Chinese tourists visit the Big Prawn in Ballina, NSW. Image: Robert Mckell

In an effort to drive the growth of visitors and expenditure from China, the NSW Government launched the China Tourism Strategy 2012-2020.

The $15 million state government-funded plan aims to increase tourism from China in order to double visitor expenditure to NSW by 2020.

Destination NSW developed the basis for the new strategy.

“This is a very important announcement which will greatly enhance tourism from China to NSW, which is currently worth about $1.1 billion a year,” Minister for tourism major events and arts George Souris said.

“This plan will directly encourage visitors from China, our largest tourist market and support the NSW tourism sector to achieve industry best practice.

The China Tourism Strategy 2012-2020 is the first strategic program the NSW Government has formulated in response to the Visitor Economy Taskforce (VET) Report which was released in August this year.

The plan focuses on eight key areas – extending marketing activities in China, supporting aviation development, targeting high-performing sectors, improving quality of experiences, increasing consumer promotion, strengthening trade networks, expanding government and commercial partnerships and increasing resources to drive market growth.

“Sydney and NSW are the best prepared and most highly motivated markets to welcome China. With our iconic attractions, world class arts, cultural and sporting events, award-wining hotels and culturally aware visitor experiences, we are perfectly positioned to double China tourism by 2020,” Mr Souris said.