Australia’s natural environment and “liveability” are the main reasons Chinese visitors would recommend the destination to family and friends, according to a new survey by Tourism Research Australia.
Based on the answers of 3,600 Chinese visitors upon their departure from Australia last year, the research found that 93% considered nature-based experiences as a major drawcard. The friendliness of the locals was also considered a major attraction by 94% of respondents.
Overall, 90% were “satisfied” with their trip while 85% were likely to recommend Australia as a holiday destination.
The findings demonstrate the quality of the Australian tourism industry and will come as encouragement for operators actively targeting the increasingly important Chinese market, according to Minister for Trade and Investment Andrew Robb.
“The Coalition Government has a firm agenda to capture a greater share of the Chinese tourism market, and we are strongly promoting Australia as a tourism destination in China,” Robb said.
“We understand from compounding research that China’s growing middle-class demographic are seeking high-end luxury tourism experiences – and we are well placed in Australia to provide those experiences if we have the right infrastructure.”
As a result, the government is seeking further foreign direct investment to develop high-end tourism accommodation that “leverages our natural advantages”, Robb continued.
“Overall, the results of the survey are very positive but there is always room for improvement as we strive to give Chinese visitors the best possible experience.”
In 2012/13, the number of Chinese visitors rose 18% on the previous year to reach 685,000 with an expenditure of $4.4 billion.
See below for more results from the survey:
· 90% of Chinese visitors were satisfied with their trip to Australia.
· 83% indicated that their holiday met or exceeded expectations.
· 85% of visitors were likely to recommend Australia as a holiday destination.
· 96% indicated they were happy with their personal safety and security while visiting.
· 94% listed the friendliness of locals as a drawcard.
· 72% indicated a high level of satisfaction with wine experiences.
· 93% said that nature-based experiences were a major drawcard in coming to Australia