Australia the top Chinese destination: survey

Posted: Fri 16 Jul, 2010 12:00 AM
By: e Travel Blackboard

Chinese travellers rank Australia as the number one destination they intend to visit over the next two years.

The latest Asia Pacific Travel Intentions Survey commissioned by Visa and the Pacific Asia Travel Association (PATA) revealed that more than half of the respondents from mainland China intended travel to Australia.

"[T]he China travel market has grown exponentially for Australia to become one of our top five sources of international travellers," Tourism Australia Managing Director Andrew McEvoy said.

Worth AUD2.8 billion to Australia's tourism industry, the Chinese market is set to grow at an average annual rate of 10.2 per cent to $5.5 billion in 2017.

According to a travel trends report from the International Tourist Bourse, China is the driving force behind the travel industry as its appetite for travel grows with its middle class.

"Chinese tourists became the world's fourth biggest spenders in the tourism industry last year, creating pressure to formulate a strategy to meet the increasing demand from Chinese mainland tourists." PATA executive John Koldowski said.

"Over the coming year we are doubling our investment in the [Chinese] market and working closely with our airlines partners to ensure that we continue to grow the market further," Mr McEvoy said.

Last month the Australian Government announced it will spend AUD30 million to grow tourism from China.

A portion of the allocated funds will go towards the launch of Tourism Australia's 'There's nothing like Australia' campaign in China next month.

"Early testing of our new campaign in China suggests that it is resonating strongly with Chinese travellers, which will help to convert the desire for travel to Australia in to actual visits," Mr McEvoy said.

"[O]f those who have seen the new broadcast ad in Shanghai, 90 per cent said they were more likely to travel to Australia."


Sources: e Travel Blackboard

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