“There’s nothing like Australia” – This is Tourism Australia’s global consumer marketing campaign. It features many unique Australian attractions like the Sydney Harbour, Uluru, the Great Barrier Reef’s Lizard and many more. It was launched with a strong focus on using digital channels, social media and advocacy to showcase Australia to the world. A short film highlighting some of the country’s exceptional and most distinctive experiences, such as the Bungle Bungles in The Kimberley, the Hayman Islands, South Australia’s Kangaroo Island, and many more, to target both domestic and international audiences are broadcasted on TV, cinema, and online. This campaign was created last 2010 and was built to withstand time and to be flexible to evolve to stay relevant to global consumers in today’s highly competitive global tourism environment.
The campaign enjoys a continuing success, as proven by the steady flow of investmentsthat drive growth of the Australian tourism industry. According to a new report from the Tourism Research Australia (TRA), a strong growth is shown on investment in Australian tourism infrastructure over the last 12 months. It was also confirmed that investments in the new aviation fleets by the leading airlines continue to dominate the growth in tourism investment. Given these updates, we can truly say, there’s nothing like Australia!
Domestic Impact of Australia’s Tourism Campaign
A substantial turnaround in domestic travel is seen for the past 12 months based on recent reports and families are representing the majorityof the domestic tourism segment. The latest tourism campaign is one of the driving factors of the significant turnaround. The campaign encourages Australian families to take a domestic holiday instead of heading overseas. The campaign underlines that the sought after features of a family holiday trip like safety, quality time, freedom, and space are all available on local beaches. Recent data clearly shows that more Australian families are taking more trips in their own country than abroad, which equates to more sales within the country, more profit for local businesses, and therefore keeping Australia’s economy on the rise. So why travel the distance and spend more when you can have everything you seek for a holiday trip where you are and help your homeland’s economy reach its peak?
International Impact of Australia’s Tourism campaign
China is currently Australia’s fastest growing and most valuable inbound tourism market. Opportunity was opened after a tremendously triumphant launch of Australia’s global campaign in Shanghai last 2012. Many Chinese travelers have ranked Australia as their number one on the international holiday “wish list, which led to the launch of a dedicated Chinese website.Australia.cn is the first site to be developed by the national tourism agency exclusively for an overseas market. It is created within China’s firewall, which restricts access to certain websites. It has been tailored fit to the specific needs of the market, showcasing travel experiences favoured by the Chinese travelers. It also incorporates Chinese social media platforms like SinaWeibo, QQ Weibo, Kaixin, and also features a section for Chinese celebrities, bloggers and advocates giving them the chance to share their experiences of Australia. The tourism body will also be working with the Australian Government and the State and Territory Tourism Organizations to devise a one week long campaign, the 2014 launch of “Australia Week in China”, which is expected to drive visitation from the key Asian market. Australians are seeing this investment paying off as Chinese travelers are increasingly arriving in the country, bringing in more investment opportunities for businesses to expand and go global.
Chinese Travelers In Australia
The arrivals of Chinese travelers are continuously increasing, giving Australia a new market to do business deals with for the past year. The Australian Bureau of Statistics released figures showing the number of Chinese tourists visiting Australia’s shores increased 14.4% to 57,300. There are also other encouraging markets such as US and Japan that showed healthy jumps but so far China is the “stand out performer” as the total international arrivals into Australia. This fact led to the business deals of Tourism Australia and Air China. A three-year agreement was signed launching the joint marketing of the two. This deal will further build a stronger platform for Tourism Australia to work with Air China to grow aviation services and drive inbound tourism from China. With Australia’s world class tourism resources and Air China’s far-reaching flight networks, they are sure to attract more Chinese visitors to the country. Air China will be operating 14 weekly flights from Beijing and Shanghai to Sydney and Melbourne. Its network will rise to 16 flights per week during high season with additional services also being considered.
Chinese Travelers as Tourists
An article posted in CNN talks about Chinese travelers being the world’s biggest spenders, if this is true then Australia’s tourism issure to expect more returns of their investments. According to the United Nations World Tourism Organization (UNWTO), Chinese travelers are the top source of tourism cash in the world. Their spending record on international tourism last 2012 showed a spike of 40% increase from 2011. Their volume of international trips grew from 10 million in 2000 to 83 million in 2012, making them the world’s fastest-growing market. By 2015, 100 million Chinese will travel abroad, a benchmark originally forecasted for 2020.
According to Dr. Yong Chen of Hong Kong Polytechnic University who specializes in Chinese outbound tourism, Chinese tourists focus mainly on shopping when they travel and Dr. Wolfgang Georg Arlt, Director of the China Outbound Tourism Research Institute (COTRI), agrees to that. The Chinese sees traveling as a form of soft power and the Chinese government support its citizens to head abroad. No wonder Tourism Australiawelcomes Chinese tourists with open arms and find ways to make it easier for them to come and visit. At this rate, Australia’s economic status is sure to increase as its Chinese tourists continuously grow, making each investment worth every cost. Indeed, there’s nothing like Australia!