Media Release New analysis from independent think tank Committee for Sydney shows a renewed approach to city branding could inject $3.3 billion into Sydney’s economy.
Delivered in partnership with Deloitte Access Economics, the Beyond the Postcard report quantifies the relationship between Sydney’s global reputation and its economic performance, using the Global Soft Power Index as a benchmark.
Eamon Waterford, CEO of the Committee for Sydney: “Strengthening Sydney’s global standing by just one point on the global benchmark would translate to higher income per person on average across the city, delivering around $3.3 billion in additional economic output.”
“As it stands, we’re leaving money and opportunity on the table,” he said.
“If Sydney could tell more of the story of just how good our city is, the benefit would deliver $575 additional economic activity for every Sydneysider.
“More than 80 per cent of the top 1000 Google Images of Sydney last year featured the Opera House, the Harbour Bridge or Bondi Beach.
“They’re incredible assets for Sydney and few cities are as instantly recognisable – but when that recognition is focused solely on landmarks that don’t change over time, it becomes a serious problem.
“The risk for Sydney is that we’re promoting ourselves as a one-and-done bucket list destination, when the reality is, we have so much more to offer long-term – our cultural sector’s firing, our innovation precincts are thriving, and we’re perfectly positioned for investment.
“From the incredible Lakemba Nights and Lebanese Film Festival, which helped put southwest Sydney on the map, to bringing the space race to our shores with major business events like the International Astronautical Congress, our city’s far more interesting and complex than we tell people.
“It’s time to move beyond the postcard and show the world what we really have to offer. This research shows the value of what we can achieve if we do this better.”
Where Sydney shines:
- Sydney has five universities in the top 200 globally – in 2024, Sydney hosted more than 175,000 international higher education students (36 per cent of Australia’s total)
- Sydney attracts approximately 65 per cent of Australia’s startup funding, with one of the largest infrastructure investment programs in the world
- NSW was the country’s top destination for business R&D investment in FY24, attracting $9.6 billion – nearly half of Australia’s total R&D spend
- Sydney is the third most multicultural city in the world – more than half of Greater Sydney’s residents are first or second-generation immigrants, and more than 40 per cent speak a language other than English at home
- In FY24, 120,886 people migrated to Greater Sydney from overseas – 28 per cent of Australia’s total net migration.
Bilal El-Hayek, Mayor of City of Canterbury Bankstown: “Lakemba Nights during Ramadan has seen unprecedented success, drawing in 1.4 million visitors when running for 30 days straight.”
“There is certainly a growing appetite to explore Sydney’s unique multicultural heritage, with more than 70% of our visitors hailing from outside the Canterbury-Bankstown LGA.
“For the first time this year, Council partnered with Malaysia Airlines to take our iconic night market to new global heights; attracting international visitors from across 11 different countries.”
Amanda Lampe, CEO of Business Events Sydney: “BESydney played an integral role in securing IAC 2025, working in partnership with federal and state organisations to deliver innovation, international engagement and global collaboration for New South Wales.”
“The congress generated more than $47 million for the local economy, attracting over 7,000 delegates from 99 countries, more than 40 international space agencies represented – including NASA – and over 4,000 scientific abstracts submitted to keep building space innovation in Australia and globally.”
Camille Lattouf, Director of Lebanese Film Festival Australia: “The Lebanese Film Festival is a strong example of the depth and diversity that sits beyond Sydney’s traditional landmarks.”
“Born in Bankstown and now delivered nationally, it attracts more than 7,000 attendees annually, drawing audiences, media and industry from across Australia and overseas.”
“In 2025 alone, the festival generated over 100 visitor nights to Bankstown in just 16 days, alongside more than 5,000 local dining and retail engagements – highlighting the role cultural events play in driving visitation and showcasing a more dynamic and diverse Sydney”.
Bryan Brown AM, patron of the Lebanese Film Festival Australia since its inception in 2012: “Born and raised in Sydney’s western suburbs, I’ve seen firsthand the incredible transformation and cultural richness that has shaped the area over generations.”
“I’m proud to be patron of the Lebanese Film Festival and to support something that celebrates culture, storytelling and community, and also helps people like me better understand the many cultures that now shape modern Sydney. Once a Westie, always a Westie.”
Read the full Beyond the Postcard report: https://sydney.org.au/wp-content/uploads/2026/05/FINAL-Beyond-the-Postcard.pdf