Destination NSW will this week host a high profile delegation of Chinese Travel
distributors based in Mainland China, to showcase NSW’s luxury experiences.
CEO of Destination NSW, Sandra Chipchase said the visit is a significant market
development opportunity for the NSW tourism industry.
“This six-day visit will give highly influential decision makers from China’s booming
tourism industry the opportunity to experience, first-hand, some of the unique luxury
lifestyle experiences on offer in Sydney and regional NSW.
“Whilst in NSW, the delegation will encounter world class luxury – from experiencing
Sydney by seaplane and attending a spectacular performance of Handa Opera on
Sydney Harbour; to wine tasting in the Hunter Valley; challenging themselves on
some of our finest golf courses; and riding Harley Davidsons along the Grand Pacific
“The visit also supports our other recent successful initiatives to position Sydney and
NSW as a number one destination in China’s luxury travel market, and follows the
launch of the NSW Golf guide, the only NSW travel guide written specifically for
Chinese golf enthusiasts,” Ms Chipchase said.
Ms Chipchase said the visit is part of Destination NSW’s long-term strategy to build
partnerships with Chinese tourism leaders and increase visitation and expenditure
from the Greater China market to NSW.
“Destination NSW has secured this delegation of Chinese tourism chiefs through its
strong partnership with China Southern Airlines. The trade delegation is part of our
proactive strategy to build networks in China to grow and sustain inbound tourism.
“Destination NSW is working to further grow solid trade partnerships both in market
and here in Australia to ensure NSW is an international destination of choice to
luxury travellers – a key segment of the growing Chinese visitor market,” Ms
The International Visitor Survey results for the year ending December 2011 showed
that visitor numbers to NSW from Mainland China continue to grow steadily, with
302,752 visitors coming to NSW, an increase of nearly eight per cent on the previous
year. It is estimated that these visitors spent a total of $1.2 billion in NSW, an
increase of almost 10 per cent on the previous year.