Taxpayer helps fund $5million advertising campaign to convince Chinese tourists the Outback isn’t dangerous – despite the lack of WiFi in the bush
- It is hoped the adverts will tempt more adventurous and free-spirited tourists
- Report previously showed that Chinese tourists were afraid of the Outback
- Also complained about the lack of free WiFi and transport options in rural areas.
- The campaign features images of a couple swimming with a massive crocodile
A major campaign has been launched to encourage more Chinese tourists to come to Australia amid concerns they believe the Outback is too dangerous.
The $5million campaign, of which $3.28 will be funded by the taxpayer, will see adverts erected on billboards in major Chinese cities and on metro stations.
It is hoped that the stunning photos depicting some of Australia’s most beautiful regions will entice ‘free and independent travellers’.
The campaign comes after a report showed that many Chinese tourists believe their ‘personal safety would be compromised in regional Australia’.
The report, conducted by Tourism Research Australia, found the lack of transport options and free WiFi were also among complaints from Chinese tourists.
The billboard images feature swimmers diving with an enormous crocodile with the Chinese words meaning ‘so’ added over the top
The striking images appearing around China’s major cities are aiming to lure Chinese tourists to travelling to the Australian Outback
‘Lack of free WiFi in regional Australia is a significant barrier and limits opportunities to post real-time experiences,’ the report said.
Trade Minister Simon Birmingham said Australia must find new ways to appeal to the Chinese market.
‘This presents a great opportunity for Australia’s regional tourism offerings given the strong correlation between length of stay and likelihood to travel beyond Australia’s gateways and iconic attractions,’ he said in a statement.
Mr Birmingham said that he hoped the ‘Too Australian for Words’ campaign encourage more adventurous young Chinese travellers to stay longer and see more than just Australia’s ‘iconic attractions’.
In this billboard from the ad campaign, quote marks are placed around the scenery, and the Chinese word ‘super’ has been added in
Tourism Australia is set to pay $3.28 million and tourism operators such as Qantas will foot the $1.78 million advertising bill.
The number of young Chinese tourists travelling to Australia grew 18.8 per cent last year, as the overall number of Chinese visitors grew 5.5 per cent to reach a record 1.42 million.
Mr Birmingham said that while Australia had long been successful in attracting tour groups from China, the younger traveller was fast becoming a new priority.
The breathtaking photos show a different side to regional Australia and hopes to lure in young Chinese tourists
The report, conducted by Tourism Research Australia, found the lack of transport options and free WiFi were among complaints from Chinese tourists. (stock image)