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Australian travel firms keen on social media marketing in China

November 28, 2011 | Online Travel

The growing affluence of China’s middle class has made the country a key target for the Australian travel industry. Firms are keen to take advantage of China’s buoyant Internet space, which has more than 550 million registered microblogging accounts, to encourage tourists to head Down Under.

Australian travel firms are increasingly turning to Chinese social media as they look to build a presence in the world’s most populous country, that’s according to Beijing-based communications agency Mailman, which is reporting that demand for campaigns from Australia has grown massively.

The growing affluence of China’s middle class — which is expected to account for 40 percent of the population by 2020, according to research (PDF) from travel IT provider Amadeus — has made the country a key target for the Australian travel industry. Firms are keen to take advantage of China’s buoyant Internet space, which has more than 550 million registered microblogging accounts, to encourage tourists to head Down Under.

While it should be noted that Mailman is in the business of encouraging overseas companies to leverage Chinese social media for campaigns, and it is therefore keen to emphasise China’s Internet marketing potential, demand is such that the company recently opened a Melbourne office to help it work more closely with Australian clients and generate new business.

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