As global travel out of China continues to grow, understanding the behaviour of the evolving Chinese consumer is fundamental to Australia securing its share of this now critical tourism market. With almost every national tourism organisation now competing for the Chinese traveller, how do you secure cut through and ensure your destination stands out? For Tourism Australia, that’s the job of Chief Marketing Officer Lisa Ronson and her team. Lisa will talk about Tourism Australia’s approach to targeting China’s high spending, free and independent traveller, including the growing importance of digital platforms such as Australia.cn to grow Australia’s share of wallet.
Lisa Ronson, CMO, Tourism Australia