Tourism Australia and China Eastern Airlines partner to boost visitation from China
Minister for Trade, Tourism and Investment Simon Birmingham said aviation partnerships like this one were critical to bringing more travellers to Australia.
“Tourism Australia’s new agreement with China Eastern Airlines will see the two partners work together across a range of marketing initiatives aimed at attracting high-value first time and repeat travellers to Australia from China over the next three years,” Birmingham said.
“We know how important airline partnerships are for not only delivering new routes and services but also inspiring Chinese travellers to come and experience our country’s world-class natural beauty, food and wine and incredible wildlife.”
NSW Minister for Tourism and Major Events Adam Marshall said China Eastern Airlines is responsible for a lucrative market share of inbound flights to Sydney and the new deal is set to grow the market even further.
“Our new deal with China Eastern Airlines is part of our aggressive strategy to make even bigger inroads into the China tourism market,” Marshall said.
“Over the past five years, tourism from China to NSW has more than doubled, from 391,000 to 793,000 visitors while the amount they’ve spent has grown by 153 per cent, making these travellers our most lucrative tourism market worth $3.4 billion.”
The deal will see investment in marketing campaigns, media familiarisations and new itineraries to drive visitation to Sydney and regional NSW from seven Chinese cities, including Shanghai, Beijing, Hangzhou, Nanjing, Xi’an, Wuhan and Kunming.
The new three-year partnership between Tourism Australia and China Eastern Airlines comes into effect in January 2019. This is the third agreement between the two organisations since first formalising their partnership in 2012.