Tourism Australia has launched a new website targeting a bigger slice of the outbound China market.
The revamped australia.cn site was launched as part of Australia Week in China and unveiled by tourism minister Richard Colbeck and Prime Minister Malcolm Turnbull.
The goal of the website is to ‘better target and convert’ visitors to Australia, Colbeck said.
"This new website will play a crucial role in helping realise the growth potential of the extremely important Chinese market, expected to be worth more than US$9.95 billion by 2020," he said.
"The refreshed site has established a new benchmark in digital destination marketing, showcasing a number of innovations which will help keep Australia ahead of the curve in this highly competitive tourism market."
It features 360 degree video content of attractions which is a first for a national tourism organisation.
The tourism minister also announced a US$4.5 million partnership between Tourism Australia and Air China.
The carrier will advertise travel to Australia throughout its route network, and Air China will be given priority to expand air routes and capacity between the two countries.
"Record visitor arrivals from China show the Government’s pro-growth policies, combined with a targeted marketing strategy is paying dividends," Colbeck said.
