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Tourism Minister Peter Lawlor signed a cooperative marketing agreement with China Southern Airlines in the lead-up to the airline’s first direct flights into Brisbane, which commence next month.
Mr Lawlor is currently in China as part of a trade mission and today met with key China Southern Airline representatives to sign the agreement, which formalises the cooperative marketing activity currently being undertaken in China by Tourism Queensland to promote the China Southern Brisbane services.
"In May this year, Premier Anna Bligh announced that Chinese visitors will soon be able to bypass the southern states and fly direct to Queensland thanks to a deal brokered by Tourism Queensland, Brisbane Airport Corporation and China Southern Airlines," Mr Lawlor said.
"From November 1 China Southern Airlines will fly three times a week between Guangzhou and Brisbane, opening the route up to an additional potential 3600 Chinese visitors per month."
Mr Lawlor said the campaign to promote the flights included a $400,000 commitment from Tourism Queensland.
"Over the past few months, Tourism Queensland has undertaken a marketing and promotional blitz to encourage more Chinese visitors to fly direct to Queensland," he said.
"This has included outdoor advertising in major shopping malls and on public transit systems, print advertising and a range of online, publicity and trade initiatives.
"Previously Chinese visitors had to transit through Sydney or Melbourne to get to Queensland so providing the option for Chinese travellers to fly direct into Brisbane and easily connect to a range of Queensland destinations allows them to bypass the southern states and spend more time and money in Queensland," he said.
Mr Lawlor said China was one of Queensland’s most important tourism markets with 158,000 Chinese visiting Queensland in the year to June, up 14 percent on the year before.
Chinese visitors also spent $333 million in Queensland in the year to June, $81 million more than during the previous period.
"Tourism Queensland, the State Government and Brisbane Airport Corporation look forward to welcoming the first passengers in just a few weeks," Mr Lawlor said.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
