There are slight differences between 2020 Strategic Plan for China and Tourism 2020. China 2020 Strategic Plan was developed by the Tourism Australia in collaboration with the tourism industry and government stakeholders (“2020 China Strategic Plan Progress Report, 2011). Tourism Australia aimed for A$13 billion at the end of the decade (2020) from Chinese visitors. Australia targeted on affluent and independently minded Chinese travelers (Freed, 2014). In order to attract more Chinese visitors, Tourism Australia has identified five pillars which are vital to being competitive and to win market share in China; The five pillars are knowing the customer, geographic strategy, quality Australian tourism experiences, aviation development and partnership between government and industry (Australia, 2011). Besides that, Australia also provides direct access for Australia tourism operators to Chinese consumer by providing language translation in tourism websites (“Tourism 2020 – About Us – Tourism Australia”, 2016). Also, Tourism Australia is on its way to build and host website about Australia in China, in purpose of improving the connectivity and usability (“Tourism 2020 – About Us – Tourism Australia”, 2016).
Other than that, another strategy from Pham, Nghiem & Dwyer (2017) to attract more Chinese visitors to travel to Australia, Australia needs to keep low cost on visiting Australia, both ground and travel costs; ground means the cost in accommodation in Australia itself (Pham, Nghiem & Dwyer, 2017). On the other hand, some strategies in traditional advertising could be implemented too (Barsch, 2009). Based on You (2012), Chinese travelers prefer to go in large groups or package group in which they are only required to follow the schedule given without worrying about anything as there will be one group leader who will organize everything for the group. Thus, advertisement through travel agency is a good idea because Chinese visitors will most likely go to travel agencies to purchase their itineraries (You, 2012). According to Mao & Zhang (2012), word of mouth is where the Chinese visitors get influenced to visit Australia. T Chinese’s word of mouth is one of the strongest tool in China including their social media. They have their own social media such as Weibo, WeChat and Youku. Their social media is one of the strongest to attract other local, because the other local get influenced by Chinese local that has visited Australia. According to Tourism Australia (2011), Weibo is one strongest social media to attract Chinese visitors with 889 million users per month. Chinese visitors who are visiting Australia, they will definitely share their experience in the social media such as Weibo (Burke, 2015). According to Burke (2015), after the Chinese visitor in Australia share they experience through Weibo, their friends will comment on the photo they shared. Through the comment, word-of-mouth happened eventually. Thus with good advertisement or making good experience for every Chinese visitor in Australia, it will effect the number of visitor to come to Australia
