Tourism Australia and China Southern Airlines sign first-ever partnership to boost business events.
Tourism Australia (TA) and China Southern Airlines (CZ) have signed a three-year Memorandum of Understanding to specifically develop the business event travel sector in China – the first of such an agreement signed between the two organizations.
Both organizations will work together to develop marketing campaigns and promotional activities targeting MICE agents and corporate buyers in China, which is now Australia largest source of visitors at 1.4 million, as of the end of May 2018.
“Since 2011, China has been the most valuable inbound tourism market and continues to be highly significant to Australia,” says Tourism Australia managing director, John O’Sullivan. “Our new partnership with China Southern Airlines will enable us to dedicate more efforts to tap into the Chinese business event sector, which has great potential for Australia.”
There were 100,000 business events visitors to Australia from China in the year ending March 2018, an increase of 11%, with a total spend of AUD586 million (USD425 million), up 12% on the same period in 2017.
“China Southern highly values Australia as a market offering boundless attractions to entice even the savviest of Chinese travelers which is why we continue to invest significantly in our Australia flights network and in promoting Australia as the must-go destination. The business event sector offers new opportunities for the airlines to expand its operations,” says Tan Wangeng, president & CEO of China Southern Airlines, which has about 50 direct flights to Australia weekly.
Tourism Australia also recently announced its major incentive showcase for the China market – the Business Events Australia Greater China Showcase – will be held in Australia for the very first time in November. More than 60 Greater China buyers and media expected to attend. The event programme includes business to business meetings, a host city showcase and an educational programme.