NSW Government launches Feel the Sydney Side of Winter campaign

The harbour city has pitched itself as the place to be in the colder months with sporting events, world-class musicals and entertainment, and Sydney staples. See how you can make the most of the season.

EXCLUSIVE: The harbour city has pitched itself as the place to be in the colder months with the Minns government launching a revamped winter tourism campaign after Vivid Sydney’s lacklustre visitor numbers last year.

The Feel the Sydney Side of Winter campaign will be launched this month by Destination NSW to spruik events across the city from May to August, including the NRL State of Origin, Sydney Comedy Festival, British and Irish Lions Rugby Union Tour, world-class musicals and the TCS Sydney Marathon.

The push to showcase the city’s ‘coolcation’ events comes after Vivid Sydney attracted its lowest attendance since before the Covid-19 pandemic last year, with 2.42 million visitors in 2024, a drop of 860,000 on the previous year, with wet weather cancelling the drone shows and punters slamming the cost of ticketed sections of the lights festival.

NSW Tourism Minister Steve Kamper said this year’s Vivid program would feature more installations than ever before with 44 in total, up from 30 last year, and would host more free events to lure people to the city for longer.

“There is so much to do in Sydney and NSW during Winter. People come from all around for Vivid, but we want them to stay and enjoy everything we have to offer,” Mr Kamper said.

(Left to right) NSW Blues Origin player Shaylee Bent, NSW Minister for Destination NSW Stephen Kamper, Comedian Daniel Sloss, Wallaby Jake Gordon, Marney McQueen playing Celine Dion form the stage show "Titanique", David Porecki from the NSW Waratahs and TCS Sydney Marathon Head Coach Ben Lucas launch the winter campaign at The Glebe Hotel. Picture: NewsWire / John Appleyard

“Nowhere else in the world can you go whale-watching during the day along pristine coastal waters, enjoy groundbreaking art, musicals and festivals, attend international sporting events, and be an hour away from a jaw-dropping mountain range. We’ve got it all.

“Whether it’s heading to your favourite cosy restaurant, or soaking up the winter sun on a coastal walk, Sydney shines all year-round as Australia’s only truly global city.”

Making the most of Sydney’s winter weather has already proven an economic success according to Tourism Research Australia data, which revealed 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.

NSW Tourism Minister Stephen Kamper and TCS Sydney Marathon head Coach Ben Lucas show how tourists and locals can make the most of winter in Sydney on a bike ride in Victoria park , Glebe. Sydney in Winter Launch . Picture: NewsWire / John Appleyard

Sydney Marathon head coach Ben Lucas said the premier winter spectacle will attract tens of thousands of people to the course and iconic sideline locations across the city, for the first time since the race was elevated to the seventh Abbott World Marathon Major.

“We’re going to 35,000 runners, the most (competitors) at a marathon in the southern hemisphere in history on the most beautiful course in the world,” Mr Lucas said.

Visitors will also be able to venture into the arts at MJ the Musical, Titanique and special exhibitions at the Museum of Contemporary Art Australia and the Art Gallery of NSW, between winter getaways to the Blue Mountains and bustling regional towns.