The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Australia poised to benefit from Chinese tourism boom

Australia poised to benefit from Chinese tourism boom | The Insight Files | Scoop.it

Chinese travellers are poised to look beyond nearby destinations such as Hong Kong and Macau as income levels rise and they widen their horizons. A new report by broker CSLA forecasts Chinese tourist visitors to Australasia will increase by an average of 22% per year between 2014 and 2020 - the highest growth rate of any region in the world - after having risen by 19% per year between 2009 and 2014. In contrast, the most popular outbound Chinese destinations, Hong Kong and Macau, are poised to grow a compound annual rate of 2% and 4% in the years to 2020. Find out more.

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How did Australia attract one million Chinese tourists?

How did Australia attract one million Chinese tourists? | The Insight Files | Scoop.it

According to the latest ABS, Australia managed to hit the big one million mark in less than 15 years, with Chinese arrivals sky-rocketing from a mere 100,000 back in 2000 to what it is today. According to TA, it was Australia's recent visa reforms that made the country so much more attractive to the market. The tourism body acknowledged that the country's recent decision to open a new Australian Visa Application Centre in Chengdu, China made it easier for Chinese holidaymakers to secure their pass into the country. Additionally, streamlining the application process made it simpler for them to fly on over. Find out more. 

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Australia's annual Chinese visitor numbers breaks 1 million milestone

Australia's annual Chinese visitor numbers breaks 1 million milestone | The Insight Files | Scoop.it

The number of annual Chinese visitors to Australia has surpassed the 1 million mark for the first time amid growth from the nation's most lucrative inbound tourism market. The number of Chinese visitors rose by 21.6 per cent to 1.0012 million in the 12 months to November 30, having more than doubled over the past five years. The Chinese market has already surpassed the targets laid out in the Tourism 2020 strategy launched in 2010. The value of the Chinese market was initially estimated between $7.4 billion and $9 billion a year by 2020, but annual spending of $7.7 billion has already exceeded the lower end of the range and more recent forecasts indicate it could be worth up to $13 billion by 2020. Find out more.

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7 charts revealing the behaviour of Chinese travellers

7 charts revealing the behaviour of Chinese travellers | The Insight Files | Scoop.it

China's slowing economy has travel brands around the world wondering whether they will suffer from a lack of Chinese tourism dollars not flowing through their own communities. Analysts at the China Outbound Tourism Research Institute tell Skift it likely won't have a dramatic impact on Chinese travel. These 7 charts reveal the state of outbound Chinese travel and lay out where these travellers go and how they spend. Among the insights include:


  • Chinese travellers tend to spend more on shopping than they on accommodation.
  • More than half of outbound Chinese travellers last year used Ctrip to book their travel.
  • More than half of outbound Chinese travellers travel with their partners and children.


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Tourism's biggest year since the Sydney Olympics

Tourism's biggest year since the Sydney Olympics | The Insight Files | Scoop.it

Australia's tourism industry has recorded its best year since the Sydney Olympics, with international visitors spending $91 million a day. Chinese tourists accounted for more than one-fifth of that expenditure, parting with $19 million a day, or $7 billion for the year. The latest International Visitor Survey shows the total spend has grown ten per cent to $33.4 billion, or $3.2 billion more than the previous year. This is the strongest yearly growth since 2001, the period of the Sydney Olympic Games. Click here to download the IVS report for June 2015.

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A portrait of the Chinese tourist

A portrait of the Chinese tourist | The Insight Files | Scoop.it

Curious and eager to discover culinary delights and different lifestyles and cultures, 100 million Chinese travelled abroad in 2013. These figures should double by 2020. Allianz Global Assistance has painted a portrait of Chinese travellers based on their many exchanges on China's main online travel forums. These are indications for tourism professionals who may then adapt their offers to his new, ever growing and demanding tourist population.


Among the many findings include:

  1. The Chinese tend to travel with their parents
  2. Others are looking for a travel companion
  3. They like to share their photos and videos
  4. They are well-equipped
  5. They research outdoor activities
  6. They research paid activities too
  7. They are interested in winter sports
  8. They are looking for tips and advice about travelling within China
  9. They travel by car
  10. Cruises are a mounting topic of discussion


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Chinese visa reform a “game-changer” for tourism

Chinese visa reform a “game-changer” for tourism | The Insight Files | Scoop.it

Chinese visitors are now able to apply online for three-year multiple entry visas to Australia, a boon for tourism according to officials. Industry members have applauded an extension of the multiple-visa online process as a positive step forward in Australia's visa reform process. The TTF welcomed Andrew Robb's announcement last week, saying with more than 100 million Chinese nationals travelling internationally last year, the move would allow for Australia to grow its market share. According to TTF's chief executive, "industry has been advocating to government to make visas for Chinese visitors simpler to apply for, faster to receive and more affordable. Visa reform is a real game-changer for Australia's tourism industry and has the potential to help drive economic growth and jobs in Australia. Combined with the previously announced move to a permanent online application system for Chinese visitors by the end of 2015, this will help to drive repeat visitation from what are now the highest-spending category of visitors coming to Australia."

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Cashed-up Chinese head Australian tourism boom

Cashed-up Chinese head Australian tourism boom | The Insight Files | Scoop.it

Cashed up Chinese tourists are flocking to Australia in droves with a 21% increase in visitor visa applications on last year. Australia continues to be a hotspot for Chinese tourists, with Immigration Department figures showing close to 600,000 visitor visa applications from China were lodged in 2014. In 2015, Lunar New Year visitor volumes are up 23%, compared to 2014, with over 120,000 visitor visas finalised to date this calendar year. The drop in the Australian dollar seems to have also spurred a return of visitors from the United States with a 7.4% increase in visa applications in the December quarter compared to 2013. Despite several areas of the economy flopping, tourism remains strong with the total visitor visa applications up 6% on this time last year. Click here for more information.

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Chinese tourists choose Sydney as the world's best holiday destination

Chinese tourists choose Sydney as the world's best holiday destination | The Insight Files | Scoop.it

Sydney has been ranked as 'The World's Best Holiday Destination' by China's leading online travel group, Ctrip, at the Best Tourist Destinations Awards. Sydney was also ranked in the top 10 best luxury tourist destinations and best family fun destinations. The results were generated on the basis of more than 50 million user comments, as well as online votes by over 3.6 million Chinese travellers. Sydney was the dominant Australian city at the awards, with Cairns and Melbourne only receiving one mention each. China is the number one inbound market for NSW, with more than 443,000 Chinese visitors visiting Sydney in the year ending September 2014, staying 12.1 million nights and spending over $1.5 billion during their stay. Click here for more information.

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The changing face of Chinese tourism

The changing face of Chinese tourism | The Insight Files | Scoop.it
Australian tourism businesses need to become more sophisticated about how they market to this segment.
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How to attract more Chinese tourists to Australia

How to attract more Chinese tourists to Australia | The Insight Files | Scoop.it

The number of Chinese visitors to Australia is booming, but there are a few things we can do to lure even more travellers to our shores. Chinese tourist spending now accounts for more than 20 per cent of total international tourist spending. Young Chinese people attending Australian education institutions also account for about one-third of all spending by international students. However, the number of Chinese visiting Australia is a drop in the bucket compared to the total number of Chinese tourists globally. 100 million Chinese travelled abroad last year and that number is set to increase to 234 million within the decade. This article recommends further streamlining the visa reform process in order to make it easier for Chinese tourists to travel here. Additionally, it recommends tapping into the celebrity effect in China - the number of Chinese tourists visiting Thailand tripled after the release of a blockbuster movie called Lost in Thailand. Find out more.

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The stunning transformation of Australian tourism

The stunning transformation of Australian tourism | The Insight Files | Scoop.it

The surge in Chinese tourists to Australia is unprecedented in both speed and scale, and is driving a much-needed boom in the tourism sector. China is the leading source of Australia's inbound tourism, contributing 22% of total visitors for the year ending September 2015 and representing 21% of Australia's total value of inbound expenditure (up 43% on pcp) with a record $7.7 billion spend for the year (up 32% on pc). Improved living standards, rising incomes, increased accessibility to Australia via more accommodative visas and development in aviation connections, have allowed China to become Australia's primary importer of tourism services. To provide some perspective, the 1.2 million visits (to Australia) from New Zealand is equivalent to roughly 25% of the country's population. The 1 million visits from China is equivalent to 0.07% of its population. Find out more.

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Chinese visitors spending $21m a day in Australia

Chinese visitors spending $21m a day in Australia | The Insight Files | Scoop.it

Chinese visitors splashed out an incredible $21 million a day while holidaying in Australia in the year to September, for a total spend of $7.7 billion. The astounding figure surpassed all expectations with Tourism Australia originally forecasting Chinese spending would reach $7.4 billion in 2020. The quarterly snapshot of overseas visitors down under also showed double digit growth in tourists from India, the US, Hong Kong and Singapore, and an overall rise in spending of 13% to $34 billion for the year to September. The weaker currency and the "Bindi factor" are thought to be helping to lure more Americans to Australia following on from the Sunshine Coast teenager's success in the US Dancing with the Stars. Find out more.

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Chinese tourist spending up 45% in UK in response to streamlined European visas

Chinese tourist spending up 45% in UK in response to streamlined European visas | The Insight Files | Scoop.it

Spending by Chinese visitors in the UK jumped in July, as the country’s shops and restaurants benefited from simplified rules on tourists applying for visas. Chinese tourists visiting the UK spent $78 million on their credit cards in July, up 45% from a year earlier, Visa Europe said in a press release. About 185,000 Chinese tourists came to Britain in 2014, and visitors from the country are now the second highest spending tourists. The surge in spending comes after efforts by the UK government to make it easier for the Chinese to visit. On July 1, Britain introduced a pilot program allowing Chinese citizens to obtain a tourist visa for the UK and the 26 European countries in the Schengen area simultaneously. The extra money spent by the Chinese went on eating out, trips to the supermarket and shopping. Find out more.

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Influx of Chinese tourists staying at caravan parks around Australia

Influx of Chinese tourists staying at caravan parks around Australia | The Insight Files | Scoop.it

Chinese tourists are flocking to caravan parks or hitting the road in campervans. Buoyed by the influx, one of the country's leading caravan park operators is now offering its managers cheat sheets in Mandarin to help them communicate with guests while major campervan hiring company Britz Maui is providing them with DVDs to explain the road rules. Big4 Holiday Parks said Chinese tourists now make up their second largest market behind local tourists. Chinese tourists are second after locals in terms of both visitors and revenue. TTF's CEO said 100 million Chinese are forecast to take international holidays this year alone, providing local tourism operators with a great chance to cash in. "With our beautiful natural landscape, our friendliness and the freedom and flexibility provided by caravanning, it's little wonder the Chinese are embracing the Australian road trip."

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Chinese social networks are vital to attracting Chinese tourists

Chinese social networks are vital to attracting Chinese tourists | The Insight Files | Scoop.it

The key to attracting Chinese tourists is using Chinese social media. Over 83% of Chinese tourists go online using their mobile phone, spending an average 25 hours online per week. Chinese tourists are primarily composed of above average tech savvy earners that are constantly connected online. When searching for information online, Chinese tourists will go from basic information to specialised platforms to conducting an e-reputation check.They will mainly use Baidu as a source of internet word of mouth, and video platforms to get a better idea of the destination or resort. This article lists the top Chinese social networks that businesses need to be using as part of a well-designed web marketing strategy. 

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New South Wales experiences to be promoted in China

New South Wales experiences to be promoted in China | The Insight Files | Scoop.it

Destination NSW will continue its focus on promoting Sydney and NSW to China, with a week-long pop-up event to be held in Chengdu and a partnership with travel wholesaler China Tourism International. The pop-up event will be located in a major Chinese shopping centre, the Chengdu International Finance Centre, from April 22-27. Approximately 100,000 Chinese shoppers will get a taste for what's on offer in NSW when they visit the pop-up over the week. Shoppers will be able to sample NSW wines at a tasting station, while the Chinese 'Barista of the Year' will be on hand to serve NSW coffee and milk at the booth. The promotion will also involve top restaurants in Chengdu developing a 'NSW Food Month' in May, with selected local restaurants creating and promoting menus featuring NSW produce, as well as advertising dedicated food and wine travel packages to Sydney and NSW. The campaign will also promote the wide array of travel experiences on offer in the State, including farm stays, food and wine tourism, golf, events, deep sea fishing, Aboriginal experiences and the Vivid Sydney Festival. 

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Red tape cuts for Chinese tourists urged

Red tape cuts for Chinese tourists urged | The Insight Files | Scoop.it

China is the second biggest source of tourists to Australia, but red tape on visa applications needs to be reduced, the Productivity Commission says. Globally, the Chinese are the fastest growing international tourism market and other countries such as the UK, Thailand and India are gaining an edge by relaxing visa arrangements. The UK and US have also ramped up destination marketing efforts to China. The Commission warned that Australia should not let itself be left behind. Australia's visa application process for the Chinese needs to be simplified, with online lodgement offered. The immigration department aims to make online visa applications available to all visitors from all countries by the end of the year. The Commission also said tourist operators need to be more digitally savvy in cater to cater for travellers' increasing appetites for online booking and research. Click here to learn more.

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Singing karaoke on top of the Sydney Harbour Bridge

Singing karaoke on top of the Sydney Harbour Bridge | The Insight Files | Scoop.it

Chinese tourists will be able to bust out their favourite karaoke songs as they reach the summit of the Sydney Harbour Bridge over Chinese New Year. For United States tourists, there is ice hockey at Sydney Olympic Park in July, while Destination NSW hopes the Indians will be drawn in by the Parramasala festival in Parramatta, but China remains the most lucrative market, with even the Parkes' Elvis festival being pushed to Chinese Elvis fans. In 2012, Chinese tourists spent $102 billion while travelling internationally. Between the September quarters of 2013 and 2014, the number of Chinese visitors grew 14.3% according to figures from Destination NSW. While the English are more likely to be found swarming the hostels of Coogee, and the Germans picking fruit in Orange, the Chinese often opt for shorter stays with higher levels of spending, according to data from Tourism Australia. Click here to learn more.

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China expects more bang for Aussie tourism buck

China expects more bang for Aussie tourism buck | The Insight Files | Scoop.it

The might of the Australian tourism sector spent much of June wining and dining China's top travel agents at one of Australia's largest international trade events, but the success of Tourism Australia's inaugural Corroboree Greater China (CGC) has raised concerns that the industry is still struggling to meet Chinese travelers' cultural expectations.

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