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IFEA World Festival And Event City Award : IFEA World Festival And Event City Award
Destination NSW has been established to realise the full potential of Sydney and regional NSW as a global tourism and event destination, The integrated approach will see festivals and events as not only compelling and immediate reasons to visit Sydney, but support the overarching values claimed in the destination brand messages. In 2011 TripAdvisor, the world’s largest online travel site, named Sydney as the only Australian city in the top 25 Travelers’ Choice Destinations awards. Sydney was ranked in the top two in the world ahead of global cities including Paris, New York, and London. The 2011 PwC Cities of Opportunity found that Sydney is one of the world’s most liveable cities providing more economic and social opportunities than every other major city in our region of the world. Sydney is the nation’s only global city, and what these surveys confirm is that it’s also one of the world’s favourite cities. Festivals and events also provide an important way to strengthen community engagement and pride amongst local residents. They increase local participation and advocacy for Sydney and what’s on in Sydney – word of mouth being crucial part of destination marketing. The nSW Events Calendar is a key platform for the reinforcement of Sydney’s brand, with events uniquely capable of authentically and effectively showcasing a city’s distinctive attributes to locals and visitors alike. Image: Vivid Sydney 2011 SUPERBIEN Lighting the Sails credit: David Clare 76 | IFEA WORLD FESTIVAL AND EVENT CITY AWARD |77