The team will work alongside Destination NSW’s in-house communications team, based in Sydney, to promote New South Wales as a premier tourism and world class events destination in the UK market.
Destination NSW is the lead agency, champion and voice for the visitor economy within the NSW Government. The NSW Visitor Economy Strategy 2035 has a clear target to generate $91 billion in annual visitor expenditure, 40,000 hotel rooms, 8.5 million new airline seats and an additional 150,000 jobs by 2035.
FINN Partners will support this goal and generate a steady media presence to strengthen brand awareness, via creative storytelling, media and content creator trips, broadcast, and high impact brand partnerships.
As Australia’s global gateway, Sydney is recognised as the major events capital of Asia-Pacific hosting exclusive international sporting events such as the Men’s Rugby World Cup in 2027 and the annual Sydney Marathon, alongside cultural events such as Sydney Festival, Mardi Gras, Sydney Biennale and the world-renowned Vivid Sydney, delivering more than $600 million into the local economy.
Aligning with the NSW Visitor Economy Strategy 2035 plan, the team will integrate a Sydney Plus approach into all activity promoting regional dispersal, year-round travel, and only-in-NSW experiences to help drive long-term responsible tourism investment. Communication will focus on key pillars including nature, culture, culinary, agritourism, and wellness to increase destination appeal.
Beyond the vibrant cities, the state boasts five World Heritage-listed areas, 14 official wine regions, more than 850 national parks and reserves, and over 720 kilometres of spectacular coastline. Focus areas will include iconic natural landmarks like the Blue Mountains and Snowy Mountains, food and wine in the Hunter Valley, and coastal regions known for their incredible beaches, surf culture and wildlife watching.
The agency will also highlight inland destinations across the Central West and Outback NSW, known for heritage towns, stargazing, and desert landscapes.
