The Australian city of Sydney has launched a global marketing campaign across several key markets, including the UK and US, aimed at reviving tourism. As part of the campaign, Tourism New South Wales is holding a series of training workshops across the UK for travel agents in September, where agents will be advised on promoting cheap air tickets booked in advance to their customers.

Alongside promoting well-known landmarks such as the Sydney Opera House and Bondi Beach, the campaign is designed to promote ‘Sydnicity’ – the secret hotspots, restaurants and sights that only Sydney residents know about, alongside the outback, coastal areas and vineyards of wider regional New South Wales.

Justine Cooper, director of marketing and communications for Tourism New South Wales says: “There is so much more to Sydney that just the icons. We want people to fall back in love again with Sydney. The campaign recognises that we are positioned against other world cities and it was time for a fresh approach. We don’t want to rest on our laurels.”

Out of the total number of Brits visiting Australia, 34 per cent head to New South Wales, while within that, UK tourists constitute 13 per cent of all visitors to New South Wales alone, and 10 per cent of the state’s $5.92 billion tourist economy.

Darin Walters, MD of Australian travel experts Jetabroad, says: “The UK market is incredibly important to the Australian tourist industry, particularly Sydney, with around 1 million British holidaymakers making the trip each year. Tourism New South Wales is looking to grow its market-share, aided by the ready availability of cheap airfare – particularly if visitors book far in advance.”

The campaign coincides with Tourism Australia’s ‘Oprah’s Ultimate Australian Adventure’ project – in which Oprah Winfrey tours the country with 300 viewers and 150 staff, filming several episodes along the way.