Destination NSW has showcased NSW visitor experiences and businesses to key travel buyers from China, Hong Kong, Taiwan and South Korea.
Around 60 wholesalers, retail agents and online travel agencies took part in the Focus on North Asia program from 10-20 November 2024, which highlighted the state’s diverse visitor experiences to these important inbound tourism markets.
Through the program 30 visitor economy businesses from across the state benefitted from one-on-one meetings and networking opportunities with the delegation, forging connections that will open doors and expose NSW to new and bigger audiences.
These four key markets make a major contribution to the NSW visitor economy, with nearly 840,000 visitors from China, Hong Kong, Taiwan and South Korea spending a combined $4.86 billion dollars in NSW in the year ending June 2024.
Australian Bureau of Statistics data shows China was the top source country for inbound visitors to NSW in September 2024, while South Korea was the third largest source country for inbound visitors during the period.
The Focus on North Asia program leveraged this opportunity by inviting the delegation to immerse themselves in visitor experiences firsthand. They received a taste of the state during a dinner at the Manly Pavilion that showcased NSW produce and visited NSW locations including Jervis Bay, Shoalhaven, Hunter Valley, Southern Highlands, Port Stephens, Newcastle and the Blue Mountains.
Destination NSW CEO Steve Cox said: “Destination NSW is committed to strengthening partnerships between key travel partners in the North Asia markets and NSW visitor economy businesses. The relationships established between local operators and the delegation will play a crucial role as we work together to leverage the opportunity to boost visitation to NSW from China, Hong Kong, Taiwan and South Korea.
“This visit provided the delegation with a firsthand experience of the diversity and vibrancy of our state and we are confident they leave with unforgettable memories of connecting with the people who make the NSW visitor experience truly unique, authentic and captivating.”
Hong Kong Wing On Travel Service Assistant GM – Long Haul & Cruise Zoe Cheng said: “Travellers from Hong Kong want to experience something that is different, such as Sydney Oyster Farm Tours, which was so special. After taking part in the Focus on North Asia famils and appointments I will try to add these sorts of experiences to our future itineraries.”
Glenbernie Orchard General Manager Jo-Anne Fahey said: “The Focus on North Asia event was an invaluable introduction and a foot in the door. The North Asia market is critically important to our business, helping fill gaps in the year when there are fewer local visitors. It gives continuity for my staff as well.”
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