AUSTRALIA LUXURY SHOWCASE CHINA 2025
The Australia Luxury Showcase China 2025 (ALSC25) will be held on Friday, 14 November. The event will provide Australian luxury tourism businesses with a forum to engage with luxury travel agencies across Greater China and establish business connections through pre-scheduled appointments. ALSC25 buyers are senior decision makers from mainland China, Hong Kong SAR and China - Taiwan, who actively sell Australia as a preferred luxury long-haul destination to Chinese travellers. It will also provide opportunities for Australian luxury suppliers to learn more about travel trends in the Greater China region. The Australia Luxury Showcase China 2025 will be held in Xi’an, China on Friday 14 November.
Event Format
The one-day workshop will consist of 25-30 appointments that are 12 minutes in duration. Tourism Australia (TA) will advise all buyers that appointment sessions will be conducted in English only. A limit has been set on the total number of Australian products that can participate in this event. In order to best showcase our tourism resources, TA will select a reasonable mix of DMCs, hotels and attractions, to participate in ALSC25.
* The number of appointments slots will depend on the number of accepted sellers and buyers. In the event of oversubscription, sellers may receive a reduced number of appointments in their schedule.
Who will attend?
25-30 luxury travel agents at product manager level, including some from top key distribution partners across Greater China, will be invited to apply to attend ALSC25.
Participation Option
| BUYER PARTICIPATION OPTIONS | FEE (AUD) |
| Primary Buyer Delegate (includes 2 nights accommodation and official meals) | $300 |
| SELLER PARTICIPATION OPTIONS | FEE (AUD) |
| Primary Seller Delegate (includes 2 nights accommodation and all official meals) | $3,000 |
| Additional Seller Delegate (includes 2 nights accommodation and all official meals) | $1,500 |
| SELLER PARTICIPATION OPTIONS FOR AMC25 AND ALSC25 | FEE (AUD) |
| Primary Seller Delegate (additional 1 night accommodation and all official meals) | $2,750 |
| Additional Seller Delegate (additional 1 night accommodation and all official meals) | $1,400 |
Buyer and Seller Key Dates
| KEY ITEMS | DATE |
| Applications open | Tuesday 10 June |
| Applications close | Friday 4 July |
| Acceptances open (immediate payment due on acceptance) | Thursday 24 July |
| Acceptances close | Monday 4 August |
| Appointment schedules available | Tuesday 21 October |
| Final briefing notes and event app released | Monday 3 November |
| CANCELLATION FEES | DATE |
| 50% cancellation fees apply | From offer of acceptance to Thursday, 11 September |
| 100% cancellation fees apply | From Friday, 12 September onwards |
SELECTION CRITERIA
Buyer Selection Criteria
You can participate in Australia Luxury Showcase China (ALSC25) as either:
- A product planner, sales manager of China outbound travel agency; and
- Qualified Aussie Specialist
- Premier Aussie Specialist in China
- Invitation only
To be considered as a buyer for the Marketplace component the following criteria will apply:
- An invited buyer must be a senior decision maker, product manager, contract manager, corporate sales
- An invited buyer must be refrained from selling any doggy-shopping or excessive low-cost travel products to Australia
- Demonstrated or proven ability to work with the Australian tourism industry to brochure, package and sell Australian tourism product within overseas and domestic markets
- Approved creditor status with Tourism Australia and good financial standing with members of the Australian tourism industry.
To be considered as a Buyer for the Australia Luxury Showcase China (ALSC25) component the following criteria apply in addition to the above:
- An invited buyer must be a senior decision maker, product manager, contract manager, corporate sales of China luxury travel agency
- Frontline travel advisors, with itinerary and product contracting influence who are capable of selling itineraries of >AUD$1,200 per person per day.
- Itineraries and experiences offered align with Australia’s luxury experiential offering and TA’s key pillars.
- Level of demonstrated experience in handling HNW/UHNW travellers from the market.
Please note:
Your nominated representative/s including any additional delegates must be directly employed or contracted by you. TA reserves the right to ask any delegate to provide evidence they are directly employed by the company. Where it is identified that a nominated representative is not a direct employee of the exhibiting company prior to the Event, the delegate will be cancelled from the company’s application.
Seller Selection Criteria
All sellers applying to exhibit at a TA trade event, must demonstrate in their application that they comply with each of the following selection criteria. TA reserves the right to waive any of these criteria at its discretion and/or amend or reject any product or experience, which is inconsistent with the criteria.
The mandatory requirements for seller companies are as follows:
- Must be an Australian registered company paying applicable taxes in Australia;
- The ability of your product to be booked and commission paid at the appropriate industry levels, relevant to the distribution system employed;
- Tourism as the main focus of your business;
- Confirmation from the relevant State or Territory Tourism Organisation (STO) as to whether your product or experience is appropriate for the event. Where your product or experience is a "national" product or experience, confirmation will be sought from the STO with which you deal the most (in the case of international marketing) or TA;
- Endorsement of your product or experience as internationally active in the relevant market by an STO or TA which may include evidence of:
- Completion of your state or territory trade ready or ATEC market readiness program;
- Attendance at more than one physical or virtual international trade event in the past year;
- Involvement in an international marketing campaign with your STO or TA;
- Involvement with TA’s International Media Hosting Program (IMHP);
- Involvement with TA or STO trade famils;
- Evidence of international marketing either via individual initiatives or via offshore wholesalers;
- Availability of relevant wholesale and retail rates for your product or experience available by the start of the trade event;
- Endorsement and approval by the STO relevant to the product application exhibit area
- Approved creditor status with Tourism Australia including, without limitation, no bad debts;
- Own website and/or availability of your product or experience by an alternative distribution channel;
- For inbound tour operators (ITOs), the following considerations apply – please note, preference will be given to products and experiences over ITOs in the event of an oversubscription and ITO participation will be capped:
- Current membership of the Inbound Australian Tourism Export Council (ATEC) is preferable;
- Active participation in a minimum of five (5) countries within the region;
- Minimum five (5) years in business required (excluding 2020 and 2021);
- Attendance at ATE25 is preferable;
- Ability to provide marketing examples showing proof of activity in market;
- Ability to provide examples of custom itineraries;
- Outline a clear and relevant objective for attending.
In addition to the mandatory selection criteria above, it is preferable for products and/or experiences applying to exhibit at the Event to have the following:
- Current membership of your local or regional tourism association if applicable;
- Endorsement of your product or experience by the relevant industry body;
Seller Selection Process
TA reserves the right to select the appropriate products for the relevant market for the Event and where required consult with the relevant STO before making its decision. Consideration will be given to the following important factors during the selection/assessment process of products and experiences:
- A mix of products and experiences are represented to ensure buyer satisfaction;
- Proven strategy for the market;
- Level of demonstrated experience in handling international tourists from the relevant market
If the number of companies meeting the selection criteria exceeds supply for the event, TA has the right to apply any or all of the following:
- Preference will be given to products and experiences over ITOs;
- Category and geographic limits in order to maintain a balanced representation of product;
- 'First in best dressed' limit based on the date an application is submitted prior to the deadline.
Please note:
- Parent companies: Due to the limited places available, TA reserves the right to decline individually managed products including hotel properties that are subsidiaries of a parent company. This includes franchisee properties.
- Product Representation Companies: If a Product Representation Company (PRC) represents a sole product that is attending in its own right, the PRC is not eligible to attend the Event. PRC's that represent multiple products are not permitted to represent a product that is exhibiting at the event in their own right.
TA reserves the right to not consider any applications or part thereof submitted after the application deadline for the event.
If you wish to apply to apply to attend Australia Luxury Showcase China (APSC25), the following selection criteria will also apply in addition to the criteria above:
- Proven premium strategy for the market.
- Preferred partnership(s) with global luxury consortia partners relevant for the market - specifically Virtuoso, Signature Travel Network, Serandipians and Global Travel Collection.
- Experiences offered align with Australia’s luxury experiential offering and TA’s key pillars
- Level of demonstrated experience in handling HNW/UHNW travellers from the relevant market.
Buyer Selection Criteria
You can participate in Australia Luxury Showcase China (ALSC25) as either:
- A product planner, sales manager of China outbound travel agency; and
- Qualified Aussie Specialist
- Premier Aussie Specialist in China
- Invitation only
To be considered as a buyer for the Marketplace component the following criteria will apply:
- An invited buyer must be a senior decision maker, product manager, contract manager, corporate sales
- An invited buyer must be refrained from selling any doggy-shopping or excessive low-cost travel products to Australia
- Demonstrated or proven ability to work with the Australian tourism industry to brochure, package and sell Australian tourism product within overseas and domestic markets
- Approved creditor status with Tourism Australia and good financial standing with members of the Australian tourism industry.
To be considered as a Buyer for the Australia Luxury Showcase China (ALSC25) component the following criteria apply in addition to the above:
- An invited buyer must be a senior decision maker, product manager, contract manager, corporate sales of China luxury travel agency
- Frontline travel advisors, with itinerary and product contracting influence who are capable of selling itineraries of >AUD$1,200 per person per day.
- Itineraries and experiences offered align with Australia’s luxury experiential offering and TA’s key pillars.
- Level of demonstrated experience in handling HNW/UHNW travellers from the market.
Please note:
Your nominated representative/s including any additional delegates must be directly employed or contracted by you. TA reserves the right to ask any delegate to provide evidence they are directly employed by the company. Where it is identified that a nominated representative is not a direct employee of the exhibiting company prior to the Event, the delegate will be cancelled from the company’s application.
Seller Selection Criteria
All sellers applying to exhibit at a TA trade event, must demonstrate in their application that they comply with each of the following selection criteria. TA reserves the right to waive any of these criteria at its discretion and/or amend or reject any product or experience, which is inconsistent with the criteria.
The mandatory requirements for seller companies are as follows:
- Must be an Australian registered company paying applicable taxes in Australia;
- The ability of your product to be booked and commission paid at the appropriate industry levels, relevant to the distribution system employed;
- Tourism as the main focus of your business;
- Confirmation from the relevant State or Territory Tourism Organisation (STO) as to whether your product or experience is appropriate for the event. Where your product or experience is a "national" product or experience, confirmation will be sought from the STO with which you deal the most (in the case of international marketing) or TA;
- Endorsement of your product or experience as internationally active in the relevant market by an STO or TA which may include evidence of:
- Completion of your state or territory trade ready or ATEC market readiness program;
- Attendance at more than one physical or virtual international trade event in the past year;
- Involvement in an international marketing campaign with your STO or TA;
- Involvement with TA’s International Media Hosting Program (IMHP);
- Involvement with TA or STO trade famils;
- Evidence of international marketing either via individual initiatives or via offshore wholesalers;
- Availability of relevant wholesale and retail rates for your product or experience available by the start of the trade event;
- Endorsement and approval by the STO relevant to the product application exhibit area
- Approved creditor status with Tourism Australia including, without limitation, no bad debts;
- Own website and/or availability of your product or experience by an alternative distribution channel;
- For inbound tour operators (ITOs), the following considerations apply – please note, preference will be given to products and experiences over ITOs in the event of an oversubscription and ITO participation will be capped:
- Current membership of the Inbound Australian Tourism Export Council (ATEC) is preferable;
- Active participation in a minimum of five (5) countries within the region;
- Minimum five (5) years in business required (excluding 2020 and 2021);
- Attendance at ATE25 is preferable;
- Ability to provide marketing examples showing proof of activity in market;
- Ability to provide examples of custom itineraries;
- Outline a clear and relevant objective for attending.
In addition to the mandatory selection criteria above, it is preferable for products and/or experiences applying to exhibit at the Event to have the following:
- Current membership of your local or regional tourism association if applicable;
- Endorsement of your product or experience by the relevant industry body;
Seller Selection Process
TA reserves the right to select the appropriate products for the relevant market for the Event and where required consult with the relevant STO before making its decision. Consideration will be given to the following important factors during the selection/assessment process of products and experiences:
- A mix of products and experiences are represented to ensure buyer satisfaction;
- Proven strategy for the market;
- Level of demonstrated experience in handling international tourists from the relevant market
If the number of companies meeting the selection criteria exceeds supply for the event, TA has the right to apply any or all of the following:
- Preference will be given to products and experiences over ITOs;
- Category and geographic limits in order to maintain a balanced representation of product;
- 'First in best dressed' limit based on the date an application is submitted prior to the deadline.
Please note:
- Parent companies: Due to the limited places available, TA reserves the right to decline individually managed products including hotel properties that are subsidiaries of a parent company. This includes franchisee properties.
- Product Representation Companies: If a Product Representation Company (PRC) represents a sole product that is attending in its own right, the PRC is not eligible to attend the Event. PRC's that represent multiple products are not permitted to represent a product that is exhibiting at the event in their own right.
TA reserves the right to not consider any applications or part thereof submitted after the application deadline for the event.
If you wish to apply to apply to attend Australia Luxury Showcase China (APSC25), the following selection criteria will also apply in addition to the criteria above:
- Proven premium strategy for the market.
- Preferred partnership(s) with global luxury consortia partners relevant for the market - specifically Virtuoso, Signature Travel Network, Serandipians and Global Travel Collection.
- Experiences offered align with Australia’s luxury experiential offering and TA’s key pillars
- Level of demonstrated experience in handling HNW/UHNW travellers from the relevant market.
You can participate in Australia Luxury Showcase China (ALSC25) as either:
- A product planner, sales manager of China outbound travel agency; and
- Qualified Aussie Specialist
- Premier Aussie Specialist in China
- Invitation only
To be considered as a buyer for the Marketplace component the following criteria will apply:
- An invited buyer must be a senior decision maker, product manager, contract manager, corporate sales
- An invited buyer must be refrained from selling any doggy-shopping or excessive low-cost travel products to Australia
- Demonstrated or proven ability to work with the Australian tourism industry to brochure, package and sell Australian tourism product within overseas and domestic markets
- Approved creditor status with Tourism Australia and good financial standing with members of the Australian tourism industry.
To be considered as a Buyer for the Australia Luxury Showcase China (ALSC25) component the following criteria apply in addition to the above:
- An invited buyer must be a senior decision maker, product manager, contract manager, corporate sales of China luxury travel agency
- Frontline travel advisors, with itinerary and product contracting influence who are capable of selling itineraries of >AUD$1,200 per person per day.
- Itineraries and experiences offered align with Australia’s luxury experiential offering and TA’s key pillars.
- Level of demonstrated experience in handling HNW/UHNW travellers from the market.
Please note:
Your nominated representative/s including any additional delegates must be directly employed or contracted by you. TA reserves the right to ask any delegate to provide evidence they are directly employed by the company. Where it is identified that a nominated representative is not a direct employee of the exhibiting company prior to the Event, the delegate will be cancelled from the company’s application.
Seller Selection Criteria
All sellers applying to exhibit at a TA trade event, must demonstrate in their application that they comply with each of the following selection criteria. TA reserves the right to waive any of these criteria at its discretion and/or amend or reject any product or experience, which is inconsistent with the criteria.
The mandatory requirements for seller companies are as follows:
- Must be an Australian registered company paying applicable taxes in Australia;
- The ability of your product to be booked and commission paid at the appropriate industry levels, relevant to the distribution system employed;
- Tourism as the main focus of your business;
- Confirmation from the relevant State or Territory Tourism Organisation (STO) as to whether your product or experience is appropriate for the event. Where your product or experience is a "national" product or experience, confirmation will be sought from the STO with which you deal the most (in the case of international marketing) or TA;
- Endorsement of your product or experience as internationally active in the relevant market by an STO or TA which may include evidence of:
- Completion of your state or territory trade ready or ATEC market readiness program;
- Attendance at more than one physical or virtual international trade event in the past year;
- Involvement in an international marketing campaign with your STO or TA;
- Involvement with TA’s International Media Hosting Program (IMHP);
- Involvement with TA or STO trade famils;
- Evidence of international marketing either via individual initiatives or via offshore wholesalers;
- Availability of relevant wholesale and retail rates for your product or experience available by the start of the trade event;
- Endorsement and approval by the STO relevant to the product application exhibit area
- Approved creditor status with Tourism Australia including, without limitation, no bad debts;
- Own website and/or availability of your product or experience by an alternative distribution channel;
- For inbound tour operators (ITOs), the following considerations apply – please note, preference will be given to products and experiences over ITOs in the event of an oversubscription and ITO participation will be capped:
- Current membership of the Inbound Australian Tourism Export Council (ATEC) is preferable;
- Active participation in a minimum of five (5) countries within the region;
- Minimum five (5) years in business required (excluding 2020 and 2021);
- Attendance at ATE25 is preferable;
- Ability to provide marketing examples showing proof of activity in market;
- Ability to provide examples of custom itineraries;
- Outline a clear and relevant objective for attending.
In addition to the mandatory selection criteria above, it is preferable for products and/or experiences applying to exhibit at the Event to have the following:
- Current membership of your local or regional tourism association if applicable;
- Endorsement of your product or experience by the relevant industry body;
Seller Selection Process
TA reserves the right to select the appropriate products for the relevant market for the Event and where required consult with the relevant STO before making its decision. Consideration will be given to the following important factors during the selection/assessment process of products and experiences:
- A mix of products and experiences are represented to ensure buyer satisfaction;
- Proven strategy for the market;
- Level of demonstrated experience in handling international tourists from the relevant market
If the number of companies meeting the selection criteria exceeds supply for the event, TA has the right to apply any or all of the following:
- Preference will be given to products and experiences over ITOs;
- Category and geographic limits in order to maintain a balanced representation of product;
- 'First in best dressed' limit based on the date an application is submitted prior to the deadline.
Please note:
- Parent companies: Due to the limited places available, TA reserves the right to decline individually managed products including hotel properties that are subsidiaries of a parent company. This includes franchisee properties.
- Product Representation Companies: If a Product Representation Company (PRC) represents a sole product that is attending in its own right, the PRC is not eligible to attend the Event. PRC's that represent multiple products are not permitted to represent a product that is exhibiting at the event in their own right.
TA reserves the right to not consider any applications or part thereof submitted after the application deadline for the event.
If you wish to apply to apply to attend Australia Luxury Showcase China (APSC25), the following selection criteria will also apply in addition to the criteria above:
- Proven premium strategy for the market.
- Preferred partnership(s) with global luxury consortia partners relevant for the market - specifically Virtuoso, Signature Travel Network, Serandipians and Global Travel Collection.
- Experiences offered align with Australia’s luxury experiential offering and TA’s key pillars
- Level of demonstrated experience in handling HNW/UHNW travellers from the relevant market.