China Strategy

​Bungle Bungle Range, Australia's North West

The China Tourism Academy estimated that Chinese tourists made 70 million overseas trips in 2011 and spent $US69 billion. Australia has experienced faster international arrivals and expenditure growth from China than from any other market. A record 542,000 Chinese visited Australia during 2011, almost 20 per cent growth on 2010.

While this presents a significant opportunity for Western Australia, competition for the Chinese visitor market is fierce. The United States alone has a budget of US$21 million to market to the Chinese while Japan holds a budget of US$6 million. With a limited presence in China, it is imperative that Government and industry work together to grow the market in a sustainable way.

The China Strategy has therefore been developed to identify opportunities for Western Australia to grow its share of the ‘China pie’ and become a must see Australian destination.

The strategy is designed to identify the key priorities for Tourism Western Australia to undertake in conjunction with a wide variety of China tourism stakeholders over the next three years to reach our goal for 2020.

The key objectives of the strategy are to:

  • clarify and communicate our direction for the future of the Chinese market into Western Australia
  • clearly identify our target markets so that resources may be allocated accordingly
  • provide a driver to form key strategic partnerships and leverage activity
  • provide industry with a guide to enable them to develop individual strategies for the market
  • address knowledge gaps and communicate outcomes to our key partners
  • leverage activity being undertaken as part of the National and State planning documents including the Tourism Australia China 2020 strategy (PDF 1.2M)

Download the strategy:

Our Direction in China 2012 - 2015: full document (2MB)

Our Direction in China 2012 - 2015: summary document (714KB)

Our Direction in China 2012 - 2015: Year one progress report (5MB)


For further information please contact:

Sheena Shee

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