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8 August 2018

Tourism Australia signed an agreement this week with Mafengwo.cn, one of the top Chinese travel platforms, to collaborate on marketing activities and travel offers to high value travellers.

Through the partnership Tourism Australia will establish a dedicated Australia travel page within the Mafengwo app that provides users with information and products from Tourism Australia's key distribution partners in China.

“We are excited with this strategic agreement with Mafengwo to continue to extend our engagement with Chinese travellers,” said Tourism Australia Managing Director John O’ Sullivan.

“This agreement further supports our growth in the China market by accurately targeting specific high value travellers and generating marketing programs to encourage more people to book a holiday Down Under.”

The two parties will also share data to gain greater insights into Chinese consumers and continues to customise the products and experiences on offer.

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.