Sydney is one of Australia’s top tourist destinations—with millions of visitors pouring in each year from around the country and across the globe. Whether they’re here for the iconic Harbour, Bondi Beach, or Vivid Sydney, these tourists are spending money—and your business should be one of their stops.
But how do you capture their attention in a city filled with choices? The answer: strategic public relations.
Here’s how to use PR to attract more tourists and foot traffic to your Sydney-based business.
1. Get Featured in Travel Media
One of the most powerful ways to reach tourists is by getting your business mentioned in travel articles, destination guides, and “things to do in Sydney” roundups.
These stories often appear in:
- National travel publications (like Escape or Traveller)
- Local lifestyle outlets (such as Broadsheet Sydney or Urban List)
- Influential blogs and vlogs
- Airline magazines and airport guides
These features build credibility and help position your business as a must-visit destination.
Tip: Craft a unique angle—like a hidden gem, local’s favourite, or a limited-time offering tourists can’t miss.
2. Leverage Local Events & Festivals
Sydney has a stacked calendar full of events that bring in tens of thousands of visitors. Think:
- Vivid Sydney
- Mardi Gras
- New Year’s Eve celebrations
- The Royal Easter Show
- Summer music festivals and markets
Use PR to align your brand with these events:
- Pitch media stories about how your business is celebrating or involved
- Offer event-themed menus, packages, or promotions
- Invite local influencers and journalists to preview your experience
This kind of timely media exposure taps into the surge of interest already happening.
3. Partner with Travel Influencers & Tourism Boards
Social media plays a huge role in where tourists decide to go. A single Instagram story or TikTok video from the right influencer can send dozens (or hundreds) of visitors your way.
Work with travel creators who are visiting Sydney and connect with:
- Destination NSW
- City of Sydney
- Local hotel concierge teams
- Tour operators and experience providers
PR isn’t just about press releases—it’s about creating opportunities for others to tell your story in a way tourists notice and trust.
4. Make Yourself Media-Worthy
To get featured, your business needs a newsworthy hook. Ask yourself:
- Are you offering something new or exclusive to Sydney?
- Do you have a great backstory or local founder angle?
- Is your business connected to sustainability, culture, or local heritage?
The more shareable and unique your story, the more likely media outlets and tourism platforms are to feature you.
5. Trackable PR = Real Tourism Impact
The beauty of PR for tourism? You can track the results.
- Watch for spikes in website traffic after media hits
- Ask visitors where they heard about you
- Use specific offers or codes for different publications
This data helps you understand what’s working—and double down.
Need Help Getting Featured?
PR can be incredibly powerful, but knowing who to pitch, what to say, and how to get noticed is an art.
If you want your Sydney-based business to stand out and attract more tourists, I can help you get featured in top Australian media outlets, work with the right influencers, and create buzz around your brand.
Book a Free Strategy Call Today and let’s make your business a destination.