Recently, during the 2025 Australia Marketplace China held in Xi'an, Tourism Australia officially launched its 2026 marketing plan for the China market. This plan will revolve around three core demands: cultural connection, family emotional resonance, and self-expression, aiming to attract more high-net-worth Chinese tourists to travel and experience Australia.
Robin Mack, Acting Managing Director and Chief Executive Officer of Tourism Australia, stated that the 2026 marketing strategy will advance in three key areas: Firstly, continue to deepen the second phase of the global campaign "Come and Say G'day," utilizing multi-channel online and offline promotions to maintain Australia's top-of-mind presence among Chinese tourists, positioning it as a preferred outbound destination, and helping visitors create their own unforgettable travel memories.
Secondly, in response to the rapid changes in the Chinese tourism market, Tourism Australia will adopt a dynamic marketing strategy. Through regular research, consumer behavior analysis, social media feedback, and suggestions from industry partners, it will keenly capture market demand shifts, continuously optimize tourism product offerings, and flexibly adjust promotional focus to further highlight Australia's tourism advantages and competitiveness.
Furthermore, Tourism Australia will collaborate year-round with key industry partners to "jointly tell the Australia story." Specific measures include partnering with travel agencies like Trip.com to enhance destination conversion rates; collaborating with airlines such as Air China, China Eastern Airlines, China Southern Airlines, and Sichuan Airlines on brand promotion; and through the "Australia Travel Specialist" program, providing systematic training and exchange opportunities for Chinese tourism professionals to enhance their ability to recommend Australian products and design innovative itineraries.
As more Chinese tourists tend to "experience like a local," pursuing deeper cultural connections and emotional resonance—such as visiting the backstage of the Sydney Opera House or following the footsteps of celebrity Yushu to check in at the same spots—Tourism Australia will also continue to use platforms like the Australian Tourism Exchange (ATE), the business events platform "Australia Next," and the Australia Marketplace China (AMC) to encourage travel agencies to develop more niche, in-depth experience products catering to different interests, helping visitors fully experience Australia's unique relaxation and authenticity.
Nick Henderson, Tourism Australia's General Manager for Greater China, added that emotional value has become a key factor influencing Chinese tourists' decisions. The future approach will focus more on precisely targeting audience segments and conveying emotional connections through customized content and channels. For example, leveraging behind-the-scenes content from celebrity journeys to conduct differentiated communication on social platforms around themes like romance, education, luxury, Indigenous culture, and natural ecology. This aims to shape Australia's tourism image as "Unforgettable Australia" and "A destination for all seasons," sparking tourists' desire to explore and thereby shortening the conversion path from awareness to experience.
Editor Ⅰ: Zhang Congxiao
Editor Ⅱ: Bao Gang
Editor Ⅲ: Liu Guosong
