It has been six months since your last update. What recent changes are impacting life in China now? 

It has been a very busy time in China with the Winter Olympics dominating every conversation, media and capturing the imagination of the wonderful athletes who travelled from around the world to participate. The games were held in and around Beijing and with new COVID-19 rules to ensure the safety of the competitors. This led to many changes for the people of China with lockdowns in certain parts of the country, impacting travel and important family gatherings for the Lunar New Year.

The Australian team were well represented at the games with some great efforts resulting in medals and personal achievements. The Chinese media interviewed many of the Australian athletes and there were some great stories written about our continued people to people connection, love of sport and shared ambitions. There was enormous social coverage of the Australian team when it was announced that they were bringing in their own barista to make the Australian favourite flat white coffee.

The Lunar New Year was celebrated with traditional family gatherings, red packets and food. The Year of the Tiger has started with great hope of borders reopening, seeing families and exploring more widely as the tiger represents power, bravery and energy.

Can you share insights into your plans to support recovery from the China market?

The China team have continued to engage consumers across China with Australian experiences, locations and lifestyle stories with great engagement. Australia is consistently in the top of the social media charts for travel and experiences with our engagement continuing to grow amongst consumers. The Tourism Australia Douyin (TikTok) account is now the number one foreign destination account in China, with activity and continued engagement growing over the last 12 months. Our partner activity remains strong with trade and airlines and our agreements with these partners have been renewed in advance of travel recommencing.

Our consumer marketing efforts have been centred on keeping the high value traveller inspired by what Australia has to offer, showcasing our natural beauty, wildlife, food and drink and of course Australians. The Aussie Specialist Program continues to grow and the China team have delivered training via online and live events to more than 15,000 agents to keep their knowledge about Australia not only current but growing.

How is the China travel trade faring?

The trade in China have always been an important part of what we do, both online and offline agents have remained a focus for our engagement as they continue to sell only domestic travel and prepare for border openings. Through the support of the trade, we have held events with joint content to inspire Chinese consumers to keep considering Australia. I know many operators in Australia are in contact with the trade in China and this is appreciated by them.

Are you seeing evidence of any emerging consumer travel trends that are relevant for travel to Australia?

Chinese consumers continue to preference safety and security and Australia is well placed to meet this need. Other trends for travel have developed such as wellness travel, seeking unique experiences, rekindling their love of where they had travelled previously and now seeking wide open spaces to explore. Australia is well known for family travel, and this is a trend that won’t slow. A deeper connection to people, stories and culture has developed across the consumer sentiment tracker and Australia has also strengthened its desirability and consideration through the past year so we look to capitalise on this further.

And personally, what is on your wish list of experiences when you get the chance to return to Australia?

Australia is home and of course family will be a priority on my next trip. It isn’t an easy question to answer as Australia has so much going for it, from the food, outback, beaches and people there will be much to do, taste and see. I look forward to personally seeing all the great industry, partners and operators when I get back, hopefully soon.