Tourism and Events Queensland (TEQ) will lead a trade mission to China showcasing the state to key trade partners from China, Hong Kong and Taiwan, as Queensland welcomes record numbers of Chinese visitors.
Chinese visitors spent more in Queensland’s destinations than any other source market with just under $1 billion in the year ended December 2015 as visitors grew by 21 per cent. Chinese visitor numbers are closing in on New Zealand, the state’s largest source market.
The Greater China Mission is jointly led by TEQ with Destination New South Wales (DNSW), and includes 42 Queensland operators visiting two major cities across five days.
It is the seventh joint mission to China for TEQ and DNSW, during which operators will meet with travel agents, product managers, operations staff, media and airline representatives in Xiamen and Beijing.
TEQ Chief Executive Officer Leanne Coddington said the aim of the mission was to introduce Chinese travellers to the diverse range of offerings Queensland has on show.
“With the strong growth of the emerging Free and Independent Traveller (FIT) segment, it is important we identify and inspire these travellers by showing them one of their closest and most desirable destinations,” Ms Coddington said
“This mission puts our operators in the market and face-to-face with the agents that will open the door to these travellers who are just one flight away from the best address on earth.”
Ms Coddington said the Greater China Mission was an ideal opportunity for Queensland’s tourism businesses to strengthen relationships with key Chinese trade partners, negotiate business deals and showcase the state.
“Trade missions such as this provide a platform for industry to foster relationships with key trade partners and show that Queensland is the best address on earth,” Ms Coddington said.
“Queensland is a massive drawcard for Chinese tourists with the iconic Great Barrier Reef, the world renowned beaches, stunning outback, culinary delights and world class major events.”
Operators taking part include regional tourism organisations, island resorts, wildlife parks, accommodation providers, restaurants, shopping outlets and tour providers showcasing the diverse destinations and holiday offerings available.