Greater China

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.

Campaign case studies & market update videos

Key Distribution Partner program

Tourism Australia is embarking upon a new 'high yield' distribution model in China, aimed at building an elite network of specialist travel agencies, highly motivated and professionally trained to sell high quality group and FIT (Free and Independent Travel) Australian holiday packages to the country's rapidly emerging sophisticated travellers. Find out more about the Key Distribution Partner (KDP) program.

China

There were 709,000 visitors from China for calendar year 2013, an increase of 14.5 per cent relative to 2012.

Visitors from China generated $4.8 billion in total expenditure in 2013. The Tourism 2020 Strategy estimates that China has the potential to grow to between $7.4 billion and $9 billion in total expenditure by 2020.

Market profile & trends

Strategic plan

Consumer insights

  • Understanding the Chinese consumer – research into how Chinese consumers view Australia and what motivates them to visit the country (published May 2014)
  • 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 (published March 2012)
  • Chinese Visitor Satisfaction research -- conducted by Tourism Research Australia (published January 2014)

Hong Kong

There were 184,100 visitors from Hong Kong for calendar year 2013, an increase of 13.4 per cent relative to 2012.

Hong Kong was Australia’s 10th largest inbound market for total expenditure in 2013, with $0.9 billion spent on trips to Australia.

Market profile & trends

Latest News for Greater China