Chinese tourism remains one of Australia’s most valuable service export opportunities, delivering benefits that extend far beyond direct visitor spending. In this joint report, L.E.K. Consulting and the Australia China Business Council (ACBC) examine how Australia’s China visitor economy has evolved over the last decade, the changing behaviours and expectations of Chinese travellers and the broader economic value generated through tourism.
Drawing on a bespoke survey of more than 1,500 Chinese visitors, industry consultations and analysis of tourism and trade data, the report explores visitation trends, traveller sentiment, destination competitiveness and the role tourism plays in driving demand for Australian goods, education, property and investment opportunities.
While Australia continues to be viewed as a highly desirable destination, the report highlights the need to adapt to a more digitally connected, independent and experience-driven traveller. It outlines practical opportunities to strengthen Australia’s position in one of the world’s most important outbound travel markets, reduce friction across the visitor journey and unlock greater long-term economic value from Chinese visitation.
The findings provide a roadmap for policymakers, industry leaders and businesses seeking to support growth in Chinese tourism and maximise its contribution to Australia’s broader economic engagement with China.
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