Northern Territory tourism delegation wraps up visit to China aimed at strengthening ties with economic powerhouse in Guangzhou.Tourism Minister focused on unlock high-value, high-volume market for Territory operators, reinforcing China Southern and business-to-business links.Finocchiaro CLP Government continues to take strong action to grow the visitor economy, support local businesses, and position Territory as destination of choice.
Minister for Tourism and Hospitality, Marie-Clare Boothby has returned from a targeted trade mission to Guangzhou, strengthening the Northern Territory's tourism relationships and unlocking new opportunities in a high-value, high-volume market.
Led by Tourism and Events NT from 23-25 April, the mission brought 15 Territory operators face-to-face with more than 130 frontline travel agents and key distribution partners from across China.
Minister Boothby said the visit was about delivering real outcomes for the Territory economy, as we aim to grow the visitor economy to $3 billion and 1.7 million visits by 2032.
"This mission was about showing that we are serious about growing our share of the Chinese traveller market, about elevating the Territory's profile on the world-stage, and about converting increasing interest and exposure into bookings," she said.
"China - and particularly Guangzhou and the wider Guangdong province - offers the Territory a high-value and highly concentrated market."
"By engaging at the most senior level with industry leaders and officials, we're making it clear to the region: there is nowhere in the world like the Territory, and our doors are open."
China is one of the Territory's fastest growing international markets, with 12,000 visitors contributing $31 million to the economy and 277,000 visitor nights in the year ending December 2025. Guangzhou alone accounts for around 40 per cent of Chinese travellers to Australia.
During the mission, Minister Boothby met with senior representatives from the Australian Consulate-General, Tourism Australia, Austrade and key tourism partners to advocate for policy settings and partnerships that grow visitation, increase spend and support Territory jobs.
"Guangzhou is a city of around 18 million people, in the affluent Guangdong province, home to 127 million. Even a small increase in market share would make a remarkable difference to Territory businesses," she said.
Minister Boothby also met with China Southern Airlines senior executives to reinforce the economic importance of the Guangzhou-Territory connection to both Chinese travellers and Territory businesses.
"China Southern is the largest airline in Asia, and partnerships like this are critical to building demand and securing the future of aviation routes, particularly as we strive toward our target of an additional 4,400 plane seats by 2032."
The delegation had a unique opportunity to engage with one of China's largest outbound travel agencies, GZL, which operates more than 300 offices across Guangdong province and ranks Australia among its top destinations.
Alexandra Dye, Business Manager at Uluru Segways said, "In recent years, the China market has become a significant source market for our business and presents an opportunity for considerable future growth."
"Attending trade events run by Tourism and Events NT, like the recent China Mission are essential in supporting our small business reach key partners in market, build business relationships and continue to grow our business."
Alex Murray, Portfolio General Manager at Thyme Hospitality said, "'The Tourism and Events NT mission to Guangzhou was a highly valuable and successful trip for the Northern Territory. We saw firsthand the strong level of interest from Guangdong-based agents and partners, many of whom are actively searching for new and unique destinations to bring to their clients."
"What really stood out was the genuine curiosity and enthusiasm for the Territory's experiences, especially our nature-based tourism and rich cultural offering. It's clear there's a real opportunity to grow awareness in this market, and this mission was an important step in building those foundations."
"The partnerships TENT has already established has been incredibly helpful in opening doors and supporting the conversations and connection. It gives me real confidence that we'll see tangible results, through increased visitation via stronger, long-term partnerships."
Minister Boothby highlighted that, from international sport and major events to our rich history and one-of-a-kind parks and wildlife, the world was taking notice of the Territory like never before, and said that the government was committed to converting that attention into meaningful results.
"In markets like China, relationships matter. You cannot build them from behind a desk. You have to be there," Minister Boothby said.
"In our year of growth, certainty, and security, we are building on growing international interest to bring in real investment and tangible outcomes for Territorians."
The Minister and one accompanying staff member travelled at a total cost of $19,615.88.
