明星助阵旅游 澳旅局在华解锁新增长密码

Group 1 - The core event is the launch of Australia's global brand campaign "G'day" in Shanghai, marking China as a strategic starting point for tourism promotion [1] - The Australian tourism market is experiencing significant growth, with a 21% increase in the number of Chinese tourists, making it the fastest-growing international source market for Australia [2] - The Australian tourism board reports that the Chinese market has recovered to approximately 65% of pre-2019 levels, indicating a potential for at least 35% further growth [1][2] Group 2 - The recovery of flight capacity between China and Australia is notable, with flight volumes reaching 88.4% of 2019 levels by July 2025, despite it being the winter season in Australia [2] - The number of Chinese tourists visiting Australia is projected to reach 947,600 from June 2024 to May 2025, reflecting a 21% year-on-year increase [2] - The average spending per Chinese tourist has increased by 18%, with a 40% surge in bookings for immersive travel experiences, indicating a shift from mere sightseeing to deeper engagement [2] Group 3 - The Australian tourism board has engaged Chinese celebrities as "friends of Australia" to enhance local consumer connections and promote travel [4] - The marketing strategy includes leveraging popular local stars to interact with consumers, which has already shown a significant increase in search interest for Australian travel experiences [4] - The Australian government offers various incentives for film companies shooting in Australia, including tax reductions and funding support, to further promote tourism [4]