why this segment was targeted by Tourism Australia. How should Tourism Australia adapt its communications strategy to suit the needs of the target market in China
Tourism Australia targets “global experience seekers,” adults with an independent travel mindset, who want to explore and experience Australia's local culture. Tourism Australia has identified common segments across different cultures known as the “global experience seekers.” Experience seekers are long haul travelers who are less affected by the traditional barriers to travel of distance, time and cost. Experience seekers are more informed, interested and curious about potential travel destinations. Travelling is a big part of their life. As experienced travelers, they want to make friends, develop personal relationships and engage in the lifestyle. As well as observing they also want to personally experience cultures and lifestyles different from their own look. They seek to challenge themselves physically, emotionally, and/or mentally are drawn to destinations that are “yet to be discovered” or are away from the standard tourist trail. There is a segment of Chinese tourists who can be labelled “global experience seekers.” Most observers of the Chinese consumer market have seen it evolve from a traditional culture toward a more Westernized consumer society. To Australian tourism policy makers, China is one of the world's most attractive markets due to its large, emerging middle class and their increased disposable income. Even though only a small fraction of China's population of 1.3 billion is willing and able to travel overseas, the segment is still large and attractive.
Describe the “global experience seekers” and explain why this segment was targeted by Tourism Australia. How should Tourism Australia adapt its communications strategy to suit the needs of the target market in China?
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