Chinese Tourists - the next big thing!

There is no doubt that the numbers of Chinese tourists is on the rise globally, and Australia is a key target. I recently came across the following interesting facts and figures for our local tourist industry to consider:

  • China is the fastest growing outbound tourist market in the world. Last year, 57.4 million Chinese tourists travelled overseas, spending US$48 billion in total, which is 14% higher than in 2009
  • The number of Chinese tourists coming to Australia was 454,000 in 2010, an increase of 24% from 2009, contributing $3.26 billion to the Australian economy. This number is expected to continue growing by at least 10% per annum and, by 2020, the Federal Government predicts 860,000 Chinese visitors will come here, contributing between $7 billion and $9 billion.
  • Chinese tourists are currently the fourth biggest spenders in the world, following Germany, USA and Britain, and Chinese tourists are Number 1 in France. Some well-known Paris department stores are ignoring all other languages (including English) and adopting Chinese language support at their top priority
  • Australia was the first destination to be awarded Approved Destination Status (ADS) by China in 1999. Now there are over 140 ADS countries competing to attract the lucrative Chinese tourist.
  • Australia tops the list of destinations Chinese want to visit in the next two years. The Australian Government are investing $40 million on a range of tourism projects, including a training accredication program to deliver quality tour guides and better language and cultural support.
  • 60% of prospective Chinese travellers source their travel ideas from the web, compared with 38% from travel agents and 16% from personal recommendations.

A recent article in the Fairfax newspapers made some interesting observations for our Tourist Industry. Click here to read the article. Thanks also to Chin Communications ("Chinwags July 2011) for some of the above insights.