Tourism Australia to push for more Chinese tourists

China is important to the world’s economy in so many ways.

Whilst we have reported how the luxury industry is indebted to China, the tourism market is also another important one.

Tourism Australia has released a report reiterating how important the Chinese tourist is to Australia and a foreward forecast for 2020.

TA’s report is on how one emerging market China, will have a positive impact on Australia and still seen as an emerging market in terms of ‘luxury’ and whilst the high Aussie dollar has precluded a lot of tourism we are certainly seeing them as the number one purchasing tourist group from China.

In 2010 the China inbound market contributed $3.26 billion to the Australian economy. By 2020, the market has the potential to contribute $7-9 billion annually. Also, in 2010, China was Australia’s fourth largest source of visitor arrivals with 454,000 Chinese visitor arrivals to Australia, 24 per cent higher than 2009. By 2020, there is a potential of 860,000 Chinese visitors to Australia.

Tourism Australia believes that there are five keys to success where Australia will achieve the China market’s tourism potential.

1. Know The Customer

Tourism Australia’s target audience is affluent Chinese couples who have an independent travel mindset and want to explore and experience local culture. This group delivers high volume and spend and geographically concentrated in Tourism Australia’s current priority cities. Tourism Australia will use this consumer knowledge to understand what Chinese couples read, watch and listen to and how they research, plan and book holidays.

2. Geographic Strategy

The Geographic Strategy identifies the focus for Tourism Australia’s resources to maximise the Chinese market growth opportunities and achieve the 2020 goal.
In the short to medium term the focus will remain in Greater Beijing, Greater Shanghai and Guangdong to allow marketing and trade efficiencies. Tourism Australia will ultimately
extend marketing into the rising wealth areas of Greater China.

3. Quality Australian Experiences

While Chinese consumers generally rate Australia as a highly desirable destination, there are instances where visitor expectations have not been met – particularly relating to group travel and shopping experiences.

4. Aviation Development

A healthy aviation environment will be critical to the success of the China 2020 goal. More planes, with more connections to more destinations in Australia, aligned to the Geographic strategy will be essential to bring the increase in economic value to Australia. Tourism Australia has strong co-operative partnerships with the major carriers servicing Australia – Qantas, China Southern, Air China and Hainan Airlines – and will look to extend these relationships in the short term.

It’s a bold move for Tourism Australia but as we peer out over the Sydney Harbour in all of it’s glory, we know what a great product Australia is and it’s appeal to the rest of the world.

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