Sydney defends city’s business visitor tourism market share in new campaign

A new brand campaign has been launched to attract business visitors back to Sydney and NSW, in the latest step to restart the city and state’s economy.

Backed by the NSW government and the tourism industry, and led by BESydney, the new campaign positions Sydney as the number one Australian destination for business visitors, and will focus on the domestic market to try and ensure the city is the top pick as businesses plan upcoming business meetings, conferences and exhibitions.

Titled ‘It’s got to be Sydney’, the campaign complements the state’s broader tourism strategy and the NSW government’s focus on safely reopening and restarting sectors fundamental to boosting the economy, including Sydney’s 24-Hour Economy Strategy.

Launching the new campaign, Minister for Jobs, Investment, Tourism and Western Sydney, Stuart Ayres, said COVID-19 hit the business events sector early and hard, and that now is the time for businesses to begin planning their meetings and events for next year, as the government continues to ease restrictions across a range of venue categories.

“Business events are a key contributor to the state’s economy through direct expenditure by visitors and the potential for trade deals, investment, talent attraction and social impact,” he said.

“It’s now crucial for the business community to be able to get back on its feet, to collaborate, share ideas and do business in person once again, and we’re working hard to provide as many opportunities as possible to achieve just that. Zoom meetings only get you so far.

“This campaign is a key initiative to highlight all that Sydney has to offer the business visitor across its unique combination of culture, creativity and commercial strengths, and it will build awareness about the opportunities for businesses to meet in our city and state.”

BESydney CEO Lyn Lewis-Smith said: “With COVID impacting our industry hard, we’re lending our business event promotion and acquisition expertise to help our industry fight for the state’s major share in the country’s previously vibrant domestic business events calendar.

“‘It’s got to be Sydney’ is about hope.

“This campaign is filled with optimism for a new COVID-safe future, where our expert Australian business events sector is once again delivering safe ways for business gatherings to get people making real connections off Zoom and face to face.

“Studies have shown time and again that in-person meetings are the most effective way to communicate and win business.

“Through this campaign, we’re focused on bringing business to Sydney, across state borders, and executing on the important role that this sector plays in the state’s economy.”

Tourism Accommodation Australia NSW chief executive Michael Johnson said the campaign will play a critical role in getting the lucrative conference and events business back into Sydney’s CBD in 2021.

“Business events are highly lucrative for accommodation hotels in Sydney, with domestic and international overnight business visitors spending an average of $222 per night – nearly double overnight leisure visitors,” he said.

“This campaign is a great way to build momentum and get businesses thinking about where they will hold conferences and events once state borders open up.”