Destination NSW has signed a Memorandum of Understanding (MoU) with GZL International Travel Service, one of the largest outbound travel agents in China, to drive visitation to NSW through immersive travel.
The agreement aims to develop a program of themed travel routes, exclusive group tours and customized free and independent tourism (FIT) products that showcase Sydney and NSW’s local culture. Leveraging GZL’s extensive network across the Greater Bay Area and other Chinese cities, the partnership will enhance market penetration through promotions, themed events, major travel expos and industry training sessions, deepening understanding of NSW's diverse tourism offering among Chinese visitors.
The Chinese market represents a significant contribution to international tourism for NSW. In the year ending December 2023, China ranked number one in expenditure and nights spent in NSW, reflecting $3.02 billion in expenditure and 287,000 visitors. More recently in the year ending June 2024, China was one of the top three international source markets among United States and New Zealand to NSW.
Over the past decade, GZL has continually increased its visitor numbers to NSW by 20 per cent annually. The new MoU will enhance collaboration in product development and market engagement by leveraging the commercial assets of GZL’s parent company, Lingnan Group, including shopping malls and hotels, to create diverse and immersive pre-travel experiences that stimulate demand.
Additionally, as part of the agreement, Destination NSW and GZL will focus on joint activities that are designed to shine a spotlight on NSW destinations and major events within the Chinese community. Collaborative projects vary across a range of initiatives and programs such as cooperative consumer marketing campaigns, media and social programs and trade support.
Destination NSW CEO Steve Cox said the renewed cooperation will enhance awareness of NSW's latest travel information among the Greater Bay Area and other target cities across China.
“The continuous development of quality travel products is expected to boost tourism enthusiasm for NSW and the partnership will also focus on providing Chinese visitors with unforgettable experiences, fostering sustained growth and development.
“This MoU with GZL is an important step forward for one of the state’s most important inbound markets. In the year ending December 2023, China was ranked number one for visitor expenditure in NSW and fourth for overall number of visitors. NSW is also home to Australia’s largest Chinese diaspora.
“Whether it’s visiting family and friends or discovering the incredible cultural and natural experiences that exist right across our state, through this agreement with GZL we look forward to welcoming more visitors to NSW from one of our most important markets.”
In addition to their existing travel package offering, GZL will introduce a new NSW travel route called Deep Dive into New South Wales for 8 Days, which will take visitors through the distinctive character of regional towns along the iconic Pacific Coast and to the annual Grafton Jacaranda Festival, creating a unique and memorable local experience for visitors.
Chairman and President of GZL Wenzhi Zhao said the collaboration with Destination NSW had strengthened the partnership model between the two parties, which had developed over 15 years.
“With the signing of this MoU, both parties will not only continue to collaborate on premium tourism development, product innovation and market engagement, but we will also be able to leverage GZL’s nationwide operational network to organize trade training and consumer engagement sessions in target cities across China to enhance market knowledge of the latest travel information about Sydney and Regional NSW.
“In addition, collaborating with middle to high-end shopping malls and hotels under the Lingnan Group will enrich the immersive pre-travel experiences for local residents, tapping into potential travel demand and deepening tactical campaigns.”
