Destination NSW has launched the next phase of its Feel New platform, inviting Australians to rediscover Sydney beyond its iconic postcard landmarks. The campaign, unveiled this week, aims to shift perceptions of the Harbour City by revealing hidden gems, local insights and uniquely Sydney experiences that even seasoned travellers might have missed.
Backed by new research from The Lab, the campaign responds to a common misconception that Sydney’s appeal ends with the Opera House and Harbour Bridge. In reality, Sydney is a vibrant, ever-evolving city with a powerful blend of culture, nature and community—and it’s this fresh narrative that Destination NSW is now championing.
Six cultural icons, six unique perspectives
To bring this message to life, Destination NSW has partnered with six influential New South Welsh creatives—Olympian Jess Fox, comedic duo The Inspired Unemployed, ultra-marathon runner Nedd Brockmann, content creator Lucinda Price (Froomes), ARIA Award-winning artist Budjerah, and acclaimed chef Dan Hong.
Each ambassador has curated a personalised itinerary that offers visitors a new lens through which to experience Sydney. Highlights include:
- Jess Fox: Kayaking Sydney Harbour at dawn, exploring the Blue Mountains via Beyond Skyway, and sipping cocktails at Theo’s Rooftop Bar in Penrith.
- The Inspired Unemployed: A high-energy itinerary featuring jet boating, mystery picnics in the Botanic Gardens and stand-up paddleboard yoga.
- Budjerah: A creative journey including a cultural BridgeClimb Burrawa, sunrise ballooning in Camden, and catching waves at URBNSURF Sydney.
- Nedd Brockmann: Pushing limits with Fit City Tours, Capybara Bathing and a culinary wind-down at Luc San in Potts Point.
- Lucinda “Froomes” Price: Snorkelling in Manly, a backstage tour of the Sydney Opera House, and drinks at The Ace Hotel in Surry Hills.
- Dan Hong: A foodie’s dream featuring Chinatown food tours, oyster tasting in the Hawkesbury and gallery hopping with art and flavour.
A deeper, richer Sydney awaits
Minister for Tourism Steve Kamper says the campaign tackles a real gap in how the city is perceived by domestic travellers.
“Sydney was recently named one of Time Out’s top five global cities for culture, but our research shows many Australians still think they’ve ‘done’ Sydney once they’ve seen the Harbour Bridge,” he said.
“With everything from beaches and the Blue Mountains to the Great Southern Reef and world-class cuisine, Sydney is far more than its icons. This campaign helps put that diversity front and centre.”
Karen Jones, CEO of Destination NSW, added, “This is Sydney told by those who know and love it best. We’re taking people beyond the brochure and into the soul of the city.”
The campaign runs from 1 June to 30 August 2025 across TV, digital, social, outdoor and radio in regional NSW, South-East Queensland and Victoria. It features a series of films, digital itineraries and local stories designed to help visitors feel—and see—Sydney in a whole new light.
