Six Sydney stars reveal their favourite authentic city experiences

• Sydney is so much more than the Harbour Bridge and the Opera House.
• Now, a new campaign will highlight the other Sydney– including the world’s oldest culture.
• Destination NSW is using some of the city’s brightest stars to talk about their favourite places.

There is more to Sydney than its majestic Harbour Bridge and iconic Opera House. And now, tourist bosses at Destination NSW are embarking on a bold new mission: to convince the world – and Sydneysiders – that there’s more to discover beyond the postcard-perfect landmarks.

A new campaign, the latest chapter in Destination NSW’s “Feel New” program , is set to unveil the Harbour City’s surprising depth – led by well-known personalities, including Olympic champion Jess Fox and celebrated chef Dan Hong.

The tourism body carried out research which revealed a common perception: while Sydney’s icons are universally known, there’s a lingering sense that once these famous sights are seen, the city doesn’t offer anything significantly different from other global metropolises.

Destination NSW is determined to shatter this misconception, repositioning Sydney as a vibrant, surprising, and ever-evolving city. The core message is clear: Sydney offers an infinite array of experiences, the kind you might only hear about from a true local.

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Minister for Tourism, Steve Kamper, underscored the urgency of this new approach.

“Sydney was just ranked as one of Time Out’s top five global cities for culture, but when you ask Australians about Sydney they’ll say ‘I’ve already seen the Harbour Bridge’,” Kamper stated.

“What is clear in the research is that our icons alone are not enough to get people to visit and revisit Sydney. We need to do a better job at showcasing all our city has to offer; we need to be more than our icons.”

Karen Jones, newly appointed CEO of Destination NSW, reiterated the campaign’s invitation. “Sydney is one of the world’s most recognisable cities – but this campaign invites people to experience it differently. We’re going beyond the icons to show the unexpected and uniquely local side of Sydney that even seasoned travellers may have missed. This is Sydney, as told by those who know and love it best.”

The campaign draws heavily on Sydney’s unique vibrant multi-cultural population, particularly its profound connection to the world’s oldest living people through its status as home to the largest Aboriginal population. This powerful interplay between ancient culture and spectacular natural landscapes is highlighted as the source of experiences found nowhere else on Earth.

Six local stars and their favourite experiences

Destination NSW has partnered with six influential “NSW Icons of Culture” – a diverse group of creatives, tastemakers, and trailblazers who offer an authentic, feeling-led way to experience the city.

Leading the charge are Jess Fox and Dan Hong, whose curated itineraries offer unique glimpses into their beloved Sydney.

Jess Fox, Olympic champion

Harbour Awakening: For Olympic canoe slalom champion Jess Fox, Sydney’s energy is best experienced from the water. Her perfect Sydney itinerary begins with an early-morning harbour kayak, paddling through the calm, shimmering waters as the city awakens. This offers a unique perspective of the iconic skyline, a serene yet invigorating start to the day that connects her directly to the city’s natural pulse.

Fox highlights Sydney’s top-tier landscapes in her recommendations, with a bit of hometown nostalgia thrown in there. Fox moved to Penrith from France at the age of four and grew up training at the Penrith Whitewater Stadium, the place that would help shape her into a ten-time world canoeing champion.

She mentions the Sydney Kayak Experience Tour on her itinerary, an activity known to expose tourists to the incomparable sunrises and sunsets on the Harbour. It also offers a unique perspective of the iconic skyline, a serene yet invigorating start to the day that connects her directly to the city’s natural pulse. She then shouts out the stunning landscape of the Blue Mountains, encouraging visitors to soak up panoramic views of the National Park aboard the Beyond Skyway cable car.

Fox included Theo’s Rooftop Bar, located in her hometown of Penrith, in her itinerary, showing some love to her Sydney roots. The Mediterranean-inspired bar has views of the Blue Mountains on its open-air rooftop, a glamorous infinity pool and an extensive cocktail menu.

She also pays homage to the city’s growing theatre scene, stating that MJ the Musical, at the Sydney Lyric, gave her “chills”.

“My favourite thing about Sydney is the people. Everyone is so warm and friendly! But then there’s the landscape too. The coastline the beautiful city and the mighty Blue Mountains – stunning,” says Fox.

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Dan Hong, Mr Wong superchef

A Culinary Journey on the Hawkesbury: Chef Dan Hong, known for his innovative culinary creations, takes visitors beyond the city’s dining rooms to the source of its fresh produce.

Dan Hong’s favourite thing about Sydney is its vibrant Asian food scene, with diverse cuisines spread across many suburbs. He recommends Eastwood or Strathfield for Korean, Haymarket, Burwood or Chatswood for Chinese and Cabramatta, Marrickville or Bankstown for authentic Vietnamese flavours.

Hong says that people have to come to Sydney with an empty stomach, because it’s “all about eating”. He recommends brunch at Piña in Potts Point, then a long lunch in Newport, at Bert’s Brasserie, before heading to Ester for a wood-fire dinner, where he encourages guests to order the prawns. He also recommends a trip to the Sydney Fish Markets for lunch.

For tours, he recommends a Local Sauce Chinatown Tour, which gives foodies ultimate access to all the best eats in Haymarket. He also shouts out the Sydney Oyster Farm Tour in the Hawkesbury, which puts guests right in the action, shucking oysters with waders on and water to your waist.

“The driving force behind this new marketing campaign for Sydney is to attract more visitors who will have the opportunity to discover Sydney’s world-class food scene. Increased visitation directly benefits the hospitality sector and creates a ripple effect that supports local jobs and stimulates the economy. I’m proud of the quality of food that Sydney serves up and want more people to know about what we have on offer,” says Hong.

READ MORE: British Chef Rick Stein to open a flagship restaurant in Coogee

Inspired Unemployed comedy duo

Harbour Racing and Bondi Burgers: Jack Steele and Matt Ford make up the Inspired Unemployed, a comedy duo boasting 2.1 million followers on Instagram, known for their hilarious online content.

Their itinerary blends high-energy adventures with moments of calm, from racing across the harbour with Oz Jet Boating to finding their balance at Stand-Up Paddleboard Yoga with Flow mOcean. For a good feed, the duo will head to Bonditony’s Burger Joint, a funky, family-owned restaurant right in the heart of Bondi.

Steele and Ford met in Kiama and made friends while living in the coastal town. Just a couple of hours by train from their hometown, Sydney offered them a buzzy place to explore as they got older. Never afraid to try new things or laugh at themselves, the duo found in Sydney a place “where you never run out of things to do- or ways to embarrass yourself”.

Nedd Brockmann, ultra marathon runner

Coastal Grit and Panoramic Views: Ultramarathon athlete Nedd Brockmann is a big fan of Sydney’s morning economy. He gets up at 4:30am, walks his dog at Centennial Park, goes for a dip at Clovelly Beach before grabbing a coffee at a world-class café.

Brockmann loves Sydney’s scenic running trails and counts Fit City Tours among his favourite ways to explore the city on foot. Originally from the rural town of Forbes, Brockmann loves how Sydney is “packed with experiences that push you out of your comfort zone”.

Though he’s dedicated much of his life to running, Brockmann still believes in balancing hard work with well-deserved indulgence. You’ll catch him relaxing in Surry Hills at modern bathhouse Capybara Bathing, or dining out at Luc-San in Potts Point, known for its funky French-Japanese fusion.

Lucinda Price “Froomes”, influencer

Curated Cool and Creative Corners Content mastermind Lucinda Price, or “Froomes,” offers a curated journey through Sydney’s trendsetting and creative hubs.

Hailing from Melbourne, who would have thought that Lucinda Price would be the first to attest to Sydney’s incredible culture? Her itinerary dives into both drama and depth, quite literally, with top picks like the Manly Snorkelling Tour, plus dinner and drinks at the stylish Ace Hotel, which she says is “incredible people watching”.

It’s no wonder Price calls Sydney home to “some of the world’s best beaches”– her Instagram features her braving a chilly winter dip at North Bondi with ease.

Never one to stick to just one passion, Price also raves about the backstage tour at the Sydney Opera House, a behind-the-scenes experience that immerses visitors in the performers’ worlds. She also recommends a drink at Opera Bar, where she loves to take in views of the harbour.

Budjerah, musician

Rhythmic Retreats and Natural Harmony: Talented musician Budjerah, who grew up in the far northeast of NSW, has crafted an itinerary filled with exciting activities dotted around Sydney.

He recommends Balloon Aloft in Camden, just an hour’s drive from the CBD, where visitors can soar in a hot air balloon and take in breathtaking views of the city and countryside. Another highlight for him is the Burrawa Bridge Climb, which offers guests a chance to listen to beautiful stories and deepen their understanding of Aboriginal culture through the voice of a First Nations Storyteller.

The singer-songwriter is a big fan of the Sydney food scene, with the vibrant Surry Hills hotspot Chin Chin topping his list of favourite restaurants. He loves performing at the Factory Theatre in Marrickville, thanks to the diverse group of people who come to enjoy the music and share a special experience.

You’ll often find him surfing at URBNSURF in Sydney Olympic Park, a dependable spot to catch some waves no matter the weather.  

Sydney Beyond the icons

The campaign aims to educate both domestic and international visitors about the sheer breadth of experiences available.

Minister Kamper highlighted, Sydney offers:

• The majestic Blue Mountains within a couple of hours’ drive.
• World-famous beaches beyond Bondi, offering diverse coastal experiences.
• The incredible Great Southern Reef, a lesser-known but vital marine ecosystem.
• Lush vineyards like the Hunter Valley, perfect for a day trip of wine tasting.
• A vibrant and exciting blend of world-leading restaurants and diverse food cultures.
• The largest sporting events and a dynamic arts and music scene.

“There are infinite combinations of experiences on offer, and I think this campaign puts them top of mind for potential visitors,” Kamper concluded.

The “Feel New” campaign’s next chapter is set to roll out across social media, digital platforms, TV, out-of-home advertising, and radio.

The campaign will target regional NSW, South-East Queensland, and Victoria, running from June 1 to August 30, 2025.

See the full itineraries here.