Social media could reignite Chinese tourism to Australia, report suggests

London, UK - July 31, 2018: The buttons of the app WeChat, surrounded by Gmail, Google Drive, Google and other apps on the screen of an iPhone.

Social media could play a critical role in reviving Australia’s billion-dollar Chinese tourism market.

That’s according to a new report from the Australian China Business Council.

Of particular interest in the report is the idea of getting Chinese tourists into struggling regional areas.

“Chinese tourism could boost regional economies, including those affected by recent bushfires,” the report said.

“However, understanding in regional areas of how to promote to Chinese consumers and cater to their needs remains at a low level.

“Developing a library of resources for regional councils and businesses, along with assistance with social media campaigns and face-to-face Chinese cultural education workshops, could support further growth.”

The concept of creating resources to help with social media campaigns in these regions comes from the important – yet complex – role social media plays for Chinese tourists.

With the ‘Great Firewall of China’ making services such as Facebook and Instagram unfamiliar to many Chinese visitors, local brands have turned to Chinese platforms such as WeChat.

WeChat goes beyond a standard social media platform, with capabilities in messaging, e-commerce and search.

Tourism Australia created a WeChat campaign featuring a Quokka and Koala recently, which was able to acquire a 200 per cent engagement rate, compared to the average.

However, even if local tourism businesses try to capitalise on the power of social media to woo Chinese travellers back, authorities of the world’s most populous country have just made it more difficult by upgrading its travel advice for Australia.

“Recently, there has been a marked increase in racial discrimination and violence in Australia. The Australian media continue to incite anti-China and hatred of China sentiments,” China’s Ministry of Foreign Affairs said in a warning issued late yesterday.

“Relevant Australian law enforcement agencies have arbitrarily searched Chinese citizens and seized their articles, which may cause harm to the personal and property safety of the Chinese citizens in Australia.”

Featured image source: iStock/stockcam

Latest News

  • Hotels

Minor Hotels announces a new luxury Anantara on Bali’s Seseh Beach

Minor Hotels has signed an agreement to manage a new-build Anantara resort and branded residences on Seseh Beach in Bali, opening in 2027. The news Anantara Dragon Seseh Bali Resort will be the first luxury beachfront resort on Seseh Beach and the third Anantara Hotels & Resorts property in Bali. The Anantara Dragon Seseh Bali […]

  • Aviation

Solomon Airlines fills Air Vanuatu gap with flights from Port Vila to Auckland

Solomon Islands’ national carrier will commence direct flights between Port Vila and Auckland from 27 May, using Solomon Airlines aircraft to continue air services linking Vanuatu and New Zealand. Solomon Islands officials together with the Vanuatu Government has worked closely with relevant New Zealand authorities to continue interim flights servicing Auckland from Port Vila. This included […]

  • Aviation

Board Air Canada in Sydney’s CBD via a sleek Light Rail

Visitors flocking to Vivid Sydney will glide through the CBD in the newest addition to the Air Canada fleet – a sleek Light Rail tram wrapped in the airline’s unique livery. The Air Canada-themed tram is part of a new marketing campaign designed to put Air Canada in lights during the Vivid Sydney festival (25 […]

  • Cruise
  • News

Carnival Splendor to the rescue of Aussies and Kiwis left stranded in Vanuatu

Carnival Cruise Line’s Carnival Splendor has come to the aid of a group left stranded in Vanuatu, following the collapse of Air Vanuatu. The group, eight Australians and one New Zealander, were visiting the island of Santo when Air Vanuatu cancelled all flights, leaving them without a way home. Carnival Cruise Line responded by offering […]

  • Hotels

QT Singapore set to open in heritage Eastern Extension Telegraph building

Bookings open today for QT Singapore, in the historic former Eastern Extension Telegraph building along Robinson Road, the first property from QT Hotels & Resorts to open outside Australian and New Zealand. Previously Accor’s So Singapore, then the Hotel Telegraph, QT Singapore will officially launch on September 16 and will feature 134 rooms, ranging in […]

  • Hotels
  • News

Minor Hotels’ Anantara group reimagines the brand as its portfolio surpasses 50 properties

Anantara Hotels & Resorts is marking a significant milestone with a reimagined brand identity as recent openings across Europe, Middle East and Asia have propelled the brand portfolio beyond 50 properties. Part of the Minor Hotels group, the Anantara visual refresh takes an elegant, pared-back approach that enables each hotel’s unique character to shine – […]