Past Media Releases

Queensland strengthens tourism partnership in China

27 March 2017

Shanghai: Queensland has strengthened ties with one of China’s largest travel agencies, Utour, through a cooperative marketing agreement that will help grow visitation to the state.

Minister for Tourism, Major Events and the Commonwealth Games Kate Jones has visited Utour’s flagship store in Shanghai and met with senior representatives from the company, as part of a tourism trade mission.

“We’ve just signed a two-year memorandum of understanding which will see Utour and Tourism and Events Queensland (TEQ) work together to promote Queensland’s destinations and experiences,” she said.

“China is Queensland’s most valuable international market, with 484,000 Chinese visitors spending $1 billion on their visits to the state last year.

“Our goal is to work collaboratively with Utour to continue to grow Chinese visitation to the state.

“Utour is in a position of great influence in the China market, providing travel advice to over 1.5 million customers each year.

“The MOU will encourage more data sharing between Utour and TEQ, paving the way to better understand Chinese travellers.

“Utour and TEQ will jointly undertake a range of activities including marketing campaigns; trade and media familiarisations; trade roadshows in greater China; and Queensland promotions through Utour’s media channels.”

Minister Jones said the MOU supported the strategic priorities outlined in the Queensland Asia Tourism Strategy 2016-2025 delivering benefits for the state’s tourism industry and economy.

“Our aim is to cement Queensland as the number one Australian destination of choice for Chinese travellers,” she said.

“TEQ’s in-market activity is putting the State’s tourism industry at the forefront of understanding Chinese travellers and ultimately attracting more people to holiday in Queensland.”