Sydney is one of the most recognisable and well-regarded cities in the world. However, global perceptions too often focus on our natural beauty and physical assets, while overlooking the depth, diversity and innovation of our people. This narrow brand narrative undersells the city.
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.
A recent report by The Committee valued the opportunity of addressing that disconnect at $3.3 billion in untapped economic and reputational value.
There lies a shared opportunity for our city – telling a more cohesive, confident and compelling story to the world to unlock 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:
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.
Program Partners
