Chinese visitors rate Australia's natural landscape and experience tourism as drawcard

Media release

28 January 2014

Chinese visitors continue to rate Australia highly as a tourism destination, according to new research by Tourism Research Australia based on a survey of 3,600 Chinese visitors upon their departure from Australia last year.

Minister for Trade and Investment Andrew Robb said the survey findings demonstrated the quality of the Australian tourism industry and were encouraging to all operators as the industry seeks to attract further tourism from China.

"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. In 2012/13 there were 685,000 Chinese visitors to Australia who spent $4.4 billion in this country, and this visitation figure was an 18 per cent increase from the previous year," Mr Robb said.

"We are also committed to seeking further Foreign Direct Investment into the Australian tourism industry so we can develop high-yield luxury tourism accommodation that leverages our natural advantages.

"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," he said.

The results of the survey found:

  • 90 per cent of Chinese visitors were satisfied with their trip to Australia.
  • 83 per cent indicated that their holiday met or exceeded expectations.
  • 85 per cent of visitors were likely to recommend Australia as a holiday destination.
  • 96 per cent indicated they were happy with their personal safety and security while visiting.
  • 94 per cent listed the friendliness of locals as a drawcard.
  • 72 per cent indicated a high level of satisfaction with wine experiences.
  • 93 per cent said that nature-based experiences were a major drawcard in coming to Australia; and
  • Chinese visitors overwhelmingly said that Australia's natural environment and liveability were the main reasons they would recommend Australia to family and friends.

"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," Mr Robb said.

Chinese Visitor Satisfaction full report can be accessed at:

Media enquiries

  • Trade Minister's Office: (02) 6277 7420
  • DFAT Media Liaison: (02) 6261 1555