Tourism Australia has inked a $9 million marketing deal with China’s second largest international carrier, China Eastern Airlines.
TA managing director Andrew McEvoy and China Eastern president Ma Xulun signed the deal today in Shanghai, ahead of the opening of the Greater China Travel Mission 2012.
Under the deal, both parties will contribute $4.3 million towards joint marketing initiatives. In addition, China Eastern will provide flights to support agent and media famils and trade shows to promote inbound travel to Australia.
The agreement follows the launch of the airline’s direct Shanghai to Cairns service on October 30.
“This agreement and status of China Eastern will give Australian tourism even greater strategic reach in this our most valuable tourism export market,” McEvoy said.
“China Eastern with its large, combined China domestic and international route network is incredibly well linked to better connect travellers between greater China and Australia.”