The first view is optimistic:
CHINA has fallen in love with Australia in what is forecast to become a $9 billion romance if the tourism industry gets it right.
Read more: http://www.news.com.au/travel/news/china-visitor-boom-gives-tourism-hope/story-e6frfq80-1226189533499#ixzz1drAeDkDn
The second, largely more sober and pessimistic:
All indications are that China is on track to assume the number one position in terms of visitor arrivals in Australia, and other Approved Destination Status countries, and significant growth in Australian outbound travel to China in recent years is also helping to fulfil that WTO prophecy.
However, to reveal the full story behind this purported “boom” in Chinese arrivals to Australia, it is worth further analysing market profiles, reasons for visiting and expenditure patterns of Chinese visitors.
Read more: http://theconversation.edu.au/the-real-story-behind-the-boom-in-chinese-tourism-to-australia-4258#comments
As usually with these matters, the truth is somewhere in the middle. Naturally places closer to China will perform much better. Korea, Japan, Singapore, Malaysia are growing to rely predominantly on Chinese tourism and must invest major funds in marketing to stay competitive and fresh. Australia is a long haul market like Europe, US and Canada in terms of travel distance and cost. Chinese seek mostly cultural experience in long haul destinations rather than sea and sun. If you compare Australia to Europe or US it is not faring badly and has been faster at building their brand in the Chinese market. Tour operators need to focus on the high-end of tourism in China and not try to appeal to the lowest common denominator if they hope to see positive returns. Australia has committed large funds to promote itself in China and part of that money should also serve to train and prepare tourism service providers in Australia to serve the Chinese visitors well.
