The True Story Behind The “Boom” Of Chinese Tourism To Australia

The True Story Behind The "Boom" Of Chinese Tourism To Australia

I remember attending a World Tourism Organisation [WTO] Seminar in Tasmania ten decades back, where it had been predicted that China would develop into the equally the biggest outbound travel market in addition to the biggest inbound travel marketplace by 2020.

All signs are that China is on course to presume that the number one place concerning visitor arrivals in Australia, along with other Approved Destination Status countries, and substantial growth in Australian online travel journey to China lately is also helping to fulfil this WTO prophecy.

But to show the entire story behind this supposed flourish in Chinese arrivals into Australia, it’s worth mentioning market profiles, motives for seeing and cost patterns of Chinese people.


The Chinese outbound travel market contains only about 10 percent of the entire population of China, largely those living in the significant states and wealthy enough to travel abroad. Of the 130 million wealthy Chinese, roughly 40 million traveling overseas each year, of which Australia’s share is 400,000, roughly 1 percent.

That’s on par with Australia’s share of international travelers, therefore it seems that we’re keeping our own in terms of international market share.

But there are inherent problems in targeting market share as a sign of success, as we can’t control for the activities of our opponents, that can also be aggressively targeting the Chinese market, largely the 100 ADS states.

It might be that other ADS nations are better positioned to satisfy the particular needs of Chinese travelers, especially the ones which are cost competitive, have significantly more favourable exchange rates, better purchasing or even a more large Chinese diaspora inhabitants.


In 2010, some 21 percent of Chinese people to Australia arrived for instructional purposes, but accounted for 51 percent of Total Inbound financial Worth (TIEV). Questions have to be asked about the degree to which the tourism industry benefits from this section, comprising one third of Chinese customer arrivals and one half Chinese visitor cost.

The profiles of the rest of the sections of 44% vacation, 17% seeing relatives and friend [VFR] and 16% company also raises some questions. The fastest growing section is VFR, which could have quite different spending patterns in comparison with all the other sections. Data SGP

The principal destinations for all sections would be the gateway cities of Sydney, Melbourne, Brisbane and Adelaide where many education centers and also our Australian Chinese inhabitants are situated , together with the areas receiving just 7 percent of Chinese arrivals at 2010. But, it’s the problems present in the pleasure/holiday section that offer the most cause for concern.


Past studies imply the Chinese pleasure/holiday section is cost sensitive, and is more inclined to prefer a lesser cost package tour. This compromises the quality of lodging and excursion itinerary by tour operators and leads to reduced levels of customer satisfaction.

Other unscrupulous inbound tour operators are discovered to have engaged in unethical business practices like restricting itineraries to stores that offer confidential commissions, charging for free tours of areas like the Sydney Opera House, badly trained tour guides and deceptive information regarding customer safety so as to restrain the group.

First-time travelers, usually on schedule excursions, are vulnerable to these clinics, not only undermining the quality of customer experience, but also generating adverse word of mouth messages back in China. This has been discovered in a study of Chinese people in Victoria.

There are comparisons between the inchoate Japanese and Chinese traveling niches but besides the financial strengths of their individual markets, there’s simply no similarity in the manner that these tourism niches performed.

Whereas the Japanese market had been mostly fun vacation visitors with a propensity to invest money albeit in Western possessed resorts and retail outlets and time in regional and urban Australia, Chinese tourists have quite different visitor profiles and cost, purpose of trip and primary destinations.

Presently in Australia about half of Chinese arrivals are accounted for from the instruction, not the tourism industry, whilst half has been bussed around portal cities on package tours.