New campaign promotes Sydney as nation’s sporting and cultural events capital

Minister for Tourism

The NSW Government has reignited its Feel New Sydney campaign with a focus on the Harbour City as the ultimate destination for major sporting and cultural events.

Launched today by Destination NSW, ‘The Sydney Side’ films are an extension of the Feel New Sydney campaign launched in December last year. The campaign includes exciting snapshots of the unrivalled sporting and cultural experiences Sydney will offer visitors over summer, against compelling footage of the city’s famed landmarks and natural beauty.

Minister for Tourism Ben Franklin said the films will build the Feel New Sydney brand and Sydney’s reputation as one of the great major event destinations of the world.

“These films shine a light on Sydney as the ultimate tourism and events destination and will inspire visitors to come to Sydney to experience ‘The Sydney Side’ for an unrivalled major event experience,” Mr Franklin said.

“We know NSW offers diverse and compelling destinations and experiences like nowhere else. From the vibrant 24-hour culture of Sydney, Australia’s only global city, to the unique experiences provided by our regions, NSW’s tourism offering is unmatched.

“Sydney will welcome an unprecedented major events line-up this spring and summer which includes Opera on Cockatoo Island, Sydney Festival, Sydney WorldPride, blockbuster musicals, SailGP, the United Cup, the HSBC Sydney 7’s and racing carnivals, which are part of a major event program that is anticipated to inject $500 million into the NSW economy.”

The Feel New Sydney Sydney Side of Sport and Sydney Side of Entertainment films launched today are the first of six to feature in ‘The Sydney Side’ campaign, with further films to be released in early 2023 focusing on Sydney’s natural beauty and beach lifestyle, food and nightlife, family fun and aboriginal experiences.

Download the Feel New Sydney key assets.

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