The China juggernaut continues…but don’t ignore the Americans

February 22, 2016

Australia has just experienced the strongest-ever Chinese New Year. The Immigrations Department processed some 100,000 visitor visa applications from China in January 2016 alone – a record figure for a single month and an increase of 17 per cent over January 2015.

Tourism Australia is following up with a number of trade and consumer promotions in China, to build the market further, which now accounts for over one million visitors a year.

Tourism Australia is also targeting Europe and America, with the launch of the latest instalment in their campaign, “There’s Nothing Like Australia”. Using Australian actor Chris Hemsworth as the anchor, the new Aquatic and Coastal campaign was launched on Australia Day in New York to major acclaim (http://www.tourism.australia.com/campaigns/TNLA.aspx ).

The launch location is significant, because the US market is high yielding and ‘adventurous’, and with the US dollar at sustainably high levels, there is excellent prospects to grow the market from its current level of 600,000 visitors (up over 150,000 in the past decade).