In an Australian first, BIG4 Holiday Parks has launched the holiday park sector’s first Chinese registered .CN website, BIG4.cn, to help attract more Chinese visitors to the lure of authentic Australian self-drive holiday experiences.
The move is in response to the fact an increasing number of Australia’s record 1.2 million Chinese visitors are free and independent travellers (FIT), and they’re travelling further afield and pursuing more adventurous holidays.
According to BIG4 Holiday Parks CEO Steven Wright, the timing is ideal to provide more information to potential Chinese travellers about self-drive holidays within Australia.
“We were the first holiday park network to provide information on our website in Chinese, with a translated version of content from our main BIG4.com.au website,” explains Wright.
“It seems timely during the Year of China-Australia Tourism to be taking this a step further and to host a dedicated site within Greater China for the added convenience and improved user experience it will provide our Chinese travellers.
“At this stage, our objective is not to promote individual parks, but rather to create greater awareness of the holiday park sector as a whole in China, and educate visitors about the tremendous outdoor experiences Australia offers.
“We’re welcoming more and more Chinese visitors to our parks in destinations across the country, so we wanted to better equip them to make the most of their stay here.
“Only through hosting the site in Greater China will we start to see traction within domestic search engine listings, such as Baidu, and will we be able to reach Chinese users when they’re researching their Australian holiday options. And they now have the ability to engage directly, with options to communicate with BIG4 via email, phone or WeChat in Chinese.”
Developed by China Digital, and written in simplified Chinese characters, the site provides informative articles about camping and caravanning, sample itineraries and details on renting motorhomes to help first-time Chinese campers navigate the experience. It also provides links to BIG4’s WeChat and Weibo accounts to drive further targeted conversations.