Queensland is a paradise for outdoor adventurers. From lounging on the Gold Coast’s white sand beaches, to bushwhacking through the Outback, to snorkeling at the Great Barrier Reef, it’s little wonder the Sunshine State is attracting an ever-growing number of adventurous Chinese travelers.

China has become Queensland’s most valuable market with half a million Chinese visitors spending $1.6 billion in 2018 — a 16 percent increase since 2016. The region’s DMO, Tourism and Events Queensland (TEQ), has been instrumental driving this growth as shown by its Queensland Asia Tourism Strategy 2016-2025. Teaming up with Alipay, China’s mobile payment giant, has been one its China-smart moves and in less than a year 436 Queensland businesses have signed up.

Adopters include Cairns Aquarium, Currumbin Wildlife Sanctuary and iFly Gold Coast, an indoor sports complex, an eclectic mix which should show the importance and appeal of adopting China-friendly payment systems for arts and cultural centers worldwide.

“Over the past nine months, the Queensland Government via Tourism and Events Queensland has rolled out the pilot Project 88 program with great success, working with Alipay to make Queensland a more payment friendly state for Chinese visitors,” said Jackie Trad Queensland’s Deputy Premier since 2015.

For China’s Golden Week, which celebrates the founding of the People’s Republic of China, TEQ launched its Global Golden Week Campaign to drive engagement and encourage visitor spending this October.

Alipay users who scan a campaign QR code automatically receive an Alipay Global Travel Gift Pack which unlocks a chance to win up to $600. The campaign is being promoted with push notifications on users’ screen before and during their travels to Queensland.

The campaign is the latest in TEQ’s China-focused efforts. It worked with Ctrip for their CityExperience Mini Program to create an interactive guide on WeChat which helps tourists make the most of their stay in Queensland. Visitors have access to travel guides prepared by TEQ and can connect with accommodation, restaurants, and shops.