Destination NSW reboots ‘Feel New’ to reframe Sydney 'beyond the obvious'

Destination NSW has launched the latest phase of its 'Feel New' campaign, shifting the focus from Sydney’s postcard-perfect icons to the deeper, more immersive experiences that give the city its cultural heartbeat.

The new push, which runs across TV, outdoor, digital, radio and social channels until 30 August, is aimed at domestic travellers, particularly new experience seekers, who want more than sightseeing. The campaign highlights Sydney’s rich tapestry of experiences, from oyster farms to rooftop bars, snorkelling in the Great Southern Reef to hot air ballooning and local festivals.

Minister for Jobs and Tourism Steve Kamper said while the Harbour Bridge and Opera House remain global drawcards, it’s time to move beyond the obvious.

“What is clear in the research is that our icons alone are not enough to get people to visit and revisit Sydney,” Kamper said. “We need to be more than our icons… we are asking Australians to come to Sydney and dive deeper and feel a new side of Sydney.”

New research from Destination NSW shows that 79% of Australians have visited Sydney before, and while the city ranks third for future travel consideration, it risks being seen as interchangeable with other capitals once the iconic landmarks have been ticked off. To counter this perception, the campaign showcases the city’s world-class dining, natural landscapes, adventure offerings and vibrant arts and culture scene. It’s backed by ongoing investment in aviation, events and experience-led tourism.

The 'Feel New' campaign has already driven results, with Destination NSW attributing an additional $323 million in visitor spend to audiences who engaged with the brand to date.

Destination NSW has also partnered with six high-profile local personalities to help tell Sydney’s story. The group, dubbed NSW’s ‘icons of culture’ – includes Olympian Jess Fox OAM, chef Dan Hong, comedian and broadcaster Lucinda Price (Froomes), ultra-marathon runner Nedd Brockmann, musician Budjerah and comedic duo The Inspired Unemployed. Each has curated their own emotion-led itineraries aimed at helping visitors experience Sydney like a local.

Business Sydney executive director Paul Nicolaou praised the campaign’s shift in tone, calling it “exactly what Sydney needs.”

“What keeps people coming back are the stories, the communities, and the experiences that can’t be captured in a postcard,” he said. “This campaign not only diversifies the visitor experience but also supports the small businesses and local creatives who are the lifeblood of our city.”

The campaign taps into a broader shift in traveller behaviour, with post-pandemic tourists prioritising authentic, immersive experiences over checklist tourism. According to qualitative research by The Lab, visitors often felt that after seeing Sydney’s best-known sites, there wasn’t much else to differentiate it from other cities – a view Destination NSW hopes to overturn.

Chef Dan Hong, one of the campaign’s cultural ambassadors, said he was proud to help spotlight Sydney’s dynamic food scene.

“Increased visitation directly benefits the hospitality sector and creates a ripple effect that supports local jobs and stimulates the economy,” Hong said. “I’m proud of the quality of food that Sydney serves up and want more people to know about what we have on offer.”