Chinese tourist in Australia to spend A$13 billion by 2020

Tourism Australia arrived at conclusive figures about Chinese visitor spending, which is projected to hit A$13 billion by 2020. These figures were reveled in Cairns at the Australian Tourism Exchange (ATE14).

That huge sum represents an increase of nearly 50 percent on the previous estimate of what now seems like a paltry A$9 billion.

Tourism Australia is attributing the spike to the rapid rise of a new breed of young and independent Chinese traveller placing Australia at the top of their travel wish list, and Tourism Australia Managing Director, John O’Sullivan, said that Australian tourism was reaping the benefits of a clearly-focused China tourism plan, targeting that demographic.

He felt that Chinese arrivals are at record levels is great, but our strategy is much more than a numbers game. The Chinese visitor they’re going after is a more confident, independent-minded traveller, wishing to travel further and immerse themselves more deeply in the many rich and varied experiences available across our country.


He also added that from the latest available immigration data, definitely shows a big shift away from lower yielding group travel to more Free Independent Traveller (FIT) visas, exactly the lucrative market that are being actively targeted.


O’Sullivan added that the China Tourism Law, introduced in October last year would actually prove to be a positive factor in the long term – not detrimental to Chinese inbound tourism like some fear.


Positive signs of a change in the visitor mix from China is being seen – a shift to a more independent, higher spending Chinese visitor, enjoying higher quality visitor experiences.

An increase in independent travelling visitors means more Australian tourism businesses are getting to welcome Chinese visitors, as they go farther and experience more of Australia. With FIT tourism campaign in China, Tourism Australia hopes to attract more independent Chinese travellers to Australia.