China
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Spotlight on China - Edition 4
08 June 2022
In your last update, you shared insights into your plans to support recovery from the China market. Please update us on how this is tracking.
China and in particular the major cities of Beijing and Shanghai have been forced into lockdowns due to further outbreaks of COVID. This has been felt hardest in Shanghai with a prolonged lockdown with record numbers of infections across the city. The city is now open, and consumers are starting to look beyond their front doors again.
Whilst in lockdown the Tourism Australia team in China continued with two of our critical areas whilst borders remain closed. The two areas are consumer inspiration and partner engagement. On a partner front we remain close to our trade, aviation, and other partners. New agreements with our partners have been signed in critical areas such as aviation access, trade training and trade engagement.
The consumer is still wanting more inspiration with Australia still top of mind. A focus on returning travellers to Australia has seen the consumer wanting new places to visit, new ways to travel and areas to visit. This is exciting as we see our engagement across the multiple social channels expand and deepen.
ASP mega training session in Shanghai, China © Tourism Australia
How is consumer sentiment towards travel? Are there any booking trends emerging, relevant to Australia?
Consumers are now more than ever wanting to get out and see the world. Australia has always been highly regarded as a safe, welcoming and diverse country. We see the demand for Australia continuing to be strong through our research and from our partner's research.
Family travel, travelling with friends and independent travel has emerged as a key indicator of future travel. Travelling for a purpose of exploring and embracing the great outdoors is also featuring strongly. We see this as a reengagement of travel to Australia and whilst our key metro and the motivation to see Australia remains strong.
How did the China trade and media respond to the announcement of Australia’s borders re-opening in February?
Overwhelming the response has been fantastic. The reporting in the media was positive and has demonstrated the broad appeal of Australia. I know many people who would want nothing more than to visit Australia and with the announcement it has created a great positive buzz in the media. Beyond the media our trade and aviation partners were relieved to see the announcement. It has given a great amount of confidence to the market with people making more robust plans for the future.
TA/KDP joint “Australia Weekend” Pop-up Show in Shenyang, China © Tourism Australia
What in-market events are you planning this year?
Whilst we were unable to hold an offsite event for ATE as we did last year, our partners in the region were able to meet online with our Australian industry. This engagement is vital as it keeps Australia top of mind and continues the extensive relationships between the trade and industry.
Tourism Australia will continue to roll out both online and offline events to consumers and trade. The social channels will remain a key driver of consumer marketing and we will continue to engage with partners and trade partners. The Aussie Specialist Program will remain centred on keeping Australian product knowledge up whilst engaging and training new specialists.
More information
Please reach out to the in-market team in China with your stories, products or updates so we can continue to serve you in market with consumer and trade.
