Local businesses encouraged to join Vivid Sydney 2026 program; EOIs close 3 April

Expressions of interest are open until 3 April for the 2026 Vivid Sydney Local Business Program, offering bars, restaurants, retailers and on-water operators a chance to connect with festivalgoers when the event runs from 22 May to 13 June 2026.

Delivered by Destination NSW, the NSW Government’s tourism and major events agency, the program is designed to help small and medium-sized businesses leverage one of the world’s largest arts festivals.

Participating operators can stage creative pop-up activations, craft bespoke menus and roll out exclusive festival offers, with support that includes promotion on the Vivid Sydney webpage and a free digital toolkit with creative assets for marketing, as well as LED screens and window decals.

Take-up surged in 2025, with more than 400 businesses joining the program — a 110 per cent increase on the previous year — across precincts including Cockle Bay Wharf, Darling Quarter, Darling Square, Market City, Paddy's Market Haymarket and Sydney Place.

Survey results from the 2025 Local Business Program indicated that 66 per cent of businesses found it worthwhile to extend trading hours, 53 per cent experienced higher-than-normal revenue, and more than 90 per cent would recommend the program.

“Vivid Sydney is an incredible opportunity to celebrate our cultural richness and creative talent, with the Local Business Program helping bring this to life across the city,” Minister for Jobs and Tourism Steve Kamper said.

“I encourage local businesses and operators to get involved in this year’s program and help create world-class experiences that inspire visitors to stay out longer, explore more and support our vibrant night-time economy.

Programs like this are key to positioning Sydney and NSW as a global leader in the visitor economy — showcasing our creative industries and delivering a significant boost to local venues, small businesses and jobs.” Minister for Small Business Janelle Saffin said winter can be a quieter stretch for retail and hospitality, but Vivid Sydney changes that.

“It’s the ultimate chance for our local ‘makers and doers’ to showcase what makes Sydney unique,” she said. “Small businesses are the backbone of our economy, and when they add their own creative flair to the festival, everyone wins.

I’m encouraging every eligible business to jump on board by April 3 and make the most of the free marketing and global spotlight this program provides.” Paul Nicolaou, Executive Director of Business Sydney, called Vivid Sydney “one of the most powerful drivers of visitation and economic activity in our city,” adding that the Local Business Program ensures small and medium-sized businesses are “front and centre of that success.” He said the initiative offers a chance to reach a global audience, drive foot traffic and contribute to the energy that defines the festival, “delivering real benefits for jobs, investment and the broader visitor economy.” The program aligns with the NSW Government’s goal of growing the visitor economy to $91 billion across the next decade.

Expressions of interest for the Vivid Sydney Local Business Program close on Friday, 3 April 2026.