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China takes the lead as international visitor spend draws $41.3b into economy

March 15, 2018 Business News No Comments Email Email

Today’s release of Australia’s tourism export figures, the International Visitor Survey (IVS) reveals China has taken the lead as our biggest inbound visitor market, with Chinese visitor spending now contributing more than $10.4b to the Australian economy.“Just two years ago, Australia was attracting less than 900,000 Chinese visitors but consistent and consecutive growth is now bringing close to 1.3m visitors, nudging New Zealand out of its place as our long-term number one source market,” ATEC Managing Director, Peter Shelley said today.

“This shift in our source markets is no surprise and shows the achievements of a strongly targeted marketing effort, along with the applied focus of our tourism industry businesses towards providing an inviting destination for Chinese visitors.

Mr Shelley said Australia’s tourism strategy had a diverse approach that recognised the renewed strength of traditional markets, like the United States, as well as supporting ‘rising star’ markets like India and Indonesia.

The IVS for the 12 months to December 2017 shows the Indian market was the strongest growth market with a 16% increase in visitor numbers, and the United States with 9% growth.

“China, along with a number of Asian markets, offers clear opportunities for Australia’s tourism export industry. But we can’t rest on our laurels, our future growth will not only depend on the work we have done so far, but on our ability to maintain a value for money quality experience for intending travellers.

“While our export tourism businesses are constantly moving to align their offerings with a range of markets and new opportunities, ATEC is focused on working with the Government to ensure the barriers to their success are minimised.

“This includes looking at issues like visitor access and experience and how well we are prepared to meet the market demands of the future.

“Having done such a great job in building our industry into one of the strongest export earners Australia has, its imperative that Government work in partnership with our thousands of tourism businesses to position tourism exports for continued success into the future.

“Over the next 12 months, ATEC will be working with our industry to identify and highlight the ways we can maintain Australia’s competitive edge and what strategies we need to build in order to continue to deliver a high quality experience for our international guests.”

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