Last updated: 10:39 AM ET, Tue March 24 2015

New South Wales Tourism Courting a Booming Chinese Market

Features & Advice | Patrick Clarke | March 24, 2015

New South Wales Tourism Courting a Booming Chinese Market

In an effort to further promote the popular southeastern Australian state of New South Wales to its top inbound visitor market, Destination NSW has organized a week-long mission to win over Chinese travel partners.

Running from March 22 through March 28 in the Chinese cities of Wuhan and Guangzhou, the promotional campaign will see as many as 30 different NSW tourism operators participate. 

"This initiative helps us take advantage of the growing demand from China, with NSW operators showcasing experiences on offer in our State to key Chinese trade partners, increasing their knowledge and awareness of our destinations and products," said Destination NSW CEO Sandra Chipchase. "It will also assist NSW suppliers to build and strengthen their relationships with Chinese product managers, and provide opportunities to contract with wholesalers."

But this month's campaign is part of a much bigger picture for Destination NSW, which is approaching the midway point of its 2012-20 China Tourism Strategy.

"China is our State's top inbound visitor market. In the year ending September, more than 443,000 Chinese visitors stayed 12.1 million nights in NSW, spending more than $1.5 billion, so it's important we continue to work with the Chinese travel trade industry to further increase the number of Chinese visitors to NSW and ensure NSW remains the most popular destination," added Chipchase.

Participating tourism operators will also be invited to extend their stay and take part in a roadshow scheduled to visit half of a dozen cities across South China, where the plan is to further promote the NSW capital of Sydney and some of the state's other itineraries.

"This is another great opportunity to show why NSW is Australia's number one destination, highlighting some of the great tours, activities, accommodation options and spectacular locations that make us a perfect destination for Chinese travellers," said Chipchase.

The Australian Cruise Group, Starwood Australia Hotels and Merlin Entertainments Group are among the more than two dozen tourism operators set to take part in this week's mission in China.

Destination NSW's latest effort comes on the heels of a study released earlier this month that forecasts significantly increased demand for Chinese outbound travel over the course of the next decade. 

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