Ensuring visitors want to stay longer, explore more and keep NSW on the top of their travel list was the focus of a keynote address at the NSW Visitor Economy Forum 2025.
Destination NSW Acting General Manager Consumer Marketing Stephen Mahoney took a deep dive into the second pillar of the NSW Visitor Economy Strategy: 'Focus on attracting visitors'.
The pillar’s key objective is to elevate the NSW and Sydney brands through bold storytelling and data-led marketing, showcasing Sydney as a destination beyond well-known postcards.
“Travel is changing. The rise of new experience seekers – people who crave authenticity, immersion and meaning – has reshaped the visitor economy,” Mr Mahoney said.
“In a world where every destination is competing for attention, we can’t just open the door. We need to make people want to walk through it.
“Our brand narrative will spotlight what makes NSW truly distinctive: Aboriginal culture, world-class food and wine, adventure that pushes boundaries and wellness experiences that restore the soul.”
Mr Mahoney said decision making in travel had moved beyond brochures and was increasingly driven by social media.
“It’s more likely a reel that stops your scroll or a TikTok that makes you think: ‘I want that holiday’,” he said.
“It could be an influencer sharing a hidden rooftop bar in Western Sydney, or an AI-powered app serving you the perfect itinerary before you even ask.”
Destination NSW is working with creators, influencers and media voices to amplify NSW’s story worldwide – leveraging key moments throughout the year to keep NSW top of mind.
Shifting perceptions of Sydney
Mr Mahoney said research highlighted a perception among travellers that once they had seen the well-known sites in Sydney, it didn’t offer anything significantly different from other cities.
“And with 80 per cent of Australian travellers claiming they’ve already been to Sydney, this is our challenge to solve,” he said.
The agency’s recent Feel New in Sydney campaign invited travellers to rediscover Sydney beyond the postcard icons and uncover hidden gems that spark curiosity and connection.
The campaign was fully integrated across all channels including film, outdoor, audio, influencers, digital and social.
At its heart were six local ‘Icons of Culture’ – each enlisted to bring reach, authenticity and their own personal version of Sydney to life. They included athlete and motivational speaker Nedd Brockmann, writer and comedian Lucinda Price (aka Froomes), singer and musician Budjerah, comedians The Inspired Unemployed, chef and restaurateur Dan Hong and Olympian Jess Fox.
“The campaign has been hugely successful, generating an estimated $34.8 million in incremental visitor expenditure,” Mr Mahoney said.
“It delivered a three-point lift in 12-month consideration for a trip to Sydney among those who saw the campaign and achieved an impressive 11-point lift in the appeal of a trip to Sydney.
“The campaign also facilitated strong perception shifts, with significant lifts in key associations with food and wine, arts and culture and events among those who saw it versus those who didn’t.
“Best of all, in the month after the campaign ran, Sydney overtook Melbourne to claim the number one position for 12-month consideration among domestic travellers – a fantastic result.”
To build on this momentum, another campaign burst has been scheduled for early next year.
Destination NSW’s Sydney side of Winter campaign also delivering outstanding results. The campaign showcased only-in-Sydney winter experiences and events to drive intention to visit.
Highlights included:
- 68 per cent of those who saw the campaign viewed Sydney as an appealing holiday destination (versus 39% for those who hadn’t)
- 56 per cent were more likely to visit as a result
- 78 per cent took and action after seeing the campaign – from making a book to extending their stay
- An estimated $28 million in incremental visitor expenditure.
Boosting the NSW brand
Destination NSW is developing a tailored approach to marketing regional NSW, informed by a series of in-region workshops were held with local stakeholders.
The workshops combined data with local knowledge to map the priority opportunities for each destination.
Distinct priorities emerged for different regions:
- Some need help growing awareness
- Others need to reframe outdated perceptions
- Some destinations attract strong visitation but require dispersal or need to move beyond being a day-trip destination
- And others get strong visitation but limited visitor spend on paid experiences.
Common themes also emerged:
- Access to resources, capability building and best practice marketing
- Better access to marketing data and consumer insights
- Investment and support in content, influencers and famils
- Co-operative campaign and funding opportunities
- Improved visibility and coordination of Destination NSW and regional marketing activity.
“Using these insights, we’ve created marketing blueprints for 27 regions – each outlining the marketing opportunities, key experiences, target audiences and supporting data for each to shape more focused, strategic campaigns,” Mr Mahoney said.
“Looking ahead for regional marketing, we’ll continue to deliver tailored marketing across our digital and social channels, working closely with influencers and conversion partners.
“In 2026, we plan to launch a holistic campaign showcasing regional NSW through the lens of distinctive local perspectives.”
Focus on data and research
The NSW Visitor Economy Strategy 2035 has outlined that AI and near-time data will enhance NSW’s marketing impact, delivering more effective, targeted and optimised campaigns that increase visitor spend, extend stays and drive repeat visitation.
Mr Mahoney said a digital-first marketing strategy will help NSW remain globally competitive.
“Innovation isn’t optional. From immersive digital campaigns to AI-driven targeting, we’ll cut through the noise and make NSW the destination that inspires the world,” he said.
“Together, we have the opportunity to make NSW the destination that defines the future of travel.”
Learn more about Destination NSW marketing intiatives here.