With the latest International Visitor Survey results out this week there are some promising findings for the Australian tourism market.
New Zealand continues to top the list of visitors and Chinese visitors in the number two spot (1.2 and 1.0 million respectively).
Chinese travelers showed strong growth in the three key areas of spending (+37%), number of visitors (+23%) and nights’ stays (+15%). From an already strong base this would indicate that the Chinese market will soon represent the largest country of origin for Australia’s tourism industry. China already represents the largest market by spending ($8.9 billion) with the UK a distant second ($3.9 billion).
Most significant for Australia’s inbound hospitality and tourism industry is the 51% increase in Chinese holiday makers’ spending. This presents a substantial opportunity for the sector in attracting this growing spend from a growth market.
More generally, the growth of visitors in destination states was not shared equally. New South Wales saw an increase of 9% in visitors but a 20% increase in traveler spending. Western Australia had a 5% increase in visitors but negative growth for spending.
An area that has been the recipient of huge growth in visits is wineries with a 28% jump in visits. Coupled with a 14% jump in visits to farms, this is surely good news for regional Australia. Regional visits were up 11% and spending up 10%. This contrasts to a 9% visitor increase and 18% spending increase for the capital cities.
The report makes interesting reading and a reminder to some parts of Australia that tourism continues to be a major export. With strong growth from most of Australia’s Asian neighbours, this report shows that an Asian focus for tourism and hospitality is a must for this years planning.