Destination NSW has confirmed it will strengthen its agreement with Qantas as part of a new plan to grow the number of Chinese tourists.
State minister for tourism George Souris confirmed the government will invest $15 million over four years in the China Tourism Strategy 2012-2020 as it strives to double visitor expenditure by the end of the decade.
The plan will see the tourism body ramp up its support of aviation and route development between Australia and China, with its existing marketing partnership with Qantas to receive a boost.
It will also deepen deals with China Southern, China Eastern and Sydney Airport.
Other areas for attention will be the extension of marketing activities into Greater Beijing, Greater Shanghai, Guangdong Province and Chengdu. In addition, Destination NSW will target high performing consumer segments and improve the quality and range of visitor experiences.
Consumer promotion will be another focus along with the strengthening of trade distribution networks and commercial and government partnerships.
Destination NSW will expand its offices with two additional business development staff in Shanghai and Hong Kong to implement the new strategy.
Souris claimed Sydney and NSW are the “best prepared” and “most highly motivated” markets to welcome China.
