Sydney to get can-do image makeover

SYDNEY is to sell itself as a place of "vibrant magnetism" where its citizens work hard and "live large", as part of an overhaul of the city's image.

A committee charged with selling Sydney is expected to push the city's creativity, progressiveness and "can-do" attitude as part of a campaign to be unveiled next month.

While the city's harbour and other natural attractions will continue to play a role in promotions, the committee says Sydney needs to move on.

The chief executive of Events NSW, Geoff Parmenter, a committee member, said the brand – which has cost $1 million in State Government funding – would focus on areas where Sydney is excelling but has yet to exploit.

"Time and again the words vibrancy came up in the research," he said. "There is a lot of energy in this city that we have not tapped."

The city's lifestyle, the health of its financial systems, its creative flair and the optimism of its residents will also feature, Mr Parmenter said.

The committee is headed by John O'Neill, the former sports administrator, who last year delivered a scathing report into the culture of complacency that had dogged the state's tourism industry since the Sydney Olympics.

Sydney is losing its share of the tourism and business events market to other Australian cities, most notably Melbourne.