In what is believed to be an Australian first for a holiday park group, BIG4 Holiday Parks registered www.BIG4.cn to help attract more Chinese visitors with the lure of authentic Australian self-drive holiday experiences.
The number of Chinese travellers choosing to caravan or camp grew by an average of 22 per cent per year between 2013 and 2016, according to research by Tourism Research Australia.
“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,” BIG4 chief executive Steven Wright said.
“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.”
Mr Wright said it was important to have a Chinese site in order to gain traction through Chinese search engines.
The Chinese website has content from the main BIG4 website translated into Chinese on subjects such as camping and caravanning, sample itineraries, and details on renting motorhomes.