Australia’s most visited privately owned tourist attraction has recorded the significant growth due to its outstanding international facilities and customer experience, unique rides that connect to an ancient rainforest, and a targeted campaign.
China is now Scenic World’s strongest inbound market with an annual growth of 28%, and accounts for 15% of the 850,000 people exploring the Jurassic Jamison Valley floor each year.
The results follow a dedicated China campaign established in 2006 between Scenic World and international marketing partner Australian Attractions.
Scenic World Head of Marketing, Amanda Byrne, said traditional marketing strategies, digital media opportunities and creative concepts have led to the 303% increase since 2006.
“Scenic World is perfect for this market as it provides a unique, accessible and world-class Australian rainforest experience,” Ms Byrne said.
“This campaign has been about reaching the Chinese market in their homeland and we’ve developed great incentives as well as dedicating considerable efforts to digital media as an influencer.”
As part of the strategic campaign multiple annual visits have been conducted to Guangzhou, Shanghai and Beijing and other secondary cities, as well as translation of the website into Chinese and bespoke Chinese self-drive itineraries.
This year Scenic World added the Chinese social media platform Weibo to their multifaceted China marketing plan as both Google and Facebook are not available in Mainland China.
Australian Attractions CEO, Ken Corbett, said the company’s China specialists recommended that Scenic World trial Weibo, the equivalent of Twitter and Facebook.
“It is crucial that our engagement with the Chinese market is not limited to their onsite visit, but begins when they are considering Australia as a destination so we can actively influence,” Mr Corbett said.
Due to the success of Weibo Scenic World has continued the trial with 16,400 followers recorded at the end of October.
“It has become the most followed tourist attraction in Australia on Weibo. With the latest number of followers only just behind Tourism Queensland17,900,” Ms Byrne said.
Scenic World is a family operated business spanning three generations. It attracts more than 850,000 visitors annually to ride the Scenic Railway, the steepest in the world at 52 degrees (now undergoing a $30M redevelopment); the highest skyway in Australia at 270m; and walk along the Scenic Walkway spanning 2.4km, the longest boardwalk in the Southern Hemisphere.
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