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