China Offers Lifeline to Struggling Aussie Tourism Businesses

Must Read

Australian states and the tourism industry are actively engaged in the process of revitalising their primary foreign tourist market, China.

Phillipa Harrison, the managing director of Tourism Australia, emphasised the continued significance of China as an important market for Australia.

“China was our top market in terms of visitation and expenditure before the pandemic, and it is gratifying to witness the return of Chinese travellers to Australia,” said Harrison, expressing confidence in the future. “Although it will take time for visitation levels to rebound to those of 2019 and aviation capacity still needs restoration, there are promising indications.”

Significant Increase in Chinese Visitors to Australia

She noted that the latest data on international visitor arrivals revealed that Australia welcomed over 40,000 travellers from China in February, a notable increase from the previous month’s figure of 15,000.

Even the Australian Tourism Exchange, the premier trade event in the travel industry, saw the term “China” frequently mentioned throughout its recent five-day conference.

In March, Tourism Australia launched its “Don’t Go Small, Go Australia” campaign in China. As capacity gradually returns, the agency intends to launch its “Come and Say G’day” movement in this important market. Representatives from Tourism Australia and state tourism bodies may travel to Chengdu next month to promote these initiatives.

Before the pandemic, China was Australia’s largest source market for visitors, with 1.4 million tourists who collectively spent A$12.4 billion ($8.3 billion) in 2019.

Despite lifting global travel restrictions, Australia’s tourism industry’s recovery could have been faster following the setbacks caused by COVID-19.

Key Market for Tourism in Tropical North Queensland

Mark Olsen, the CEO of Tourism Tropical North Queensland, highlighted China as the region’s primary international market, with 190,000 annual visitors before the pandemic.

“Cairns requires direct flights, and we welcome any progress regarding China’s list of preferred destinations for group travel,” Olsen said.

Erik de Roos, the executive director of marketing at the South Australian Tourism Commission (SATC), acknowledged that China was South Australia’s largest inbound market before the pandemic.

“While the pandemic significantly impacted international travel worldwide, we are firmly committed to rebuilding our global markets, valued at a combined A$1.2 billion before the pandemic, with China playing a vital role,” he affirmed.

- Advertisement -spot_img
Latest News
- Advertisement -spot_img

More Articles Like This

- Advertisement -spot_img