This post is part 5 of our Intro series for the Australian market. Read part 1 “The Chinese are coming!” here, part 2 “Why are the Chinese coming?” here, part 3 “Who are your Chinese tourists?” here and part 4 “How are Chinese tourists seeing Australia” here.
Sydney and Melbourne dominate Chinese arrival and visitation numbers
According to Tourism Research Australia, between 2011 and 2013, Sydney and Melbourne airports accounted for approximately 45% and 35% respectively of Chinese FIT arrivals. The Brisbane/Gold Coast airports received 12% of arrivals, while just 6% of Chinese FITs flew into Perth.
Based on the International Visitor Survey prepared by Tourism Research Australia in December 2015, 63% of Chinese FITs will visit Sydney during their time in Australia, with a further 51% visiting Melbourne. Locations in Queensland (the Gold Coast, tropical North Queensland and Brisbane) are the 3 next most visited places for Chinese leisure travellers. Only 4% of Chinese FITs will visit Perth, 3% will visit Adelaide or Canberra, and just 2% will make it as far south as Hobart.
Opportunities for growth in dispersal of Chinese tourists
Given the average length of stay by Chinese tourists, the percentage of Chinese leisure travelers who disperse beyond the main destinations after their arrival is quite low compared to other FITs. For those who arrived via Sydney, 40% of holiday-makers visited another city or main destination and 26% visited a regional area. For Melbourne arrivals, the numbers were 37% for visiting another city or main destination, and 27% for visiting regional areas.
What does this mean?
Chinese tourists, particularly first-time visitors, to Australia are most likely to fly into either Sydney or Melbourne, stay for approximately 8 to 9 days and fly to 2 or 3 other main cities or destinations during their time here. The numbers of free and independent travelers are growing rapidly, particularly as the rate of repeat visitors from China increases. There are great opportunities for areas that are on the periphery of existing major attractions (that are perhaps already saturated with Chinese tour groups), regional areas and locations that are between main destinations to tap into this growing market of Chinese tourists – provided that you can get your message out to them!
Need help getting the message out to these “free-and-independent travelers”? Contact China Ready Now for a free consultation.