The Minns Labor Government has unveiled the next chapter of the ‘Feel New’ campaign that showcases Sydney beyond the postcard-perfect icons, and asks Australians to rediscover the city and experience a new side of Sydney.
According to the Destination NSW Brand Engagement Monitor in April 2025, 79% of all Australian travellers have visited Sydney before. Sydney is currently ranked third for consideration to travel amongst domestic travellers in the next 12 months.
Qualitative research undertaken by The Lab has showed that people know Sydney for its incredible icons. But there’s a sense that once travellers have seen the well-known icons, Sydney doesn’t offer anything significantly different from other cities. They couldn’t be more wrong.
The next chapter of the ‘Feel New’ campaign targets ‘new experience seekers’ from around the country who want busy, full days when travelling.
The new campaign showcases the unique offering our city has to offer beyond the icons. World class food offerings, stunning natural beauty, exhilarating adventures, international sporting events and a vibrant arts and music culture.
The campaign showcases the depth and breadth of experiences on offer to visitors, from oyster farms to rooftop bars, hot air balloon rides to snorkelling in Sydney’s unique coastal locations like the Great Southern Reef at Shelley Beach.
Backed by ongoing investment in aviation, events, and experiences, the campaign is just one of several initiatives to grow domestic visitation and grow the local visitor economy.
Research has shown that audiences who have engaged with the Feel New brand are more likely to book a trip or extend their stay and have injected an additional $323 million into the NSW visitor economy to date.
Destination NSW has also partnered with six NSW ‘icons of culture’ who have curated their own emotion-led personal itineraries to help visitors live like a local. The NSW ‘icons of culture’ all live in Sydney or were born in NSW and include Olympian Jess Fox, celebrated chef Dan Hong, writer, broadcaster and comedian Lucinda Price (Froomes), ultra-marathon runner Nedd Brockmann, award winning musician Budjerah and comedic duo The Inspired Unemployed.
The campaign will roll out across TV, outdoor, radio, digital and social channels until 30 August 2025.
Minister for Jobs and Tourism Steve Kamper said:
“Sydney was just ranked as one of Time Out’s top five global cities for culture, but when you ask Australians about Sydney they’ll say “I’ve already seen the Harbour Bridge and the Opera House.”
“What is clear in the research is that our icons alone are not enough to get people to visit and revisit Sydney. We need to do a better job at showcasing all our city has to offer, we need to be more than our icons.
“We have the Blue Mountains, the best beaches, award-winning vineyards, and world-class snorkelling, and all within a couple hours. Sydney is home to world leading restaurants, an exciting blend of food cultures, the largest sporting events and a vibrant arts and music scene.
“We have so much to offer, which is why we are asking Australians to explore our beautiful city, dive deeper and feel a new side of Sydney.
“There are infinite combinations of experiences on offer, and I think this campaign puts them top of mind for potential visitors.”
Business Sydney Executive Director Paul Nicolaou said:
“This next phase of the ‘Feel New’ campaign is exactly what Sydney needs. As an international and global city, we’ve long been defined by our stunning icons—but what keeps people coming back are the stories, the communities, and the experiences that can’t be captured in a postcard.
“By spotlighting the vibrant layers of local culture, food, art, and nature that exist beyond the usual landmarks, this campaign not only diversifies the visitor experience but also supports the small businesses and local creatives who are the lifeblood of our city.”
“Post-pandemic travel habits have shifted, with more Australians seeking meaningful, immersive experiences over traditional sightseeing. Campaigns like ‘Feel New’ respond directly to this change by encouraging travellers to go beyond the surface.
“Whether it’s discovering a hidden laneway bar, attending a local festival, or hiking coastal trails that locals love, this initiative repositions Sydney as not just a destination, but an experience that evolves with every visit.”
Transport and Tourism Forum CEO Margy Osmond said:
“It’s fantastic to see the NSW Government investing in Sydney’s unique tourism offering, from world-class culinary options, nightlife, cultural experiences and more, well beyond the bridge and the sails.
“This campaign is about inviting the world to see beyond Sydney’s icons and why locals love living in this evolving and exciting destination – a city bursting with energy, culture and creativity at every turn. We see enormous potential to increase visitation and deliver long-term economic benefits for Sydney’s communities and businesses”.
Chef, restaurateur and author Dan Hong said:
“The driving force behind this new marketing campaign for Sydney is to attract more visitors who will have the opportunity to discover Sydney’s world-class food scene. Increased visitation directly benefits the hospitality sector and creates a ripple effect that supports local jobs and stimulates the economy. I’m proud of the quality of food that Sydney serves up and want more people to know about what we have on offer.”