China Poised to Reclaim Status as Australia’s Top Tourism Market, Says Tourism Chief
China is expected to regain its position as Australia’s leading international tourism market in the near future, according to Phillipa Harrison, managing director of Tourism Australia. In a recent interview, Harrison expressed confidence in rebuilding the market and stated that Australia has much to offer Chinese travelers.
Harrison highlighted China’s significance in Australia’s tourism sector, noting that in 2019, China was already the top market, with 1.4 million Chinese tourists visiting the country annually. Despite the impact of the pandemic, the number of Chinese tourists has been steadily increasing each month, reaching about 45 percent of pre-pandemic levels in November 2020.
With the ongoing Spring Festival holidays, Harrison emphasized the holiday season as a peak travel period. She revealed that this year, Australia has witnessed stronger aviation capacity, making it the first New Year since reopening with an abundance of flights. Harrison expressed excitement about the prospect of more Chinese tourists arriving in Australia.
Highlighting the welcoming atmosphere for Chinese tourists during the Spring Festival, Harrison mentioned the various celebrations taking place across the country. Australians enthusiastically partake in the lunar new year festival, further enhancing the experience for visitors.
Tourism Australia has maintained a longstanding focus on the Chinese market for over 20 years. According to Harrison, they are actively working on initiatives to re-engage Chinese tourists, including marketing promotions such as the ‘Come and Say G’day’ campaign, which was launched in Chengdu in June.
Harrison’s positive outlook on the Chinese market stems from the increasing number of Chinese travelers returning to Australia and indulging in its diverse offerings. Describing the rebuilding of this market as a matter of when rather than if, Harrison expressed delight in witnessing this upward trend.
In conclusion, Tourism Australia aims to bring China back to its position as the leading market for Australian tourism. With strategic marketing efforts, increased aviation capacity, and a warm welcome for Chinese visitors, there is optimism for a resurgence of Chinese tourism in Australia.
