About


‘Feel New’ is the NSW visitor brand underpinning Destination NSW’s marketing activity across Sydney and regional NSW. The brand celebrates and taps into the unparalleled experience of travelling throughout the state by representing a collision of diverse natural wonders and vibrant culture that energises you long after you visit. The Feel New brand sets NSW apart from other states with its singular voice, personality and story.

Enhancing the experience-driven brand narrative is a key action in the NSW Visitor Economy Strategy 2035 and provides a strong foundation in positioning Sydney and NSW as must-visit destinations by connecting visitors with compelling locations and experiences and igniting demand through rich storytelling.

The NSW visitor economy is encouraged to leverage the Feel New platform throughout their own communications. By telling your NSW stories alongside the Feel New brand objectives, our collective message becomes stronger, increases awareness, consideration and, in turn, conversion of travel to NSW.

How to leverage Feel New for your business

  • Become a brand ambassador and weave the Feel New tone of voice and video and photography style into your marketing communications. For more information or examples, access the Feel New Industry Toolkit via the Destination NSW Resource Hub.
  • Visually inspire travellers using assets (imagery and video) from the Destination NSW Content Library.
  • Use the hashtags #FeelNSW and #FeelNewSydney in your social posts. The Destination NSW social team monitor these hashtags to find content they can repost to @visitnsw and @sydney followers. Content is always credited and has the potential to drive leads back to businesses.
  • Travellers turn to travel to not just recharge, but to feel more alive and inspired when they return to everyday life. Consider how your product/experience will make your visitor feel after their visit. Will they feel recharged and energised? Will they tell their friends and family about their experience? Keep this in mind for every customer touchpoint.

Stay informed about the Feel New brand and all NSW visitor economy news by subscribing to Destination NSW’s weekly Insights newsletter.