Tourism Australia has entered into a new Memorandum of Understanding (MoU) agreement with global online travel agency Trip.com Group. The three-year agreement is to grow Australia’s share of visitors, particularly from China. This will translate into increased destination marketing activity and the creation of new travel packages.
According to Trip.com Group data, Australia ranked as the top long-haul destination booked during the 2025 Lunar New Year peak period. It is also the leading Southern Hemisphere destination for Chinese travelers throughout 2024.
Visitors from mainland China are growing at a faster pace than other markets. Between April 2024 and March 2025, Chinese outbound to Australia experienced a 26% increase in visitors. This represented 860,000 trips to Australia by visitors from China. Total overnight visitor spending reached A$9.2 billion (US$6 billion).
Leveraging on Trip.com global reach
The new MoU was signed during a visit to China by Australia’s Prime Minister, Anthony Albanese, at Trip.com Group’s global headquarters in Shanghai.
Tourism Australia Executive General Manager Global Markets and Business Events, Robin Mack, said: “Our partnership with Trip.com Group spans global markets, connecting us with visitors looking to plan and book an unforgettable travel experience in Australia.
“Trip.com is one of the largest online travel agents globally. It has a huge presence in China, a critical visitor market for Australia. It is also pioneering the use of technology and data such as AI to help its customers research and book the best travel experience. With so much to offer, Australia can really benefit from services that make it easier to get the most out of every visit.”
Edison Chen, Vice President of Trip.com Group, added: “Australia’s stunning landscapes and vibrant culture make it a popular tourist destination. Through our collaboration with Tourism Australia, we leverage the global reach, cutting-edge technology and strategic marketing of Trip.com Group. Together, we will innovate at every stage of the journey to ensure visitors experience the best of Australia.”
Marketing activities beyond China
The agreement prioritizes activity in the China market while expanding collaboration in other key international source markets. That includes Singapore, Malaysia, India, and Japan. Trip.com operates websites in approximately 40 languages and 200 countries. Subsidiaries include Skyscanner, Ctrip, Qunar, Travix, and MakeMyTrip.
The partnership with Trip.com Group was established in 2001 and has delivered activity that has increased demand and visitor dispersal across Australia. The new MoU complements investment by Tourism Australia and state tourism bodies in “China ready” initiatives. The agreement targets marketing campaigns, training for tourism operators, and making sure tourism services are compatible with Chinese visitors’ expectations.
