The Committee for Sydney launched Sydney Global to address a simple but critical challenge: Sydney is not fully understood on the world stage.
Tell almost anyone you’re from Sydney and you’ll instantly conjure images of sunshine, iconic architecture and glistening beaches. These images are the reason Sydney is one of the most recognisable and desirable cities on the planet.
But Sydney is so much more than a beautiful holiday destination. This narrow value proposition undersells the city. It overlooks the depth, diversity and ingenuity of the 5.5 million people who call Sydney home, and the rich cultural, educational and economic strengths that make the city special.
Unlike peer cities with integrated brand management, Sydney lacks a consistent, city-wide strategy beyond the visitor economy. Without a cohesive brand, Sydney risks falling behind, losing relevance, investment and global influence to better-positioned cities.
This report explores the opportunity of elevating our competitive advantage by presenting a more complete and compelling story to the world – one that reinforces our capability as a leading destination for talent, investment and ideas.
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. It shows a renewed approach to city branding could generate an additional $3.3 billion for Sydney’s economy.
Speakers:
Chair of The Parks; Mayor of Penrith
CEO, City of Sydney
Secretary, Department of Creative Industries, Tourism, Hospitality and Sport
Deputy Secretary, Economic, Housing and Infrastructure Policy, The Cabinet Office NSW
Partner, Deloitte
CEO, Committee for Sydney
Sydney Global Program Partner, Committee for Sydney
Program Partners
Event Sponsor
