Chinese internet conglomerate Tencent is targeting Australian and New Zealand marketing budgets, offering a suite of digital advertising tools to reach mainland Chinese consumers. The platform has been used by Tourism Australia and Tourism New Zealand to drive the growth of Chinese Free Independent Travellers (FIT) – those travelling independently without a tour group.
The Chinese-speaking market is perhaps the greatest untapped audience for the arts. Charmaine Wong of Think China Australia specialises in connecting Chinese-speaking audiences with programs and offerings. ‘If you want to target Chinese audiences, then you need to target the platforms they are using to communicate effectively,’ Wong added. But that doesn’t mean you have to rush out and open Weibo and WeChat accounts. Wong said.
The growth in the value of Australia international tourism over the last five years has even outstripped growth in iron ore exports over the same period. Meanwhile, Australia’s international visitor expenditure has, over the last five years, grown at an average annual rate of around 9 per cent. Visitors from China, India and Japan have been the main contributors.
By March 2019, the number of international visitors in Australia is 8.5 million, 3% higher than last year.
As for the purpose of trips, education and business-related trips recorded an increase (7% respectively).
Top 5 markets are #China(1.3million), #NewZealand(1.3million), #India(343,000), #UK(673,000) and #US(750,000).
#India continued as the strongest market, where visitors are mainly for #VFR purposes.
See more details below:
Tourism Australia MD & CEO John O’Sullivan has one key theme throughout his keynote and panel discussions: While China is important to inbound growth, we should not be ignoring other Asian markets.
The insightful video includes Asia Tourism Growth Outlook and the panel covering the topic named Facilitating the expansion- Are Australia and New Zealand equipped?
Key notes are:
– Chinese visitors in Australia/NZ highly concentrated around Jan/Feb. How to drive year-round sustainability?
– China is big, but we shouldn’t ignore other Asian markets. What are the other less well-known and exciting inbound developments?
Watch the video and see more details:
Tourism Australia video