Chongqing |
The release of the findings aligns to latest international
visitor arrival and spending figures confirming China’s ongoing status as
Australia’s fastest growing and most valuable international tourism market,
worth more than A$3.8 billion in 2011, up 15 per cent on the previous
calendar year (Source: International Visitor Survey).
Chengdu |
Tourism Australia’s commissioned study – carried out by
research consultancy GfK Blue Moon – represents the first time Tourism
Australia has undertaken comprehensive research into the travel behaviour and
preferences of consumers living in China’s rapidly growing secondary
cities, including Chongqing, Chengdu, Hangzhou, Nanjing, Qingdao,
Shenyang, Shenzhen, Tianjin, Wuhan and Xiamen – all rising global cities.
Hangzhou |
The findings found Chinese travellers’ strongest preference
was Australia as their most
desired long haul destination and also identified high consistency in consumer
behaviour and trends across both China’s
largest primary cities (Beijing, Shanghai and Guangzhou)
and its emerging secondary cities.
Nanjing |
The research will inform Tourism Australia’s marketing and support
its China 2020 Strategic Plan, announced in June 2011. Under the plan, Tourism Australia
will target up to 30 Chinese cities, in a phased approach between now and
decade’s end.
Key findings of the research were:
Qingdao |
- Australia
meets the majority of Chinese long haul travellers' expectations. Combining
natural and laid back experiences with the comforts of a developed country,
offering modern infrastructure and unique and famous iconic attractions;
- Respondents indicated a strong desire to visit Australia's most famous attractions, with the
Sydney Opera House, the Great Barrier Reef,
kangaroos and koalas all big draw cards. However, awareness and regional
knowledge beyond these typical icons was more limited, more so amongst
customers in secondary cities;
Shenyang |
- Although the majority of respondents still retain a strong
preference for group travel, they do exhibit a desire for more flexible travel
options. Group travel is preferred for first time visits, with a preference for
more flexible travel options on return trips;
- While the internet plays an important role in holiday
research/planning, the majority of the respondents are still likely to rely on
travel agents to organise and book their travel, in particular flights,
transport, organising visas and accommodation;
- Respondents were most inspired and influenced by
traditional travel advertising, travel media and by word of mouth, although social
media is becoming more influential.
Shenzhen |
"Tourism Australia
will make a further record investment in marketing resources in China in 2012
for the market is unprecedented in terms of its high growth and high value. The
Chinese consumer also has great enthusiasm for our country - in their view
there is nothing like Australia.
Tianjin |
The research was conducted in late 2011 in two stages
(qualitative focus groups and quantitative online surveys) and was based upon a
targeted sample of almost 2,800 Chinese leisure travellers aged between 30 and
49 years of age and with an above average annual household income of more than
120,000 RMB (approximately A$25,000).
Wuhan |
"In the absence of significant differences between our
target customers in both its super cities and emerging metropolises we have a
fantastic opportunity to build upon the very successful platform already
created through our existing tourism campaign work in China. This
will allow us to achieve some significant economies of scale as we seek to
expand our marketing across what is a vast and still largely untapped
market."
Victoria Parr, Director of Social Research at GfK Blue Moon
believes the findings present significant opportunities for Australian tourism
to showcase itself well beyond the country's most famous attractions and
experiences.
Xiamen |
Tourism Australia
believes China
has the potential to grow annual overnight visitor expenditure between A$7
billion and up to A$9 billion by 2020.
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