In Greater China, Tourism Australia focuses its activities in China and Hong Kong. Tourism Australia's activities in the region are managed from offices in Shanghai, Beijing, Guangzhou, Chengdu and Hong Kong.
In 2016, China was Australia’s second largest inbound market for visitor arrivals and the largest market for total expenditure and visitor nights. Visitors from China generated $9.2 billion in total expenditure in 2016. The Tourism 2020 Strategy estimates that China has the potential to be worth up to $13 billion in total expenditure by 2020.
Market profile and trends
- Latest arrival statistics
- China Market Profile 2017 – snapshot of market performance, aviation and distribution
- Business events market profile - China
- Tourism Australia’s China 2020 Strategic Plan
- Consumer profile – research into how Chinese consumers view Australia and what motivates them to visit the country
- China 2020 Consumer Research – carried out across 13 of China’s largest and fastest growing cities and is being used by Tourism Australia to further enhance its ten year strategic marketing plan aimed at China
- Chinese Visitor Satisfaction research – conducted by Tourism Research Australia and Tourism Australia
- Dispersal of Chinese Free and Independent Leisure Visitors in Australia – conducted by Tourism Research Australia and Tourism Australia