The article explores the changing trends in Chinese tourism to Australia, highlighting the shift towards longer stays, a preference for coastal experiences, and the impact of a weakened Chinese economy and geopolitical factors on visitor numbers.
Nearly 18 months after the Chinese tourism market reopened to Australia, annual visitor numbers to Queensland's Gold Coast remain down by almost 75 percent compared with pre-COVID figures. A travel agent says Chinese tourists are now opting for longer stays in one destination, prioritizing experiences like Australia's famous beaches.
This shift in travel patterns is attributed to a weakened Chinese economy and the pandemic's impact on the two countries' relationship, leading to a decrease in overall Chinese tourist numbers.Tour operators report that the Chinese tourist profile is also changing, with youngsters increasingly choosing to travel independently rather than as part of a group. China-based travel agent Reder Wang stated that Beijing's decision not to approve Australia as a travel destination until August 2023 diverted Chinese tourists towards Western Europe or Japan. Wang explained that the negative news surrounding Australia prior to 2023 significantly impacted travel decisions.Data from Tourism Research Australia reveals that nationally, Chinese visitor numbers recovered to 60 percent of 2019 levels in the year ending September 2024. Despite the decline, Chinese tourists remain the highest spenders in Australia. In 2019, Chinese tourists on group tours spent $581 million in Australia, which represents one-third of the total spend by Chinese holiday-makers that year. Tourism and Events Queensland is actively trying to attract Chinese travelers back to the sunshine state by increasing direct flights and engaging in influencer marketing campaigns featuring Chinese celebrities and influencers. The tourism body is also focusing on promoting the Gold Coast as a prime destination for its coastal life and beaches, recognizing the appeal these features hold for Chinese visitors who predominantly reside inland. Longer stays and a preference for experiencing a specific region rather than rushing through multiple cities are emerging trends among Chinese tourists.Tourism and Experience Queensland aims to capitalize on these preferences by offering packages that allow for extended stays in two key cities, focusing on delivering an authentic Australian experience centered around the country's natural beauty and vibrant beach culture
CHINESE TOURISM AUSTRALIA GOLD COAST TRAVEL TRENDS ECONOMIC IMPACT BEACHES
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