Australia Rolls Out the Welcome Mat for Chinese Tourists [2024]
Australia has long been a favored destination for Chinese tourists, offering unique landscapes, vibrant cities, and a variety of attractions.
Here’s a summarized view of the current situation regarding Chinese tourists in Australia:
- Recovery Post-COVID: good news yes 😉 Since the easing of travel restrictions, there has been a gradual recovery in the number of Chinese tourists visiting Australia, although numbers are still not at pre-pandemic levels.
- Visa Facilitation: Australia has streamlined visa processes for Chinese tourists to boost travel, making it easier and faster for them to obtain travel documentation.
- Direct Flights: Increase in direct flights from major Chinese cities to Sydney, Melbourne, and Brisbane has facilitated easier access and more travel options for Chinese tourists.
- Tourism Campaigns: Australia has launched targeted marketing campaigns in China, using digital platforms and influencers to promote travel destinations within Australia.
- Cultural and Language Services: More services are being offered in Mandarin, including tour guides, information brochures, and dedicated Mandarin-speaking staff in hotels and popular tourist spots.
- Focus on Nature and Wildlife: Australia’s unique wildlife and natural landscapes are heavily promoted, appealing to Chinese tourists interested in nature and outdoor activities.
- Educational Tourism: There’s a growing trend of educational tours, with Chinese parents visiting Australian universities and schools, considering future education opportunities for their children.
- Group vs. Independent Travel: There’s a shift from group package tours to independent travel among Chinese tourists, indicating a preference for a more personalized travel experience.
- Luxury Market Growth: There is an increasing demand for luxury experiences, with Chinese tourists spending more on high-end accommodation, exclusive tours, and premium services.
- Cultural Exchange Initiatives: Cultural exchange programs are being enhanced to deepen ties and increase mutual understanding, including festivals, art exchanges, and culinary events showcasing Chinese culture in Australia.
A top destination for Chinese Tourists
Australia stays at the top of Chinese’ travelling wish lists, Australia is among the most popular destinations for Chinese tourists.
Chinese travellers spent an average number of 7000 dollars during their trip to Australia. That, combined to the fact that Chinese tourists are the world’s biggest spenders, this represent a huge opportunity that is worth digging.
Chinese Tourists are highly appealed by Australia
Chinese travellers are highly attracted by Australia’s luxuriant nature from flora to fauna, the country’s breath taking open spaces fascinate tourists. Unlike in some of the biggest cities in China, Australia enjoys a clean and pure air. Shopping and Fresh food is also appealing Chinese tourists.
Almost 800,000 Chinese tourists visited Australia in 2019, and their total spending was close to 5.4 billion dollars, according to Australian Government reports.
The number of Chinese tourists travelling overseas is expected to double to 200 million by 2025
Australia’s objective : maximize their market share
There is a huge opportunity to take by Australia, in order to grow its share in the Chinese outbound tourism market.
Moreover, the tourism industry employs 1 million of Australians throughout the country, this sector represents one of Australia’s greatest strengths.
To do so, they should target travellers with a qualitative goal, that means, the ones who stay longer and travel deeper in the country and as a consequence spend more.
The Australian Tourism industry can also acknowledge the new trends in the Chinese tourist community.
Social Media Huge Influence among Chinese travellers
Social media platforms like Douyin (the Chinese version of TikTok) and Xiaohongshu (Little Red Book) are significantly shaping the travel preferences and decisions of Chinese tourists. For tourism businesses aiming to attract Chinese travelers, understanding and effectively utilizing these platforms can open doors to a vast market.
Here’s an overview of these platforms and eight concrete tips on using them to attract travelers and agencies from China.
Understanding Douyin and Xiaohongshu
Douyin:(tiktok)
- Douyin is a leading short-video platform in China, known for its engaging and dynamic content. It allows users to create and share videos up to 60 seconds long, often featuring filters, music, and innovative editing styles. Douyin is not just for entertainment; it has become a crucial tool for marketing, with features that support direct links to e-commerce stores and bookings.
Xiaohongshu (Little Red Book): the instagram of China
- Xiaohongshu is a unique blend of social media for lifestyle and travel . It started as a platform for sharing product reviews and has evolved into a broader lifestyle sharing platform where users post about various topics including travel experiences. The platform encourages high-quality, authentic content and has a strong influence on the purchasing decisions of its mostly young, urban, and affluent user base.
8 Tips for Using Douyin and Xiaohongshu to Attract Chinese Travelers [2024]
- Bet on Authentic Content:
- Develop genuine and appealing content that reflects the authentic experiences tourists can expect. Share real stories and testimonials from previous travelers.
- Use Local Influencers :
- Collaborate with Chinese influencers who can create content about your destination or service. Their endorsement can provide credibility and reach a vast audience quickly.
- Highlight Unique Aspects:
- Focus on what makes your destination or service unique. Whether it’s a scenic view, local cuisine, or a cultural festival, highlight these elements in your posts.
- User-Generated Content, Testimonials
- Encourage visitors to share their experiences and tag your location or use your hashtag. Reposting user-generated content can increase engagement and authenticity.
- Practical Information:
- Use these platforms to provide valuable information such as travel tips, best visiting times, and safety measures, which can be crucial for decision-making.
- Run Targeted Social Ads
- Both platforms offer sophisticated ad targeting options. Use these tools to reach potential tourists by demographics, interests, and more.
- Engage through Comments and Messages:
- Actively engage with users who comment on your posts or ask questions. Prompt responses can build a positive image and encourage more inquiries.
- Post Regularly consitency is the key :
- Maintain an active presence on both platforms to keep your audience engaged. Analyze when your posts receive the most interaction and adjust your posting schedule accordingly.
By strategically utilizing Douyin and Xiaohongshu, Australian tourism operators can effectively tap into the Chinese market, attracting both individual travelers and groups managed by travel agencies.
This approach not only enhances visibility but also fosters a direct connection with a tech-savvy, travel-hungry audience.
We are a Marketing Agency Specialized on “Chinese Tourists”.
If you want to know how we can help you , contact us.
To know more about Chinese tourists or there
GMA (Gentlemen Marketing Agency) is a specialized destination agency dedicated to tourism marketing in China, focusing on harnessing digital strategies to connect global tourism brands with the Chinese market.
- Expertise in Chinese Digital Ecosystem: GMA excels in navigating China’s unique digital landscape, offering tailored strategies that leverage platforms like WeChat, Weibo, Douyin, and Xiaohongshu.
- Comprehensive Market Insights: GMA provides deep insights into Chinese consumer behavior, trends, and preferences, ensuring marketing strategies are data-driven and effective.
- Integrated Marketing Solutions: From social media management and content creation to KOL partnerships and PPC advertising, GMA offers a full spectrum of marketing services that cater to the diverse needs of the tourism sector.
- Strong Local Networks: With extensive connections across China’s tourism and digital marketing industries, GMA facilitates meaningful partnerships and collaborations for their clients.
- Proven Track Record: GMA boasts a successful track record of increasing visibility, engagement, and revenue for tourism brands looking to penetrate the Chinese market.
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