As Chinese visitors to Australia branch out into independent travel, the Australian government has launched a fresh campaign to attract what it calls “an emerging and lucrative type of Chinese visitor to Australia, commonly known as the free and independent traveller (FIT)”.
FIT is also said to stand for Free Independent Traveller, Free Independent Tourist or Fully Independent Traveller. Whatever it stands for, Tourism Australia’s latest campaign ‘Too Australian for Words’ aims to lure more Chinese FITs to Australian shores.
“FITs tend to be younger, more adventurous and are willing to get out of their comfort zone,” Minister for Trade, Tourism and Investment, Simon Birmingham, said.
The Caravan Industry Association of Australia is already fully aware of the trend. See: Year of the Pig spurs Chinese camping boom in Australia
Birmingham continued: “We know adventure appeals to FITs and this campaign highlights Australia’s vast array of action-packed and ‘out of the box’ experiences that can be enjoyed beyond the major cities, such as diving with crocodiles in the Northern Territory or being surrounded by nature in a bubble tent in Capertree, New South Wales.
Aussie caravan park
“Australia already has a strong affinity amongst Chinese travellers, however we must continue to find new ways to appeal to the Chinese market.
“This campaign does exactly this whilst at the same time looking to promote regional Australia.”
Birmingham said the campaign coincided with the release of a new report by Tourism Research Australia (TRA) that highlights the rapidly growing Chinese FIT market.
Birmingham said the TRA report showed FITs had contributed over 50% of the total growth in Chinese visitors over the last decade – with an annual average growth rate of 18.8%.
“China is Australia’s largest and most lucrative tourism market, worth more than AUD 11.5 billion to the Australian economy, but this report shows the type of Chinese traveller is starting to shift.
“We’ve had huge success with attracting group visitors to Australia over the last decade and whilst I expect this to continue, we’re also seeing the emergence of this new type of traveller.
Chinese visitors to Australia
“With rising incomes, greater wealth dispersal and increased consumerism in China, there is significant potential for Australian inbound tourism from China, and young FITs are likely to fuel much of this potential.
“The report finds Chinese FITs are also more likely to stay over three times longer than those on an organised group tour, which presents a great opportunity for Australia’s regional tourism offerings given the strong correlation between length of stay and likelihood to travel beyond Australia’s gateways and iconic attractions.
“A forward-looking tourism industry here in Australia that wants to jump on new opportunities will help ensure the industry continues to support thousands of businesses and employ 1 in 13 Australians.”
Tourism Research Australia’s report can be found here.
Edited by Peter Needham
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