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

Leave a Reply

You must be logged in to post a comment.

Tourism

Flavour of the Week: Small Group Touring Co.’s new recruit, Linkd Tourism secures Port of Seattle + MORE!

Flavour of the Week induces two things on a Friday: nostalgia over Craig David and a succession of travel professionals falling asleep at their desks.

Share

CommentComments

Hotels

Airbnb’s giant ‘Wienermobile’ is sure to satisfy your hot-dog-loving clients

by Christian Fleetwood

In what is a quintessential Friday story, Travel Weekly has delivered this ‘franktastic’ and ‘blunderful’ news for all your hot-dog-loving clients.

Share

CommentComments

Aviation

Indonesian airline bans inflight filming, reportedly threatens to sue influencer

A travel blogger may be facing defamation charges after making fun of a handwritten menu he was presented on a flight.

Share

CommentComments

Aviation

WATCH: Airline passenger scrolls through movies with bare feet!

Due to his aversion to feet, toes and everything below the ankles, Travel Weekly’s editor passed this gross story down to our junior reporter to write.

Share

CommentComments

Technology

How will Instagram’s ‘likes’ trial affect travel marketers?

by Christian Fleetwood

Instagram has hidden the number of likes from posts in a bid to return to a content focus, but what does that mean for businesses using them as a tool to measure engagement? Read on to find out.

Share

CommentComments

Travel Agents

Agent wrap: Agents experience safari camp, Viking golden ticket winners + MORE

What better way to bring in the weekend than to trawl through all the latest agent offers and famil pictures? All that’s missing is a sneaky glass of wine.

Share

CommentComments

Wholesalers

Intrepid takes next step at Uluru for reconciliation

by Ali Coulton

Hot off the heels of news that tourists are flocking to the rock before a climbing ban comes into action, Intrepid has reiterated its stance on serving alcohol at the sacred site.

Share

CommentComments

Tourism

STUDY: More Aussies want to travel overseas, but where do they want to go?

Want to wow your friends and colleagues by being able to rattle off the latest tourism statistics? This article should do the trick.

Share

CommentComments

Hotels

Hotel wrap: Raffles Singapore reopens arcade, Waldorf rebrand, new Aussie hotels + MORE

We apologise in advance for the record-breaking length of this week’s hotel wrap. Travel Weekly’s reporter would’ve made it even longer had we not locked him in the office storeroom.

Share

CommentComments

Technology

“You cannot ignore the magnitude of influence”: Agency boss’ Instagram warning

Don’t consider Instagram as a powerful force in the travel industry. Well, a prominent agency boss has warned you to think again.

Share

CommentComments

Technology

Airbnb host’s list of nightmare bathroom requests goes viral

Among the very specific and highly unrealistic requests was that “gentlemen” must remain seated for “both for number one and number two” and all signs of “passage” must be removed. Yikes.

Share

CommentComments

Tourism

STUDY: 50 per cent of Aussies say ‘me time’ drives travel choices

Half of those surveyed in this study have confessed to travelling to be alone. We usually just take a long walk or read a book for some ‘me time’, but spending thousands of dollars on a holiday also works.

Share

CommentComments