The launch of a dedicated Chinese website marks a significant step in Tourism Australia's quest to persuade Chinese travellers to pick Australia as their next holiday destination.
Created within China's firewall, which restricts access to certain websites, Australia.cn is the first site to be developed by the national tourism agency exclusively for an overseas market.
It has been tailored to the specific needs of the market, showcasing travel experiences favoured by Chinese travellers. It also integrates Chinese social media platforms such as Sina Weibo, QQ Weibo and Kaixin and also features a section for Chinese celebrities, bloggers and advocates to share their experiences of Australia.
Tourism Australia managing director, Andrew McEvoy underlined the importance of the fast-growing market, which is estimated to be worth more than $9 billion to Australian tourism by 2020.
"This is the first time Tourism Australia has developed and hosted a consumer website in any overseas market and is an essential step in Australia staying ahead of the competition in China," he said.
Direct links to Chinese translations of the Australian Tourism Data Warehouse also give travellers from the burgeoning market access to a broad range of tourism products, with those that are T-QUAL accredited given preferential listing.