Australia for Chinese visitors

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Tourism Research Australia surveyed a group of Chinese visitors in 2013 to share their thoughts on the different aspects of Australian tourism. Undertaken on behalf of Tourism Australia, the study showed that Australia is performing well in capturing its fastest growing inbound tourism market. Below are the significant findings of the study:

The research

The survey conducted in four international airports (Sydney, Gold Coast, Melbourne, and Brisbane) from 2 January to 30 June 2013 required recipients to rate a number of indicators with 10 as the highest and 1 as the lowest. The indicators used were personal safety and security, friendliness of locals, attractions, wine experience, food and beverages, value for money, and shopping.

Based from data obtained from 3,606 departing Chinese visitors in 2013, Australia is a destination worth coming back to and worth recommending to family and friends. Personal safety and security as well as friendliness of locals received the highest scores, with 96% and 94% of Chinese visitors rating the two respective indicators “very satisfied.”

Three of the indicators received a score over 60% in the “very satisfied” rating: attractions, 77%; wine experience, 72%; and food and beverages, 69%. The research included strategies to improve on these factors, such as increasing access to restaurants providing Chinese and Western food. Tourism Research Australia specifically noted that Chinese tourists would like to eat Chinese food at breakfast.

Overall, the survey revealed that 90% of Chinese visitors were satisfied with their trip to Australia. Those who were likely to recommend Australia were 85%. Nature-based experiences were the major feature of the country for 93% of the recipients.

Opportunities

The Chinese Visitor Satisfaction study forecast that by 2022-23, the number of Chinese visitors to Australia will double from 685,000 to 1.4 million, which will input approximately $8.2 billion to Australia’s economy. Not included in this revenue forecast are the earnings for migration industry, since Chinese tourists need to apply for a visitor visa to Australia in order to enjoy the country’s great sites and experiences.

Andrew Robb, Minister for Trade and Investment, said that the government’s goal is to capture a big share of the Chinese tourism market by promoting the country as a worthwhile tourism destination.

“We understand from compounding research that China’s growing middle-class demographic are seeking high-end luxury tourism experiences—and we are well placed in Australia to provide those experiences if we have the right infrastructure,” Robb added. In line with this, all regional governments are actively gearing for improved services and infrastructure for this growing tourism market.

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