Weibo channel delivers new audiences to Hamilton Gallery

The Chinese digital media platform Weibo has 392 million active monthly users (4th quarter 2017). An increasing number of local organisations and companies have started to target the Chinese tourist market by using Weibo to boost their business, including The National Gallery of Victoria, Visit Victoria, SBS and the State Government of Victoria. The project will focus on the Chinese tourist market in Victoria by constructing a Weibo platform to attract tourists. This is also a forum where tourists can discover and interact with the Asian collection of the gallery online, thereby also promoting online visitation to the gallery.

Hamilton Gallery has a nationally significant $25 million collection including a major Asian art component. The goal is to attract both local and international Chinese tourists to the gallery, enhancing visitation which then contributes significantly to regional economic growth. The direct contribution will be through increased visitors to Hamilton Gallery and the attendant financial benefits to our community of increased overnight stays. This will include spending on local products and services . Tourists will provide a financial injection for the broader economy and help to develop local cultural industries thereby creating regional jobs and tourism-related growth.