China remains Australias most valuable tourism market

first_imgSource = e-Travel Blackboard: P.T China is still Australia’s fastest growing and most valuable international tourism market, according to new consumer research. The study commissioned by Tourism Australia further solidified the Group’s decade-long commitment and campaign to attract China’s middle and upper classes to Australian shores.13 of China’s largest and fastest growing cities were sampled and 558,600 Chinese visited Australia during the twelve months ending January 2012, up 17.1 per cent, according to the Australian Bureau of Statistics. The research identified key Chinese markets, consumer information and purchasing intentions for travel customers.Key elements extracted from the research found Australia to be a ‘must visit’ destination, meeting the majority of long-haul Chinese traveller’s expectations.There does not appear to be any obvious barriers preventing or distracting Chinese visitors to Australia.Tourism Australia managing director Andrew McEvoy was determined to build upon the results of the extensive research and re-commit to the ten year plan targeting the growing Chinese tourism market.“We plan to use these findings to help prioritise our marketing activities in China and best educate the Australian tourism industry to capitalise on the anticipated strong growth in the middle and upper classes that can afford and want to travel long-haul outside of China,” he said.Further research may be conducted to shine light upon other Chinese region’s travel intentions.“To achieve long-term success in a now highly competitive China market we must seek greater understanding of the many millions of customers who live outside of Beijing, Shanghai and Guangzhou and what drives their travel decisions in the immediate future,” Mr McEvoy added.last_img read more

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