Western Australian Government Government lands Chinese airline deal

Western Australian Government has signed a new three-year cooperative marketing agreement with China Southern Airlines. 




  • Cooperative marketing agreement with China Southern extended for three years
  • $2.4million commitment to boosting Chinese visitor numbers
  • Goal to reach 100,000 visitors from China by 2020

Tourism Minister Liza Harvey said the deal followed strong growth in the Chinese tourist market since the first agreement was signed with the airline in May 2011.

The move follows a commitment by the Liberal National Government, in the recent State Budget, to allocate $3.9million over three years specifically for tourism marketing to China.

Mrs Harvey said the new marketing deal would sustain existing direct air services on the Perth-Guangzhou route and continue to drive awareness of Western Australia as a holiday and business travel destination.

“In the 12 months to March 2014, Chinese visitors were the third highest spenders of all international visitors to WA at $163million,” she said.


ABF media

“This represents growth of 18 per cent over the last three years. Each visitor from China spends $5,000 on average every time they visit WA – a significant contribution to the State’s economy.

“Our goal is to have 100,000 Chinese visitors spending more than $500million by 2020 and agreements such as this one with China Southern Airlines are an important part of that strategy.”

Under the agreement, Tourism WA and China Southern Airlines will each commit $2.4million over three years to continue advertising and trade campaigns to promote WA as an attractive destination.

“Tourism provides 91,000 jobs for West Australians and contributed $8billion to the local economy in the 12 months to March. It is a vital industry in securing the economic future of WA and we need to invest in it wisely,” the Minister said.

Fact File

  • In the 12 months to March 2014, 33,900 Chinese visitors to WA spent $163million and stayed 1,507,400 nights
  • China Southern Airlines is the only direct air service between Perth and China and offers three flights per week
  • Chinese visitors are big spenders. The average international leisure visitor to WA spends about $2,000; a Chinese visitor on average spends about $5,000

Minister’s office – (07)6552 5900


Join Australia-Asia Forum
receive newsletter & our event promotion

"*" indicates required fields

This field is for validation purposes and should be left unchanged.