In a first for both organisations, Tourism Australia and China Southern Airlines have signed a three-year Memorandum of Understanding with a goal to attract more business events from China.

Together they will develop marketing campaigns and promotional activities targeting business events agents and corporate buyers in China, which is Australia’s largest source of visitors at 1.4 million as of the end of May 2018.

Tourism Australia managing director John O’Sullivan says China has been Australia’s most valuable inbound tourism market since 2011.

“Our new partnership with China Southern Airlines will enable us to dedicate more efforts to tap into the Chinese business event sector which has great potential for Australia,” he says.

In the year to March 2018, 100,000 business events visitors travelled to Australia from China, spending a total $586 million, up 12 per cent on the same period in 2017.

China Southern Airlines president and CEO Tan Wangen welcomed the partnership.

“China Southern highly values Australia as a market offering boundless attractions to entice even the savviest of Chinese travellers, which is why we continue to invest significantly in our Australia flights network and in promoting Australia as the must-go destination,” he says.

“The business event sector offers new opportunities for the airline to expand its operations.”

The deal reinforces Tourism Australia’s commitment to the China market, after it recently announced its incentive showcase for the China market, the Greater China Showcase, will be held in Australia for the very first time this November.

The showcase will give more than 60 Greater China buyers the opportunity to experience Australia’s event capability and business events offering first-hand.