As Australia quickly becomes a favorite
destination for Chinese tourists, its government is preparing to launch a
10-year multiple-entry tourism visa for Chinese nationals in an effort to
attract an even more visitors.
Tourism Australia’s regional GM of greater
China Andrew Hogg said its research showed that while the number of independent
Chinese travelers is growing fast, the majority of Chinese still visit
Australia via booked tours. They hope to leverage the “Tour Operator Upgrade
Plan” to assist tour operators in providing more enriching, warm and quality Australian
tourism products to Chinese visitors.
Over 950,000 Chinese tourists visited
Australia in the 12 months up to August 31, up 21.2% y-o-y. Tourism Australia
predicts that Australia will receive an annual total of over one million
Chinese visitors by the end of the year or the beginning of next year.
Most Chinese visitors head to Australia for
leisure and sightseeing or MICE purposes, and MICE visitors’ per capita
spending is especially high. However, Australia is facing dilution of its
Chinese visitor traffic as other long-haul destinations such as the UK, the US
and Canada have introduced multiple-entry visas of longer duration, from two
years to 10 years, for Chinese visitors.
Mr. Hogg believes that the development of
Chinese tourism to Australia will pick up in the future and they are actively
developing strategic tourism industry alliances in the Chinese market. They
recently signed strategic partnerships with a variety of Chinese companies like
Alitrip and China Eastern Airlines to achieve well-rounded market deployment
and tap into the market potential in China.