APG Takes Charge of EL AL’s Sales and Marketing Activities to Boost Airline’s Profile in China

APG has taken on the role of General Sales Agent for EL AL in China, marking a significant step in the airline’s efforts to establish a stronger and more coordinated commercial presence in the country. The appointment forms part of a broader strategy focused on expanding reach, improving distribution efficiency, and increasing market awareness in a highly competitive travel environment.

Under the new arrangement, APG will act as EL AL’s primary commercial representative in China, overseeing sales development and marketing execution across the market. The responsibilities include strengthening trade partnerships, optimizing sales channels, and ensuring that the airline’s services are effectively promoted within the local travel ecosystem. The collaboration is intended to provide EL AL with a more responsive and locally grounded commercial structure.

China’s outbound travel market continues to evolve as passenger demand rebounds and travel preferences become more diverse. Long-haul destinations are attracting renewed interest, creating opportunities for airlines seeking to broaden their international footprint. However, operating successfully in China requires a strong understanding of local distribution systems, consumer behavior, and regulatory conditions. The appointment of a General Sales Agent allows EL AL to address these challenges through a specialized partner.

APG’s involvement is expected to improve EL AL’s engagement with travel agencies, tour operators, and corporate travel buyers throughout the country. By leveraging its established network and market expertise, APG aims to increase visibility for the airline’s route network and improve accessibility for travelers. The focus will be on building consistent market messaging while adapting promotional activity to local demand patterns.

As Israel’s national carrier, EL AL has long served as a key link between the country and international destinations. Its network plays an important role in supporting tourism, trade, and cultural exchange. Strengthening commercial operations in Asia reflects an effort to diversify source markets and reinforce the airline’s global positioning at a time when international travel patterns are shifting.

The Chinese aviation landscape presents both scale and complexity. Rapid digitalization, strong competition, and changing booking behaviors require airlines to remain agile and locally relevant. Through this partnership, EL AL gains access to operational support that is designed to navigate these conditions while maintaining alignment with its broader commercial objectives.

APG brings more than three decades of experience in airline representation and distribution. The organization operates a global network of over 100 offices and works with more than 200 airline partners worldwide. Its services are designed to help carriers enter new markets, strengthen existing operations, and improve overall revenue performance through targeted sales and marketing strategies.

In China, APG’s established presence provides EL AL with continuity and market insight that would be difficult to replicate independently. This includes managing trade relationships, supporting distribution partners, and ensuring that the airline’s offerings remain visible across key booking platforms. Such capabilities are particularly valuable in markets where local expertise can significantly influence commercial outcomes.

The partnership also reflects a wider shift within the airline industry toward flexible commercial models. Rather than relying solely on in-house teams, many carriers are choosing to work with specialized sales agents to improve efficiency and accelerate market development. For EL AL, this approach supports sustainable growth while allowing the airline to remain focused on network development and operational performance.

As travel links between China and the Middle East continue to expand, interest in new destination options is expected to grow. Strengthening commercial representation in China positions EL AL to respond to future demand while remaining competitive in an increasingly globalized aviation market. The appointment of APG as General Sales Agent provides a foundation for long-term engagement and market development.

Overall, the agreement underscores the importance of strategic partnerships in modern aviation. By combining international airline experience with localized market knowledge, the collaboration aims to enhance EL AL’s market presence, support sales growth, and establish a durable platform for expansion in China.

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