Wednesday, March 26, 2025
Australian tourism businesses are embarking on a pivotal trade mission to China this week, spearheaded by the Australian Tourism Export Council (ATEC), to re-establish vital market relationships through strategic meetings and networking events in key cities
The trade mission unites over 20 prominent Inbound Tour Operator (ITO) businesses focused on China, engaging in a comprehensive schedule of business meetings and networking sessions across Shanghai, Beijing, and Guangzhou. There has been strong interest from Chinese travel distributors eager to reconnect with Australian offerings.
The mission’s first day was hosted at the St. Regis Hotel in Shanghai, providing Australian ITOs the chance to meet directly with various Chinese travel trade professionals.
Backed by the Australian Government’s Reviving International Tourism Grant (RITG) program, this mission plays a key role in assisting ITOs to re-establish vital connections with target markets and rebuild international business ties. Over the course of the week, ITOs are set to hold more than 200 meetings with Chinese travel agents, reinforcing their presence in the market and positioning for the anticipated tourism rebound. Before the pandemic, China was Australia’s top inbound tourism market, contributing over $12 billion annually to the nation’s economy.
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