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Tourism Australia and Ctrip launch Australia Pavilion in China


2 November 2016

Tourism Australia has teamed up with China’s largest online travel agency, Ctrip, to launch a new portal,, where Chinese travellers can access comprehensive destination information, get expert travel advice and book Australian experiences.

The ‘Australia Pavilion’ is the first time Ctrip has collaborated with a national tourism organisation to set up a dedicated portal for an overseas destination.

“Our target consumer in China is independent, sophisticated and demanding in what they expect of an overseas holiday,” said John O’Sullivan, Tourism Australia Managing Director.

“The challenge for us is, first, reaching these people and then converting the aspiration we know they have for Australia into actual bookings.

“Ctrip is helping us to do just that by using smart technology to serve up compelling content at every key stage of the decision-making process, including facilitating the all-important booking,” he said.

In line with Ctrip’s philosophy of promoting quality tourism, the new portal provides a diverse range of premium Australian travel offers with focus currently on aquatic and coastal experiences.

“We are delighted to partner with Ctrip to put together the Australian Pavilion providing a comprehensive travel booking experience for Chinese travelers coming Down Under,” said Andrew Hogg, North Asia Regional General Manager for Tourism Australia.

“China is an extremely important market for Australia with the potential to contribute up to $13 billion to the Australian economy annually by 2020 and this partnership with Ctrip is one of the ways we can achieve that potential,” he said.

The site also introduces users to products recommended by Tourism Australia’s 32 key distribution partners in China, some of the country’s best outbound travel agencies, and services provided by 87 Aussie specialist travel agencies.

Lucy Xu, General Manager of Ctrip’s Destination Marketing Department, said the platform offers a perfect connection between Australia and travellers to satisfy continuously-growing consumer demands.

She added that Ctrip’s complete destination marketing system is able to make sure the consumer journey from inspiring to purchasing to sharing is smoothly carried out.

China is Australia’s fastest-growing and most valuable international source market. For the year ending June 2016, Australia welcomed 1.14 million Chinese visitors, up 22% for the 12 months. Over the same period, Chinese visitors to Australia spent a record $8.91 billion, up 27% on the previous year.