Marketing Events

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 official NSW Events Calendar which features more than 90 major events in Sydney and NSW.  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.

Destination NSW also publishes nswevents.com - the state's most comprehensive listing of events in Sydney and NSW.  The database includes the 90 key events on the official NSW Events Calendar as well as more than 1100 other community, arts, cultural and sporting events. The database content for nswevents.com is also published on sydney.com and visitsnsw.com consumer websites which attract more than seven million visits per year.

Find out more about events

Make contact with Destination NSW event marketing staff

Include or update an event listing on Destination NSW websites