Freedom Road Destinations Launches in Australia

The number of Australians travelling to China has grown by 84% over the past 10 years, according to an Austrade survey, and indications are that this trend is due to continue. Travel organisations need to pace with this growth, in essence, they need to be “China Ready”.
Recognising this need within the industry, Freedom Road Destinations has launched into the Australian market, in order to work with travel organisations looking for a partner to help them take advantage of the boom and grow their China business, a destination that has huge potential but can also be difficult to navigate.

“China with a difference’’ is how Ray Petts, Director of Global Sales for Freedom Road Destinations, describes their approach to entering the Australian market. As a B2B Destination Management Company, Freedom Road Destinations works with tour operators, travel agents and MICE Agents to support their growth and development by providing experiential and unique travel experiences in China, coupled with world class account management utilising digital platforms.

“We want to understand our travel partners and mirror their vision, values and expectations.” Says Mr Petts. “This allows us to indirectly become an extension of their business and enables us to deliver products and services to clients in a way that is aligned to their brand promise. It’s not about being the market leaders ourselves, but about enabling our partners to be market leaders when it comes to selling China.”

Started by long-term China expats from Australia, Freedom Road Destinations is in the enviable positions of having both a deep understanding of the destination and a strong familiarity with the needs of the Australian market.

Seeing a need for greater digital innovation within the travel space, the Freedom Road Destinations brand is integrating digital strategies to enhance the travel experience. Their app gives travellers the ability to access travel documents wherever straight from the phone, along with travel guides, which can be accessed offline, for each destination they visit while travelling through China.

Their digital platforms allow for co-branding opportunities on most of the available collateral, including marketing material, quotes and brochures.

The outbound travel market to China is ready and waiting, with the launch of Freedom Road Destinations to partner with, now is the time for the travel trade to get China Ready.

To learn more about Freedom Road Destinations please click here or email