Markets
Market insights snapshot - China
Learn about market spend and recovery trends, current buyer organisations, and consumer priorities for the China market.
Market trends
- Demand for tailor-made products is growing and family friendly travel products are growing in popularity.
- The package price trend for group travellers is becoming more expensive, which helps drive yield and quality of travel experience.
- Flights capacity from China to Australia has recovered significantly, driven by the fact that major Chinese airlines (like China Southern) have confidence in the market and therefore are operating more flights.
Buyer Snapshot
- There will be 100 general buyers and 25 Luxe buyers from China attending ATE24.
- Demand for Luxe buyer positions this year has been higher than previous ATEs.
- There are 21 new buyers attending, representing a number of key geographic markets, including: Beijing, Shanghai, Ningbo, Hangzhou, Jinan, Qingdao, Chengdu, Shenzhen, Guangzhou and Xi’an.
Consumer trends
- Top destinations – Sydney, Melbourne and Brisbane are leading city destinations for Chinese travellers. The Gold Coast is also popular and generally features in many itineraries.
- Consumer experiences – Family friendly products are becoming increasingly important as individual and multiple family groups are travelling to Australia. Food and wine experiences are attractive to Chinese travellers as part of an authentic local experience.
- Points of interest – nature, wildlife and coastal environments and experiences.
Discover more
