New $1.2m tourism campaign for Sydney


A $1.2 million tourism campaign will highlight the biggest events in Sydney’s calendar in a bid to attract more visitors to the city, the NSW government says.

State Tourism Minister Brown officially launched the campaign – dubbed Sydney, Designed to Inspire – at a breakfast at the city’s Museum of Contemporary Art on Tuesday.

A 32-page brochure for the campaign details key events in Sydney’s calendar including New Year’s Eve celebrations, World Youth Day, the Royal Easter Show, the Autumn Racing Carnival, the Sydney Film Festival, the Rosemount Sydney Fashion Festival as well as theatre productions like Billy Elliot and The Rocky Horror Show.

“Campaigns like this are integral to ensuring we reach our state plan target of attracting 10 more million-visitor nights per year,” Mr Brown said.

“We will incorporate television, print and digital media along with consumer promotions to inspire these travellers to visit Sydney for world-class events, dining, visual arts and fashion.”

On hand to launch the event were Sydney personalities including fashion designer Akira Isogawa, South Sydney Rabbitohs NRL star Craig Wing, jewellery designer Samantha Wills and restaurateur and chef Brent Savage.

Their stories will be featured on, Tourism NSW’s website for the state capital.

“Each of these Sydney personalities has a unique story to tell about their Sydney and how it inspires them to be top in their respective fields,” Mr Brown said.

“Their stories will inspire potential visitors from around NSW and interstate to come to Sydney to discover for themselves the broad range of world-class events and experiences on offer in our great city.”