Chinese visitors: Who travels where?

New research from Tourism Research Australia (TRA) looks at the profiles of Chinese tourists designated as ‘free and independent travellers (FITs)’ and defines those most likely to disperse to regional areas of Australia.
There’s more on the TRA website, but highlights from the research include:
• Chinese leisure FITs on holiday, visiting Australia for the first time, aged 25 to 34 years and traveling with friends/relative are most likely to disperse to regional areas of Australia.
• Marketing campaigns targeted towards encouraging a higher rate of free and independent travel by Chinese visitors with these characteristics would likely increase dispersal to regional areas.
• Visitors with a main purpose of visiting friends or relatives (VFR) account for the majority of Chinese leisure FITs. They tend to be older repeat visitors who have a low rate of dispersal beyond their arrival gateway.
• Encouraging their Chinese family and friends living in Australia to visit regional areas with them may be the best way to influence greater dispersal by these visitors.
• Chinese leisure FITs who use the internet as a source of information and/or to make bookings are more likely to visit regional areas than non-users

Meanwhile, research published by Oxford Economics, shows that China will overtake the US, UK and Germany to become the largest market for long-haul travellers by 2020. The report reveals the scale of the opportunity for global travel destinations to benefit from shifting patterns in Chinese travel, with London, New York, Los Angeles, Sydney and Tokyo expected to benefit most. As Chinese tourism demand matures, preferences will shift towards more expensive, longer-haul trips, contributing to significant increases in the value of Chinese travellers to local economies.

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