Tourism Australia intensifies China partnership

Published on : Sunday, July 5, 2015

Tourism AustraliaThis week Tourism Australia has signed three important strategic marketing deals in China in order to promote Australia to high yielding travellers and business events professionals in an overseas tourism market now valued at $5.7 billion annually.



The commercial deals were all signed in Shanghai by Tourism Australia Managing Director John O’Sullivan, its outgoing Chairman Geoff Dixon and new Regional General Manager for Greater China, Andrew Hogg.



The extensive, multiple marketing deals comprise partnership agreements with two major airlines – China Eastern Airlines and Singapore Airlines and also with Alibaba, which is one of China’s largest e-commerce companies specializing in travel services.



According to Mr O’Sullivan each of the agreements were different in nature but, together, would help strengthen distribution and Australia’s ability to target China’s rapidly growing and lucrative free and independent travel (FIT) segment.



The first deal was signed with Alibaba. Recently the company has launched an electronic transaction site called Alipay, where Chinese consumers can purchase customised travel packages.



This three-year partnership will help Australia to become the first overseas long-haul destination to have its own dedicated sales webpage on Alitrip’s website. The portal will be co-branded using ‘There’s Nothing Like Australia’ campaign assets and feature Australian travel packages offered by Tourism Australia’s dedicated network of preferred travel distribution partners in China.



The second deal signed in China was with China Eastern Airlines. The new deal extends present memorandum of understanding by a further three years and will see the two parties jointly spend up to $11.5 million on campaigns and other marketing activities at a time when the airline expects to significantly expand its services to Australia.



At present China Eastern Airlines run 68 direct flights a week between Beijing, Shanghai and Nanjing in China and Sydney, Melbourne and Cairns in Australia.



And the final agreement with Singapore Airlines focuses on business events within the Greater China market, complementing and existing MoU already in place between the two parties which covers the leisure market.



Under the new agreement, each parties will each contribute A$1.35 million towards jointly developing a range of campaigns, marketing and promotion activities within Greater China, targeting MICE agents and corporate buyers.



Mr O’Sullivan said the three deals would give Tourism Australia significant competitive advantage in a market which was being aggressively targeted by an increasing number of global tourism destinations.



The three deals signed in Shanghai complement other destination marketing and distribution activities already being undertaken by Tourism Australia for the China visitor market, and developing a new network of specialist travel agencies to sell high yielding Australian holiday packages.


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