One Australian city has done the right thing to win over Chinese travellers, who will be next?

By Yayi Wang

With overseas travel restrictions finally lifted, Chinese travellers are eagerly planning for their next overseas trip. China’s middle class has been growing rapidly in recent years, and Chinese tourists have become the biggest spenders in the tourism industry.

Cities and tourism destinations around the world are also looking for ways to attract the Chinese traveller. Businesses and organisations are also exploring new ways to reach out to this lucrative market. One city that has successfully captured the attention of Chinese tourists is Brisbane. What did they do and how did they do it? Here is the story:

When Brisbane won the bid to host the 2032 Olympic Games, they knew it was an incredible opportunity to showcase their beautiful city to the world.

Our team developed a social media program that centred around creating a strong online presence for Brisbane through WeChat, the most popular social media platform in China. We created and managed a WeChat account for BEDA to showcase the city’s tourist attractions, its MICE facilities, as well as its ability to host big events and large groups. We also designed targeted ads campaigns to reach more potential customers and increase engagement.

The results were impressive. Within just two months of launching the campaign, BEDA had gained over 4,000 followers. As we published more quality content about Brisbane on its WeChat account, the number of followers continued to grow. Our targeted ads campaign generated significant engagement, resulting in increased interest and enquiries about MICE tourism to Brisbane.

Chin Marketing Team

Chin has an experienced in-house marketing team that understands the Chinese social media landscape and the unique marketing strategies required to capture the attention of Chinese consumers.

If you’re interested in tapping into the Chinese market for your business, contact us today via or call 1300 792 446 to learn more about how we can help you leverage this opportunity. Let us help you showcase your brand to the world, just like we helped Brisbane!


Got a question? We’d love to hear from you


Level 4, 221 Queen Street, Melbourne 3000
GPO Box 2231, Melbourne 3001

P. 1300 792 446
F. 03 9670 0766

"*" indicates required fields