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The Port Arthur Historic Site Management
Authority (PAHSMA) has launched a Chinese language website to help
promote the Port Arthur Historic Site in the rapidly growing Chinese
market.
The image-rich website http://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 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.
To view the website, go to http://portarthur.cn
 Tasmanian
Premier Will Hodgman officially launched the website during a visit to
Port Arthur to inspect progress on the Penitentiary conservation works  The website is e-commerce enabled, allowing Chinese visitors to book and pay online using their preferred Union Pay cards. |