New research into Chinese
TOURISM Australia has released new consumer research providing insight into the perceptions, priorities and needs of the affluent Chinese visitor market.
The research is being used to enhance Australia’s 10-year marketing plan aimed at continuing to lure China’s affluent, travel hungry middle and upper classes to visit Australia.
China 2020 is an ongoing strategy developed by Tourism Australia which aims to ensure Australian tourism remains competitive in the fast-growing market for outbound travel from China, which has the potential to bring an excess of $7 billion to the Australian economy.
The findings of the recent research confirms China’s ongoing status as Australia’s fastest growing and most valuable international tourism market, worth more than A$3.8 billion in 2011, up 15 per cent on 2010 figures.
Australia was identified as the strongest preference as a long haul destination of Chinese travellers and considered a “must visit” destination which exceeds expectations.
“However the findings also exposed significant capacity to improve the market’s understanding of our offerings outside of the major cities and attractions,” Australian Tourism Export Council managing director Felicia Mariani said.
“We must also work hard to build the return visitor market as these visitors are more likely to disperse broadly and enjoy some of our regional experiences.”
Tourism Australia managing director Andrew Mcevoy said the findings provide invaluable information on how Australia can benefit from the pivotal Chinese traveller market.
"We plan to use these findings to help prioritise our marketing activities in China and best educate the Australian tourism industry to capitalise on the anticipated strong growth in the middle and upper classes that can afford and want to travel long-haul outside of China,” He said.