Tourism Australia targets high-end Chinese
Tourism Australia is targeting the high yield Chinese travellers by spearheading a new China tourism strategy.
An elite group of China-based travel agencies have been selected as a high yield distribution network focused upon selling high quality Australian holiday packages to China’s rapidly growing middle classes.
In total, 31 specialist travel agents will join the new Key Distribution Partner program (KDP), based in the major cities of Beijing, Shanghai, Guangzhou and Shenzhen. Additionally the agents will branch out to a selection of other cities, including Nanjing, Hangzhou, Qingdao, Chengdu and Chongqing.
Commenting on the new program, Tourism Australia managing director John O'Sullivan said it formed a core component of its China strategy towards attracting more independent, higher spending Chinese visitors, seeking higher quality visitor experiences.
According to O'Sullivan, most international travel out of China is still booked through travel agencies.
Through the new program, Tourism Australia has selected the “best of the best” from commitment and capability to help engage with the sophisticated Chinese traveller.
"The agents we have selected already have a solid understanding of the Australian tourism market, as well as established relationships with exactly the type of high yield consumer we want to engage with as part of our Chinese marketing activities,” O'Sullivan added.
Tourism Australia is encouraging Australian tourism operators with similarly aligned target segments to support the KDP program.
Aligned with the new distribution strategy will increased advertising spending and new and innovative itineraries and programmes developed and promoted by Tourism Australia, including through its China website, www.australia.cn.
With close to 760,000 Chinese visitor arrivals spending more than $5 billion in the past 12 months, China is Australia's fastest growing and most valuable inbound tourism market.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
australia china destination tourism australiaLatest News
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