North Asia travel buyers immerse in NSW’s unique visitor experiences
From November 10 to 20, 2024, around 60 wholesalers, retail agents, and online travel agencies participated in the Focus on North Asia program
Destination NSW has unveiled the state’s diverse tourism offerings to travel buyers from China, Hong Kong, Taiwan, and South Korea, driving growth in these key inbound markets.
From November 10 to 20, 2024, around 60 wholesalers, retail agents, and online travel agencies participated in the Focus on North Asia program. This initiative offered firsthand experiences of New South Wales’ unique attractions, connecting 30 local tourism businesses with key international buyers through one-on-one meetings and networking opportunities.
Read the print edition of AccomNews HERE
The economic impact of these markets on NSW is significant. Visitors from China, Hong Kong, Taiwan, and South Korea spent a combined $4.86 billion in the state in the year ending June 2024, with China ranking as NSW’s top source of inbound tourists in September 2024, and South Korea securing third place, according to the Australian Bureau of Statistics.
The program included immersive experiences across iconic NSW destinations such as Jervis Bay, Shoalhaven, Hunter Valley, Southern Highlands, Port Stephens, Newcastle, and the Blue Mountains. Delegates also attended a dinner at Manly Pavilion, featuring local NSW produce.
Destination NSW CEO Steve Cox highlighted the importance of fostering relationships with these markets:
“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 boost visitation to NSW.”
Participants were equally enthusiastic about the program’s impact!
Zoe Cheng, Assistant GM of Long Haul & Cruise at Hong Kong’s Wing On Travel Service, shared: “Travellers from Hong Kong want unique experiences like the Sydney Oyster Farm Tours. After participating in the Focus on North Asia program, I’m inspired to include these special activities in our future itineraries.”
Jo-Anne Fahey, General Manager of Glenbernie Orchard, noted the importance of these markets for sustaining her business year-round: “The North Asia market is critically important to our business, helping fill gaps when there are fewer local visitors. This event was an invaluable introduction and a foot in the door.”
The Focus on North Asia program represents a strategic move to showcase NSW as a must-visit destination for North Asian travellers, strengthening the state’s visitor economy and forging lasting international connections.
Mandy has over two decades of experience in accommodation and tourism industry writing, and she is also an accomplished editor and publisher. As co-Director of Multimedia Pty Ltd, a trusted B2B content provider for the accommodation and education sectors in Australia and New Zealand, she oversees high-quality print and digital content across notable publications, including AccomNews, Resort News, and School News, along with the property listing platform AccomProperties. Mandy’s contributions have been recognised with the Female Leader Award at the Best of Tourism 2023 and the ARAMA Life Member Award in 2024.