NSW to draw-in Chinese individuals, MICE

The NSW Government received the green light from Chinese officials yesterday to increase promotional activity to its second largest overnight market.

The Memorandum of Understanding (MOU) signed earlier this week broadens the current Approved Destination Scheme and allows Australia to extend its campaign targets from group holiday-makers to individual and MICE travellers, Minister for Tourism and Major Event George Souris explained.

China is a “crucial, fast developing market for NSW”, attracting up to 359,000 overnight visitors in 2010 and contributing up to AU$1.2 billion to the economy,  Minister Souris stressed.

The NSW Minister added that additional marketing and increase in air services between China and Sydney would contribute to the project Chinese arrivals growth to up to 1.1 million by 2019.

 “The NSW Government is committed to supporting efforts to strengthen and grow the opportunities represented by the Chinese visitor market, an example being the recent campaign undertaken with China Southern Airlines and Tourism Australia to promote Sydney and NSW as an exciting holiday destination,” he said.

Focusing on visitor satisfaction, NSW is looking to implement a Visitor Economy Taskforce which will work to ensure Chinese travellers will return from their holiday in NSW and “recommend Sydney and NSW to their friends”, Minister Souris concluded.

Source = e-Travel Blackboard: N.J
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