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Tourism Australia Inks a New Strategic MoU with Trip.com Group to Boost its Visitor Numbers, Especially from China

Tuesday, July 22, 2025

Tourism Australia enters transformational partnership with global travel acquisitions giant Trip. com Group have inked a three-year Memorandum of Understanding (MoU). The deal, described as “landmark,” aims to increase Australia’s profile and attractiveness as an international destination, and focuses heavily on encouraging more of China’s wealthier citizens to visit.

Australia Voted Top Destination For Chinese Travellers

Data on Trip can be particularly persuasive. com Group, Australia has quickly become the number one long haul destination booked by travelers, for travel during Lunar New Year 2025, securing its title as the most searched Southern Hemisphere destination for the Chinese throughout in 2024. The market from China is booming, with mainland visitor numbers increasing by an astonishing 26% between April 2014 and March 2025. That jump was equivalent to about 860,000 Chinese visitors coming to the country, with the total amount spent on overnight trips edging up to A$9.2 billion (US$6 billion), an all-time high.

Building a Tourist Industry by Burying the Hatchet

The strategic MoU was signed during a visit by Australian Prime Minister Anthony Albanese to Trip recently. com Group’s global headquarters in Shanghai, a significant move closer to firmly establishing Australia’s position as one of the world’s leading international tourism destinations. The partnership will allow both companies to step up destination marketing initiatives and product development of customized packages, catering in particular for the interests and wishes of the growing Chinese market.

The potential of such a partnership was huge, said Robin Mack, Executive General Manager for Global Markets and Business Events at Tourism Australia, pointing to Trip. com’s extensive reach across the globe and sophisticated technology.” Mack stressed the need of making use of Trip. com ’s original use of artificial intelligence and massive data processing to enrich visitor experiences, smoothing and simplifying travel planning and booking; 360˚ of personalized ease and convenience.

Reinventing the Visitors Experience Using State of The Art Technology

Trip. Com Group Vice President Edison Chen said Australian’s great natural scenery and culture are the main attractions for visitors from around the world. He affirmed Trip. com is dedicated to using its broad, global reach to strengthen communities and empower women and girls to build their futures through travel and beyond using its unrivalled network of travel specialists and its digital technology platform. It’s a total of experience that we want to offer to guests as they journey uninterrupted through the many unique, stunning landscapes that Australia has to offer.

Extending Marketing Reach Beyond China

Although the partnership is primarily focused on the influential Chinese market, it has an international perspective that also strategically captures other regions of major global importance. The targeted markets include Singapore, Malaysia, India and Japan. With Trip. com network of sites available in roughly 40 languages and over 200 countries, this collaboration offers broad global reach, ensuring Australia receives the very best exposure and promotion across a range of demographics.

Subsidiaries under Trip. com Group, which also manages leading brands Skyscanner, Ctrip, Qunar, Travix and MakeMyTrip, and complements the alliance’ extensive global coverage and reach.

Patine and Maraldo Long Time Partners of Future Victory

Tourism Australia’s successful partnership with Trip. com Group which has over 2000 members since 2001 – a successful way of encouraging interest and visitation away from the tourist capitals across Australia. The new MoU serves to not only reinforce this long-standing partnership, but also provides further assistance to existing investments by Tourism Australia, and state and territory tourism authorities, in programs to directly appeal to Chinese visitors. These “China ready” campaigns entail customized marketing initiatives, extensive training for local tourism providers and ensuring a perfect match between tourism products and the specific needs of Chinese tourists.

Placing Australia for Ongoing Growth in Tourism

This is a bold new strategic partnership between Tourism Australia and Trip. com Group opens a new era for Australian tourism and sees us ready to tap the enormous opportunity in the international travel market. Through the strategic application of sophisticated technology, strong marketing and enhanced visitor experience offers, Australia is well placed to capture its share of the market and continue to benefit from the burgeoning growth in visitor numbers, with a particular focus on high value markets, such as China.

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