Past Media Releases

TEQ first to partner with Chinese online travel giant

21 March 2016

Tourism and Events Queensland (TEQ) will target China’s fast growing Free and Independent Traveller market through a new partnership with the country’s largest social travel network Mafengwo. 

With China’s middle class predicted to grow from 500 million to 3.2 billion by 2030, TEQ is partnering with Mafengwo to reach the growing online travel market.

TEQ Chief Executive Officer Leanne Coddington signed a two-year agreement with Mafengwo, which has 80 million active users each month, in Beijing on Friday.

“Recent research shows two-thirds of Chinese now prefer to travel independently and 53 per cent book their trip online or via their mobile,” Ms Coddington said.

“Mafengwo offers us the platform to communicate directly with this key growth market and travel influencers.” is China’s largest online travel social platform and has more than 100 million registered users. 

“The size of the market cannot be underestimated. There are 688 million internet users and of these users, 71 per cent seek travel inspiration via wechat and social media,” Ms Coddington said.

“This partnership will place Queensland directly within this online network which we know is one of the most significant influencers in the Chinese tourist market.

“Through this we will be able to inspire more Chinese to visit Queensland with direct access from multiple Asian ports.

“Chinese visitors spent just under $1 billion last year as Queensland’s largest market by expenditure which shows how important the market is to the state economy.”

Tourism and Events Queensland will work with Mafengwo on creating themed online campaigns and enriching destination content to help Chinese travellers plan their Queensland holiday.  


Media Contact: Tourism and Events Queensland, 07 3535 5840.