Tourism Australia signs deals with China

Duan Zhu
The tourism board has signed new partnership deals with China Eastern Airlines

Tourism Australia has signed three important strategic marketing deals in China this week aimed at promoting Australia to travellers and business event professionals.

The tourism board has signed new partnership deals with China Eastern Airlines, Singapore Airlines and Chinese e-commerce company Alibaba. The deals were signed in Shanghai by Tourism Australia’s John O’Sullivan and Geoff Dixon and Andrew Hogg for Greater China.

“These are three partners who are well established within China and who also have the ability to reach our target customer. What’s so important about these deals is that it gives us strong commercial platforms to convert new and high yielding business for Australia,” said Dixon.

Tourism Australia has extended its partnership with China Eastern by a further three years, with the two parties agreeing to invest up to AU$11.5 million on marketing activities.

The agreement with Singapore Airlines includes joint campaigns worth AU$2.7m, targeting the Chinese based eTour company China MICE Planner and corporate buyers.

The three year agreement with Alibaba will see Australia become the first overseas long-haul destination to have its own dedicated sales page on the Alitrip website.

“The partnership with Alibaba is a landmark deal since it gives us a huge distribution and conversion platform within our most valuable international market,” said O’Sullivan. “It also gives us access to consumer data which will help us better target our destination message and sell quality Australian holiday packages within a market which is already worth AU$5.7 billion a year to us.”

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