This research project was undertaken by Tourism Australia in conjunction with Tourism Research Australia, and funded by the Asian Marketing Fund. The purpose of this project was to identify the key characteristics of Chinese FITs using data from the International Visitor Survey (IVS) from 2011 to 2013. In this study, FITs were defined as those visiting for leisure (holiday or visiting friends and relatives), not on a group tour and without package inclusions. Only Chinese FIT visitors who entered Australia via Sydney or Melbourne gateways were used in this survey, representing 36% of all short-term leisure arrivals from China. In summary, Chinese FITs most likely to disperse to regional areas display the following characteristics:

  • Holiday as their primary purpose
  • First time visitors to Australia
  • Aged 25 to 34 years
  • Travel group comprising of friends or relatives

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