Destination NSW partners with GZL International Travel Service to boost tourism from China

Destination NSW partners with GZL International Travel Service to boost tourism from China
Edited by Travel Weekly


Destination NSW has signed a Memorandum of Understanding with GZL International Travel Service, one of China’s largest outbound travel agents, to enhance visitation to NSW through immersive travel experiences.

The partnership aims to develop themed travel routes, exclusive group tours, and customised free and independent tourism (FIT) products that showcase Sydney and NSW’s rich culture.

Leveraging GZL’s extensive network across the Greater Bay Area and other Chinese cities the collaboration will promote NSW’s diverse tourism offerings through targeted events, promotions and industry training.

In 2023, China was the top market for international tourism in NSW, contributing $3.02 billion and 287,000 visitors. GZL has increased its visitor numbers to NSW by 20 per cent annually over the past decade. The new MoU will enhance product development and engagement, tapping into GZL’s parent company, Lingnan Group, to enrich pre-travel experiences through its shopping malls and hotels.

Destination NSW CEO Steve Cox highlighted the MoU’s significance for boosting tourism and providing unforgettable experiences for Chinese visitors. GZL will also introduce a new travel route called “Deep Dive into New South Wales”, featuring regional towns and the Grafton Jacaranda Festival.

“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,” he said.

“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.”

GZL Chairman Wenzhi Zhao expressed excitement about the partnership, highlighting its potential for product innovation and market engagement to attract more travellers from China. This collaboration aims to strengthen the connection between NSW and one of its most important tourism markets.

Latest News

  • Conferences
  • Tourism

Robert Irwin’s plea to travel industry: Spend tourism dollars on supporting the planet

Spend your tourism dollar wisely to protect the planet when travelling, TV personality, conservationist and wildlife advocate Robert Irwin told a fascinated audience in the final session of the 24th Global Summit World Travel & Tourism Council in Perth (Boorloo) today (Thursday). “When you’re travelling, think about where your money’s being spent,” he told host […]

  • Conferences
  • First Nations
  • Tourism

Indigenous tourism drives economic growth: The World Travel & Tourism Council finds

Indigenous tourism is projected to contribute US$67 billion ($AU100b) to the global economy by 2034, a landmark World Travel & Tourism Council has found. This economic boom is fuelled by increasing demand for authentic cultural experiences, in countries such as Australia, Canada and the United States, among others. The report showcases the sector’s role in […]

  • Conferences
  • Tour Operators
  • Tourism

Perth’s Matagarup Zip+Climb becomes world’s first member of WTTC’s ‘Together in Travel’ for SMEs

Perth’s Matagarup Zip+Climb co-founder Ryan Mossny has been named the world’s first member of the World Travel & Tourism Council’s new ‘Together in Travel’ program for Small and Medium Enterprises (SME). Announced at the 2024 Global Summit in Perth (Boorloo), today the ‘Together in Travel’ program is a unique initiative aimed at providing support and […]