Global independent marketing and communications agency, FINN Partners, has been appointed by Destination New South Wales (NSW) to support its PR, influencer and creative partnerships programme in the United Kingdom. The appointment has been announced following a competitive pitch.
The team will work alongside Destination NSW’s in-house communications team, based in Sydney, to promote New South Wales as a premier tourism and world-class events destination in the UK market.
Destination NSW is the lead agency, champion and voice for the visitor economy within the NSW Government. The NSW Visitor Economy Strategy 2035 has a clear target to generate $91 billion in annual visitor expenditure, 40,000 hotel rooms, 8.5 million new airline seats and an additional 150,000 jobs by 2035. FINN Partners will support this goal and generate a steady media presence to strengthen brand awareness via creative storytelling, media and content creator trips, broadcast, and high-impact brand partnerships.
As Australia’s global gateway, Sydney is recognised as the major events capital of Asia-Pacific, hosting exclusive international sporting events such as the Men’s Rugby World Cup in 2027 and the annual Sydney Marathon, alongside cultural events such as Sydney Festival, Mardi Gras, Sydney Biennale and the world-renowned Vivid Sydney, delivering more than $600 million into the local economy.
Aligning with the NSW Visitor Economy Strategy 2035 plan, the FINN Partners team will integrate a Sydney Plus approach into all activity, promoting regional dispersal, year-round travel, and only-in-NSW experiences to help drive long-term responsible tourism investment. Communication will focus on key pillars including nature, culture, culinary, agritourism, and wellness to increase destination appeal.
Beyond the vibrant cities, the state boasts five World Heritage-listed areas, 14 official wine regions, more than 850 national parks and reserves, and over 720 kilometres of spectacular coastline. Focus areas will include iconic natural landmarks like the Blue Mountains and Snowy Mountains, food and wine in the Hunter Valley, and coastal regions known for their incredible beaches, surf culture and wildlife watching. The agency will also highlight inland destinations across the Central West and Outback NSW, known for heritage towns, stargazing, and desert landscapes.
Sophie Morgan, Senior Partner - UK Travel Practice, FINN Partners, said: “We are incredibly proud to be appointed by Destination NSW to lead their PR strategy in the UK. Sydney and New South Wales possess a truly vibrant energy, from legendary coastal landscapes, country towns and world-class culinary experiences to buzzy cultural events. We look forward to working closely with the team and sharing the compelling stories that highlight the true depth and diversity of the destination.”
Karen Jones, CEO Destination NSW, said: "The UK remains one of our most important international markets, and we look forward to working with FINN Partners to showcase New South Wales' world-class tourism experiences. Through this partnership, we aim to inspire more British travellers to discover Sydney and our remarkable regional destinations, creating unforgettable experiences shaped by our natural wonders, vibrant cultures and unique way of life."
The account will be led by Sophie Morgan, Senior Partner, FINN Partners UK Travel Practice.
FINN Partners’ UK Travel portfolio also includes brands such as Japan National Tourism Organization, Delta Air Lines, Tourism Ireland, Experience Oman, Skyscanner, Pan Pacific Group, Intrepid Travel and Langham Hospitality Group.
