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 travellers seeking cooler climates over traditional summer getaways. Booking.com's Nine Predictions for Travel in 2025 found that 42 per cent of travellers 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, 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 Sydney.com.
Minister for Tourism Steve Kamper said:
"Winter in Sydney is filled with vibrant activity and endless opportunities. Nowhere else in the world, can you go whale-watching during the day along pristine coastal waters, enjoy ground-breaking art, musicals and festivals, attend international sporting events, and be just over an hour from a jaw-dropping mountain range.
"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.
"We encourage visitors and locals to plan a Sydney 'coolcation' when international events, cultural celebrations and natural wonders shine brighter than ever. Whether you're a visitor or a local, winter is an incredible time to experience Sydney."
Fit City Tours Director Matthew Morris said:
"Sydney in winter is the sweet spot - cooler weather, but not freezing cold, with a calmness that makes it feel like the city is yours to explore. We're seeing more travellers, especially from interstate and overseas, choosing active experiences that keep them outdoors and let them connect with the city in a unique way.
"Our Hidden Gems Walking Tour has become a favourite for those wanting to uncover quirky facts and unexpected spots across the CBD, while the Harbour Sights Running Tour is perfect for early risers keen to catch that golden morning light over the Sydney Opera House and the Sydney Harbour Bridge."
Lifestyle Charters Charter Manager Sam Higgins said:
"Winter is no time for slowing down when it comes to exploring Sydney Harbour. We love the change of season and the new opportunities it brings, from private Whale Watching experiences offshore, incredible early winter sunsets over the Sydney Harbour Bridge, to intimate nights enjoying the Vivid Sydney light displays.
"During these months and throughout the year we welcome visitors from all around the world, from the Americas to Europe to Eastern markets including China. Our guests are transfixed by our incredible Harbour and its famous cityscape. Everyone wants the photo, but also a moment to stop, relax and take a breath from the hustle and bustle of the Sydney CBD."
Bonza Bike Tours Manager Ivy Youster said:
"The Bonza Bike Tours team loves winter in Sydney! The cooler weather is ideal for cycling, and the golden afternoon light creates the perfect backdrop for photos. Sydney's moderate climate is really appealing for international travellers trying to escape the summer heat of the northern hemisphere.
"Our guided rides remain a top pick for those wanting to see iconic sights like the Opera House and Harbour Bridge while soaking up insider stories and hidden gems. Interestingly, winter attracts a growing number of active retirees and solo travellers, looking to avoid the crowds and enjoy a more relaxed pace. We've also seen a steady increase in families and small groups booking private tours during the school holidays."
