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

Aviation

Is former Virgin CEO Paul Scurrah set to fly back to Rex?

by Huntley Mitchell

Paul Scurrah has been laying low since exiting Virgin late last year, but the speculation wheel has started to turn around his next role.

Share

CommentComments

Travel Agents

“We need to address the elephant in the room”: travel agent implores the government to make “the announcement”

by Linda Forster

Mobile Travel Agent Linda Forster waxes poetic about the struggles of the travel industry in this impassioned plea for the government to stop turning a blind eye.

Share

CommentComments

Cruise

Ponant appoints BDM for New South Wales and the ACT

The luxe cruise line has hired a new local BDM … as in a business development manager, not a basketball dunking master or a bad decision-maker.

Share

CommentComments

Aviation

“Will you accept this flight?” Stood down Jetstar pilot becomes Australia’s new Bachelor

by Ali Coulton

After having his career put on hold by COVID-19, this super handsome self-professed romantic took the obvious course of action and became Australia’s newest Bachelor!

Share

CommentComments

Destinations

Australia takes out Tripadvisor award for world’s best beach

Your clients don’t need to travel internationally to check out this year’s winner, which is a relief, because if it wasn’t, you’d be waiting a while to visit.

Share

CommentComments

Events

MTA agents flock to the Gold Coast for long-awaited Virtuoso event

After a few false starts, the team at MTA have finally got their hands on the latest in luxury travel intel from Virtuoso.

Share

CommentComments

Travel Agents

Collapse of Helloworld agencies prompt urgent warning from business restructuring expert

Struggling travel companies are being urged to seek help before JobKeeper is wound back.

Share

CommentComments

Aviation

Flight forced to perform emergency landing after cat attacks pilot

Plane passengers have been left bemused and a bit ticked off after pilots were forced to turn their flight around due to a ferocious feline.

Share

CommentComments

Destinations

Hamish Blake and Zoe Foster-Blake return for Tourism Australia’s latest marketing push

Australia’s fave power couple are back to promote the country’s domestic tourism greatness.

Share

CommentComments

Tourism

STUDY: 86 per cent of Aussies back the ‘vaccine passport’

It looks like most of us are ready and raring to pack up our suitcases and jump on the next plane out of here.

Share

CommentComments

Cruise

Carnival is selling its very own cruise-themed Monopoly game

Unfortunately, even the mere mention of Monopoly is banned in the Travel Weekly office after “the incident”.

Share

CommentComments

Hotels

IHG outlines decade-long plan for sustainable tourism

Raise your KeepCup in delight at the hotel giant’s new spate of commitments to sustainable travel.

Share

CommentComments