Tourism Australia, SIA join hands to target Chinese MICE business

Monday, 17 Jun, 2015 0

Tourism Australia and Singapore Airlines have teamed up for a new marketing campaign aiming to boost MICE events and business travel to Australia.

Under the terms of the A$2.7 million partnership, Singapore Airlines will be Tourism Australia’s official business events airline partner for the promotional campaign in Greater China pushing Australia as business events destination.

Promotional activities will be targeted at both travel agents and corporate buyers.

"Singapore Airlines is one of our longest standing airline partners and has been helping to promote travel to Australia for years. The signing of this new MOU dedicated to business events is further evidence of our desire to work effectively with key airline partners on commercially focused marketing activities," said Andrew Hogg, Tourism Australia’s regional general manager for Greater China.

Inbound tourism from China is now Australia’s biggest source market worth A$5 billion a year.

Business event travel is also on the rise from China contributing about A$238 million in spending last year.

In recent months the country has secured a number of major MICE bookings from China including the NuSkin China Incentive 2016 and Amway China Incentive 2017.

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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.

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