Events play a particularly strong role in increasing destination awareness and desirability. They can be the reason for visitors to act ‘now’ and book travel; and also encourage repeat visitation by those looking for something new and different.
Destination NSW invests heavily in developing and marketing a compelling schedule of major events for Sydney and regional NSW. Marketing activity includes promotion of major events through domestic and international tourism campaigns and significant investment in partnership campaigns run by event organisers.
"It’s ON!" campaign
A principal component of Destination NSW's event marketing is the "It's ON!" campaign which promotes the Sydney & NSW Events Calendar. Many event partners and key stakeholders have integrated the It’s ON! mark within their marketing programs to drive ticket sales, attendance and participation for their events.
The Sydney & NSW Events Calendar includes thousands of events which appeal to a broad spectrum of audiences and experiences. Destination NSW invests directly in more than 90 events and supports many others with marketing and community programs.
The calendar includes community, arts, cultural and sporting events, and can be accessed via our consumer websites sydney.com/events and visitnsw.com/events which attract more than eight million visits per year.