Future of Distribution
In 2024, Tourism Australia undertook a research project to unpack the post-pandemic complexities of tourism distribution.
Markets
Market insights snapshot - China
Learn about market spend and recovery trends, current buyer organisations, and consumer priorities for the China market.
Market trends
- Chinese visitation to Australia has been growing steadily. China is our second-largest visitation market for November 2024 year to date at 0.8 million. China has grown 83 per cent compared to year to date November 2023. Whilst visitation levels have not returned to pre-pandemic peaks, our industry partners have reported a strong Chinese New Year sales performance making a promising start to 2025.
- Three market trends
- Growth in special interest travel – We have seen a pronounced emergence in special interest travel. This includes attending a specific course/themed experience/event and covering areas like sports, food, culture, nature, photography. In particular, short education centric travel for primary and secondary students and their families has grown steadily.
- Shift to small group travel – Since COVID, single, couple and family (<6 people) travel formats have dominated our Chinese inbound visitation. Larger format travel has decreased, and travellers want greater flexibility in their itineraries. Series group travel numbers are also decreasing as travellers want a more intimate and flexible travel experience.
- Strong Aviation Capacity – There are currently flights from 14 Chinese cities into Australia with a number of Chinese airlines, including Air China, China Eastern Airlines, China Southern Airlines, Sichuan Airlines, Xiamen Airlines. Flight capacity has grown strongly and servicing five Australian gateways (including Perth and Adelaide seasonal routes). Capacity has grown and during January 2025 exceeded same period 2019 levels. This provides travellers with more choice, competitive prices and industry the basis for strong visitation growth.
- Australia is a leading medium to long haul destination – Australia ranks as number six destination in terms of sales on CTRIP during the 2025 Chinese New Year period. Australia is also ranked number one medium to long haul destination. This is a strong performance for Chinese travel to Australia during the peak outbound travel season.
Buyer Snapshot
- For ATE25, we have over 100 Chinese buyers in attendance, representing all the major geographic markets (North, Central, Western, Eastern and Southern China). Additionally, a number of these are Tourism Australia appointed Key Distribution Partners (KDPs), who currently have substantial business selling Australian product, are accredited under our Aussie Specialist Program and often servicing multiple markets and regions. Two examples, in addition to the numerous profiles available are:
- 6Renyou (Beijing) – leading online travel agent (OTA) focusing on tailor made products. They are redefining the OTA model in China and have a growing series package and bespoke travel business throughout the country.
- Xian Overseas Travel – leading West China agency focussed on mid to high-end bespoke packages and itineraries. They are looking to grow short term education travel opportunities in Australia.
- We have 124 general buyers from China (including 22 Luxe buyers) attending ATE25. Their agencies are located in major Tier 1 cities: Shanghai, Beijing, Guangzhou, Shenzhen and other Tier 2 and 3 cities including: Tianjin, Shenyang, Qingdao, Xian, Wuhan, Chongqing, Zhengzhou, Nanjing, Hangzhou, Suzhou. Xiamen, Changsha, Fuzhou and Dongguan
- They represent all of China’s major markets and broken down as following:
- Northern China agents – 40 agents including 4 luxe
- Eastern China agents – 36 agents including 6 luxe
- Western/Central China agents – 17 agents including 4 luxe
- Southern China agents – 31 delegates including 6 luxe
Consumer trends
- Nature and wildlife attractions are still major drawcards for Chinese travellers: Whilst Sydney and Melbourne are major gateways, typical small group and FIT itineraries will generally include secondary destinations like Cairns and the Great Barrier Reef, Blue Mountains, Phillip Island and the Great Ocean Road as very popular destinations which blend the best of aquatic, flora and fauna experiences which appeal to travellers.
- Exploring beyond the East Coast: Travellers (generally who have already visited the East coast) are interested to explore new destinations in and around Perth (and surrounding areas), Adelaide (and surrounding areas) and Tasmania.
- Appreciation for “local” experiences: Chinese travellers like to explore and have “local” experiences, trying the best of Australian produce including seafood, wine and coffee experiences. From cuisine and coffee walking tours of Melbourne to the Sydney Fish Market and the myriad of wine regions. Travellers are wanting a much more immersive experience, whether it be a masterclass, food and wine experience, ocean to table seafood half day experience, these are increasingly being preferred by Chinese travellers.
- Multi family and multi generation family groups: When travelling with families, Chinese parents seek points of interest and experiences that can offer a learning experience for their children. Interest in this type of travel has grown substantially. These travellers are looking for experiences that offer something for the children, parents and grandparents. Educational classes and experiences linked to attractions (like wildlife sanctuaries) are popular as parents are always seeking ways to enrich their children’s knowledge base when they are in Australia. Many agents are now offering blended leisure/education itineraries.
