Past Media Releases

China a key focus for Queensland tourism

23 March 2015

Tourism and Events Queensland is leading a delegation of tourism businesses to China today for a week-long trade mission to showcase the State as a premier holiday destination.

The sixth annual ‘Greater China Mission’, which begins today, is a joint initiative of Tourism and Events Queensland (TEQ) and Destination New South Wales.

Minister for Tourism and Major Events, Kate Jones, said more than 40 Queensland operators were participating in the ‘Greater China Mission’ visiting Wuhan and Guangzhou.

“Delegates, including regional tourism organisations, island resorts, wildlife parks, accommodation and tour providers, will meet with approximately 300 Chinese travel wholesalers, retail agents, airline representatives and media from across China, Hong Kong and Taiwan,” Minister Jones said.

“China is Queensland’s largest international visitor market by expenditure with the state welcoming 309,000 Chinese visitors who spent $590 million on trips to the State in the year to September 2014.

“With the number of Chinese visitors to Australia forecast to grow by an average of 8.2 per cent per annum, the mission is an important opportunity for our tourism industry to work with key Chinese trade partners to develop holiday packages which drive visitation to Queensland.”

Tourism and Events Queensland CEO, Leanne Coddington, said the focus of the visit would be on promoting tourism experiences that appealed to the growing number of independent Chinese travellers.

“The natural beauty of Queensland’s tropical north, the Whitsunday islands, cultural experiences in Brisbane and the Gold Coast’s beaches are all big drawcards for the China market,” Ms Coddington said.

“Queensland has daily direct flights from China and works in partnership with Chinese wholesalers, retailers and online travel agents to highlight the accessibility of Queensland’s destinations and visitor experiences.

“Promoting major events such as the Gold Coast Airport Marathon and Australian PGA provides more compelling reasons for Chinese travellers to visit Queensland in 2015.

“The Whitsundays will also host the second annual ‘Corroboree Great China’ event in May which will see around 200 Chinese travel agents visit Queensland to experience the destination first hand.”