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China market profile

Want to know more about visitors from China that holiday in WA? To help, we have produced a fact sheet which provides the latest estimates on how many people visit WA from China, how long they stay, how much they spend, who they are, what they like to do when they get here, where they like to go as well as planning and booking insights. The fact sheet is based on Tourism Research Australia's International Visitor Survey.

Download the latest China market profile 2018-19 (PDF 108KB).

Please note: Tourism Research Australia continuously seeks to improve the International Visitor Survey (IVS). Sometimes historical estimates may be revised and/or the methodology may change, leading to a break in time series. Please consider this when using this fact sheet. Find out more on our website. 

China target audience 

At Tourism WA, we focus our marketing activities on targeting 'High Value Travellers' from China. These are people who don't mind long haul travel, are considering a holiday to WA, enjoy nature, wildlife, aquatic, coastal and food and wine experiences, and have an above average spend. 

You can find out more by downloading the China High Value Travellers summary (PDF 1.4MB).

China market manager update

We have international market managers located all around the world whose job is to help us promote WA in their markets. Our China market manager has produced a video to provide you with  insights into our market objectives, plans, current market climate and tips on how to better engage with visitors from China.

China toolkit

We have also developed a range of useful information below to help you better understand the China market.

Understanding China 

Highlights of our marketing, events and PR activities involving the local travel trade partners for the China market.

Are you China ready 

Points to consider when marketing your product or business to the Chinese market.

China marketing materials 

A range of marketing materials and useful links to help with marketing your business in China.

Useful contacts 

Access details for Tourism WA's China team in Shanghai and Perth, ADS approved inbound tour operators in WA, associations and other useful contacts.

Expectations of Chinese visitors 

Read about how you can cater your product or service to meet these needs of Chinese visitors.

Tips for doing business with Chinese trade 

Some essential ingredients for success when dealing with the China market.

Last Reviewed: 2021-01-27