Australian experiential tourism firm Journey Beyond has announced the appointment of Lavale Marketing as its official sales representation agency in China to boost inbound tourism from the region.
This strategic partnership aims to expand Journey Beyond’s presence and raise awareness of its iconic brands like The Ghan, Indian Pacific, and Great Southern, as well as promote their premium small group operator Outback Spirit and eco-luxury lodge Sal Salis Ningaloo Reef. Lavale will also promote aquatic adventures offered by Cruise Whitsundays and Journey Beyond Cruise Sydney.
Alicia Triggs, Journey Beyond’s Executive General Manager for Sales and Partnerships, stated: “China represents one of our biggest markets for international visitors and visitor spend. In a highly competitive global environment, Lavale Marketing will help establish Journey Beyond as Australia’s premier experiential tourism group, showcasing the extraordinary beauty and unique experiences Australia offers.”
Joyce Shen, Director of Lavale Marketing, commented on this collaboration: “We are excited to represent Journey Beyond in China. We believe that our combined efforts will successfully promote Journey Beyond’s offerings in the Chinese market, enabling tourists from China to enjoy exceptional journeys throughout Australia.”
A Growing Market
Shen highlighted that the tourism industry in China is undergoing significant changes, revealing both opportunities and challenges. Traditional travel agencies, online travel agencies (OTAs), and new digital media platforms are shaping evolving travel preferences.
The Greater China market presents a substantial growth opportunity for Journey Beyond, driven by demand for luxury and experiential travel from both group and independent travelers. With Chinese tourists among the highest spenders globally, many seek premium experiences that align perfectly with what Journey Beyond provides.
Before the pandemic, China was the largest inbound traveler market for Australia’s tourism sector, with 890,000 Chinese travelers recorded in Australia in 2024, approaching 90% of pre-pandemic levels. Future growth projections estimate that this number may reach 200 million by 2028.
Fostering Unforgettable Experiences
Lavale Marketing’s role will be pivotal in promoting unforgettable holidays in Australia to Chinese tourists, leveraging their strong track record to ensure effective marketing strategies tailored for this market.
This partnership aims to enhance trade relationships and amplify demand for the unique travel experiences that Journey Beyond provides.
