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Our Direction in China 2012-2015 strategy identifies opportunities for Western Australia to grow its share of the China market and become a must see Australian destination. ​

Our goal is to increase the number of Chinese visitors to 100,000 by 2020.  The strategy identifies the key priorities that we will undertake in conjunction with a range of stakeholders to reach our goal.

The objectives of the strategy are to:

  • clarify and communicate our direction for the future of the Chinese market into Western Australia
  • identify our target markets so that resources may be allocated accordingly
  • form key strategic partnerships
  • 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.  

Download the strategy

Our Direction in China 2012 - 2015: full document  
Our Direction in China 2012 - 2015: summary document 

For more information

For more information email International Market Manager, North Asia​.

Last Reviewed: 2017-01-12