Past Media Releases

Tourism campaign to tempt Chinese residents to Queensland

27 March 2013

A new tourism campaign targeting Australia’s Chinese community will begin this week in a bid to grow Queensland’s share of the international market.

Minister for Tourism, Jann Stuckey, said the campaign would tempt Chinese residents either working or studying in Australia to holiday in Queensland.

“Australia’s Chinese community represents an influential group for our tourism industry,” Ms Stuckey said.

“Chinese residents in Australia are in a position to advocate Queensland’s tourism experiences to friends and family, both here and in China, following visits to the state.”

China is currently Queensland’s second largest and fastest growing international market, according to Tourism Research Australia.

In 2012, the state welcomed 261,000 Chinese visitors who spent $468 million on visits, a year-on-year increase of 27 and 22 per cent respectively.

“The campaign was introduced to VIP inbound tour operators, who are active in the local Chinese community at a series of events in Sydney and Melbourne this week,” Ms Stuckey said.

“In partnership with regional tourism organisations, Tourism and Events Queensland will host Chinese travel agents and media outlets based in Australia on visits which showcase the state first-hand.

“Marketing activities, promoting tailored holiday packages designed to appeal to Chinese residents will also feature in the campaign.

“The aim is to educate the local Chinese community about the diversity of Queensland’s holiday experiences and encourage more residents to travel to the state.”

Ms Stuckey said the outlook for the China market was positive and follows a bumper Chinese New Year period, with a record number of international flights touching down in Queensland from Greater China to coincide with celebrations.

“Earlier this month, TEQ also hosted its largest delegation of Queensland tourism operators on a trade mission to Greater China where they met with hundreds of Chinese travel trade representatives in Chengdu and Beijing,” she said.

[ENDS] 27 March 2013