"与2019年相比，中国市场已经恢复到约65%。"韩斐励表示未来仍有至少35%的增长空间，是澳大利亚 继续深耕中国市场的动力。 澳大利亚旅游局还第一次邀约中国明星担任"澳大利亚之友"，新增与中国消费者的链接方式。 刚刚过去的周末，上海黄浦江畔的艺术水岸西岸，一只三米高的巨型行李箱矗立在露天广场，箱内投射 出大堡礁的粼粼波光与乌鲁鲁的赭红岩壁。这是澳大利亚旅游局在上海开启的"来澳大利亚，道一声 G'day"全球品牌活动。值得一提的是，这场全球品牌焕新并未选择在悉尼首发，而是将中国作为战略起 跳点。这背后是何考量？ "两年前在成都举行的品牌活动让中国游客赴澳大利亚旅游意愿提升了12%，给我们巨大的鼓舞。"澳旅 局局长韩斐励（Phillipa Harrison）接受21世纪经济报道采访时表示，中国是澳大利亚入境游客数量增长 最快的国际客源市场，增速高达21%，有望很快成澳入境第一客源国。 "中国拥有最复杂的社交媒体生态和最快的创意迭代速度。"韩斐励以袋鼠茹比为例，2023年成都首秀时 设计的"比心"动作，不仅将中国游客赴澳旅游意愿有效提升12%，且经中国社交媒体发酵后反向输出至 全球13个市场。 明星成国家旅游"代 ...

Core Points - The Australian Tourism Board has launched the second phase of the "Say G'day to Australia" tourism promotion campaign targeting key global markets, including China [1] - The campaign will feature localized creative elements, with Australian tourism ambassador kangaroo "Roo" collaborating with local celebrities from target markets to encourage international visitors to travel to Australia [1] - Australian Trade and Tourism Minister Don Farrell stated that the campaign has successfully attracted more visitors, creating job opportunities and promoting economic growth in Australia [1] - The Australian Tourism Research Institute projects that international visitor numbers to Australia will reach a record 10 million by 2026 and increase to 11.8 million by 2029 [1] - The "Say G'day to Australia" global branding marketing plan was initially launched in October 2022, with the first event of the second phase scheduled to take place in China later this week [1]