Destination New South Wales (NSW) will showcase the unrivalled mix of natural beauty, cultural experiences and world-class events across Sydney and NSW at IMM London 2025 from 17-18 February.

Participation in IMM 2025 will ensure Sydney and NSW remain top destinations for UK travellers seeking diverse and unforgettable experiences.

“Sydney and NSW are home to some of the world's most iconic landmarks, but beyond them lies breathtaking natural beauty, rich culture and unparalleled adventure,” said Destination NSW Acting CEO Karen Jones.

“From our state's 892 pristine beaches to its 895 national parks, four UNESCO World Heritage sites and 15 acclaimed wine regions, there's always something new for visitors to experience.”

At IMM 2025, Destination NSW will also highlight the state's dynamic dining scene, shaped by its multicultural influences and its world-class events, including Vivid Sydney - the Southern Hemisphere's leading multi-artform festival - and the Sydney Marathon, which will become an Abbott World Marathon Majors race in 2025.

Destination NSW also regularly collaborates with global media through editorial content, influencer partnerships and familiarisation visits. The International Visiting Influencer and Media Program generates earned media coverage, keeping NSW at the forefront of travellers' minds in an increasingly competitive market.

By engaging with key media at IMM, Destination NSW aims to inspire visitation through its 'Feel New' brand, which focuses on exploring individual feelings experienced by travellers to NSW and reaffirms its position as the feel-good state.

With a record-breaking $52.9 billion in visitor expenditure milestone reached last year in NSW and  Western Sydney International Airport set to open in late 2026, NSW is poised to welcome even more visitors in the years ahead.

To discover more about Sydney and NSW, visit sydney.com

About Destination NSW  

Destination NSW is the champion and voice for the visitor economy within the NSW Government. Spearheading a whole-of-government approach to visitor economy growth, Destination NSW influences and shapes the visitor economy through strategic research, policy and thought leadership, stakeholder engagement and consultation, commercial partnerships and investment in visitor experiences, business support, marketing and events. Destination NSW is also the major investor in Business Events Sydney (BESydney) for the purpose of securing more international and domestic conventions, incentive travel reward programs, corporate events and exhibitions.

Destination NSW Media Centre 

A vast array of editorial content, imagery, and video assets are offered to media via weekly 'Uncovered' newsletters and the Destination NSW Media Centre, providing extensive storytelling inspiration and resources.

For more information please contact:   

Alex Keelan: akeelan@blackdiamond.co.uk 

Emma Stubbs: estubbs@blackdiamond.co.uk