Kingfisher Bay Resort - Fraser Island Accommodation

Fraser Island is 'China Ready' And Ready For China!

Fraser Island's under the microscope with Chinese media Fraser Island's under the microscope with Chinese media © Kingfisher Bay Resort

QUEENSLAND: Fraser Island is set to debut to a potential audience of millions on one of the world’s biggest video-sharing websites,, thanks to a joint collaboration between Kingfisher Bay Resort and Tourism and Events Queensland.

Tudou’s slogan: “Everyone is a living director” will be put to the test when the 13-strong crew takes to Fraser Island’s sand tracks with cameras in hand to experience the island’s most iconic spots and then package them into editable content for a potential viewing audience of more than 200 million in China.

According to Kingfisher Bay Resort’s Director of Sales and Marketing, Kerry Brough, China is Queensland’s fastest growing international market (and largest by visitor expenditure) with Tourism and Events Queensland figures showing Chinese travellers spending $536 million in the state last financial year - an increase of 27 per cent on the year prior.

“Fraser Island is a brand new destination for this market,” she said. “Industry-feedback-to-date tells us that we have an extremely marketable product on our hands, but we’ve got a lot of groundwork to do to raise awareness amongst China’s 1.3 billion-strong population, which is why visits from groups such as Tudou form an essential part of our marketing and PR strategy.”

Earlier this month, Kingfisher Bay Resort joined Lady Elliot Eco Resort at promoting a joint package with these two hero destinations to more than three-hundred of China’s top
travel agents at the Corroboree Greater China forum on the Gold Coast.

Mrs Brough said Kingfisher Bay Resort started to develop the China market more than two years ago and found Fraser Island’s natural beauty never failed to win over Chinese
agents, wholesalers, media and tourists.

“On our tours, we’ve seen time and time again how excited they get when they are able to taste the fresh water from the streams; swim in the crystal-clear dune lake; breathe the pristine air in the rainforest and stargaze at night from the resort grounds - it's like another world to them.”

To aid and develop this market further, Kingfisher Bay has just released a new corporate website for the Chinese market. The site mirrors the current in look and design, but markets ‘Destination Fraser Island’ first and foremost along with Kingfisher Bay Resort, Eurong Beach Resort, Fraser Explorer Tours and Cool Dingo Tours packages (as brochured in market).

Fraser content is also well represented on Chinese social media sites, Weibo, Sina blog, Youku (Chinese version of YouTube) and Instagram.

Plus, in the past 12 months, the resort group has rolled out Chinese marketing collateral and Mandarin MP3 commentary machines on Fraser Island day tours; has developed a special menu for Asian groups; has run cultural training sessions for staff and employed Mandarin and Cantonese-speaking staff at the resort and Asian Sales Manager, Laurel Zhang, regularly makes trips to market.


Editor Information:
CRUNCHBASE: According to tech website, CrunchBase, the number of monthly unique visitors to Tudou’s site increased to approximately 227 million in May, 2013 (from approximately 182 million in December 2010). As of May, 2013, Youku Tudou Inc has the absolute advantage in terms of user base. Major rivals are Sohu, PPTV and iQiyi. See more at:

WIKIPEDIA: According to, Tudou states they are one of the world's largest bandwidth users, moving more than 1 Petabyte per day to 7 million users. YouTube does serve a larger number of videos per day, but since the average Tudou video is longer in duration, the total amount of minutes of video being streamed daily from Tudou is significantly larger - about 15 billion minutes vs. 3 billion for YouTube.

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About Fraser Island

Stretching over 123 kilometres along the southern coast of Queensland, Fraser Island is the largest sand island in the world. more