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Destination NSW Appoints New Regional Manager in China

July 5, 2016 Appointments No Comments Print Print Email Email

Destination NSW Chief Executive Officer Sandra Chipchase announced today that Mr Nathan Pei has been appointed as Regional Manager China, supporting the State’s tourism and major events agency to further increase overnight visitation from China to NSW.


“China is the largest inbound market for NSW and I am delighted to announce that Nathan Pei will be taking up this key position to promote NSW,” Ms Chipchase said.

“Based in Shanghai, Mr Pei will lead Destination NSW’s operation in China including managing offices in Shanghai, Chengdu and the Beijing office, which opened in April 2016.

“Mr Pei will develop strategic marketing programs working closely with Destination NSW’s airline, wholesale, retail and online travel agent partners to maximise opportunities to grow tourism nights and expenditure from China for our State.

“In the year ended March 2016, visitors from China spent $2.6 billion in NSW. The incredible growth in this market is a testament to the extraordinary work achieved by the team at Destination NSW in partnership with the industry.”

Mr Pei said he was delighted to accept the Regional Manager China role with Destination NSW and the opportunity to contribute to driving visitation to Sydney and Regional NSW.

“Destination NSW has a global reputation for innovative, world-class tourism marketing and securing the most exciting events. I am looking forward to helping build on NSW’s position as the preferred destination for Chinese travellers to Australia,” Mr Pei said.

Prior to joining Destination NSW, Mr Pei held the position of Director Greater China at the Scandinavian Tourist Board where he was accountable for Mainland China, Hong Kong and Taiwan operations as well as developing and executing strategies and marketing programs with key Chinese travel trade organisations.

Mr Pei has had 18 years’ experience in China having worked in outbound tourism for leading agencies. Previously, he was the Marketing Director at TUI China Travel and Marketing Manager for Club Mediterranean (China). Mr Pei has also worked with Huayuan International Travel Co Ltd. and UTour International Travel Service.

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