Australia Beckons Chinese Tourists in $250M Campaign

By Bizclik Editor

A new global campaign to show Chinese tourists that “There’s nothing like Australia” has been launched in Shanghai in an effort to capitalise on the region’s fastest growing tourist market: 900,000 travellers worth $9 billion to the tourism industry by 2020.

Over the next three years, Tourism Australia will invest $250 million to broadcast the nation as a viable travel destination through print and broadcast media ads, as well as an interactive tablet app and hub that will provide more destination information and stories to inspire travel to Australia’s unique attractions.

Social media will also play a key role in the revamped campaign, as Australia’s destination Facebook page is ranked #1 in the world with three million fans. Australia is also reportedly the preferred destination for China’s ‘urban elite target audience.’


Click here to read the latest issue of Business Review Australia

“This new campaign creative – particularly the locations and how they have been shot – clearly demonstrate Australia’s distinctive and high quality tourism products and experiences that are amongst the world’s finest,” said Tourism Australia’s managing director Andrew McEvoy in a media statement.

“By leading with Australia’s best the campaign will create a positive halo effect for Australian tourism more broadly, particularly through digital elements.”

Tourism Australia is currently seeking the involvement of industries through partnerships, sharing campaign tools and loaning resources.

The campaign will commence in China, the UK and the US. To encourage more Australians to travel domestically, $5 million will be spent on promoting local holidays. 


Featured Articles

People Moves: Pine Labs, Deutsche Bank, McKinsey, Fortinet

Pine Labs names former Amazon exec as chief people officer, Fortinet hires government affairs leader for APAC, McKinsey India poaches Accenture HR exec

Dialight envisions a world of industrial safety with LEDs

Reliance on inefficient lighting technologies are not only harmful to the environment, but also increase injury risk and cost

Top 10: Must-see speakers at TECH LIVE LONDON 2022 event

Technology leaders from IBM, Oracle, Vodafone, JP Morgan, Accenture and the US Space Force are among the 80-plus speakers at upcoming TECH LIVE LONDON

Vodafone Business cyber leader Kawalec speaks at Cyber LIVE

Leadership & Strategy

Twitter timeline – how Musk pulled off a hostile takeover

Leadership & Strategy

Top 10 Asia restaurants, from Tokyo’s Den to Bangkok’s Sorn

Leadership & Strategy