China Southern Airlines and Destination NSW (New South Wales) launched a joint promotional campaign in Guangzhou on April 23 to highlight the 2025 Vivid Sydney Festival and strengthen tourism ties between China and Australia.
The Vivid Sydney Festival, scheduled from May 23 to June 14, 2025, is the Southern Hemisphere's largest annual celebration of light, music, and ideas. This year's event will explore the theme "Dream," transforming Sydney with five themed zones that feature light installations, live music, creative showcases, and culinary experiences—over 75% of which are free to the public.
As the leading Chinese carrier operating routes to Australia, China Southern Airlines currently offers 17 weekly flights from Guangzhou and Shenzhen to Sydney. The airline stated that its expanded partnership with Destination NSW marks a new milestone in bilateral cultural and tourism cooperation, aiming to attract more Chinese travelers to Australia's vibrant cultural scene.
Destination NSW hopes this collaboration will further increase arrivals from China, which remains one of New South Wales's top international visitor markets—with nearly 469,000 Chinese tourists visiting the state in 2024 alone. The Vivid campaign is expected to draw more tourists not only to Sydney but also to the wider state, promoting regional attractions such as wildlife, wine, coastal retreats, and outdoor adventures.
Reporter | Zeng Xiangxing
Photo | Zeng Xiangxing
Editor | Hu Nan, James, Shen He
