Australia seeks more Chinese visitors

by Ray Clancy on June 8, 2011

in Australia Travel

Australia seeks more Chinese tourists

Australia is to actively encourage more visitors from China. A China 2020 Strategic Plan has been unveiled as part of a strategy to ensure Australian tourism remains competitive in the fast growing market for outbound travel from China.

The plan identifies the key opportunities that will help Australia to win market share and grow the China travel market to as much as $9.5 billion in overnight expenditure and 860,000 visitors annually by 2020.

Details of the new 10 year strategic plan aimed at realising China’s tourism potential were unveiled by Tourism Minister Martin Ferguson at the inaugural Australia-China Tourism Summit in Cairns.

The China 2020 Strategic Plan developed by Tourism Australia in consultation with industry and government stakeholders, aims to ensure Australian tourism remains competitive in the fast growing market for outbound travel from China.

In 2010, China was Australia’s fourth largest source of visitor arrivals but also became the largest market in terms of economic value, worth $3.3 billion.

Tourism Australia managing director, Andrew McEvoy said over the past decade Australia had experienced faster arrivals growth from China than any other tourism market. ‘Since becoming the first western destination to be granted Approved Destination Status (ADS) for group leisure travel in 1999, Australia has seen tourism from China grow from strength to strength,’ he explained.

‘The China 2020 Strategic Plan is about building on the strong foundations established during the first 12 years of Australia’s ADS, and industry involvement in China, to harness future tourism opportunities. By 2020, there will be around one billion outbound trips from China annually but with 140 countries also competing for market share we need to ensure Australia remains competitive.

The plan identifies the key opportunities that will help Australia to win market share and grow the China travel market to as much as $9.5 billion in overnight expenditure and 860,000 visitors annually by 2020,’ he added.

Tourism Australia has identified the key opportunities from China to include the following: a growing upper and middle class; the emergence of the Free Independent Traveller (FIT) segment; growth in demand for Business Events; a strong digital and social media environment creating new media, advocacy and distribution channels; expansion of aviation capacity under the Air Service Agreement; and increased awareness of the China opportunity by governments and industry stakeholders.

McEvoy said that while the outlook for travel from China to Australia continued to be positive, steps needed to be taken to meet the evolving and complex needs of the market.

{ 0 comments… add one now }

Leave a Comment

Previous post:

Next post: