Core Insights - The Hong Kong Tourism Board (HKTB) has participated in the China International Import Expo for the eighth consecutive year, showcasing Hong Kong's rich travel resources [1][3] - The exhibition booth features a unique bamboo structure design, symbolizing the theme of "coexistence of tradition and trend" through modern LED light technology [1][2] Group 1 - The HKTB's booth allows visitors to experience Hong Kong's aviation hub promotion and immersive LED light displays that highlight iconic landmarks and cultural events [2] - HKTB's CEO, Liu Zhenhan, emphasized Hong Kong's role as a "super connector" and "cultural hub" that bridges tradition and global engagement [3] - The participation in the expo is seen as a way for Hong Kong to present itself as a "city business card" to the world, reflecting its commitment to national openness and dual circulation development [3]

Core Insights - The Ajman Tourism Development Department (ADTD) successfully concluded its promotional tour in China, covering cities such as Shanghai, Hangzhou, and Shenzhen [1] - The tour showcased Ajman's unique blend of traditional and modern tourism attractions, enhancing its position on the global tourism map [1] - Significant outcomes were achieved through in-depth discussions with Chinese tourism partners regarding cooperation mechanisms, coordination methods, and future joint projects [1] - The results of this tour are expected to inject new momentum into the prosperity of China-UAE relations [1]

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].

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]

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]