Month: June 2025

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.”

Emeritus Professor Rosalind Croucher AM, distinguished lawyer, educator and human rights advocate has been appointed the NSW Information Commissioner. 

In her role as Information Commissioner, Professor Croucher will lead the Information and Privacy Commission NSW (IPC), an independent statutory authority administering NSW legislation dealing with privacy and access to government information. 

Professor Croucher brings extensive experience from a distinguished career spanning senior executive roles in both the private and public sectors. She previously served as President of the Australian Human Rights Commission and as President and Commissioner of the Australian Law Reform Commission where she led several major law reform inquiries. 

Professor Croucher was appointed a Member of the Order of Australia in 2015 for significant service to the law as an academic, to legal reform and education, to professional development and to the arts. 

The Information Commissioner’s statutory roles include promoting public awareness and understanding of the Government Information (Public Access) Act 2009 (GIPA Act); providing information, advice, assistance, and training to agencies and the public; dealing with complaints about agencies; investigating agencies’ systems, policies and practices; and reporting on compliance with the GIPA Act. 

Find out more about the Information and Privacy Commission NSW here: https://www.ipc.nsw.gov.au/ 

Minister for Customer Service and Digital Government Jihad Dib said: 

“I welcome the appointment of Rosalind Croucher AM as NSW Information Commissioner. 

“Professor Croucher has extensive experience across highly respected and important programs of work which are testament to her capabilities and values. 

“Her appointment reflects the NSW Government’s commitment to promoting trust and transparency, with the role of Information Commissioner essential in strengthening the relationship between government and the public.” 

Attorney General Michael Daley said: 

“I congratulate Rosalind Croucher AM on her appointment as NSW Information Commissioner. She is an eminently qualified appointee who brings significant government, private sector and legal experience to the role.” 

NSW Information Commissioner Rosalind Croucher said: 

“It’s an honour to be appointed to the role of NSW Information Commissioner, and I look forward to working with the Privacy Commissioner, NSW Government agencies and the community to promote the important work of the Information and Privacy Commission NSW. 

“The people of NSW deserve full confidence in how government information is handled and protected. They should also understand their rights to access information and how to exercise those rights.” 

The Minns Labor Government is making sure Bradfield will be a fully digital city from day one, equipped to support high-tech industries, institutions, and technologies, after a digital infrastructure partnership was formed with Australian telecommunications company and internet service provider Superloop. 

Under the commercial deal, Superloop and partner OneWiFi will deliver critical infrastructure services to support the city as an innovation hub and great place to live and work. 

The Minns Labor Government are building better communities by delivering critical supporting infrastructure, including roads, transport, open spaces and digital connectivity.

The City Centre will offer free public Wi-Fi in streets and parks to enhance digital coverage and convenience for residents, workers, students, and visitors.  

As part of the deal Superloop will deliver a network of serviced Multi-Function Poles around the city with CCTV cameras, electric bike charging, environmental sensors and banner space for public art, providing both convenience and safety.  

The streets of Bradfield will be free of bulky telecommunications cabinetry with the necessary infrastructure hidden in high-quality urban design.  

The digital infrastructure will activate the precinct ahead of the development of the first 4.8 hectare mixed-use Superlot that will see homes, a hotel, retail, food and beverage, as well as commercial, research, education and other services at its heart. 

This is all part of the Minns Labor Government’s $1.2 billion dollar investment to deliver Bradfield City Centre, with 20,000 new jobs and advanced industries building a stronger future for Western Sydney.  

Minister for Planning and Public Spaces Paul Scully said:   

“Bradfield is Australia’s first new city in 100 years and this agreement will make sure it has the digital infrastructure required to support future businesses and residents from day one. 

“With abundant digital capacity for high-tech industries today and in the future, we’re laying the foundations for 20,000 high value jobs and 10,000 new homes in the new city. 

“We need to get the digital capability of Bradfield right for generations to come.” 

Minister for Western Sydney Prue Car said:  

“We are working to ensure the new Bradfield City Centre supports its residents with quality infrastructure and technology, so this new Western Sydney community can flourish. 

“The Bradfield area stands to create fantastic opportunities for its residents and the people of Western Sydney, particularly as we draw closer to the opening of the new Western Sydney Airport. 

“Ensuring the residents of this new city are digitally connected from day one is part of our broader commitment to build better communities for the people of Western Sydney.” 

Superloop CEO Paul Tyler said:  

“It’s fitting that one of Australia’s fastest growing internet providers has been tapped to enable one of Australia’s fastest growing regions.   

“We share an ambition to create an intelligent, connected community that benefits from high-speed internet that opens up opportunities and unlocks a better quality of life. 

“Designing equitable, high speed, reliable network solutions with capacity to scale is core to our DNA and our wholesale roots. Partnering with the Bradfield Development Authority now means Superloop can build a future-ready network for the community that serves as a springboard for innovation and growth.  

“We’re thrilled that Superloop has been chosen to set this once in a generation new city up to thrive. It’s a fantastic endorsement of the Superloop network, and we can’t wait to see the people of Bradfield enjoying truly great internet.”  

Background:  

• Superloop is a major Australian telecommunications company with a reputation for providing high-speed internet connections.  
• Founded in 2014, this ASX-listed telecommunications company has a current market capital value of $995 million.
• Superloop employs over 600 people and provides telecommunication services to residential, business and wholesale markets with a reputation for competitive pricing across the faster speed tiers.  
• Established in 2012, OneWiFi is delivering best-in-class solutions to over 1,200 locations across Australia, including retail precincts, shopping centres, hospitality venues, commercial buildings, and regional communities.  
• Under the commercial deal Superloop will:
  • operate the first 18km of pit and pipe infrastructure built in the city as the new asset owner and provide high-speed fibre and wholesale internet services to the many retailers serving end customers.
  • operate the first 101 Multi-Function Poles in the city, including providing services to create a vibrant and safe place with seasonal banners, CCTV and environmental sensors.
• Access to the pit and pipe infrastructure owned by Superloop will be available to other telecommunication providers and business and residents will have their choice internet retailers. 

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