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Tourism Australia Aquatic and Coastal campaign launches in China



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Senator the Hon Richard Colbeck Minister for Tourism and International Education Minister Assisting the Minister for Trade and Investment Senator for Tasmania

M E D I A R E L E A S E 13 April 2016 Tourism Australia Aquatic and Coastal campaign launches in China Tonight I will be launching Tourism Australia’s new Aquatic and Coastal campaign in China which will promote Australia’s iconic, world-class aquatic and coastal attractions to our fastest growing tourism market.

More than 400 guests including Chinese media and tourism industry partners will attend the gala launch in Shanghai as part of Australia Week in China (AWIC) 2016.

The campaign features cutting-edge virtual reality and 360 degree mobile technology to bring Australia’s stunning aquatic and coastal environments to life, putting them at the centre of our global tourism marketing.

It showcases a diverse array of urban and regional attractions in all states and territories - the spectacular Three Capes Track in Tasmania, Great Barrier Reef in Queensland, iconic Bondi Beach in Sydney, the ancient Katherine Gorge in the Northern Territory, picturesque Lake Burley Griffin in Canberra, the Twelve Apostles in Victoria, Kangaroo Island in South Australia, Ningaloo Reef in Western Australia and the mighty Murray Darling that flows through four states.

Tourism is one of five key super-sectors that will drive economic growth into the next decade and campaigns such as this are important elements to support this growth.

For the first time ever, Australia welcomed a million visitors from China last year and projections indicate there is scope to double this figure by 2020 which presents a great opportunity for Australia to attract more Chinese visitors.

In 2015 Chinese visitors spent a record $8.3 billion, a 45 per cent increase on the previous 12 months. By 2020, we expect that figure to reach as high as $13 billion.

The Government’s move to more targeted marketing campaigns, such as Aquatic and Coastal, plays to our strengths in key markets to ensure we get the most benefit from our international marketing efforts.

Aquatic and coastal themes have already been included in key tools provided to support frontline travel sellers such as the Aussie Specialist Program.

The campaign will run until the end of June 2016 in nine cities across China including Beijing, Shanghai, Guangzhou and Shenzhen.

There are clear benefits to the close relationship Australia and China share, and tourism plays an important role in developing our understanding of each other’s cultures and people.

The Government is focused on continual improvements to the visitor experience. Through measures which support ease in applying for a visa, facilitation of passage through airports and a skilled tourism labour force we are ensuring Australia can meet the expectations of visitors.

Media contact: Jemima Stagg 0438 387 436 jemima.stagg@aph.gov.au