Azure Ryder soundtracks new Destination NSW tourism campaign

Sydney singer and songwriter Azure Ryder has been chosen to soundtrack the NSW state government’s latest tourism campaign, ‘Feel New Sydney’.

Ryder performs a cover of Nina Simone’s 1965 classic ‘Feeling Good’ as Destination NSW invites people back to the city after over a year of snap and extended lockdowns.

Ryder’s cover is out now on Spotify, and will appear on a TV spot showing a fast-paced montage of the city. Ryder also calls the city home, she was raised in Sydney’s Northern Beaches.

“Sydney has a very special place in my heart – from my time growing up on the Northern Beaches to the city’s thriving arts and culture scene, I’m so excited to be able to release ‘Feeling Good’ to celebrate everything this incredible state has to offer,” she said.

“I am honoured to be involved to help bring attention to Sydney and NSW by releasing a track that will inspire people to visit and help to reinvigorate businesses across the state.”

Tourism minister Stuart Ayres said he hopes the campaign will get the message across that Sydney and NSW are open for business and ready for visitors.

“Our Feel New Sydney campaign is inviting everyone back to our beloved city so they can experience it like never before,” Ayres said.

“Sydney is the beating heart of our state and promises our visitors an experience unlike any other with the power to inspire and reinvigorate.

“Whether it’s Sydney’s world class restaurants or its glittering coastline, vibrant nightlife or abundant national parks – there is no shortage of ways to feel new in our city.”

The campaign aims to support the government’s 2030 Visitor Economy Strategy, an effort to make the state the “premier” destination in APAC, and give a $65 billion boost to visitor expenditure.

Watch the 30-second TV spot here and listen to the song below: