Journey Beyond appoints Lavale Marketing as Sales Representative for Greater China

Journey Beyond, Australia's leading experiential tourism group has appointed Lavale Marketing as its official sales representation agency in China to boost inbound tourism from China.

This strategic partnership aims to expand Journey Beyond's presence and build awareness of Journey Beyond's brands, from iconic trains The Ghan, Indian Pacific, and Great Southern, premium small-group outback operator Outback Spirit; eco-luxury lodge Sal Salis Ningaloo Reef; aquatic adventures Cruise Whitsundays or Journey Beyond Cruise Sydney.

The Greater China market represents a significant growth opportunity for the company, with increasing demand for luxury and experiential travel for both groups and independent travellers. Chinese tourists are among the highest spending travellers globally, frequently seeking premium experiences that perfectly align with the unique travel offerings of Journey Beyond.

Prior to the pandemic, China was the largest and most valuable inbound traveller market for the Australian visitor economy. According to the Australian Bureau of Statistics, China's outbound travel saw  890,000 thousand travellers in Australia in 2024, representing roughly 90% of pre-pandemic levels, with further growth projected to reach 200 million by 2028.

Alicia Triggs, Executive General Manager, Sales and Partnerships at Journey Beyond says,“China represents one of our biggest markets for international visitors and visitor spend. In a highly competitive global environment, Lavale Marketing will prominently establish Journey Beyond as Australia's leading experiential tourism group. Highlighting the extraordinary beauty and distinctive experiences Australia has to offer, they aim to remind travellers worldwide what an aspirational tourism destination Australia is.“

As market leaders, Lavale will work to inspire an increasing number of Chinese tourists to embark on unforgettable holidays in Australia, emphasising that the best way to fully immerse oneself in the wonders of the Australian landscape is through Journey Beyond.

Lavale Marketing has a strong track record of representing Australia in China, and will ensure a tailored approach to marketing and sales strategies.“Lavale will also expand the market to attract conferences and events aligned to Journey Beyond's attractions and dining,  marine division and the newly acquired Monarto Safari Resort.” Triggs added.

Lavale Marketing's director Joyce Shen's deep market expertise will enhance trade relationships and drive demand and brand awareness for Journey Beyond's travel experiences. “We are thrilled to represent Journey Beyond in China, and this marks an exciting collaboration for us.

The tourism industry in China is experiencing unprecedented changes, opportunities and challenges. Traditional travel agencies, OTAs, and new digital social media are collectively reshaping travel preferences and models.

We firmly believe that through our collaborative efforts, we will ride the wave and successfully promote Journey Beyond's products in the Chinese market, allowing tourists from China to enjoy unparalleled extraordinary journeys in Australia, across legendary rail journeys, tours, cruises and destinations.

We look forward to collaborating with the Journey Beyond team to achieve milestones in expanding the Chinese market.” Shen said.

Journey Beyond has sales representation in New Zealand and the UK, now with Lavale Marketing representing Journey Beyond in China this will further elevate Journey Beyond as Australia's leading experiential tourism group.

ENDS -
__________________________________________________________________________________

Images  |  https://journeybeyond.canto.global/b/GE84F

Media contacts | public.relations@journeybeyond.com.au

About Journey Beyond
Australia's leading experiential tourism group, Journey Beyond, is privileged to operate 17 brands spanning the country, connecting guests to the land, and to each other. Headquartered in Adelaide, Journey Beyond formed in 2016 and now comprises tourism brands including: iconic trains The Ghan, Indian Pacific, Great Southern, The Overland; premium small-group outback operator Outback Spirit; eco-luxury lodge Sal Salis Ningaloo Reef; aquatic adventures Cruise Whitsundays, Rottnest Express, The Paspaley Pearl Farm Tour, Horizontal Falls Seaplane Adventures, Darwin Harbour Cruises and Journey Beyond Cruise Sydney; our tallest members, Melbourne Skydeck and Eureka 89; the historic Vintage Rail Journeys; The Telegraph Station in Alice Springs and Monarto Safari Resort.
www.journeybeyond.com