Tourism NSW launch drive to encourage more Brits to visit Sydney

Tourism New South Wales have launched a campaign to promote tourism to Sydney this week, with the aim of encouraging British travellers to see past the Opera House and Harbour Bridge and explore the wealth of attractions the city has to offer. A new word, ‘Sydnicity’, has been created to encapsulate the vibrancy, culture and personality of the city, and promote attractions such as its lifestyle, events, shopping, cuisine, fashion, and arts.

Justine Cooper, director of marketing and communications for Tourism New South Wales, stated: ‘NSW and Sydney already have the leading market share of UK visitors to Australia, and the Sydney campaign aims to continue capitalising on this important tourism sector.’ She also stated that the London launch signalled ‘a strong push’ into the UK, which is one of Australia’s leading tourism source markets.’

Visitors from the UK make up more than 13% of all visitors to NSW, and provide 10% of all international tourist expenditure in the state. More than 366,000 tourists from the UK visited NSW in the year to June 2010, and the state retains the lion’s share of all UK visitors to Australia with a market share of more than 34%.

The campaign will be seen on television, print, outdoor and online advertising over a six-week period and will be introduced to other overseas markets. Its launch in London saw the attendance of Layne Beachley, Sarah-Jane Clarke and Mark Best, chef from Marque Restaurant, just named Restaurant of the Year in the 2011 Sydney Morning Herald Good Food Guide.

A food and wine event will also be held by Tourism NSW in Notting Hill on Friday to showcase Sydney and NSW's position as the top dining destination in Australia. Star chefs such as Mark Best and Peter Gilmore from Quay Restaurant will feature, taking over Brett Graham's kitchen at the two-Michelin starred restaurant, The Ledbury.