The recovery of NSW's tourism industry from the effects of drought and bushfires is in everyone's hands with Destination NSW today launching its new marketing campaign, Now's The Time To Love NSW.

A rally cry to stay 'local', buy 'local' and post photos and videos of our favourite places with the hashtag #LoveNSW, the social media-led marketing campaign will utilise user-generated content to encourage Australians to get away and give back.

Getting involved is simple; visit our charming country towns and vibrant cities, enjoy our many natural wonders, and post imagery of the experience on social media framed by hands in the shape of a love heart.

Minister for Jobs, Investment, Tourism and Western Sydney Stuart Ayres said that the new campaign was focused on reminding travellers about all the amazing experiences on offer in Australia's number one holiday destination.

“The prolonged drought and unprecedented bushfires have broken our hearts and had a devastating impact on thousands of operators in our beautiful state,” Minister Ayres said.

“That's why now's the time to love NSW – we need to show the world that our many spectacular sights and experiences are in great shape, and they're welcoming visitors right now,” Ayres said.

Joining the #LoveNSW movement is easy:

1. Take a #RecoveryWeekend in NSW
2. Capture a photo in an iconic and inspiring NSW location, framed by your hands in a heart shape
3. Share the photo on social media with the hashtag #LoveNSW

For more info check out www.visitnsw.com/love-nsw

Campaign images are available here. Destination video, images and editorial can be found in the Destination NSW Content Library.

MEDIA CONTACT
Kristy Meudell, Director – PR & Visiting Media, 0455 285 649

About Destination NSW

Destination NSW is the lead NSW Government agency for the State's tourism and major events industry and is responsible for devising and implementing strategies to grow the State's visitor economy. Our particular focus is driving tourism and acquiring and developing major sporting and cultural events for Sydney and regional NSW. In addition, Destination NSW is the major investor in Business Events Sydney with the aim of securing more international conventions, incentive travel reward programs, corporate events and exhibitions.

About Now's Time to Love NSW

Now's The Time to Love is a socially-led marketing campaign and part of the first phase of the NSW Government's Tourism Recovery package developed by  Destination NSW to encourage visitation to NSW. Now's The Time To Love NSW builds on and complements Tourism Australia's Here This Year domestic