NSW tourism encouraged through state government's 'Feel New' campaign

The state government's new $10 million campaign encourages people to come and 'feel new' in NSW and "be transformed by the myriad of energising benefits the state offers visitors".

It highlights the "natural wonders and vibrant culture" in both the city and the country, marketing the state to the rest of Australia - and the world - as it continues to reopen.

The campaign includes a video ad for television and social media, with the state government hoping to get visitors to contribute $65 billion to NSW's economy by 2030.

Neil Druce, a director on the board of Destination Riverina Murray, welcomed the campaign and said money from outside of the region is extremely valuable from an economic standpoint.

"When people start travelling back into our region, there's going to be a bit of anxiety," he said.

"Obviously it's important to be careful, but we can't stay careful forever so we've got to return some of that money back into the economy."

Mr Druce is pleased with the amount the new Premier Dominic Perrottet is providing for regional NSW tourism in particular, saying that the Riverina "has a lot to offer".

"Now's our chance, when people are wanting to travel into regional areas and feel the freedom and not be shoulder-to-shoulder with people all the time," he said.

"The Riverina is currently ranking very closely to the Blue Mountains (in terms of where people want to travel in NSW), and we're not far behind Sydney."

Mr Druce is also the owner of the Chocolate Factory in Junee, and said staffing numbers have been cut back "significantly" for on-site business due to the lockdown.

The businesses "lifeline" was moving online, Mr Druce said, and in future there will be a renewed focus on alfresco dining.

"We are a lot more conscious about being close to people now," he said, with the increased focus on social distancing throughout the pandemic. "I feel like alfresco dining will be a good way to go."

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Speaking about the new campaign, Minister for Jobs, Investment and Tourism Stuart Ayres said now was a critical time to promote NSW.

"This campaign ... invites everyone to get out and appreciate the beauty and wonder of NSW and promises a return to the excitement and adventure that we all need to feel new again," he said.

A complementary recovery plan for NSW tourism will launch on November 14, followed by phase two campaign next year.

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