Tourism Australia launches Chinese website
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Tourism Australia has launched a new Chinese consumer website, Australia.cn.
The new site is the first dedicated overseas portal to be offered by Tourism Australia and comes amid a sharp rise in Chinese arrivals to Australia. And the tourism board’s managing director, Andrew McEvoy, said the launch of the site marked a significant strategic step in the country’s Chinese marketing strategy.
“This is the first time Tourism Australia has developed and hosted a consumer website in any overseas market and it is an essential step in Australia staying ahead of the competition in China, a market estimated to be worth over AU$9 billion (US$8.3bn) to Australian tourism by 2020,” McEvoy said.
“Research has shown that Chinese travellers are interested in an Australian holiday for its food and wine, city lifestyle, natural wonders and beautiful coastal areas – and we have tailored the content on the website to inspire Chinese consumers to help turn their holiday aspirations into reality,” he added.
As well as highlighting these market segments, the new site is integrated with Chinese social media platforms such as Sina Weibo, QQ Weibo and Kaixin, and includes a section where Chinese celebrities and bloggers share their own views and experience of Australia. There is also a travel planning area with flight and visa information.
China is Australia’s fastest growing inbound tourism market, with 685,000 Chinese visiting Australia in the year ending June 2013, an increase of 17.4% on the previous year.
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