Millennials are the flavour of the month for the NSW Government when it comes to tourism. The new partnership between Destination NSW and STA Travel is aimed at encouraging young international travellers to head down under and visit Sydney, as well as a range of unique regional centres. Destination NSW's chief executive has said that the partnership is a promising venture into the elusive Gen Y arena. "Youth tourism is a rapidly growing market and one we have targeted for visitor growth in NSW. Last year we achieved a new record, with over a million young people travelling to NSW in the year end June 2014, the first time any state has reached his figure over a 12 month period, and an increase of 4.2% on the previous year's figures. The new agreement will enhance the popularity of NSW destinations for young travellers by directly promoting the state both in-store and online. It will focus on key markets such as the UK, Germany, USA, Singapore, Japan and New Zealand." The announcement comes off the back of various youth campaigns undertaken by Destination NSW in 2014, trying to attract young working holiday markets and backpackers to the state.