CHINAMarket Profile

Beijing

China

China is the world’s largest and fastest growing outbound travel market when ranked by international tourism expenditure with:

128 million

$292 billionoutbound Chinese travellers spending

internationally in 20151

Australia is a highly appealing and aspirational destination for Chinese outbound travellers, with its world class natural beauty, good food and wine, and aquatic and coastal experiences, which are key offerings Chinese travellers look for in a holiday destination2.

While most Chinese visitors to WA are travelling for a holiday or to visit friends and relatives, it is Chinese education visitors that contribute most significantly to the WA economy3.

WESTERN AUSTRALIA SPECIFIC FACTS:

Visitors Spend

Holiday BusinessVFR Education Other

35%37%

15%17%

5%

10%

17%

7%

64%

2%

Visitors and Spend by Purpose in 20153

Compared to Chinese leisure+ visitors to Australia, Chinese leisure visitors to WA are younger and more likely to be a free independent traveller (FIT), visiting friends and relatives, and travelling alone3.

30%35%

29%

6%

20%

21%

35%

24%

60+ yrs

15-29 yrs

45-59 yrs

30-44 yrs

43,700

$231m

Chinese visitors to Australia visited WA3

2nd largest international market by total spend

6th largest international market

by number of visitors3

6th largest market by

leisure spend+3

estimated spend in 20153

$

56%

GROUP TOUR vs FREE INDEPENDENT TRAVELLER TO WA vs AUS FIT VISITORS

GROUP TOUR

3% 44%

97%

Visitors to WA

Visitors to AUS

..

..

RegionalDispersal

Most appealing...

NEED MORE INFORMATION?For more information contact:research@westernaustralia.com

Handy

TIP Communications to potential visitors should focus on appealing experiences which are easily accessible. This helps to show that a WA holiday is not difficult and does not require a lot of time.

PlanningBooking

&

Planning and booking timeframes are very short; in 2015, the majority of Chinese leisure visitors to WA planned and booked their trip within 3 months of arriving in Australia3.

Chinese long haul travellers use a range of sources when planning and booking a holiday to Australia, with online sources playing a key role – particularly online travel agents2.

In 2015 just 15% of Chinese leisure visitors to WA spent at least one night outside of the Experience Perth tourism region3.

However, anecdotal evidence from industry suggests Chinese leisure visitors enjoy taking daytrips to nearby destinations, such as Margaret River or the Pinnacles.

Chinese long haul travellers find these WA experiences most appealing :

• Coastal & beach

• Food & wine

• Wildlife

... while one of the biggest barriers to travelling to WA is a lack of time5

Preferred information sources for planning and booking2 - Top 5, Chinese long haul travellers

Australia’s Golden Outback

Australia’s North West

Australia’s Coral Coast

Experience Perth

Australia’s South West

1%

3%4%

96%

10%

Online travel agent

Travel or guide books

Friends / relatives that have been before or live there

General internet searching

TV programs

33%

31%

29%

25%

25%

EARLY PLANNING & HOLIDAY INSPIRATION

Directly through airline (online)

Travel agent (online)

Travel agent (telephone or in person)

Directly through airline (telephone or in person)

Accommodation provider (online)

37%

34%

29%

28%

BOOKING HOLIDAY TO AUSTRALIA

Online travel agent

National tourism Website

TV travel programs

Travel or guide books

Tour operator

32%

30%

28%

25%

25%

INFORMATION ABOUT AUSTRALIA

China is Australia’s TOP INTERNATIONAL

MARKET by visitor spend, and second largest

by number of visitors (behind New Zealand)3

By 2024-25

onein four

international visitors to Australia are expected

to come from China4

952,400 Chinese visitors

$5.6 billion in Australia

In 2015

spent

SOURCES: 1: UNWTO, World Tourism Barometer, Volume 14 – May 2016 2: Tourism Australia, Consumer Demand Project, Understanding the Chinese Market, 2016-17 3: Tourism Research Australia, International Visitor Survey 4: Tourism Research Australia, Tourism Forecasts 2016 5: BDA Marketing Planning on behalf of Tourism WA, International Latent Demand, 2015.

+Leisure visitors are those travelling for a holiday and/or to visit friends and relatives

28%