A new campaign by Destination NSW is reframing how locals and visitors experience Sydney, shifting the focus beyond its postcard icons to uncover the city’s less expected sides.
Launched on 2 June, the next chapter in Destination NSW’s ongoing Feel New platform is anchored in the idea that there’s more to Sydney than meets the eye. The campaign aims to challenge perceptions that the Harbour City is a ‘one-and-done’ destination by highlighting its rich cultural layers, local voices and surprising combinations of nature and urban energy.
What the campaign involves
Six prominent New South Wales personalities – dubbed Icons of Culture – are front and centre of the campaign. Each has created a personal itinerary showcasing their unique version of Sydney, from scenic outdoor adventures to offbeat dining and cultural encounters.
The lineup includes Olympian Jess Fox, comedy duo The Inspired Unemployed, endurance athlete Nedd Brockmann, content creator Lucinda Price (aka Froomes), ARIA-winning musician Budjerah, and chef Dan Hong.
The campaign will run from 1 June to 30 August 2025 across social, digital, TV, radio and out-of-home media targeting regional NSW, South-East Queensland and Victoria.
Why now?
According to qualitative research by The Lab, while Sydney’s icons are globally recognised, there’s a common perception that the city lacks depth once those icons have been ticked off. Minister for Tourism Steve Kamper says that’s a gap the campaign aims to close.
“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,” Kamper said.
“We have the Blue Mountains, beaches, the Great Southern Reef, and vineyards all within a couple hours. We have world leading restaurants, an exciting blend of food cultures, the largest sporting events and a vibrant arts and music scene.”
Destination NSW CEO Karen Jones added, “Sydney is one of the world’s most recognisable cities – but this campaign invites people to experience it differently.
‘We’re going beyond the icons to show the unexpected and uniquely local side of Sydney that even seasoned travellers may have missed.”
What’s in the itineraries?
Each Icon of Culture has created a Feeling Drop itinerary – a curated journey designed to evoke emotion and uncover a personal side of Sydney.
Jess Fox features kayaking on the harbour, Beyond Skyway in the Blue Mountains and Theo’s Rooftop Bar in Penrith. “There’s an incredible energy here,” she said. “This city never ceases to amaze me.”
The Inspired Unemployed serve up mystery picnics in the Royal Botanic Garden, jet boating, and paddleboard yoga. “It’s one of those places where you never run out of things to do – or ways to embarrass yourself, if you’re us,” said Matt Ford.
Budjerah spotlights Camden ballooning, BridgeClimb’s Burrawa experience and URBNSURF. “Sydney has a way of making you feel grounded and uplifted all at once,” he said.
Nedd Brockmann leans into movement and adrenaline with Fit City Tours, capybara bathing and dinner at Luc San. “Every day in Sydney is packed with experiences that push you out of your comfort zone,” he said.
Lucinda Price (Froomes) takes a cultural angle with Manly snorkelling, a Sydney Opera House backstage tour and dining at the Ace Hotel. “We have depth and we certainly have drama,” she said.
Dan Hong focuses on flavour with a Local Sauce Chinatown food tour, Sydney Oyster Farm Tour and the Art Gallery of NSW’s State of the Art experience. “I’m proud of the quality of food that Sydney serves up,” he said.
The campaign’s visual assets include TV films and stills featuring each of the six Icons of Culture in their chosen Sydney moments, along with signature music tracks and tone of voice tailored to a younger, experience-led traveller.
Beyond the icons
According to Destination NSW, the campaign is a direct response to research showing that while Sydney ranks among the world’s best cities for culture (Time Out recently placed it in the top five), many Australians still view it as a city best seen once.
“We are asking Australians to come to Sydney and dive deeper, explore more of what Sydney has to offer,” Minister Kamper said.
“There are infinite combinations of experiences on offer, and I think this campaign puts them top of mind for potential visitors.”
Karen Jones appointed CEO of Destination NSW
In related news, Karen Jones has officially been appointed CEO of Destination NSW, following five months as Acting CEO. Her appointment, effective 2 June 2025, follows a competitive recruitment process led by the Department of Creative Industries, Tourism, Hospitality and Sport.
Jones brings more than 27 years of leadership experience in state and local government, including her previous role as CEO of the Office of Sport. She is recognised for her strategic approach to growth, partnerships, and operational efficiency.
Minister for Tourism and Jobs Steve Kamper said Jones’ leadership would be vital as NSW prepares to launch its revised Visitor Economy Strategy and the opening of Western Sydney International Airport.
Jones said she was proud to lead the agency, praising its work to support local tourism businesses and grow NSW’s events calendar.
“There really is no better destination than NSW,” she said.
KARRYON UNPACKS: Sydney is more than its icons. This campaign gives travel advisors a new narrative, one built on local voices, emotional experiences and unexpected itineraries. It’s a chance to reframe the Harbour City for clients who think they’ve already seen it all.
