Past Media Releases

Chinese residents choose Queensland as top holiday destination

10 September 2014

Around 50 per cent of Chinese residents living in Australia intend to holiday in Queensland within the next two years, according to a new Tourism Research Australia report titled Chinese Resident Perceptions of Queensland.

Minister for Tourism and Major Events, Small Business and the Commonwealth Games Jann Stuckey, said the finding was a positive result for jobs and the economy in Queensland.   

“Australia’s Chinese community represents an influential visitor market for Queensland, who often travel with visiting friends and family," Ms Stuckey said.

“Australian’s of Chinese descent are in a great position to advocate Queensland’s tourism experiences to potential tourists in Asia.

“In 2013, TEQ ran a tourism campaign featuring tailored holiday packages designed to appeal to Chinese residents living in Australia in a bid to grow Queensland’s share of this important market.

“This latest research provides further insight into the perceptions of and motivators for travel by Chinese residents and will guide our marketing approach as we continue to target Chinese travellers both here and abroad.

“The Queensland Government’s 20-year plan for tourism, Destination Success, recognises the importance of looking to the future, understanding and acting on consumer trends that appeal to traditional markets and grow new markets.

“The Newman government is committed to supporting tourism initiatives which drive increased overnight visitation.”

Tourism Research Australia’s Tim Quinn said Chinese residents need to be encouraged to take holidays within the first two to three years of relocating to Australia, when their interest in seeing Queensland’s landmarks is most active. 

“Beyond the Great Barrier Reef and the Gold Coast, their knowledge of what‘s on offer is quite limited, so the opportunity exists to build awareness of other experiences on offer in Queensland,” said Mr Quinn. 

The findings showed that Chinese residents living in Australia considered the ‘big reef’, ‘big rock’, and ‘big road’ (the Great Barrier Reef, Uluru and the Great Ocean Road) as must see Australian destinations.

The research also identified three key market segments – ‘New Entrants’, ‘Independents’ and ‘Indifferents’ – which will assist tourism operators to further develop marketing and planning strategies. 

Key findings include: 
• The Great Barrier Reef/Cairns and the Gold Coast need to be featured prominently in marketing. These drawcards can also be used to build awareness of what else Queensland has to offer. 
• Around two in five Chinese residents feel more comfortable making decisions based on websites and brochures presented in Chinese. 
• Almost three quarters of Chinese residents would prefer to visit Queensland completely independently and/or also include some day tours. 


Media contacts
Minister Stuckey’s Office: 07 3179 7252 / 0439 291 268
Tourism and Events Queensland: 07 3535 5474 / 0408 768 948