Multiculturalism is a concept that is hotly contested and deployed in a wide range of discourses with different meanings, different strategic purposes, and with different effects. This paper explores the strategic use of multiculturalism to promote Australia, and its largest most globalized city, Sydney, in the 1990s. The paper begins by examining official policies around multiculturalism in Australia, the ambivalent responses to these within and outside of government arenas, and the more recent shift in government focus to the economic significance of multiculturalism. The paper then looks at how multicultural discourses have been deployed by the Australian and New South Wales governments. “Entrepreneurial multiculturalism” draws on multicultural discourses of a number of kinds, for example: the demographic-descriptive; Australia’s strategic proximity to Asian markets; the exotic; and images of harmony to sell Australia and syndey. In the political climate of the late twentieth century, however, the period of the texts discussed here, the use of multicultural discourses as a form of national and city promotion, particularly images of harmony, sat uncomfortably in the wider political scene which was much more ambivalent about, and sometimes hostile to, the diversity of Australia's population. As such entrepreneurial multiculturalism could be argued to be a strategic political move on the part of both the federal and state governments at this time.