The Honourable Anthony Albanese, Prime Minister of Australia, recently visited Trip.com Group’s Shanghai headquarters accompanied by Tourism Australia executives including Robin Mack (Executive General Manager, International Markets & Business Events), Tanya Bowes (Executive General Manager, Corporate Affairs), and Nick Henderson (General Manager, Greater China). The delegation met with Trip.com Group CEO Jane Sun and Vice President Kuanchi Chen.
Tourism Australia and Trip.com Group engaged in in-depth discussions on tourism promotion, market collaboration, and sustainable development, culminating in the signing of a strategic Memorandum of Understanding (MOU). This agreement not only reinforces years of bilateral cooperation but also injects new momentum into China-Australia tourism relations.
As one of China’s most popular long-haul destinations, Australia consistently ranks among the top choices for Chinese outbound travelers. The Prime Minister’s visit signals robust recovery in bilateral tourism and marks a critical step toward cultural exchange, establishing long-term channels for economic collaboration and tourism product enhancement. Over the past decade, Tourism Australia and Trip.com Group have achieved significant milestones in resource integration and brand building. Trip.com data reveals Australia was Chinese travelers’ preferred long-haul destination during the 2025 Chinese New Year period and ranked first among Southern Hemisphere destinations in 2024.
Robin Mack, Tourism Australia: "Tourism bridges global cultures, and Australia connects visitors worldwide. Our deepening partnership with Trip.com – a cornerstone of our global strategy – elevates Australia’s international appeal. As China remains a key source market, we’re committed to collaborating with industry partners to build a richer travel ecosystem serving Chinese and global travelers."
During the visit, the delegation toured Trip.com’s data and corporate culture exhibition halls, reviewing cooperative achievements with Australian destinations. Tourism Australia has intensified its focus on China’s market trends – including youth travel, independent touring, and customized experiences – leveraging Trip.com’s vast user base to expand globally.
Jane Sun, Trip.com Group CEO: "Tourism Australia has comprehensively showcased the nation’s attractions through our platform, extending from China to global markets. Amid tourism’s global recovery, China-Australia cooperation demonstrates remarkable resilience and potential. Travel remains pivotal in deepening cultural understanding, and Trip.com is dedicated to advancing global tourism connectivity and quality. Our partnership with Australia creates shared value and injects enduring vitality into the worldwide tourism landscape. We’ll continue exploring innovative, sustainable models to craft meaningful journeys for all travelers."
Australia’s diverse landscapes – from the Gold Coast to the Great Barrier Reef – and Melbourne’s urban culture underpin its tourism appeal. The 2024 THRIVE 2030 strategy aligns with Trip.com’s sustainability vision. This high-level visit underscores the strategic resilience and growth potential of bilateral tourism cooperation, amplifying the sector’s economic impact. Trip.com will continue serving as a vital bridge for China-Australia tourism, jointly expanding global markets and elevating Australia’s tourism industry.
(Trip.com Group is a member of IMTA)
Editor Ⅰ: Zhang Wenwen
Editor Ⅱ: Bao Gang
Editor Ⅲ: Liu Guosong
