Tourism Australia became the first national tourism organisation outside of Greater China to win the ‘Best Overseas NTO in China’ award at the 5th TTG China Travel Awards 2012 in Shanghai. The ‘Best Luxury Hotel in Hong Kong’ award went to the Ritz Carlton Hong Kong.
Meanwhile, Tourism Australia has confirmed it will unveil the next phase of its global advertising campaign in China – Australia’s fastest and highest value visitor market. The updated creative, which includes a new broadcast ad, will be shown first in Shanghai in early June.
Managing Director Andrew McEvoy said: “The real test and true success of any campaign is how it performs with consumers in key international markets. The new campaign creative will be first shown in China but roll out to 25 countries in 17 languages and continue the globally successful There’s nothing like Australia pitch.
“As part of the tourism industry’s push to double overnight visitor expenditure to up to AUS$140 billion by 2020, Tourism Australia is focused on marketing Australia’s unique tourism attributes where the greatest tourism growth opportunities exist. China is a big part of that growth and is the logical place to launch the new creative.”
542,000 Chinese visited Australia during 2011, representing almost 20% growth compared to 2010 and the number is expected to exceed 600,000 visitors in 2012.