TA targets China market with MU

Tourism Australia (TA) has signed a new AU$9 million agreement with China Eastern, designed to support and promote Australia to the most “economically valuable” Chinese market.

The partnership signed yesterday, will require each party to contribute AU$4.3 million towards joint marketing, while China Eastern will be required to provide flights to industry famils, trade shows and media trips to promote inbound travel to Australia.

Overtaking the United Kingdom as Australia’s second largest inbound market, TA managing director Andrew McEvoy said the China market was the “most valuable tourism export market” for Australia and the new arrangement would help tap into its tourism potential.

"With over 600,000 Chinese visitors visiting our country each year, large aviation partnerships with China’s leading airlines, such as China Eastern, remain critical for Australia to tap into the country's enormous tourism potential, expand people to people relations and achieve long term success for our industry,” Mr McEvoy said.

China Eastern currently flies 16 flights per week to Australia, with daily services to both Sydney and Melbourne as well as a new two times weekly service to Cairns.

From mid-December, the airline will increase its daily Sydney services to 18 weekly flights.

Sourced: etravelblackboardasia