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What Chinese tourists like (and dislike) about Australia

In a recent report by Tourism Research Australia (TRA), Australia has received a glowing report card from Chinese visitors, with new research showing that 90 per cent are satisfied with their holiday here.

Chinese visitors feel safe and secure in Australia, they like the friendliness of the people and they enjoy the natural attractions such as Aussie beaches, the Great Barrier Reef, wildlife and dolphin and whale watching.

But the findings released on Tuesday by TRA also show that satisfaction levels are lowest for shopping and for value for money.

Of the 3600 Chinese visitors interviewed for the study over the first half of 2013, 96 per cent said they were satisfied with personal safety and security, 94 per cent with the friendliness of locals, 77 per cent with attractions, 72 per cent with wine experience and 69 per cent with food and beverages.

But value for money only rated 57 per cent and shopping 51 per cent.

The highest dissatisfaction level was 16 per cent for shopping, while 12 per cent were dissatisfied with value for money.

The study also revealed that 80 per cent of Chinese visitors eat Chinese food here daily and that 98 per cent eat it some time during their trip.

Chinese food was rated as average by 57 per cent, high by 29 per cent and poor by 13 per cent.

Group tour visitors are among the least satisfied with the food and the report recommends that they be given more Chinese options for breakfast.

Overall the the study is good news for Aussie tourism. Based on the findings it means the majority of Chinese visitors are likely to recommend Australia as a holiday destination to their family and friends.

China is Australia’s fastest growing inbound tourism market and largest contributor to international visitor spending.

By 2022-23, the number of Chinese visitors is forecast to increase from 685,000 to 1.4 million and their inbound tourism expenditure from $4.4 billion to $8.2 billion.

The Chinese have rapidly become the world’s biggest travellers and the biggest spending travellers over the past few years. Nearly 100 million Chinese tourists visited foreign countries last year.

A total of 97 million Chinese tourists left the country in 2013, up 14 million from the previous year.

Tourism Research Australia- Chinese Visitor Satisfaction – Summary  January 2014 & SMH  Travel (Robert Upe)

Administrator’s note:

It should be noted however that these results were taken before the introduction of the new China Tourism Law which covers practices such as coercive shopping measure and low price and quality tours. The results reflect the need for attention to these practices because the group tour findings were the least impressive.