Tourism Australia joins Visa’s #notatourist campaign targetting Chinese millennials

VisaTourism Australia will join Visa’s social media driven #notatourist campaign after the two parties signed a three year partnership to promote Australia across the region.

The joint promotion will kick off in China this month targeting millennials before expanding to Hong Kong, Singapore, Malaysia, Indonesia, India, Japan and South Korea in the first quarter of next year.

China is Australia’s largest inbound market in terms of spend, injecting $7 billion into the economy in 12 months ending June, a rise of 32 per cent on the previous year. 

Tourism Australia managing director John O’Sullivan said big spending travellers have responded well to its There’s Nothing Like Australia campaign.

“We are now increasingly working with partners to better target international travellers and make sure we turn the interest our campaigns create into tourism’s contribution to the Australian economy,” he said.

The campaign will focus on highlighting Australia’s food and wine and coastal areas with the aim of creating interest away from the usual tourism hot spots.

Visa launched the #notatourist initiative earlier this year with cardholders receiving destination related information. People were encouraged to share content on social media.

Read the full story on Mumbrella Asia. 


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