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Tourism Australia targets China FIT market with new distribution strategy

Tourism Australia is embarking upon a new 'high yield' distribution strategy in China, aimed at building an elite network of specialist travel agents, professionally trained to sell high quality Australian holiday packages to the country's rapidly growing middle classes.

‚ÄčTourism Australia is embarking upon a new 'high yield' distribution strategy in China, aimed at building an elite network of specialist travel agents, professionally trained to sell high quality Australian holiday packages to the country's rapidly growing middle classes.

Under the new model, Tourism Australia will work closely with a targeted group of travel agencies, each highly committed to developing new and innovative Australian tourism products for Chinese travellers.

Flamin' Galah Sydney Tours and Airport Transfers are currently working towards growing this aspect of their business and can see the potential in connecting the Chinese inbound market with their uniue selection of bespoke, private and customised tours.  These tours offer customers huge flexibility in the way they see and experience Australia and are perfect for families or groups.  The Blue Mountains and Hunter Valley are two of the most common requests but we are also seeing Sydney City Sights Tours as being a very popular product.  Finally we are able to service all requests thanks to our recent introduction of Mandarin and Cantonese speaking tour guides/translators.

Tourism Australia Managing Director, John O'Sullivan, said the move was closely aligned with its Tourism 2020 strategy and would encourage more affluent travellers from Australia's fastest growing and most valuable inbound visitor market to consider Australia as a holiday destination.

"We're starting to see a big shift away from lower yielding group travel to more free and independent travel. This is a lucrative market and one we're targeting through our marketing activities within China. The logical next step is to look at distribution, and how this too can be improved to better reach target these independent minded travellers," Mr O'Sullivan said.

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