The memorandum of understanding with GZL International Travel Service – one of the largest outbound travel agents in China – is geared to drive tourism to NSW.
The partnership will leverage GZL’s network across the Greater Bay Area and other Chinese regions to enhance market penetration through promotions, themed events, major travel expos and industry training sessions.
It aims to develop a program of themed travel routes, exclusive group tours and customised free and independent tourism products that showcase Sydney and NSW’s culture.
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.
During the past decade, GZL has increased its visitor numbers to NSW by 20 per cent annually.
The new memorandum of understanding 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 designed to shine a spotlight on NSW destinations and major events within the Chinese community.
Destination NSW CEO Steve Cox says the renewed cooperation will enhance awareness of NSW’s latest travel information among the Greater Bay Area and other target regions across China.
“This memorandum of understanding with GZL is an important step forward for one of the state’s most important inbound markets,” he says.
“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 GZL’s existing travel packages, the company will introduce a new eight-day NSW travel route called “Deep Dive into NSW”.
The tour will take visitors through regional towns along the Pacific coast and to the annual Grafton Jacaranda Festival, creating a memorable experience for visitors.
GZL chairman and president Wenzhi Zhao says the collaboration with Destination NSW strengthens the partnership between the two parties that has developed during the past 15 years.
“With the signing of this memorandum of understanding, both parties will not only continue to collaborate on premium tourism development, product innovation and market engagement, but we will be able to leverage GZL’s nationwide operational network to organise 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,” he says.
“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.”
