The NSW Government is launching a new Sydney tourism campaign in London this week,
focused on attracting more UK visitors to Australia’s global city.
Minister for Tourism Jodi McKay said the London promotion follows news that Sydney is set for a global tourism boost when it hosts the Oprah Winfrey Show in December.
“This is a huge week for Sydney in two of our key international tourism markets - the United States and the United Kingdom,” Ms McKay said.
“We’re welcoming the world’s most famous talk show host to the world’s best known Australian icon, which millions around the world will come to know as the ‘Sydney Oprah House’.
“The spotlight is also on Sydney in London this week with some famous Sydney faces over there to showcase our fashion, food and lifestyle.
“Fashion designers Sass and Bide aka Sarah Jane Clarke and Heidi Middleton are showing off Sydney’s unique style to Londoners.
“Surfing legend Layne Beachley is promoting our fantastic beaches and surf lifestyle, while top Sydney chef Mark Best is cooking up a treat for some of the UK and Europe’s top food writers.
“Mark Best and Quay Restaurant’s Peter Gilmore will co-host a six course dining showcase at London’s famous Ledbury Restaurant in Notting Hill later today with some of the best wines and produce that NSW has to offer.”
Ms McKay said the UK promotion is the latest stage in the global roll out of the NSW
Government’s new $10 million tourism campaign for Sydney, following launches in New Zealand and in China at the Shanghai Expo.
“The London launch will be followed by a six week media campaign to encourage more UK
visitors to Sydney and to NSW.
“We’re also running a campaign with Emirates, Flight Centre and Tourism Queensland in a
promotion to attract more first time visitors from the UK.
“The campaign will include an exclusive two week sale driven through more than 100 Flight
Centre stores across the UK, with some great Sydney and regional NSW packages on offer.
“We want to attract more people to Sydney and NSW to experience our great events, our
fantastic food and wine, arts and culture, world famous fashion and outdoor lifestyle.
“Sydney is the gateway to NSW and we want to give UK visitors plenty of reasons to come to Sydney and to explore some of our most beautiful regional destinations, from coastal towns to the NSW outback and wine growing regions.”
More than 366,000 tourists from the UK came to NSW last financial year, injecting more than $592 million into the State’s economy. More than a third of all visitors to Australia visit Sydney and NSW and UK visitors make up more than a 13 per cent of all visitors to NSW.
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