TTT NEWS NETWORK
NEW DELHI | 20 JANUARY 2026
JourneyLabel, a luxury travel company specialising in bespoke, experience-driven holidays,
has partnered with Destination New South Wales to launch a new tourism campaign that
positions the state as a destination that reveals itself differently to every traveller.
Rooted in JourneyLabel’s philosophy of curating holidays that celebrate a destination’s
individuality, the collaboration highlights New South Wales through immersive experiences
that reflect its diversity, lifestyle, and natural beauty. The campaign is designed to appeal to
travellers who seek depth, authenticity, and meaningful engagement beyond traditional
sightseeing.
A campaign built around moments that matter:
From discovery-led family holidays and chic couple escapes to scenic road journeys and
experiential itineraries, the campaign showcases how New South Wales comes alive through
thoughtfully curated moments. Featuring iconic attractions, adventure experiences, cultural
highlights, and globally celebrated events such as Vivid Sydney, the destination is presented
as aspirational yet deeply immersive, offering more than just a getaway and leaving a lasting
impression shaped by purposeful travel design.
Commenting on the partnership, Yasmin Ikrami, Founder and CEO of JourneyLabel, said:
“We are grateful to Destination New South Wales for the trust they have placed in
JourneyLabel and for our shared commitment to presenting the destination thoughtfully.
New South Wales offers an exceptional blend of vibrant city life and breathtaking
landscapes, and what truly sets it apart is its ability to resonate with travellers of varied
interests and preferences. Through this collaboration, our focus is on creating journeys that
feel intuitive and considered, allowing travellers to engage with the destination in a way
that feels genuine and enriching.”
Building on this collaboration, JourneyLabel continues to strengthen its focus on experience-
led travel, developed in close partnership with tourism boards. This approach aligns with the
evolving preferences of Indian travellers, who increasingly seek well-designed holidays that
foster deeper connections with the places they visit.
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