TRIP.COM(US:TCOM) Huan Qiu Wang·2025-09-17 03:28Core Insights - Australia is participating as the guest country at the current service trade fair, highlighting the growing cooperation between China and Australia in tourism and service trade [1] - The Australian Tourism Board anticipates a 19% year-on-year increase in Chinese visitors from July 2024 to June 2025, reaching 952,000 tourists, indicating significant growth potential in the Chinese tourism market [1][2] - 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 accessibility [1][2] Tourism Promotion Strategies - The Australian Tourism Board launched the second phase of the "Hello Australia" promotional campaign, targeting global markets including China, featuring local celebrities to encourage tourism [2] - Customized promotional content for Chinese tourists was released, including short films and interactive events, to strengthen emotional connections with potential visitors [2][3] - Data from Ctrip indicates that Australia is the top long-haul destination for Chinese tourists during the 2025 Spring Festival, reflecting its popularity [2] Consumer Trends and Product Development - The Australian Tourism Board is responding to the trend of younger Chinese tourists seeking personalized and immersive experiences, such as hiking and diving, rather than traditional sightseeing [3] - Chinese tourists' spending in Australia exceeded AUD 9 billion, marking a 28% increase year-on-year, showcasing their growing economic impact [2][3] - New high-quality outdoor and eco-tourism products are being developed to meet the demand for deeper experiences, including sustainable tourism initiatives [3][4] Cultural Engagement and Customization - The Australian Tourism Board emphasizes cultural experiences as a vital part of tourism, collaborating with Chinese partners to create culturally rich travel products [4] - Customized travel offerings are being developed around Chinese festivals, such as romantic destination recommendations for the Qixi Festival, to cater to specific traveler needs [4] - The "Hello Australia" campaign aims to share Australian stories and provide unforgettable experiences for Chinese tourists [4][5] 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 [5] - China is currently the second-largest source of inbound tourists for Australia, with expectations to regain the top position soon [5]