2025服贸会｜澳大利亚旅游局韩彬：欢迎更多中国游客来澳大利亚创造属于自己的故事

Core Insights - Australia is participating as a guest country in the current service trade fair, highlighting the growing cooperation between China and Australia in tourism and service trade [3] - The Australian Tourism Board projects a 19% year-on-year increase in Chinese visitors to Australia from July 2024 to June 2025, reaching 952,000 visitors, indicating significant growth potential in the Chinese tourism market [3][4] - The Australian Tourism Board has established multi-layered cooperation with the Chinese tourism industry, including partnerships with major OTA platforms like Ctrip and various airlines to enhance travel connectivity [3][4][5] Tourism Cooperation - The Australian Tourism Board has formed a strategic cooperation memorandum with Ctrip for 2025-2028 to enhance the influence of Australian destinations and improve the travel experience for international visitors [3][4] - Airlines are crucial partners for the Australian Tourism Board, promoting a comprehensive flight network that connects major cities and emerging destinations in Australia [3][4] Marketing Initiatives - A new phase of the "Come to Australia, Say Hello" promotional campaign has been launched, featuring localized creative content and engaging with Chinese celebrities to attract international tourists [4][5] - The campaign includes tailored promotional materials for Chinese tourists and interactive experiences to strengthen emotional connections with potential visitors [4][5] Consumer Trends - Data from Ctrip indicates that Australia is a top choice for Chinese tourists during the 2025 Spring Festival and remains a popular destination in the Southern Hemisphere for 2024 [5] - Insights reveal that younger Chinese tourists prefer personalized and immersive experiences over traditional sightseeing, leading to a 28% increase in their spending in Australia, surpassing AUD 9 billion [5][6] Sustainable Tourism - The Australian Tourism Board is developing high-quality outdoor and eco-tourism products to meet the demand for deep experiences among Chinese tourists, focusing on sustainable practices [5][6] - Initiatives include promoting renewable energy use and offering opportunities for tourists to participate in conservation activities, such as coral planting in the Great Barrier Reef [5][6] Cultural Engagement - The Australian Tourism Board emphasizes the importance of cultural experiences in tourism, collaborating with Chinese partners to create products that incorporate local culture and history [5][6] - Customized travel products are being developed around Chinese festivals to cater to the unique travel preferences of Chinese tourists [6] Future Outlook - The Australian Tourism Board expresses optimism about the future of tourism cooperation between China and Australia, anticipating a resurgence in Chinese tourist numbers [6]