Sydney is one of the most recognisable and well-regarded cities in the world. However, global perceptions too often focus on our natural beauty, overlooking the depth, diversity and innovation of our people.

This narrow brand narrative undersells the city. It does not reflect the true lived experiences of the 5.5 million residents who live and work across Sydney, or the rich food, culture, education and innovation economy that make it special.

Unlike peer cities with integrated brand management, Sydney lacks a consistent overarching strategy beyond the visitor economy, leaving it vulnerable to slipping relevance and missed opportunities. Without a cohesive brand, Sydney risks being left behind – losing economic value, investment and global influence to better-positioned cities.

The Committee for Sydney’s global benchmarking research has identified a disconnect between how Sydney performs and how it is perceived on the global stage. This disconnect costs us billions in untapped economic and reputational value each year.

There lies a shared opportunity for our city – addressing the performance/perception gap to unlock Sydney’s full potential as a leading global city. 

Source: Beauty Runs Deep: Benchmarking Sydney’s Brand 2025

Sydney Global aims to build a coalition of leaders, institutions and innovators to shape and champion a renewed city narrative – one that builds on tourism narratives and showcases Sydney as a dynamic powerhouse of innovation, culture and economic opportunity.

Together we will: 

• Shape a comprehensive brand narrative that reflects Sydney’s true potential
• Develop messaging guidance to support confident and coordinated sharing of Sydney’s story
• Adopt and adapt the shared narrative through independent yet aligned communications
• Build collective influence through strategic partnerships and evidence-led advocacy.

Our vision is clear: a unified, authentic Sydney brand that attracts talent, investment and ideas – and inspires pride in everyone who calls this city home.