TOURISM Western Australia (WA) and China Southern Airlines have renewed a strategic co-operation agreement to leverage the carrier’s network in promoting Perth as a choice destination for Chinese tourists, with the launch of direct flights between China and Perth via Guangzhou.
Stephanie Buckland, CEO, Tourism WA, stated that this marks the second instance of cooperation between the two organisations, following the first agreement in May 2011.
Under the new MoU, both parties would each invest A$2.4 million (US$2.2 million) over the next three years, mainly to develop the Chinese market and promote Perth’s renowned natural landscapes, gastronomy and wines to China’s business visitors, groups and FITs.
According to statistics for the year ending March 2014, the number of Chinese visitors to Western Australia reached 33,900, representing a 6.3 per cent year-on-year increase from 2013, and a three-year average annual growth rate of 19.1 per cent.
In the same period, Chinese visitors spent A$163 million, a 2.4 per cent year-on-year increase from 2013, and posting a three-year average annual growth rate of 8.6 per cent.
Tourism WA will also intensify its campaign to promote Western Australia’s destinations, including brand new, in-depth local travel experiences, as well as introducing little-explored destinations in Western Australia.
Tourism WA director of international marketing, North Asia, Johnny Nee, hopes to attract 100,000 Chinese visitors to the state annually by 2020.
International hotel groups have recently announced new-build hotels in Perth, for a total of 819 new rooms in the state capital. Expected to commence business operations between 2016 and 2018 are: Aloft Perth Rivervale; DoubleTree by Hilton Perth Waterfront; and The Ritz-Carlton, Perth.
Translated from the original TTG China e-Daily, August 5, 2014, article by Ong Yanchun
