China Marketing Overview

FY 2018/2019

Insights

  • Top Line Numbers

    Share of overnight expenditure: 21% | Forecasted Growth 2020: 11%
    Visitors: 216,000 | -6%
    Visitor Nights: 733,000 | -4.9%
    Expenditure: $227M | -7%

  • Booking

    Trade: 80% | Non-Trade: 20%
    Holiday package tours: 61%
    FIT experiencing rapid growth

  • Aviation

    China Southern | Guangzhou <> Cairns
    Hainan Airlines | Shenzhen <> Cairns
    Cathay Pacific | Hong Kong <> Cairns

  • Other Insights

    Hong Kong Airlines service currently flying but finishing in October 2018.

Strategy


Support Connecting with Asia initiative whilst developing capacity across social networking sites and web platforms.

Execution

Target Audience
  • Family, Friends, Couples, Themed Tour (SIT) – Sports Tourism; Education; Wedding/ Honeymoon
  • Trade including OTAs
Tactics
  • Aviation – CWA
  • Digital and soical
  • Trade
  • Partnerships
Working with us
  • TTNQ China Mission (23-29 June 2018)
  • TTNQ will attend Corroboree Asia
  • 2019 activity TBA

Links

TEQ Consumer Demand Project

View Tourism Australia’s latest market profile data for China

Tourism Australia Consumer Research

Download Tourism Australia’s latest consumer profile for China

Tourism Australia Int visitor arrivals

Explore Tourism Australia’s international visitation data

Tourism Export Tool Kit

Valuable resource for anyone operating in or considering operating in international markets

TEQ Tourism Data Explorer

Explore various tourist data sets with TEQ’s data explorer