Destination NSW 'coolcation'
Destination NSW campaign positions Sydney as 'coolcation' capital
14 April 2025 Media Release
New Destination NSW campaign positions Sydney as ‘coolcation’ capital
Sydney shines as the ‘coolcation’ capital with experiences showcasing Sydney’s world-class culture, hospitality and thriving 24-hour economy.
Sydney is leaning into the global ‘coolcation’ movement with a new campaign that positions the Harbour City as a must-visit winter destination – vibrant, active and distinctly world-class.
The Minns Labor Government’s tourism and events agency Destination NSW will this month launch its Feel the Sydney side of winter campaign, which showcases the Harbour City’s cool weather attractions.
Recently added to the Cambridge Dictionary, ‘coolcation’ refers to the growing trend of travelers seeking cooler climates over traditional summer getaways. Booking.com 9 Predictions for Travel in 2025 found that 42 per cent of travelers now prefer cooler destinations, confirming the shift.
Sydney is already ahead of the curve. According to Tourism Research Australia, the city welcomed 8.7 million domestic and international visitors between June and September 2024, injecting more than $6.6 billion into the visitor economy.
This follows the Minns Labor Government renewed focus on bringing the fun back to Sydney, through relaxing restrictions on nighttime trading and outdoor dining, lifting the concert caps at our major venues and investing in attractions that will boost the state’s visitor economy.
This year’s winter line-up features a dynamic program of major events, including Vivid Sydney, NRL State of Origin, Sydney Comedy Festival, MJ the Musical, Titanique, British and Irish Lions Tour, and TCS Sydney Marathon, alongside art exhibitions at the Museum of Contemporary Art Australia (Cerith Wyn Evans) and the Art Gallery of New South Wales (Yolŋu power: the art of Yirrkala) and many more.
Visitors can also explore on foot or by bike, dive into adventure in Western Sydney, discover hidden pockets of the city, learn about the rich history of Aboriginal culture with Tribal Warrior, or dine at acclaimed restaurants – with experiences to match every energy level.
The campaign will launch across digital media, content partnerships, radio and press in Victoria, Queensland, ACT, Sydney and regional NSW from 18 April 2025.
For more inspiration and to plan your Sydney coolcation, visit www.sydney.com
