China is Queensland’s number one international source market, with more than 500,000 Chinese visitors spending $1.3 billion in the state over the last financial year.
Tourism and Events Queensland has signed a deal with China’s largest online travel company, Ctrip, to promote Queensland as the perfect next holiday destination to more than 300 million members.
Tourism and Events Queensland (TEQ) CEO, Leanne Coddington, said the signing of the Memorandum of Understanding (MOU) was positive news for Queensland’s tourism industry.
“This is great step forward for Queensland and we look forward to working with Ctrip to reach more high-value Chinese travellers and further grow our market share,” Ms Coddington said.
“China is Queensland’s number one international source market, with more than 500,000 Chinese visitors spending $1.3 billion in the state over the last financial year.
“What this deal means is we’ll be able to deliver marketing campaigns in a much more strategic way, including targeted airline and event-driven campaigns.
“This places Queensland in a position of influence, with Ctrip giving priority to Queensland content on their platform, which will help drive additional outcomes in terms of visitor numbers and overseas visitor expenditure.
“We’ll also work closely with Ctrip to develop custom-made itineraries and host Queensland dedicated content on the Ctrip website.
“All of our marketing campaigns are underpinned by strong market research and this agreement will help us build our understanding of Chinese consumers further via data sharing between Ctrip and TEQ.
“The agreement will also help us to deliver on goals identified in the Queensland Asia Tourism Strategy 2016-2025.”
Ctrip's Destination Marketing CEO Jenna Qian welcomed the new partnership.
“TEQ is an important partner of Ctrip and through years of in-depth strategic cooperation, the popularity and influence of Queensland in China’s tourism market have shown significant improvement,” she said.
“Ctrip provides significant advantages in the form of our big data and big platform, reaching large numbers of members. Through integrated and precision marketing, we will help Queensland further enhance its brand influence.
“Meanwhile, Ctrip will work with TEQ to develop more diversified travel packages to attract more Chinese tourists to Queensland."