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The reinstatement of Australia's Approved Destination Status (ADS) follows the recent launch in China of Tourism Australia’s successful $125 million Come and Say G’Day campaign. The campaign kicked off on 29 June and is already proving to be a success, with the television commercial receiving more than 66 million views across all channels.
Prior to the pandemic, China was the largest and most valuable inbound traveller market for the Australian visitor economy. In 2019, more than 1.4 million holiday makers from China spent $2.1 billion in Australia, including about $581 million spent by ADS group travel participants.
Accommodation Australia (AA) CEO Michael Johnson said the ADS announcement was one of the most critical components of the tourism industry’s recovery following the pandemic.
"This will result in an immediate and significant increase in business activity right across Australia, and at just the right moment," he said. "In the weeks ahead, we expect to see a wave of new bookings and forward business activity, helping support many thousands of jobs in each state and territory.”
The Australian Airports Association (AAA) Chief Executive James Goodwin said: “This will be a boost for the recovery of the Australian aviation and tourism sectors. It is an important step to encourage more travellers from China into Australia."
Tourism & Transport Forum (TTF) CEO Margy Osmond said: “We’re incredibly excited to welcome back even more Chinese visitors. The immediate return of group tours from China to Australia will help our sector recover."
Sydney Opera House Chief Customer Officer Jade McKellar said about 25 per cent of its tours business was from China prior to COVID-19.
“On average the ADS facilitated about 120,000 guests a year on Opera House tours, pre-Covid,” Ms McKellar said.
Internationally-ready businesses can sign up here for free access to ATEC's China Host as part of Destination NSW's NSW First collaboration with ATEC.
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