Tourism Australia heads to China

TOURISM Australia is ramping up its efforts to re-attract visitors from China, with Managing Director Phillipa Harrison touching down in the country today.

Harrison (pictured) will meet with strategic partners in Guangzhou, Beijing and Shanghai, including major airlines Air China and China Southern Airlines, ahead of the launch of Tourism Australia’s ‘Don’t Go Small, Go Australia’ campaign later this month.

The campaign will target the visiting friends and relatives (VFR) market as well as pent-up holiday demand, and will be complemented later by the Come and Say G’day activation, which will launch around mid-year once aviation capacity between Australia and China has improved.

Currently, capacity sits at just 23% of 2019 levels, which totalled 2.2 million seats per year and an average of 158 flights per week.

Prior to the pandemic, 1.4 million tourists from China arrived Down Under every year, generating $12.4 billion in visitor spend – making it Australia’s largest visitor market.

“With Chinese travellers starting to return to Australia, now is the right time to visit our number one tourism market and meet with our long-standing partners,” Harrison commented, emphasising that TA’s meetings and campaign activity will be “crucial as we build up to the launch of a major campaign in China in the middle of the year”.

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