NSW's tourism industry recovery from the effects of drought and bushfires is in everybody's hands with Destination NSW unveiling its new marketing campaign, Now's The Time To Love NSW.

Inspired by the outpouring of global support and community-driven recovery efforts that lead to recent bushfires, the social media-driven marketing campaign will use user-generated content to restore NSW's image and its abundance of top vacation offers.

Getting involved is simple; book a trip to New South Wales and in addition to exploring the buzzing capital of Sydney, which is home to world-class icons, attractions, dining, and entertainment, further, extend your visit and explore the charming country towns and vibrant cities of regional NSW.

From riding horseback through rolling outback plains, taking some R&R in wine country, hiking through vast rainforests and national parks and indulging in the wealth of local produce the state has to offer, there's no shortage of things to see and do in Australia's number one holiday destination.

Destination NSW Acting Chief Executive Officer Stephen Mahoney says the campaign is the first phase of a two-year recovery plan that will focus on getting domestic and international visitors inspired and excited about holidaying in Sydney and NSW.

"We have been so inspired and encouraged by the global outpouring of love in response to the bushfires and this recovery campaign leverages that support to show the world how truly special NSW's experiences and destinations are," Mr Mahoney said.

"NSW 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."

Joining the #LoveNSW movement is easy:

1.  Book a trip to NSW
2.  Capture a photo in an iconic and inspiring NSW location, framed by your hands in a heart shape
3.  Share the photo on social media with the hashtag #LoveNSW