Strategic focus on Asia

Tourism and Events Queensland (TEQ)’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.  

TEQ has an aspirational goal of making Queensland the leading Australian destination in market share, reputation and experience delivery for Asian travellers, including Chinese visitors.

China is the largest and most valuable international visitor market for the state and in the year ending March 2020, 397,000 Chinese visitors spent almost $1.3 billion in Queensland. 




Fact Sheets on the China Market

Tourism and Events Queensland has researched and developed Fact Sheets to improve understanding of the Chinese traveller and capacity to attract Chinese visitors. The Fact Sheets explore the Chinese culture as well as their preferred travelling needs and experiences. See the Fact Sheets.


Unlock the Spend Potential of Chinese Travellers

Tourism operators in Queensland offering UnionPay, Alipay and WeChat Pay to Chinese travellers increase the ability to maximise visitor spend from Chinese travellers. Learn how you can accept these payment platforms or maximise the marketing opportunities available - See these resources.


Digital Marketing for the China Market

Through the Digital Ready program you can view the recording of 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. 

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Download the Factsheet