Sydney may be one of the most recognisable cities in the world, but a new brand campaign launched by Destination NSW is showing there's much more to discover beyond the postcard attractions.

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.

Unveiled today, the next chapter of Destination NSW's Feel New platform is designed to help locals and visitors reappraise Sydney as a vibrant, surprising and evolving destination. The campaign spotlights the Harbour City's infinite range of experiences – the kind you might only hear from a local.

The brand draws inspiration from Sydney's vibrant culture - particularly as home to the largest Aboriginal population, custodians of the world's oldest living culture - and its spectacular natural landscapes. It's this powerful connection between culture and nature in Sydney that creates experiences for visitors found nowhere else.

For the campaign, Destination NSW has partnered with six NSW Icons of Culture – a group of creatives, tastemakers and trailblazers, who bring a local voice to experiencing Sydney. These include Olympian Jess Fox, comedic duo The Inspired Unemployed, ultra-marathon runner Nedd Brockmann, content mastermind Lucinda Price (aka Froomes), ARIA-winning musician Budjerah and chef Dan Hong.

Each icon has curated their own personal itinerary, offering visitors a fresh, feeling-led way to experience the city, whether it's the energy of an early-morning harbour kayak with Jess Fox or taking in the beauty of the Hawkesbury River and freshly picked oysters on a Sydney Oyster Tour with Dan Hong.

Minister for 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.”

“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, 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.

“We have so much to offer, which is why we are asking Australians to come to Sydney and dive deeper, explore more of what Sydney has to offer.

“There are infinite combinations of experiences on offer, and I think this campaign puts them top of mind for potential visitors.”

Destination NSW CEO Karen Jones said: “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. This is Sydney, as told by those who know and love it best.”

Olympian Jess Fox said: “Training and competing has taken me all over the world, but there's something about being in Sydney that just feels different. From the harbour to the mountains, there's an incredible energy here, whether I'm out on the water or exploring the city with friends. This city never ceases to amaze me and I can't wait to help others discover this side of Sydney too.”

The next chapter of the Feel New campaign will be rolled out across social, digital, TV, out of home and radio in regional NSW, South-East Queensland and Victoria from 1 June to 30 August 2025.

The TV films feature cameo appearances from the six Icons of Culture as well as a range of experiences from dining at Saint Peter to snorkelling the Great Southern Reef and taking in the city from above with Sydney Heli Tours.

The insider itineraries from the NSW Icons of Culture include:

• The Inspired Unemployed channel their signature energy into a fun-filled Sydney experience, including an interactive mystery picnic in the Royal Botanic Garden Sydney, Oz Jet Boating and stand up paddleboard yoga Stand Up Paddleboard Yoga with Flow mOcean.

The Inspired Unemployed's Jack Steele said: “Growing up on the South Coast we always loved spending time in Sydney and we still do! The beaches are unreal, and the city's buzzing by 6am.

The Inspired Unemployed's Matt Ford said: “Then you've also got date nights, epic restaurants and exciting things to do like a mystery picnic, jet boating across the harbour or falling off a paddleboard trying to do 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.”

• Jess Fox highlights the diversity of Sydney from the Blue Mountains to Sydney Harbour with her personal itinerary featuring a Sydney Kayak Experience kayak tour, Beyond Skyway in the Blue Mountains and Theo's Rooftop Bar in Penrith.

“My favourite thing about Sydney is the people. Everyone is so warm and friendly! But then there's the landscape too. The coastline the beautiful city and the mighty Blue Mountains – stunning,” said Fox.

• Budjerah draws creative inspiration from Sydney's mix of culture and nature, with his guide featuring Balloon Aloft in Camden, URBNSURF Sydney and the BridgeClimb Burrawa experience.

“There is something special about Sydney and NSW - the landscapes, the culture, the people. Its all had a big influence on my songwriting. Whether it's a cultural BridgeClimb or sunrise air ballooning, Sydney has a way of making you feel grounded and uplifted all at once and I'm so excited to be part of this campaign to show visitors another side of Sydney,” said Budjerah.

• Nedd Brockmann encourages visitors to feel alive with a high-energy itinerary including Fit City Tours Sydney, Capybara Bathing and dinner at Luc San Restaurant in Potts Point.

“Running has taken me some pretty cool places, but running through Sydney Harbour or Centennial Park in Sydney has to take the cake. Every day in Sydney is packed with experiences that push you out of your comfort zone in the best way and I'm pumped to show everyone something new to do here,” said Brockmann.

• Lucinda (Froomes) Price brings her signature wit to her guide to Sydney, featuring a Manly Snorkelling Tour, the Sydney Opera House Backstage Tour and dining and drinks at The Ace Hotel in Surry Hills.

“People who think Sydney has no culture? Try again, sweetie. From snorkelling at some of the world's best beaches to stepping backstage at the Sydney Opera House – we have depth and we certainly have drama. Sydney is always top of the list,” said Price.

• Dan Hong explores Sydney through flavour, creating a food lovers itinerary with the Local Sauce Chinatown Tour, the State of the Art tour at the Art Gallery of NSW and the Sydney Oyster Farm Tour in the Hawkesbury.

“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.” said Hong.

Visit sydney.com for more information and the NSW Icons of Culture's Feeling Drop itineraries to make you #FeelNewSydney.

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Note to Editors: The Feel New in Sydney campaign has been developed in partnership with Leo Australia, OMD, Ogilvy Australia, FINCH, Rolla, The Editors, Otis and Photoplay.

For more information, story ideas and editorial-ready images visit the Destination NSW Media Centre and sign up to receive our weekly media newsletter Uncovered.

Media Contact: Jenna Whyte | jenna.whyte@dnsw.com.au | 0484 719 536

About Destination NSW

Destination NSW is the champion and voice for the visitor economy within the NSW Government. Spearheading a whole-of-government approach to visitor economy growth, Destination NSW influences and shapes the visitor economy through strategic research, policy and thought leadership, stakeholder engagement and consultation, commercial partnerships and investment in visitor experiences, business support, marketing and events. Destination NSW is also the major investor in Business Events Sydney (BESydney) for the purpose of securing more international and domestic conventions, incentive travel reward programs, corporate events and exhibitions.