澳大利亚旅游体验

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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].
专访澳大利亚旅游局局长韩斐励:抓住入境游增长最快市场,发力中国深度游客群
Bei Jing Shang Bao· 2025-08-11 06:24
Core Insights - Australia has become a popular destination for Chinese tourists during the summer travel season, with a projected 21% year-on-year increase in visitors from China between June 2024 and May 2025, potentially making China the largest source of inbound tourists to Australia [1][3][5] Group 1: Market Trends - China is the fastest-growing international source market for inbound tourists to Australia, with 947,600 visitors expected in the upcoming year [3] - The Australian tourism sector is experiencing a shift towards smaller, personalized travel groups, with a growing interest in diverse destinations among Chinese tourists [7] - The overall international tourist arrivals to Australia are expected to reach 8.3 million in 2024, a 15% increase, with total tourism expenditure hitting a record high of AUD 48.9 billion [4] Group 2: Marketing Strategies - The Australian Tourism Board is launching a new promotional campaign targeting major international markets, with China being the first to roll out this initiative [3] - The focus is shifting from traditional demographic targeting to attracting "high-value tourists" who prioritize deep experiences and cultural exploration [8] - The use of film and television marketing is being emphasized to attract visitors, leveraging the popularity of media to enhance destination awareness and visitor numbers [8]
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]