Destination NSW has partnered with China Southern Airlines and Xiamen Airlines to celebrate milestone anniversaries for their China to Sydney routes.

In 2025, China Southern Airlines marked the 25th anniversary of direct flights from Guangzhou to Sydney, while Xiamen Airlines celebrated the 10th anniversary of its direct service from Xiamen to Sydney.

China Southern recently expanded the Guangzhou–Sydney route to three daily flights year-round for the first time, with a fourth daily service during the peak Lunar New Year period.

Destination NSW has launched partnership campaigns with China Southern Airlines and Xiamen Airlines to highlight their long-standing connections with the state and to drive future demand. The campaigns include trade and media familiarisations, in-flight theming, influencer engagement and social and digital advertising.

The China Southern Airlines campaign commenced on 6 December and will be live until May 2026. It will focus on Sydney, the Blue Mountains, Central Coast, Newcastle, Port Stephens, the Hunter Valley, Coffs Harbour, Port Macquarie, Ballina, Byron Bay, Tweed Heads, Kiama, Wollongong and Jervis Bay and events including New Year’s Eve, Chinese New Year, Handa Opera on Sydney Harbour and Vivid Sydney.

Activity with Xiamen Airlines launched in October and will be live until June 2026. Among the destinations featured are Sydney, the Blue Mountains, Central Coast, Port Stephens, the Hunter Valley, Kiama and Jervis Bay, alongside events including Sculpture by the Sea, Lunar New Year and Vivid Sydney.

Tourism Research Australia data shows China was the largest international source market for NSW in the year ending September 2025. The state welcomed 520,600 Chinese visitors during the period (up 21.1 per cent year-on-year), who stayed 20.3 million nights (up 15.1 per cent) and spent a record $5 billion (up 43.9 per cent year-on-year) during their trips.

Most Chinese visitors to Australia do not travel as part of a tour group (89 per cent), while 53 per cent are independent travellers. Increasing numbers of younger Chinese travellers are being drawn to NSW by its natural and cultural assets, world-class events and opportunities to enjoy exceptional food and wine — in the year ending September 2025, 50 per cent of Chinese visitors to NSW were aged 15-34.

China Southern Airlines campaign activity:

  • Promotion and inner decoration of the themed flight (6 December 2025). Theming included a cabin crew announcement and interaction with passengers, ads on luggage rack and pillow covers and holding boards for photo opportunities
  • In-flight video on 500 aircraft in February 2026
  • Paid digital, social and ads with online travel agency Zuzuche
  • China Southern Airlines media and influencer famil from 6-12 December 2025, visiting Sydney, Central Coast, Newcastle and Port Stephens
  • China Southern-hosted Sydney Route 25th anniversary gala dinner on 8 December at Doltone House Hyde Park.

Xiamen Airlines campaign activity:

  • Inflight magazine content
  • Themed flight to celebrate the 10th anniversary of the Xiamen - Sydney flight route, including cabin crew announcement and interaction, themed drink arranged for business class, and anniversary souvenirs for all passengers, as well as luggage rack ad stickers (5 December 2025)
  • Joint marketing activity with online travel agency Tong Cheng - social, digital ads, OOH, B2B training sessions
  • Joint marketing activity with Xiamen Airlines International Travel Agency; inflight magazine, social, inflight headrest covers and tray tables
  • Two influencers travelling from 26-31 October posting to Rednote, Douyin, Weibo and WeChat. Itinerary included Sydney, Bondi, Central Coast, Port Stephens and Hunter Valley
  • Xiamen Airlines trade famil from 30 November – 6 December with itinerary including Sydney, the Blue Mountains, Central Coast, Port Stephens and Hunter Valley.