ATEC commences dynamic trade mission to revitalise ties with China

March 24, 2025

Events / Marketing / Tourism /

Australian Tourism Export Council (ATEC) is leading a dynamic trade mission this week to re-establish vital ties with China.

The mission brings together over 20 leading China focused Inbound Tour Operator (ITO) businesses, engaging in a full program of business meetings and networking events across Shanghai, Beijing and Guangzhou - with strong interest from Chinese travel distributors eager to reconnect with Australian product.

The first day of meetings was held at the St. Regis Hotel in Shanghai, where Australian ITOs reconnected face-to-face with a wide range of Chinese travel trade partners.

The trade mission has been supported by the Australian Government’s Reviving International Tourism Grant (RITG) program, which has played a crucial role in enabling ITOs to re-engage in key markets and rebuild international business relationships.

“There’s been an incredible level of enthusiasm from our Chinese agents today,” noted ATEC Managing Director Peter Shelley, who is accompanying the delegation.

“The energy in the room reflects a real appetite to reconnect and grow Chinese inbound travel to Australia once again.”

Shelley said while the RITG program has provided welcome support for ITOs, rebuilding the China inbound market will require long-term commitment, with continued investment in the business-to-business relationships that underpin international travel.

“The slow and cautious rebound in Chinese visitation highlights the importance of sustained support for ITOs, in line with ATEC’s policy platform, which calls for dedicated programs to rebuild distribution channels and drive future demand.”

Across the week, ITOs will take part in more than 200 meetings with Chinese agent representatives, reinforcing their presence in-market and laying the groundwork for renewed visitation. Prior to the pandemic, China was Australia’s largest and most valuable inbound tourism market, contributing over $12 billion annually to the economy.

ATEC is working with The Gaibo Agency, whose local expertise is ensuring the successful delivery of the program on the ground.

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