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阿治曼旅游发展局圆满结束在中国的推介巡展
Shang Wu Bu Wang Zhan· 2025-10-01 15:07
据ZAWYA新闻网9月29日报道,阿治曼旅游发展局(ADTD)近日圆满结束在中国的推介巡展。此次行 程涵盖上海、杭州和深圳,重点展示了阿治曼融合传统与现代的独特旅游魅力。巡展期间,代表团与中 国旅游业伙伴就合作机制、协调方式及未来联合项目展开深入交流,取得显著成果,进一步巩固了阿治 曼在全球旅游版图上的地位。此次巡展成果丰硕,将为中阿关系的繁荣注入新动力。 (原标题:阿治曼旅游发展局圆满结束在中国的推介巡展) ...
对话澳大利亚旅游局CMO高素珊:从“G’day”出发,打造中国游客心中的终身旅行记忆
Jing Ji Guan Cha Bao· 2025-08-11 10:44
Core Concept - The core idea of the new campaign "Come and Say G'day" is to evoke emotional connections rather than merely promoting tourism, focusing on creating lifelong travel memories for Chinese tourists [2][8]. Campaign Overview - The campaign features the Australian tourism ambassador, kangaroo Ruby, encouraging tourists to start their journey with a friendly "G'day" [1]. - It aims to present Australia's unique lifestyle to Chinese consumers through customized promotional content, including short films and interactive experiences [1][3]. Market Insights - Australia expects to welcome 8.3 million international tourists in 2024, a 15% increase from 2023, with total tourism spending reaching AUD 48.9 billion, a 13% year-on-year growth [2]. - Chinese tourists show a significantly higher intention to revisit Australia after their trips, indicating strong emotional brand equity [2][3]. Localization Strategy - The campaign targets the Chinese market due to its curious and expressive travelers who value meaningful experiences [3]. - The collaboration with Chinese artist Yu Shi marks the first time an Australian tourism campaign has featured a Chinese celebrity, enhancing local engagement [3][7]. Content Creation and Distribution - The marketing strategy has shifted from traditional advertising to a content ecosystem approach, creating multiple versions of promotional materials tailored for platforms like Douyin and Xiaohongshu [5]. - The campaign includes immersive advertising experiences in Shanghai's subway stations to enhance brand recognition [5][6]. Experience and Engagement - An open experience space in Shanghai showcases Australia's relaxed lifestyle through various interactive exhibits, including travel memories and cultural experiences [6]. - The campaign emphasizes emotional connections and long-lasting memories rather than just promoting destinations [9]. Brand Philosophy - The Australian tourism board aims to represent Australia authentically while respecting local cultures and creating emotional resonance with consumers [6][8]. - The focus is on transforming travel from a mere consumption decision to a form of lifestyle expression, reflecting a broader industry shift towards long-term emotional engagement [9].
持续吸引中国游客,澳大利亚旅游局在华推出新品牌活动
Bei Jing Shang Bao· 2025-08-08 06:33
Group 1 - The Australian Tourism Board launched a new global brand campaign "G'day" aimed at enhancing emotional connections with Chinese tourists and increasing its appeal in the competitive outbound tourism market [1][3] - The campaign features customized promotional videos, offline interactive experiences, and diverse content showcasing Australia's unique natural landscapes, multiculturalism, and relaxed lifestyle [1] - An open experience space in Shanghai's popular art district will be available from August 7 to August 10, designed around "unforgettable travel memories" with various interactive elements and gifts from multiple Australian brands [1] Group 2 - According to the Australian Tourism Board, the number of Chinese tourists visiting Australia is projected to reach 947,600 from June 2024 to May 2025, representing a 21% year-on-year increase, making it the fastest-growing international source market for Australia [3] - Data from Trip.com indicates that Australia is the top choice for long-haul outbound travel among Chinese tourists during the 2025 Spring Festival and remains the most popular destination in the Southern Hemisphere [3] - The CEO of the Australian Tourism Board emphasized the importance of the Chinese market and aims to attract more Chinese tourists through this campaign [3]
2024年大中华区游客在瑞士停留近112万夜次,占亚太区市场首位
Bei Jing Shang Bao· 2025-05-22 09:57
Group 1 - The Swiss National Tourism Board announced that Switzerland is expected to receive over 42.8 million overnight stays from global tourists in 2024, marking a 2.6% increase from the historical record [1] - Tourists from the Greater China region accounted for nearly 1.12 million overnight stays in Switzerland, leading the Asia-Pacific market in terms of overnight stays [1] Group 2 - The Swiss National Tourism Board has partnered with various organizations, including 729 Voice Studio, Mammut, and the UCCA Center for Contemporary Art, to promote travel destinations [3] - A suspense radio drama titled "The Magic Box," adapted from a novel, has been launched in collaboration with 729 Voice Studio, making the Swiss National Tourism Board the first to promote tourism resources through a radio drama format [3] - The radio drama consists of nine episodes, starting from May 22 and concluding on June 3, integrating Swiss cultural and natural landscapes into the storyline [3] Group 3 - In 2025, the Swiss National Tourism Board will collaborate with the Reading Group to launch a special project titled "The King's Avatar in Switzerland," featuring themed travel routes in major Swiss destinations [3] - The project will be available from July to August 2025, with customized travel routes offered through the Fliggy travel app [3] Group 4 - The Swiss National Tourism Board has launched a limited edition hiking shoe in collaboration with Mammut, which became available in April 2025 [4] - Additionally, a summer exhibition featuring Swiss artist Pipilotti Rist will be held in collaboration with the UCCA Center for Contemporary Art in 2025 [4]