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In the year ending September 2016, there were 295,000 visitors from China to the Gold Coast; a 38% increase on the preceding 12 months. China is largest source of international visitors to the Gold Coast, and on average accounted for 23% of international visitor spend in the region over the twelve-month period.

Market News

Tourism Australia’s International Market Update

Each quarter Tourism Australia produces a detailed report on the performance of its key markets and international campaign activity. Read more

Queensland Government signs strategic partnership with China Southern Airlines - November 2015

Queensland holiday destinations will receive greater promotion in China through a new three-year agreement with Asia’s largest airline, China Southern Airlines. Minister for Tourism and Major Events Kate Jones today said the agreement would offer greater opportunities for cooperative marketing activity while building on Queensland’s strong partnership with China Southern Airlines and its existing route into Brisbane. “With a renewed commitment in place, we will work with China Southern Airlines on opportunities to grow airline capacity and leverage partner channels to entice more visitors to visit the best address on earth,” she said.

Gold Coast Travel Mission to China - November 2015

Tourism and Events Queensland and Gold Coast Tourism led a delegation of 22 Gold Coast tourism operators to China as part of a tourism mission aiming to create new business opportunities and grow the important market. The mission to Wuhan and Changsha gave tourism operators the opportunity to meet with more than 230 local travel trade representatives, and to showcase Gold Coast tourism products and experiences to key trade partners.

New Quarterly Market Update Now Available - August 2015

Tourism Australia published a Quarterly Market Update, covering international market trends, arrivals, aviation news and industry news. Read more

Hong Kong Airlines Set to Fly to the Gold Coast - July 2015

Hong Kong Airlines will launch its operations to Australia with a series of charter flights to the Gold Coast from January to 31 March in 2016. The charter services will deliver over 10,000 inbound seats to the Gold Coast, predominately from mainland China via Hong Kong during the peak Chinese New Year period. Read more

Record numbers of Chinese Visitors to the Gold Coast - July 2015

According to data released by Tourism Research Australia, in the 12 months to March 2015 the Gold Coast welcomed 204,000 Chinese visitors, marking a new record for the destination and a 7% increase on the 12 months prior. During this period, Chinese visitors accounted for almost a quarter of all international visitors to the Gold Coast. The new direct services from September 2015 which were secured by Gold Coast Tourism promise to grow this market even further. For further information on the China market for the Gold Coast, refer to the Gold Coast Visitor Dashboard: China (PDF - 0.3MB)

New China International Travel Monitor 2015 - July 2015

Travel booking web site Hotels.com published the fourth edition of its annual China International Travel Monitor. This report looks at outbound travel from China and identifies a number of trends, including the use of Smartphone apps to plan and book trips, the rise of the luxury traveller and what other destinations are during to lure the Chinese tourist. The survey also found that Australia, Japan and France are the top three countries Chinese travellers intend to visit in next 12 months.

Landmark direct services from China to the Gold Coast - May 2015

Jewel developers Dalian Wanda Group will bring direct flights between Wuhan in Central China and the Gold Coast from 29 September 2015. The two flights per week will provide access to the Gold Coast for up to 35,000 additional travellers per year, and deliver a potential $26 million in visitor expenditure for the local economy. See the official Media Release.

10-year Multiple Entry Visas for Chinese Nationals - April 2015

The Australia Government announced the introduction of 10-year multiple entry visas for Chinese nationals. This is expected to boost visitation from Australia’s most valuable and fastest growing inbound tourism market. Click here to see the official Media Release.

New Research on the Chinese FIT Market - March 2015

Tourism Research Australia published Chinese Free Independent Traveller (FIT) market which takes a look into dispersal trends of the emerging FIT market out of China.

Quarterly Market Update Now Available - November 2014

Tourism Australia published a Quarterly Market Update, covering market trends, arrivals, aviation news and industry news.

Where to start?

If you’re new to the China market and need practical advice on getting started, Tourism and Events Queensland have a range of online tools and resources available to help operators Become China Ready, including a series of fact-sheets, workshop videos and presentations, as well as strategy information.

You may also want to check out Tourism Research Australia’s (TRA) Action Plan – China and Marketing Matters - China. Amongst other things, these useful guides cover Chinese culture and the regional differences within China, key travel periods, online marketing and social media, distribution channels and tips for working with the Chinese market. There’s also a useful case study on one operator’s experience of Chinese market.

Tourism Australia (TA) also published a factsheet on Understanding the Chinese Consumer. This is helpful to understand the most important factors when selecting a holiday destination, how Australia is perceived against competitor destinations, how Chinese book travel and the barriers for Chinese in booking a trip to Australia.

Other useful information on the Chinese market for operators includes:

Who can I talk to?

John Chan, Manager - International Marketing (China, Taiwan, Hong Kong)
John.Chan@gctourism.com

Heidi Andrews, Manager - Marketing Communications
Heidi.Andrews@gctourism.com