Unlock the spend potential of Chinese Travellers

Tourism and Events Queensland has an aspirational goal of making Queensland the leading Australian destination in market share, reputation and experience delivery for Asian travellers, including Chinese visitors. Chinese visitation to Queensland has grown strongly over the three years ending December 2017 with visitation up 14.2 percent.

Strategic focus on Asia

Tourism and Events Queensland’s Queensland Asia Tourism Strategy 2016-2025  will put the State’s tourism industry at the forefront of understanding and meeting the needs of the new Asian traveller. It is the platform for Queensland tourism operators, regional tourism organisations, local governments and industry partners to make use of and get involved in.  China 2020 Strategic Plan outlines five areas Tourism Australia will focus on to achieve China’s 2020 tourism potential to contribute AUD $9 billion annually to the Australian economy.

China factsheets

Tourism and Events Queensland (TEQ) has researched and developed factsheets to improve our understanding of the Chinese traveller and our capacity to attract Chinese visitors. The factsheets explore the Chinese culture as well as their preferred travelling needs and experiences. There are also factsheets to help you and your staff learn some basic Mandarin.

You can download and view or print each fact sheet, as needed.

China Ready Fact Sheet

Cover Image - China Ready Cultural Hints

Learn more about Chinese travellers, who are a diverse market with varying needs and expectations depending on their travel experience, where they live, age and travel style.

Chinese Cultural Overview

Cover Image China Cultural Overview

Learn more about Chinese visitors and key aspects of their culture.

Understanding the Chinese FIT Traveller

Cover Image Understanding Chinese FIT

Learn more about this growth market, who prefer to follow their own schedule and independently decide what they will do and see.

Chinese Visitor Expectations

Cover Image Meeting the Expectations of Chinese Visitors

Learn about the expectations of your Chinese visitors, and how to meet them.

Travel Safely: English Version

Travel Safely Cover in English

There are certain precautions to take and things to be aware of while travelling in Queensland. The Travel Safely document provides key hints for a safe and enjoyable visit in Queensland

Travel Safely: Chinese Version (simplified)

Travel Safely Cover in Chinese

There are certain precautions to take and things to be aware of while travelling in Queensland. The Travel Safely document provides key hints for a safe and enjoyable visit in Queensland in simplified Chinese.

Understanding Chinese Payment Systems

A practical guide for tourism operators to understand Chinese payment ecosystem, how it works and how to get involved.

Unlock the Spend Potential of China Payment Platforms

Snapshot of China payment ecosystem, key payment providers and how to get in touch.


China Payment Expos

Tourism and Events Queensland will be conducting a series of expos in Cairns and the Gold Coast to connect the Queensland tourism industry with the biggest online payment platform Alipay and financial services provider UnionPay to drive conversion and increase visitor expenditure. For More information

Digital Marketing for the China Market

The Digital Ready program has recorded Digital Marketing for the China Market, a workshop video that will help you learn how to attract Chinese independent travellers via your website and online marketing activity. Digital Marketing for the China Market covers web design and hosting, search engine marketing, mobile, social media and more. View the workshop video

Destination Q - China Masterclass - Chinese Free and Independent Travellers

Tourism and Events Queensland and the Department of Tourism, Major Events, Small Business and the Commonwealth Games partnered to present the Destination Q China Masterclass.  The aim of this master class was to provide industry with insights on the characteristics of the Chinese traveller with a particular focus on the free and independent or 'millennial' traveller. Guest presenters spoke on a range of topics including Chinese Consumer Behaviour, Chinese FIT, High End Chinese Consumers, Marketing, Cultural Awareness and the importance of the Domestic Chinese TravellerDownload the Factsheet and  View the presentations and learn more about Chinese FITs. 

Destination Q - China Masterclass - Factsheet Image Small

Download the Factsheet