Business Sydney Lunch Briefing


05 May 2021

As the gateway to Australia, Sydney’s contribution to the visitor economy is enormous but this sector has suffered amongst the worst of all due to Covid. So it was timely to receive an in-depth and most informative briefing from the recently appointed CEO of Destination NSW, Steve Cox.

Steve treated our members to a sneak peek of the upcoming Destination NSW campaign to encourage tourists and locals to come and experience something ‘New in NSW’.

The message around bringing visitors to Sydney centres around them experiencing the amazing people and places Sydney has to offer – apart from the traditional icons of the harbour, Opera House and beaches.

There are so many wonderful experiences to enjoy and people to meet right across Sydney with our great natural assets like beautiful bushland and our Indigenous history and the multicultural precincts across our city.

Steve and his team have been working hard to encapsulate the essence of visiting or holidaying in Sydney and the state and we look forward to the many benefits to the entire economy of the recovery of our visitor economy.

05 May 2021

Sydney is the engine room of the national economy and the gateway to the nation. Having a compelling brand for Sydney and NSW is critical to provide a strong foundation for differentiation, consumer messaging, local pride and competitiveness to turbo-charge recovery and accelerate future growth. Destination NSW is developing a new brand for Sydney and NSW based on robust consumer research and data analysis.

Steve Cox is the CEO of Destination NSW. As a passionate and energetic champion for Sydney and regional NSW, Steve’s focus is spearheading the strategic direction of Destination NSW including the delivery of the Visitor Economy Strategy 2030 to ensure NSW is the premier visitor economy of the Asia Pacific by 2030.

Event Gallery