专访澳大利亚旅游局局长韩斐励：抓住入境游增长最快市场，发力中国深度游客群

Core Insights - Australia has become a popular destination for Chinese tourists during the summer travel season, with a projected 21% year-on-year increase in visitors from China between June 2024 and May 2025, potentially making China the largest source of inbound tourists to Australia [1][3][5] Group 1: Market Trends - China is the fastest-growing international source market for inbound tourists to Australia, with 947,600 visitors expected in the upcoming year [3] - The Australian tourism sector is experiencing a shift towards smaller, personalized travel groups, with a growing interest in diverse destinations among Chinese tourists [7] - The overall international tourist arrivals to Australia are expected to reach 8.3 million in 2024, a 15% increase, with total tourism expenditure hitting a record high of AUD 48.9 billion [4] Group 2: Marketing Strategies - The Australian Tourism Board is launching a new promotional campaign targeting major international markets, with China being the first to roll out this initiative [3] - The focus is shifting from traditional demographic targeting to attracting "high-value tourists" who prioritize deep experiences and cultural exploration [8] - The use of film and television marketing is being emphasized to attract visitors, leveraging the popularity of media to enhance destination awareness and visitor numbers [8]