Tourism

Tourism Australia unveils new campaign to attract more Chinese tourists

The federal government has launched a new campaign to attract an emerging and lucrative type of Chinese visitor to Australia, commonly known as the free and independent traveller (FIT).

Minister for Trade, Tourism and Investment Simon Birmingham officially launched Tourism Australia’s latest campaign, ‘Too Australian for Words’, last week in an attempt to lure more Chinese FITs to Aussie shores.

“FITs tend to be younger, more adventurous and are willing to get out of their comfort zone,” Birmingham said.

“We know adventure appeals to FITs and this campaign highlights Australia’s vast array of action-packed and out-of-the-box experiences that can be enjoyed beyond the major cities, such as diving with crocodiles in the Northern Territory or being surrounded by nature in a bubble tent in Capertree, New South Wales.

“Australia already has a strong affinity amongst Chinese travellers; however, we must continue to find new ways to appeal to the Chinese market.

“This campaign does exactly this, whilst at the same time looking to promote regional Australia.”

Tourism Australia's 'Too Australian for Words' campaign [2]
Tasmania’s Southern Lights features in the new campaign…
Tourism Australia's 'Too Australian for Words' campaign [3]
…as does a bubble tent in regional NSW
Birmingham said the campaign coincided with the release of a new report by Tourism Research Australia that highlights the rapidly-growing Chinese FIT market.

“The report shows FITs have contributed over 50 per cent of the total growth in Chinese visitors over the last decade, with an annual average growth rate of 18.8 per cent,” he said.

“China is Australia’s largest and most lucrative tourism market, worth more than $11.5 billion to the Australian economy, but this report shows the type of Chinese traveller is starting to shift.

“We’ve had huge success with attracting group visitors to Australia over the last decade, and whilst I expect this to continue, we’re also seeing the emergence of this new type of traveller.

Birmingham said with rising incomes, greater wealth dispersal and increased consumerism in China, there is significant potential for Australian inbound tourism from China, and young FITs are likely to fuel much of this potential.

“The report finds Chinese FITs are also more likely to stay over three times longer than those on an organised group tour, which presents a great opportunity for Australia’s regional tourism offerings given the strong correlation between length of stay and likelihood to travel beyond Australia’s gateways and iconic attractions,” he said.

“A forward-looking tourism industry here in Australia that wants to jump on new opportunities will help ensure the industry continues to support thousands of businesses and employ one in 13 Australians.”

The campaign follows Tourism Australia’s partnership with mobile payment platform Alipay to lure more Chinese tourists during the Lunar New Year festivities.

It also comes after Tourism Australia had to fix an embarrassing mistake in a campaign aimed at British travellers.

SEE WHAT PEOPLE ARE SAYING

Aviation

Destinations

Tourism

International airport to be built “right on top” of world-famous tourist attraction

If you’re a travel professional and doing all you can to avoid the dangers of overtourism like the plague, you might want to sit down while reading this.

Share

CommentComments

Aviation

Report finds brakes weren’t used before plane crash that killed 41

Those seeking answers to why the Russian Aeroflot plane crash that killed 41 people occurred have been given a bit of clarity around the tragic incident.

Share

CommentComments

Destinations

Technology

TripAdvisor steps in after restaurant roasted for issuing tourists huge bill

We’re such tight-arses here at Travel Weekly that we often adopt the ‘dine and dash’ strategy when eating out.

Share

CommentComments

Destinations

Wholesalers

Excite Holidays launches new guide to Indonesia

Coincidentally, Indonesia has just re-elected its president, and Travel Weekly’s editor is having dinner at an Indonesian restaurant tonight.

Share

CommentComments

Technology

The 13 mobile apps travellers can’t go without

Here are 13 must-have apps for travellers, with Tinder, Grindr and Candy Crush Saga surprising omissions.

Share

CommentComments

Hotels

Midweek Interview

Midweek Interview with Next Story Group’s Alex Billing

We recently shared a blanket in front of the fire with Next Story Group’s regional vice president of operations. Oh, and we interviewed him too.

Share

CommentComments

Travel Agents

Wholesalers

Trafalgar and TTC sister brands celebrate National Agent Appreciation Day with deals, treats + more

Travel Weekly staff are using the excuse of National Agent Appreciation Day to hold an office beer pong tournament, with Panadol and Berocca on standby for tomorrow.

Share

CommentComments

Cruise

Cruise wrap: P&O hosts Qld Maroons fan meet, SeaDream’s new sustainable ship, Cruise360 news + more!

Here’s a cruise wrap complete with a few ripper footy legends to get you in the mood for some State of Origin action next month.

Share

CommentComments

Aviation

Migrants flood French airport terminal, demand to see PM and Air France CEO

by Christian Fleetwood

Hundreds of migrants have flooded an airport terminal in France. As in they turned up in droves – not turned on all the taps.

Share

CommentComments

Events

ATTN: Women in Travel Awards 2019 finalists revealed!

Yes, the time has finally arrived for Travel Weekly to announce the finalists for this year’s Women in Travel Awards! We even bought a klaxon for the occasion.

Share

CommentComments

Aviation

Michael Slater removed from Qantas flight after heated argument onboard

Ex-Australian cricketer and current Seven Network presenter Michael Slater has been dismissed by a Qantas umpire after a heated argument onboard.

Share

CommentComments

Destinations

Events

Yippee! All the shots from The Amazing Tastes of Thailand event in Sydney!

The photos from the ATOT event in Sydney are up! We promise there are no squinting guests or flies left undone in any of the shots.

Share

CommentComments