UNDER a new agreement, the destination marketing body for NSW will collaborate with GZL International Travel Service to attract Chinese visitors to the state.
The two parties will develop themed travel routes, exclusive group tours and customised 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 entice visitors through promotions, themed events, major travel expos and industry training sessions.
The new MoU will also utilise the commercial assets of GZL’s parent company, Lingnan Group, including shopping malls and hotels, to create immersive pre-travel experiences that generate 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.
“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,” said Destination NSW CEO, Steve Cox.
“This MoU with GZL is an important step forward for one of the state’s most important inbound markets,” he added, pointing out that China ranked number one for visitor expenditure in NSW last year, with 287,000 visitors spending $3.02 billion.
Chairman and President of GZL Wenzhi Zhao said the collaboration with Destination NSW has strengthened the 15-year partnership between the two parties.
“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.”
Over the past decade, GZL has continually increased its visitor numbers to NSW by 20% annually.
