Consistent, year-round marketing activity is run through Destination NSW's Always-on programs to inspire audiences on destinations, events and experiences, ensuring NSW and Sydney are top of mind for their next trip.
Domestic travellers contribute the largest share of total visitor expenditure in NSW, including intrastate and interstate travel. Queensland and Victoria are core target markets for domestic marketing activity followed by Western Australia, South Australia and the Australian Capital Territory as secondary markets.
See the latest domestic visitor insights here.
International marketing activity focuses on NSW’s top 10 visitor markets plus a number of emerging opportunity markets. For more information on our international markets, see here.
To stay updated on upcoming campaigns as well as the latest NSW visitor economy news, subscribe to Destination NSW’s weekly Insights newsletter and follow and connect with us via our corporate LinkedIn account.
Domestic and international partnership campaigns
Destination NSW’s Partnerships and International Markets team work closely with a range of industry partners to maximise visitation to Sydney and regional NSW. Partners include airlines, wholesale and retail travel partners, tour operators, hotel groups, online travel agencies, user-generated platforms and Tourism Australia.
Always-on social media activity promotes Sydney and regional NSW experiences to a global audience. This social activity plays an important role in driving intent to visit by supporting key marketing campaigns, partnerships and events within NSW.
Always-on paid search
Always-on paid search campaigns deliver a consistent and high volume of lead-converting website traffic (visitnsw.com and sydney.com) all year round. Traffic is dispersed to all areas of both websites (destinations, experiences and events).
Always-on events campaigns
Destination NSW actively supports a large number of major events across Sydney and regional NSW every year through ongoing marketing activity. The Always-On events campaign encourages visitation demand by promoting a range of upcoming events across NSW, boosting event awareness and driving traffic to visitnsw.com, sydney.com and event owner websites.
The Destination NSW Public Relations, Influencers and Visiting Media team executes targeted publicity activity both domestically and internationally. Always-on tactics include hosting visiting media, managing media relationships, broadcast integrations, conducting global media outreach, executing promotional events, developing media resources and more.
Somewhere New eDM
Destination NSW’s monthly Somewhere New delivers insider news, tips, offers and event details to consumers to help plan their next trip to Sydney and regional NSW. Curated content targeting families, couples, solo and group travellers, plus trending and interest-led articles, make Somewhere New a highly engaging platform that inspires visitation. Sign up here.