Greater China Marketing Overview

As at March 2020

Insights

  • Top Line Numbers (YE 30 Sep 2019)

    Share of overnight expenditure: TBA
    Forecasted Growth 2020: TBA
    Visitors: 208,000 | +3.1%
    Visitor Nights: 934,000
    Expenditure: $220M

  • Booking

    Trade
    Non-Trade
    Holiday package tours
    FIT experiencing rapid growth

  • Aviation

    Monitoring

  • Other Insights

    Under review

Strategy


Collaborate with partners to defend market share.
Develop digital/social content for owned channels and aggregate sites in China.
Explore opportunities and leverage through TA/TEQ activity where possible.
Support Connecting with Asia initiative whilst developing capacity across social networking sites and web platforms.

Execution

Target Audience

  • Family and Friends
  • Themed Tours (Sports, Diving, Education, Environmentally conscious traveller)
  • Trade including OTAs
  • Domestic VFR

Tactics

Current

  • Collating content for digital channels to inspire travellers during the planning phase
  • Talking to Trade partners (KDP), TA and TEQ about opportunities

Looking ahead

  • Planning for campaign activity when re-entry to market begins

Working with us

  • Under review

Links

TEQ Consumer Demand Project

View Tourism Australia’s latest market profile data for China

Tourism Australia Consumer Research

Download Tourism Australia’s latest consumer profile for China

Tourism Australia Int visitor arrivals

Explore Tourism Australia’s international visitation data

Tourism Export Tool Kit

Valuable resource for anyone operating in or considering operating in international markets

TEQ Tourism Data Explorer

Explore various tourist data sets with TEQ’s data explorer