WITH its eyes set on China’s burgeoning, high-yield middle class, Tourism Australia is partnering a selected group of Chinese travel agencies for joint marketing initiatives.
The NTO announced this morning that it has invited 31 specialist China-based travel consultants to join its Key Distribution Partner (KDP) programme for China.
The Chinese KDP, a programme Tourism Australia has similarly launched in other markets such as Singapore, will be based mainly in top-tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen, as well as secondary cities including Nanjing, Hangzhou, Qingdao, Chengdu and Chongqing.
John O’Sullivan, managing director of Tourism Australia, said KDP forms a key tenet of Australia’s China strategy towards attracting more independent, higher spending Chinese visitors.
“The consultants 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. Under this new programme, we’ll be developing joint marketing activities with these consultants and strongly encouraging them to develop new and innovative Australian tourism products which will appeal to higher-yield Chinese travellers.”
Under the programme, Tourism Austalia will increase advertising spend, and develop new itineraries and programmes, all targeted at the high-yield middle class.
“The vast majority of international travel out of China is still booked through travel agencies, and under this programme we believe we’ve identified the best of the best, who have the commitment and capability to help us engage with this new breed of more sophisticated Chinese traveller seeking to build a much richer and higher quality holiday experience,” said O’Sullivan.
He added that Tourism Australia will encourage Australian tour operators to engage with these selected Chinese travel agencies as well.
China forms a key source market for Australia, with almost 760,000 arrivals spending over A$5 billion (US$4.7 billion) in the last 12 months.
