Destination New South Wales has unveiled a marketing campaign encouraging visitors to “show their love” for the Australian state following the bushfires crisis.

The tourist board said the campaign – called Now’s The Time To Love New South Wales – was inspired by community recovery initiatives and the the global support it has received.

It will use social media pictures from travellers and the hashtag #LoveNSW to help restore the image of New South Wales and its tourism products.

Stephen Mahoney, Destination NSW’s acting chief executive, said the campaign is the first phase of a two-year recovery plan that will focus on getting domestic and international visitors inspired to book holidays in Sydney and the state.

“We have been so inspired and encouraged by the global outpouring of love in response to the bushfires,” he said.

“This recovery campaign leverages that support to show the world how truly special New South Wales’ experiences and destinations are.

“The communities really need a break, and we can help by taking a trip soon within the state and inspiring others to do the same by sharing our experiences on social media.”

Travellers are asked to take pictures of the cities and landscapes of NSW while placing heart-shaped hands in the frame and uploading with the hashtag #LoveNSW.

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