Innovative tourism marketing helps drive growth in Australia's tourism industry

14 April 2016

As part of Australia Week in China, today I attended the launch by Prime Minister Malcolm Turnbull of Tourism Australia's new-look consumer website for the Chinese market australia.cn.

The new platform will enable Tourism Australia to better target, inspire and convert potential visitors to our shores - helping drive the growth of our tourism industry.

Tourism is one of five key economic super-growth sectors for the next decade and the Government is ensuring we support innovative marketing methods, such as this new digital platform, to showcase our world-class attractions to the world.

This new website will play a crucial role in helping realise the growth potential of the extremely important Chinese market - expected to be worth more than $13 billion by 2020.

Last year Australia welcomed over a million Chinese visitors, up 22 per cent on the previous year, and Chinese visitor spend reached a record $8.3 billion, up 45 per cent from last year.

The refreshed site has established a new benchmark in digital destination marketing, showcasing a number of innovations which will help keep Australia ahead of the curve in this highly competitive tourism market.

Importantly, the site has been designed using research from Chinese consumers with a focus on mobile first, which is vital given they are increasingly researching, planning and booking holidays on their mobile phones.

The platform features ground breaking 360 degree video content which makes Tourism Australia the only national tourism organisation to incorporate this innovation into its core marketing strategy.

The 17 different 360 degree videos feature a diversity of experiences from every state and territory. These include a helicopter ride over the 12 Apostles in Victoria, swimming with sea lions off the South Australian coast, kayaking through Katherine Gorge in the Northern Territory, walking the Three Capes Track in Tasmania and surfing on the Gold Coast in Queensland.

Users will engage with personalised content and information when they use the site to research Australia. Targeted content about flights, currency exchange and weather means consumers will be shown their preferred content based on their browsing history and behaviour.

The new site complements the work Tourism Australia is also doing with virtual reality technology. 17 virtual reality experiences have been created from every state and territory, which shows the rich diversity of Australia's tourism experiences.

Last year Tourism Australia's consumer website in China attracted over 12 million unique visitors, this updated website will help even more visitors discover our unique and spectacular tourism attractions and encourage them to make that all important decision to book a visit.

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