Queensland Commits to Chinese Tourism Market

Beautiful beaches and a stunning skyline in Gold Coast (Photo courtesy of Tourism and Events Queensland)

With unique natural landscapes, extensive outdoor activities, vibrant cities, a sub-tropical climate, and a growing number of direct flight connections, Queensland, Australia is in an excellent position to welcome back Chinese visitors. With a long-term view of the Chinese market’s potential and its importance to Queensland’s overall tourism development strategy, Australia’s “Sunshine State” is going all-in for both trade and consumer marketing in China.

Although Chinese travel to Queensland has only recovered to 51.6% of 2019 levels as of June 2024, China has already returned to being Queensland’s largest market by OVE, amounting to $832.7 million. This puts it ahead of New Zealand, Japan, the UK, and the US. Recovery has been particularly strong among the VFR and education sectors, while the FIT market is growing fast.

Fully committed to nurturing this important market, Tourism and Events Queensland (TEQ) is engaged in a comprehensive program of promotional activities in China. “By 2032, it is predicted that Chinese visitation will deliver $2.9 billion for the Queensland economy – almost one third of Queensland’s international OVE,” says Charley Shen, TEQ’s International Director Greater China.

Full suite of consumer and trade marketing activities

“China being a core market means our full suite of marketing activities is live in China – from direct consumer marketing; PR and media engagement; Tourism Australia, aviation, trade and conversion partnerships; distribution development and training; and an in-market team based in Shanghai and Guangzhou,” explains Shen.

TEQ launched its official Xiaohongshu account in March 2024, with a content strategy focused on local recommendations and useful tips

One of TEQ’s new B2C marketing initiatives is the launch of a Xiaohongshu account in March 2024. “Our purpose is to market Queensland destinations and experiences to targeted younger audiences. It is a still small but fast-growing platform for us in terms of followers, engagement and readership,” says Shen. In line with the way Xiaohongshu is used by young Chinese travelers, TEQ’s account prioritizes local recommendations and useful guides. Popular posts include introductions to local markets, events, and practical tips for tourism activities such as diving in the Great Barrier Reef or taking a self-driving trip.

Learn more about Xiaohongshu marketing for travel brands

“Despite the fast growth of FIT, the Chinese travel trade is still a critical part of our distribution channel in China,” says Shen. Since international borders reopened there have been many changes in the travel industry, and continued B2B engagement ensures not just that Chinese travel agents are updated on Queensland tourism products, but also “helps TEQ to align our strategy with our travel trade partners’ company direction so that driving business to Queensland tourism operators becomes a mutually beneficial goal for both the Chinese travel trade and TEQ.”

On 4 September, TEQ held a Queensland Tourism Seminar in Beijing, with an offline event complemented by live streaming. The event brought together 110 in-person attendees, with 113 additional travel agents tuning in to the live stream. Attendees learned about Queensland’s cities, plans for the 2032 Olympics, islands and coastline, business events, and educational opportunities.

TEQ’s September 2024 seminar for the travel trade was held in Beijing, with live streaming to more than 100 additional attendees

What’s next? More plans taking flight for 2025

Queensland is getting ready to be even better connected to China in the near future. Both China Southern Airlines and China Eastern Airlines are expanding their Brisbane services to daily operations (connecting to Guangzhou and Shanghai, respectively) in the peak season to accommodate increasing market demand during the Chinese New Year period. TEQ is working together with the airlines on joint marketing campaigns to promote these non-stop services to Queensland.

At the same time, TEQ is running joint tactical campaigns in partnership with Brisbane Economic Development Agency (BEDA), Experience Gold Coast (EGC) and Tourism Tropical North Queensland (TTNQ) to promote Queensland experiences, using the direct Brisbane services from China to Queensland.

In 2025, TEQ is further scaling up its China marketing, launching consumer-facing campaigns with popular online travel portals Ctrip, Fliggy, and Qyer. For the travel trade, they’re launching a Content Partnership Program and online Trade Marketing Hub, and also leading a week-long “Queensland Is Calling” roadshow for tourism operators to meet with the Chinese travel trade, media, and airline partners in Hangzhou and Shenzhen from 27 February-4 March 2025.

Dragon Trail can support destinations with marketing solutions to reach Chinese consumers and the Chinese travel trade, including social media, events, and online resources for the travel trade. Please get in touch to learn more.