The Melbourne Airport is the latest Australian group to try to enhance its social ties with China, engaging with the nation’s most popular social media platform; Weibo.

The airport signed a Memorandum of Understanding with Weibo as part of a strategy to increase its presence within the Chinese market, boosting recognition and hopefully tourist numbers to the state. China’s burgeoning middle class is a prime target for tourism boards seeking new markets, with China now overtaking the UK as Melbourne Airport's second most important country of origin for visitors, after New Zealand.

Finding new ways to forge ties with China is crucial, and social media can be a big part of attaining that goal according to Nathan Agnew from Melbourne Airport: “The big opportunity for Melbourne right now is to move into the west of China which is where there is huge economic development being undertaken.”

It will be a valuable service for Chinese visitors too, says the head of Weibo Australia, Jerry Zhu; “We can send information to them about the flight whether it's not on time, or maybe delayed.”

Weibo is reportedly disappointed that Australia’s visa laws are tougher than some other countries, Kathy Zhang from China Eastern Airlines says; “This is a pity of the Australian Federal Government [and] I need the government to give us more support on this issue.”

Weibo currently boasts over one million users in Australia.