The long-term drivers of Sydney’s economic growth and innovation were front and centre at the 2025 Beyond Productivity event, held on 30 June 2025.

Hosted by the Committee for Sydney in partnership with Western Sydney University, The University of Sydney, Macquarie University, The University of Technology Sydney, University of New South Wales, Built and CareSuper, the summit brought together leaders from government, business, academia and policy to discuss how Sydney can remain globally competitive, equitable and productive.

Through keynotes, panel discussions and data-led insights, the event explored the future of productivity, the role of talent and universities and the strategies needed to sustain Sydney's global edge.

Destination NSW CEO Karen Jones joined the More than a Postcard: Rebranding Sydney for the Future panel, alongside Federal Minister for Immigration, Assistant Minister for Foreign Affairs and Trade Hon. Matt Thistlethwaite, Business Events Sydney CEO Amanda Lampe, and Airbnb Country Director Oceania Susan Wheldon.

“We know our strengths lie not just in our icons and natural beauty,” Ms. Jones said. 

“We want to challenge the idea that once you’ve seen the Opera House, Sydney offers the same experience as anywhere else in Australia.

“Sydney is utterly unique – a city of infinite combinations. You can start the day with a sunrise swim, spend the afternoon on a rooftop bar, paddleboard, or oyster farm, and end the night at a world-class restaurant followed by live music or theatre.

“Few cities can offer all that in a single day.” 

Ms Jones also highlighted the transformative role Western Sydney International Airport will play in shaping the future of tourism in NSW.

“The NSW Government and Destination NSW are serious about growing the visitor economy of Western Sydney.

“Flying into Western Sydney isn’t just about getting to the Harbour. It’s about arriving closer to some our state’s most spectacular nature-based experiences, multicultural precincts, and emerging infrastructure.”

Key themes from the Summit:

  • Beyond the bottom line - rethinking productivity for people and places
    This session explored how redefining productivity to include social as well as economic outcomes can better serve communities. Panellists examined industry-specific challenges in healthcare, construction, and services, and how data and innovation can drive equitable gains.
  • Future Foundations: How universities shape economies, cities & talent
    Universities were recognised as anchors of Sydney’s long-term prosperity – shaping talent pipelines, driving innovation, and enhancing global connectedness. The panel explored how institutions contribute to placemaking, soft diplomacy and economic complexity.
  • Sydney’s competitive advantage - building a future for our city the world wants in on
    This discussion focused on the conditions needed for Sydney to remain attractive to talent and investment. It highlighted the importance of a strong innovation ecosystem, effective R&D commercialisation, and long-term economic resilience across key sectors.

Benchmarking Sydney’s brand

The Committee for Sydney launched its Beauty Runs Deep Benchmarking Sydney’s Brand 2025 report at the event.

The report assessed Sydney’s global brand perception across six pillars: visitor and destination, business and innovation, talent, resident, asset and investor, and culture.

Sydney rated at or near the top for liveability, visitor experience and name recognition – especially for short-term visits and perceptions of a warm welcome. The report provides valuable insights to guide how Sydney positions itself to the world.

Read the report here.