澳大利亚旅游局启动品牌宣传活动 吸引中国游客

澳大利亚旅游局近日在中国市场启动“来澳大利亚，道一声你好”宣传活动，并上线精心制作的动画微电影《G’day》，热情欢迎中国旅客的归来。

Tourism Australia recently launched its newest campaign, Come and Say G'day, inviting more Chinese to plan and book an Australian holiday, amid a robust recovery in outbound Chinese travelers to Australia this year.

随着今年中国游客赴澳旅游的强劲复苏，澳大利亚旅游局最新推出“来澳大利亚，道一声你好”大型品牌宣传活动，邀请更多中国游客赴澳旅游。

The campaign was officially launched on June 29 in Chengdu, Sichuan province, where the animated character, Ruby, the souvenir kangaroo, is shown jumping on a large 3D outdoor screen in the central business area of the city.

该活动于6月29日在四川省成都市正式启动，在成都市中央商务区的大型3D户外屏幕上，动画形象袋鼠茹比作为旅游大使在屏幕上跳跃。

The multichannel campaign includes G'day, a short film, new broadcast advertisements, print and outdoor advertising placements, as well as social, digital and content marketing initiatives in China.

多渠道营销活动包括动画微电影《G’day》、新的电视广告、平面和户外广告，以及在中国的社交、数字和内容渠道的营销举措。

Australia has welcomed over 110,000 Chinese tourists from January to April, since outbound travel from China resumed at the beginning of the year, according to recent international visitor arrivals data.

根据最新的国际游客入境数据，自年初中国出境游恢复以来，今年1月至4月，澳大利亚接待了超过11万名中国游客。

Chinese tourists to Australia in April were at 38 percent of the level in 2019 and the ratio will, hopefully, reach 80 percent by the third quarter this year, said Phillipa Harrison, managing director of Tourism Australia, a government agency.

澳大利亚旅游局局长暨行政总裁韩斐励表示，4月份赴澳中国游客的数量是2019年水平的38%，到今年第三季度，这一比例有望达到80%。

The new campaign has been tailor-made for Chinese travelers, added Andrew Hogg, executive general manager of eastern markets and aviation, Tourism Australia.

澳大利亚旅游局东半球市场及航司业务执行总经理何安哲补充说，这项新活动是为中国游客量身打造的。

"China has always played a crucial role in Australian tourism, holding the top spot in terms of visitation, and spending in 2019," said Hogg. "We are excited to continue building on our strong relationship with Chinese travelers."

何安哲说：“中国一直在澳大利亚旅游业中发挥着至关重要的作用，在2019年的游客数量和消费方面位居榜首。我们很高兴能继续与中国游客建立牢固的关系。”

In 2019, China was Australia's leading visitor market with 1.4 million visitors from the country, contributing AU$12.4 billion in visitor spending.

2019年，中国是澳大利亚入境游客人次最多的客源国，澳大利亚共接待了140万名中国游客，在澳消费总额达124亿澳元。

The rebound of tourism to Australia from China this year has been robust. "We are extremely pleased and excited about this. In February, we welcomed over 40,000 travelers from China, a significant increase from less than 15,000 in January. This demonstrates that Australia remains a highly sought-after destination for Chinese travelers," Harrison said.

今年中国游客赴澳旅游的反弹势头强劲。韩斐励说：“我们对此感到非常开心激动。今年2月，我们接待了4万多名中国游客，比1月份的不到1.5万人有了显著增长。这表明澳大利亚仍然是中国游客非常追捧的目的地。”

Ctrip, the largest travel service provider in China, ranks Australia as a top destination for Chinese travelers, who on average spent 14 nights holidaying in Australia with an average of three stopovers around the country.

中国最大的旅游服务提供商携程将澳大利亚列为中国游客的首选目的地，中国游客平均在澳大利亚度假14天，平均在3个城市停留。

On average, Chinese travelers to Australia spend AU$9,300 per trip and AU$215 per night.

中国赴澳游客平均每次行程花费9300澳元，每晚花费215澳元。

High-value travelers from China are most attracted to its nature and wildlife, followed by safety and security and good food and wine, Tourism Australia said.

澳大利亚旅游局表示，最吸引中国高价值游客的是大自然和野生动物，其次是安全、美食和美酒。

The recovery has also been bolstered by the growth in aviation capacity from China to Australia.

从中国到澳大利亚的航空运力增长也推动了旅游业的复苏。

According to the organization, aviation capacity between the two countries reached 54 percent compared to 2019, by the end of June. The growth is expected to continue throughout the year, leading to increased passenger volume from China to Australia, said the director.

据澳大利亚旅游局称，截至6月底，中澳两地间的航空运力已恢复至疫情前水平的54%。韩斐励表示，预计这一增长将持续一整年，促使中国赴澳游客增加。

Harrison said a strong aviation environment has been key to the growth of the China market for Australian tourism.

韩斐励说，强有力的航空市场环境是中国赴澳游客增加的关键。