Chinese travellers’ appetite for international travel is bigger than ever and the latest Hotels.com Chinese International Travel Monitor (CITM) shows the world’s highest-spending tourists rank Australia high on their wishlist.
Surveying more than 3,000 Chinese international travellers and 3,000 hoteliers around the world, the third annual CITM reveals significant insights into all aspects of the changing behaviour of Chinese travellers and how the global hotel industry is adapting to maximise the benefits of this new market.
Abhiram Chowdhry, Vice President and Managing Director APAC of the Hotels.com brand, said: “In 2013, 97 million Chinese tourists travelled abroad, up 14 million on 2012, according to figures from the Tourism Administration of China. This figure is predicted to pass the 100 million mark in 2014 .
“For the first time since we launched the Hotels.com CITM report three years ago, more than half of global hoteliers surveyed say they have seen an increase in the number of Chinese guests in the previous 12 months,” Mr Chowdhry continued.
This year’s Hotels.com CITM report reveals Australia is the number one destination Chinese travellers most want to visit in the next 12 months.
Katherine Cole, Regional Director, ANZ and Singapore of the Hotels.com brand, says: “With Australia tipped as a must-do destination for Chinese travellers in the next 12 months, the country is in prime position to capitalise on the rise of the Chinese independent traveller and their appetite to discover all that Australia has to offer.
“China is now Australia’s second largest tourist market, so now more than ever, Australian hoteliers should ensure they’re catering to the needs of the evolving Chinese traveller.”
Top 10 destinations Chinese travellers would like to travel to in the next 12 months:
- New Zealand
- Hong Kong
Tourism Australia Managing Director, John O’Sullivan, said this latest survey echoed its own research findings, showing that Australia topped the travel ‘wishlist’ of Chinese travellers, thanks in large part to our country’s unspoiled nature, welcoming people and exceptional food and wine experiences.
“The good news for us is that China is now our fastest growing and most valuable international visitor market, with more than 750,000 Chinese travellers choosing to visit our shores in the past 12 months.
“However competition is fierce and we’re very focused upon using all the levers we can to convert more of this desire for visiting Australia in to actual visits, particularly from China’s huge emerging middle class who have a huge appetite for overseas travel.
“For us it’s as much about quality as it is quantity. We are targeting high yield Chinese travellers, who are more likely to stay longer, travel deeper into our country and spend more by doing so”, continued Mr O’Sullivan.
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