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Tourism


More Chinese visitors TURN TO AUSTRALIA


Every year around 40 million Chinese head overseas, and Australia is one of the favourite destinations for these tourists. According to the most recent data from Australia’s Department of Resources, Energy and Tourism, 408,327 Chinese visitors came to Australia in the year ending Sept 2010.


In 1999, Australia was the first


western country (along with New Zealand) to be granted the Approved Destination Status (ADS) by the Chinese Government. ADS is a bilateral tourism arrangement between the Chinese Government and a destination whereby Chinese tourists are permitted to undertake leisure travel in groups to that destination. Since its introduction, the number of Chinese tourists travelling to Australia has increased by around 15 per cent each year. In the last year, a significant


increase of 60 per cent in aviation capacity between China and Australia has been implemented. This was driven mostly by China Southern, Asia’s biggest airline, which last October increased its services to Sydney and Melbourne and introduced a new Guangzhou- Brisbane service. Capacity continued to increase in December with Air China’s launch of the direct Beijing- Melbourne services. Qantas Airways now includes services between China and Australia via Singapore in a codeshare with China Eastern. Cathay Pacific and Singapore Airlines also have significant network servicing the China-Australia route. The Visa and Pacific Asia Travel


Association (PATA) Asia Pacific Travel Intentions Survey 2010 revealed that more than half of its surveyed Chinese participants intended to travel to Australia over the next two years and that the top three attributes that travellers are


looking for in destinations overseas are natural scenery, sunshine and beaches, and new places. These results explain the popularity of Australian locations such as the Gold Coast, which has received 106,000 visitors in the year to March 2010, a 15 per cent increase over the previous year – the Chinese tourists are the second largest tourist market in the Gold Coast. Melbourne and Sydney airports have also been receiving more Chinese passport- holders - Melbourne had a 58 per cent increase in Chinese passport- holders compared with August last year and for the first time they surpassed the number of visitors from Britain. Sydney remains the main destination fro Chinese visitors, with an increase of 52 per cent. With carriers’ boost in seat capacity to Australia and having such a special place in the preference of Chinese tourists, Australia is well positioned to take advantage of its natural resources and tourism infrastructure to continue attracting Chinese visitors and sustain a successful bilateral relationship. 


 In the 2009–10 financial year, Chinese visitors spent more money in Australia than visitors from any other country, putting more than A$2 billion into the Australian economy.


 The number of Chinese visitors is forecast to grow at more than 7.9 per cent per year over the next decade, reaching 783,000 visitors per year by 2019.


 China is now Australia’s largest source market in terms of economic value, worth $3 billion (22 per cent increase from previous year), followed by United Kingdom ($2.9 billion), New Zealand ($2.0 billion), and the USA ($1.7 billion).


Source: RET September 2010).


ABOVE: Cottesloe Beach. TOP: Burleigh Heads. Australia China: BEYOND TOMORROW 67


AUSTRALIA


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