Western Australia’s 2nd largest international market

by visitor spend1

Chinese visitor spend attributed to Education

purposes1

64%

is what Chinese leisure visitors spend on average in WA1+*

$142per day

WESTERN AUSTRALIA FACTS:

of Chinese visitors are travelling to WA for

leisure+1

3/4

2020 Goal for visitor spend =

$540m*

51,300

In 2016

Chinese visitorscame to WA and spent $252 million1*

CHINAMarket Profile

Most appealing...Consumer research completed in 2015 found that the most appealing WA tourism products to Chinese travellers are WA’s coasts, beaches and islands, good food and wine and the opportunities to interact with wildlife.4

Visitors Spend

Holiday BusinessVFR Education Other

43%

30%

14%

4%

10%

17%

7%

64%

2%

Visitors and Spend by Purpose in 20161

30%

33%

27%

10%

21%21%

34%24%

60+ yrs

15-29 yrs

45-59 yrs

30-44 yrs

*Excludes pre-paid package expenditure. Note: Peak travel is around Chinese New Year (end of January/February)

Length of Stay in WA (number of nights)

1-7 nights

8-14 nights

34% 26% 17% 23%

15-30 nights31 or more nights

Seasonality: Arrivals by month in 2016 (‘000)2

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep Oct

Nov

Dec

8

6

4

2

0

Chinese leisure visitors to WA tend to spend slightly less per trip compared to Chinese leisure visitors to the rest of Australia ($2,269 v. $2,314).1

Chinese leisure visitors to WA are more likely to be repeat visitors to Australia than Chinese leisure visitors to the other States; 60% of Chinese leisure visitors to WA have visited Australia before compared to 42% of Chinese leisure visitors to the rest of Australia.1

Chinese leisure visitors to WA tend to be younger and are more likely to travel alone and as free independent travellers (as opposed to on a group tour) than Chinese leisure visitors to the rest of Australia.1

Leisure Visitors to AUS

Leisure Visitors to WA1

AGE

14%

..

What they are looking for…Chinese travellers look for safety and world-class beauty in a holiday destination. World-class beaches and aquatic experiences and spectacular coastlines are more important to Chinese travellers than travellers from other origins. Australia is strongly associated with all of these. Good food and wine are also important and Australia sits behind only France and Italy as a destination that offers these.3

PREFERRED INFORMATION SOURCES FOR PLANNING AND BOOKING.3 Top 5 sources used by Chinese long haul travellers considering a trip to Australia in the next 4 years.

Chinese leisure visitors to Australia spend an average of

$117 per day*1

In 2016,

1.1 million Chinese visitors came to Australia and

spent $6.5 billion1*

China is Australia’s

LARGEST

international market by visitor spend1

RegionalDispersalIn 2016, nearly one in four (18%) Chinese leisure visitors spent at least one night outside the Experience Perth region.1

Australia’s Golden Outback

Australia’s North West

Australia’s Coral Coast

Experience Perth

Australia’s South West

1%

3%7%

96%

12%

Planned Trip

Booked Trip

Within 1 month

Within 6 months (over 3 months)

Within 3 months (over 1 month)

Over 6 months

32%

44%

55%

7%

34%

16%

8%2%

Planning and booking timeframes Leisure visitors to WA

Notes: +Leisure refers to both holiday and visiting friends and relatives (VFR) visitors.*Excludes pre-paid package expenditure. ^2014 – 2015 average.

Sources: 1. Tourism Research Australia, International Visitor Survey. Annual average 2014-2016. 2. Tourism Research Australia, Visitor Arrivals and Departures (State of Stay: WA, Category of Traveller: Short Term Visitor Arrival, Country (TRA benchmarks)). 3. Tourism Australia, Consumer Demand Project, China 2016. 4. BDA Marketing Planning on behalf of Tourism WA, International Latent Demand, 2015. Results filtered to Chinese long haul travellers who are likely (for motivations) or not likely (for barriers) to visit WA in the next 2 years after viewing stimulus.

Published by Tourism WA, 2017

SOURCES & MORE INFORMATION:For more information contact: research@westernaustralia.com

Online hotel booking site

Online Travel agent

Online flights booking site

Ads online

Travel/guide books

25%

24%

19%

EARLY PLANNING & HOLIDAY INSPIRATION

Travel agent (online)

Directly through airline (online)

Travel agent (phone /in person)

Accommodation provider (online)

Directly through airline (phone/in person)

36%

31%

30%

20%

BOOKING HOLIDAY TO AUSTRALIA

Online travel agent

Online hotel booking site

Online flights booking site

Travel/guide books

Social media

24%

21%

20%

19%

INFORMATION ABOUT AUSTRALIA

18%

21%

21%

19%