Tourism Australia joins Visa’s #notatourist campaign with China the first target

TATourism 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. 

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.

Visa Asia Pacific group executive Chris Clark said: “Visa’s Not a Tourist campaign is designed to engage those that are looking for authentic local experiences.

“We will be providing local knowledge to travellers to help them explore destinations beyond the regular tourist sites, with our platform enabling them to be ambassadors or tour guides for their favourite travel spots.”

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

“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.

“Our partnership will commence with a campaign in China, our highest value inbound market, targeting ‘free and independent’ millennial travellers.

“The Visa #notatourist message speaks strongly to this audience, encouraging young Chinese travellers to get off the beaten path and experience Australia as locals, not just as tourists.”

Tourism Australia and Visa will also share research and insights in a move to better target inbound travellers and track patterns and key spend categories in Australia.


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