Doing business with China

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Economy Corner

Tourism to Australia in first quarter, 2024

China’s outbound travel market is showing a strong recovery. Thanks to the continuous increase in flights between China and Australia and the ease of visa application, Australia is favored by Chinese tourists. According to the 2024 Chinese New Year Travel Report released by Ctrip, Australia is one of the top 10 most popular destinations for Chinese tourists to travel abroad during this year’s Spring Festival, and it is also the most popular long-term destination for Chinese tourists. Compared with 2019, the popularity of Chinese tourists visiting Australia during the Spring Festival this year soared by 30.7%, with the average number of daily bookings increasing by 38.8% year-on-year and the average daily transaction volume increasing by 95.5% year-on-year. In terms of flights, Tourism Australia and major airline partners have been accelerating the resumption of international routes and increasing capacity in an effort to meet the travel needs of Chinese tourists. In the future, Tourism Australia will continue to work with airline partners to expand the route network between China and Australia.

On 8 March 2024, Tourism Australia announced its 2024/26 “Preferred Partner” travel agents and “Preferred Australian Travel Experts”, aiming to create an exclusive Australian travel experience for Chinese tourists. 

It is understood that in order to further optimise Australia’s tourism services, Australian Tourism announced a new upgrade of the “Key Distribution Partner” (KDP) program to open the KDP 4.0 era. A total of 40 travel agencies have been selected for this year’s KDP4.0 Preferred Partners, which will be promoted to Chinese consumers through Tourism Australia’s official website and other online channels, as well as enjoy exclusive benefits and exclusive resources, such as a 3-year multiple-entry KDP visa, priority participation in customized industry training and information sharing, etc. Tourism Australia is committed to helping travel agents keep abreast of the latest trends in Australian tourism products and provide first-hand product information from Australia.

Furthermore, the data released by the Australian Bureau of Statistics (in February 2024) showed that the Chinese tourist market made a strong comeback, regaining the top spot in New South Wales (NSW) international tourist list, injecting new vitality into Australian tourism industry. The number of short-term overseas tourists received by Australia in February 2024 increased by about 42.8% compared with February 2023 to about 858,000. However, this is still 7.5% below the pre-pandemic level of February 2019. Chinese mainland regained its status as being in the top five sources of short-term arrivals to Australia. 

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