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8 August 2018

Tourism Australia signed a strategic marketing deal with Cathay Pacific Airways this week to promote Australia to high yielding business events professionals in Greater China.

China is a key source market for Australian business events, particularly for the corporate incentive market, with Australia welcoming 10,000 business events travellers in 2017, contributing $591 million.

The three-year Memorandum of Understanding, signed in Beijing by Tourism Australia Managing Director John O’Sullivan and Edward Bell General Manager of Marketing for Cathay Pacific, will see the two organisations collaborate to grow this important visitor market.

Mr O’Sullivan said the national tourism body had enjoyed a long and prosperous partnership with Cathay Pacific to bring more Chinese visitors to Australia.

“Our organisations have a strong history of working together in different markets across the globe to make the dream of visiting Australia a reality for leisure and business visitors,” he said.

“This is the first time however we have a three-year commitment to specifically focus on strengthening the business events opportunity for Australia in China.

“Cathay Pacific Airways already knows the richness and abundance of Australia tourism products available to visitors and now combining that with our world-class business events facilities and services, we have the ideal making of Australia as the top choice for business events.”

Under the new agreement, the two parties will develop a range of business events campaigns and promotional activities within Greater China, targeting MICE (Meetings, Incentives, Conferences, and Events) agents and corporate buyers.

China is the largest and most valuable inbound tourism market for Australia with 1.4 million leisure and business travellers in the past year, now worth A$10.9 billion annually.