Both organisations 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. “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,” said John O’Sullivan, managing director of Tourism Australia.
Tourism Australia and China Southern Airlines have signed a three-year Memorandum of Understanding to develop the business event travel sector in China - the first such agreement signed between the two organisations.
Both organisations 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. “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,” said John O’Sullivan, managing director of Tourism 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 A$586 million (US$422m), up 12% on the same period in 2017.
“The business event sector offers new opportunities for the airline to expand its operations,” said Tan Wangeng, president & CEO of China Southern Airlines, which has about 50 direct flights to Australia weekly.
The announcement complements recent Tourism Australia initiatives in the business event sector. These include the Business Events Bid Fund Programme (BFP) an A$12 million (US$8.6m) investment over the next three financial years.
The programme provides assistance to secure new and qualified international business events to Australia by offering financial support at the critical bidding stage.
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 first time this coming November.
Capitalising on strong awareness and demand for Australia by Chinese incentive planners, the showcase will provide key buyers with the opportunity to experience Australia’s event delivery capability and business events offering first-hand. More than 60 Greater China buyers and media expected to attend.
The showcase programme includes business-to-business meetings, a host city showcase and an educational programme that will take buyers and media to several other Australian destinations.