Selling Australia: Media and Marketing

While the earliest phase of Chinese tourism was tied in to ‘standard’ Australian and international businesses across the various components of the industry, it became apparent to Chinese residents in Australia that they could enter and develop a valuable market sector. A domestic (Chinese) industry emerged, to some extent centred on the long-existing Chinatowns of the major metropolises. At the same time that enabled smaller businesses to provide more diversified possibilities enabling the first phase of ‘escape’ from exclusively mass tourism. As local businesses sought to participate, as tourism numbers grew, Australia and its various states and territories were beginning to market their own attractions in a bid for greater numbers. The local print media, both Chinese and English language, watched on and broadly supported the expansion while pointing to obvious challenges. This chapter examines these trends and directions, to emphasise a rather unprepared Australia where tourist facilities (notably hotels and restaurants) were struggling to cope with a different language and culture. Prior to the rise of social media, it was widely assumed that tourists were following the plans and strategies of formal organisations in a top-down manner. This chapter analyses the strategies of Australian states and territories to promote Chinese tourism and identifies how marketing also evolved both away from an east coast focus and to be targeted at more independent travellers.