Queensland Asia Tourism Strategy 2016-2025

Tourism and Events Queensland’s Queensland Asia Tourism Strategy 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.

The Queensland Asia Tourism Strategy 2016-2025 has an aspirational goal of making Queensland the leading Australian destination in market share, reputation and experience delivery for Asian travellers, including Chinese visitors. This goal has the potential to deliver an increase in overnight visitor expenditure from Asian markets to $6.8 billion and support up to 30,000 additional jobs by 2025. 

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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 Traveller. Download the Factsheet and  View the presentations and learn more about Chinese FITs. 

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Download the Factsheet

China factsheets

Access our additional resources below to help you become China ready.

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

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 Traveller Fact Sheet

Chinese Travellers see Australia as an aspirational destination offering a combination of experiences with the comforts of a developed country. Read more about Chinese traveller segments.

Chinese Cultural Overview

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

Understanding the Chinese Independent Traveller

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

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

Communication Guidelines

Some simple Chinese phrases, plus some Chinese cultural information, as a Microsoft Word document that you can copy and paste to use in your staff training resources.

Travel Safely: English Version

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)

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.

Travel Safely Flyer (simplified)

This version of the Travel Safely flyer has been provided for tourism operators to cut and paste content for use in their own branded materials as relevant.

* Please Note: Tourism and Events Queensland takes no responsibility for the use of this material in the modified form. The onus is on the user to correctly extract the contents.

Useful Chinese Greetings

Learn some simple phrases from this pocket card, to help you communicate in Chinese.

Welcome your Chinese Guests Poster

Download and print a poster of simple Chinese phrases for your wall, to help you communicate in Chinese.


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

Learn Mandarin online

The Wide Bay Institute of TAFE offers online webinars in spoken Mandarin and Chinese culture and etiquette for in-bound tourism/hospitality operators and event organisers. This is an easy and accessible way to learn the basics of Mandarin and Chinese cultural etiquette. You will cover between 8 - 10 topics and build the foundations of Mandarin speaking skills.

For more information, visit the Wide Bay TAFE website or contact the Program Co-Ordinator Haiyi Wu by on 1300 656 188.

Tourism Australia’s China 2020 Strategic Plan

China is Australia’s most valuable inbound tourism market. In 2010 the China inbound market contributed $3.26 billion to the Australian economy. By 2020, this market has the potential to contribute $7 to $9 billion annually. For more information read Tourism Australia's China 2020 Strategic Plan, which outlines five areas Tourism Australia will focus on to achieve China's 2020 tourism potential.