Published on : Friday, August 1, 2014
The extension of cooperative marketing agreement between Tourism Western Australia and China Southern Airlines will help increase Chinese visitation to Western Australia, according to peak national industry body, Tourism & Transport Forum (TTF).
Western Australia’s Tourism Minister Liza Harvey has today announced a new three-year cooperative marketing agreement with the Chinese carrier.
TTF Acting Chief Executive Trent Zimmerman said marketing is critical to the tourism industry.
“Tourism marketing builds awareness and creates a buzz about a destination and China is the number one growth market for Australia,” Mr Zimmerman said.
“This agreement will see WA promoted in key cities in China for a further three years, helping to build the state’s brand in this critical source market.
“Almost 100 million Chinese travelled overseas in 2013 and that number is expected to double by the end of the decade.
“Partnering with China Southern Airlines is a great way to leverage the Western Australian government’s investment in tourism marketing
“These activities are essential to ensure WA and Australia capture a healthy share of this burgeoning market and help the tourism industry to fulfil its potential as an economic development strategy for Australia.
“We congratulate the Western Australian government, Tourism WA and China Southern Airlines on this new agreement and look forward to the benefits it will deliver to WA’s $8 billion tourism industry and the 91,000 people whose jobs depend on tourism.
“Investment in marketing is vital if Australia is to have any chance of reaching its aim of growing overnight visitor expenditure to up to $140 billion by 2020 and cooperative marketing partnerships leverage government funding and give access to new and growing markets around the world.”