The Port Arthur Historic Site Management Authority (PAHSMA) has developed a Chinese language website to help promote the Port Arthur Historic Site in the rapidly growing Chinese market.
The image-rich website portarthur.cn offers Chinese speaking consumers information about the Site, its tours and activities and allows them to book directly online, using Union Pay, the preferred debit/credit card across the region.
“This is the first time we have directly marketed to Chinese consumers,” said PAHSMA Marketing Manager Andrew Ross.
“All our previous efforts have been focussed on engaging with the Chinese travel trade, which is still vitally important, but our research showed that we were missing a significant opportunity not having an online presence in the market.”
Analysis of Chinese users of Port Arthur’s English language website showed a high volume of traffic and interest from Chinese speaking communities, both in Australia, China and Hong Kong. The large volume of traffic to the ticketing page suggested that many of these viewers were ‘ready to buy’, but were discouraged by lack of information in Chinese and the site’s limited compatibility with mobile devices, which account for a very high proportion of the traffic.
PAHSMA worked with China Blueprint Consultants, an Australian company specialising in developing online business solutions for Australian businesses exporting to China, to research and develop the website, which is just the first of a number of initiatives by PAHSMA targeting the Chinese market.
“We have enjoyed incredible growth in visitation from mainland China as well as Hong Kong and Australia-based Chinese speakers,” said Mr Ross.
“We already offer quality interpretation materials and signage in Chinese at Port Arthur, and we are planning more resources and services at our Sites.”
The World Heritage-listed Port Arthur Historic Site is Tasmania’s essential heritage experience and Australia’s most complete and best-preserved convict heritage site, located 90 minutes by road from Hobart.
Visitors connect with Australia’s history through the powerful personal stories of convicts, soldiers, free people and their families while exploring the harsh beauty of the historic buildings, ruins, grounds and gardens. A range of optional tours and self-guided experiences combine to bring the story of this extraordinary place to life.
The website was formally launched today by Tasmanian Premier, Will Hodgman at Port Arthur, who said it was an excellent initiative ahead of the Chinese President’s visit to Tasmania next week.
See the website at portarthur.cn
PAHSMA Marketing Manager Andrew Ross