Tourism Australia plans China promo week
Tourism Australia is advancing its promotional plans in China, with the launch of a new week-long Australian cultural celebration in the country.
Taking place in the second half of 2014, ‘Australia Week in China’ will coincide with Tourism Australia’s Chinese roadshow, which is set to bring more than 120 Australian tourism suppliers to China. It follows on from the “G’day USA” campaign in the US.
“The concept has worked well for Australian tourism in America… and makes a lot of sense when you consider that China is now our fastest growing and most valuable inbound tourism market,” said Tourism Australia’s Managing Director, Andrew McEvoy.
“Off the back of the hugely successful launch of our global campaign in Shanghai last year, we have the significant advantage of pushing at a door which is already open, with the Chinese ranking Australia number one on their international holiday ‘wish list’.
“We look forward to working with the government, industry and our state and territory partners to develop a program for the week which will drive tourism from China and support our China 2020 Tourism Plan,” McEvoy added.
Tourism Australia believes that China has the potential to grow to between AU$7.4 billion and AU$9 billion (US$7.7-9.3bn) in terms of tourism expenditure by 2020, up from AU$3.8bn in 2011.