Destination NSW is boosting spring visitation to regional NSW through a new cooperative partnership campaign with GZL International Travel Service.

The campaign is part of a two-year Memorandum of Understanding (MoU) between Destination NSW and GZL, one of the largest outbound travel agents in China.

It includes marketing activities such as OOH, radio, social media and offline activations in shopping malls.

Activations in four shopping malls in Guangzhou promote group travel to Sydney and regional NSW during jacaranda season, including itineraries featuring the Grafton Jacaranda Festival.

Held from 24 October 2025 to 2 November 2025, Grafton Jacaranda Festival celebrates the purple jacaranda blossoms that fill many of the town’s avenues during spring.

Purple is a popular colour in China, traditionally associated with wealth and nobility. In modern China it also symbolises romance and love, similar to red and pink in Western countries.

The shopping mall activations are expected to be seen by more than one million people during the campaign.

The latest Australian Bureau of Statistics data shows China was the top source market for short-term visitor arrivals to NSW in July 2025.

Tourism Research Australia data also shows NSW was the top Australian destination for Chinese visitors in the year ending March 2025, attracting 493,600 travellers from mainland China, who spent $4.3 billion and stayed 19.1 million nights.