Core 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]

Core Viewpoint - The recent Australia-China summit emphasizes the importance of cultural and tourism exchanges in strengthening bilateral relations, with a focus on enhancing tourism cooperation to boost economic growth and employment opportunities in Australia [1][3][6]. Group 1: Tourism Cooperation - The Australian Prime Minister Albanese's visit to China highlighted tourism as a key area for cooperation, aiming to expand tourism ties with China to create more job opportunities and support Australian businesses [3][6]. - A strategic cooperation memorandum was signed between the Australian Tourism Board and Ctrip Group, aiming to position Australia as a preferred long-haul travel destination for Chinese tourists from 2025 to 2028 [6][7]. - The Australian tourism sector is focusing on attracting Chinese tourists by developing diverse travel products and enhancing visitor experiences, leveraging Australia's unique natural landscapes and cultural offerings [7][8]. Group 2: Economic Impact - Prior to the pandemic, the tourism industry contributed over 60 billion AUD (approximately 280.5 billion RMB) to Australia's economy, accounting for 3.1% of GDP, with around 5% of the workforce employed in this sector [8]. - In 2019, nearly 1.5 million Chinese tourists visited Australia, spending 13 billion AUD (approximately 60.8 billion RMB), which represented over 30% of total international tourist spending [8]. - Recent data indicates that from March 2024 to March 2025, Chinese tourists are expected to spend 9.2 billion AUD (approximately 43 billion RMB) in Australia, marking a 28% year-on-year increase [11]. Group 3: Future Outlook - The Australian tourism industry is experiencing a resurgence, with projections indicating that by January 2025, the number of Chinese tourists entering Australia will exceed 114,000, reclaiming the top spot among source countries [9]. - The Australian government is encouraged to enhance its tourism infrastructure and provide more support for Chinese tourists, while also ensuring a welcoming environment to foster positive relations [17]. - Experts suggest that Australia should not only focus on attracting Chinese tourists but also facilitate Australian tourists' travel to China, promoting mutual tourism benefits [17].