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: [email protected]
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%
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