澳大利亚旅游局局长：中国有望成入境第一客源国

Core Insights - Australia is becoming a popular destination for Chinese tourists, with a projected 21% year-on-year increase in visitors from China between June 2024 and May 2025, making it the fastest-growing international source market for Australia [1][3][5] Group 1: Market Trends - The Australian tourism board is focusing on deep experience tourism, targeting small group travel and diverse destinations to cater to changing consumer preferences in China [1][3] - In 2024, Australia is expected to welcome 8.3 million international tourists, a 15% increase, with total tourism spending reaching a record high of AUD 48.9 billion [4] - The Chinese market has recovered to approximately 65% of pre-2019 levels, indicating significant growth potential for future tourism [5] Group 2: Marketing Strategies - The Australian tourism board is launching new promotional activities in major international markets, with China being the first country to kick off this initiative [3] - The marketing strategy is shifting from traditional demographic targeting to focusing on "high net worth tourists" who value deep experiences and are willing to pay for cultural exploration [7] - The use of film and television marketing is being emphasized to attract tourists, leveraging the popularity of media to drive visitor interest [7]