPENS
Upgrades to the Light to Light Walk in Beowa National Park near Eden are now complete and open to the public. The multi-day walk stretches from Boyds Tower to Green Cape Lighthouse. Works include two new campgrounds. Funds for the project were jointly provided by the NSW Government's Regional Growth – Environment and Tourism Fund program and NSW National Parks and Wildlife Service.
NEWCASTLE'S SURFEST ELEVATED GLOBALLY
Australia’s oldest surfing festival, Surfest, has been elevated to the WSL Challenger Series calendar, propelling Newcastle to the forefront of the international surfing scene. Newcastle is set to attract thousands of visitors, from elite athletes to fans, putting the city on the world map as a premier coastal destination. Supported proudly by Destination NSW, the event’s return has been confirmed for 8–15 March 2026.
VISITOR ECONOMY WEEKLY HIGHLIGHTS
MORE SUPPORT FOR SMALL BUSINESS FLOOD RECOVERY: The Australian and NSW Governments are delivering more funding to assist with recovery from recent floods, including grants of up to $25,000 for eligible small businesses. Learn more
AUSTRALIAN OF THE YEAR 2026 CALL FOR NOMINATIONS: The awards celebrate the achievements and contributions of extraordinary Australians. Learn more
CERITH WYN EVANS EXHIBITION OPENS: Cerith Wyn Evans … in light of the visible has officially opened at the Museum of Contemporary Art Australia as its major winter exhibition, supported proudly by Destination NSW. Read more
FREE GLOBAL WELLNESS DAY EVENTS: NSW will celebrate Global Wellness Day on 14 June 2025 with three free experiences. Learn more
MORE NONSTOP FLIGHTS FROM KUALA LUMPUR: Starting 15 December 2025, Batik Air Malaysia will introduce a new non-stop service between Kuala Lumpur and Sydney, operating four times a week. Learn more
ETIHAD BRINGS FLAGSHIP A35O TO SYDNEY: Etihad Airways' Airbus A350-1000, one of the world's most efficient aircraft types, will land in Sydney from 1 October 2025. Etihad will also increase its flights to Sydney to 10 times a week from 1 July 2025. Learn more
NSW GOVERNMENT SECURES SUSTAINABLE BEACHWATCH PROGRAM: The current funding model will continue for the program, which supports local councils to monitor the water quality of their beaches, rivers and inland swim sites. Learn more
SPECIES THOUGHT EXTINCT IN NSW FOUND IN KOSCIUSZKO NATIONAL PARK: A Leadbeater’s Possum has been discovered by the NSW Government’s threatened species team. Learn more
FOLLOW DESTINATION NSW ON LINKEDIN: Stay up to date with all the latest Destination NSW initiatives by following us on LinkedIn. Click here
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