Qantas launches new Chinese edition magazine

Qantas has launched its first Chinese edition of the magazine, available bi-annually. The magazine will be offered on international and domestic flights, select duty free stores, five-star and boutique hotels, and Qantas lounges.


The announcement:


SYDNEY, Monday 3 October 2016:  Qantas will put Australia on display for the biggest tourism market in the world with the first Chinese edition of the national carrier’s magazine launching today.

Written in simplified Chinese, the new magazine will be offered on Qantas international and domestic flights, select duty free stores, five-star and boutique hotels, and Qantas lounges. Stories will focus on topics that resonate with Chinese travellers, including beauty and nature; food, wine, local cuisine and produce; retail, shopping and luxury and beaches and adventure.

Content will also be available online at Qantas Travel Insider and seeded through Weibo, WeChat and YouKu – part of Qantas’ use of digital and social media channels for tourism marketing.

There were 1.1 million Chinese visitors to Australia in 2015/16, up 23%, while spending by Chinese visitors increased by 27% to hit $8.9 billion.

China is expected to overtake New Zealand as Australia’s biggest tourism market by 2018, and Qantas is increasing its presence in the world’s second largest economy through a new joint venture with China Eastern, as well as alliances with China Southern and oneworld partner Cathay Pacific.

Qantas’ Group Executive, Brand, Marketing and Corporate Affairs, Olivia Wirth, said the special Chinese edition of the Qantas Magazine was the latest step in Qantas’ strategy to engage travellers with the right content, through the right channels at the right time.

“This is a great opportunity to put our cities and regional destinations, our amazing restaurants, chefs and winemakers, and our talented local designers in front of a massive and highly engaged audience of Chinese travellers.

“It’s first and foremost a great read, but we also hope it inspires returns visits, gets family members and friends of our passengers interested, and starts discussions through social media.”

Like Qantas’ monthly inflight magazine re-launched last year and September’s new look QantasLink Spirit magazine, the Qantas Magazine, Chinese edition, is published by Medium Rare Content Agency.

Qantas Magazine Editor in Chief, Kirsten Galliott said the new magazine will be available bi-annually, in October and January, to coincide with the peak travelling months of Chinese tourists.

“From our research we know that there is a growing desire for water-based experiences like snorkelling, diving and whale watching and while tours and group travel are still popular, independent travel is on the rise with luxury travel a new niche trend with big potential for growth.

“Enjoying great food and wine, sampling our native ingredients and seafood and seeking out Australia’s top local Chinese restaurants are also popular experiences.

“With this new magazine we provide information and inspiration to cater for those passions – from luxury lodges in the outback to the magic of Byron Bay and insider’s tips on where to eat, stay and play in some of our great cities.

“We also have a spectacular Uluru fashion shoot with one of China’s rising stars, digital entrepreneur Nicole Warne, we are showcasing the diversity of experiences on offer in our very special part of the world.”


Luxury lodges: We visit the six best luxury lodges in Australia including Wolgan Valley in NSW, Qualia in Qld and Longitude 131 in the NT.

City Guides – Sydney, Melbourne and the Gold Coast: How to live like a local; where to eat, drink, stay and play, shop and sightsee. These detailed guides include surprising, insider experiences outside the norm plus day trip suggestions to Blue Mountains, Daylesford and Lamington National Park.

Five of Australia’s most beautiful islands: The Great Barrier Reef is famous but where to stay to experience the reef? We detail five very different islands from Hayman to Heron and Lizard to Lady Elliot as well as the most remote of all for adventure lovers, Haggerstone Island.

One Perfect Weekend in Margaret River: Once a magnet for hippies and surfers, Western Australia’s Margaret River region has become one of the country’s food and wine meccas.

Uluru Fashion Shoot: Set against the backdrop of Uluru, Nicole Warne showcases some of the latest trends from international luxury brands to Australia’s own including Romance Was Born, Paspaley and RM Williams.


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