UNDERSTANDING THE CHINESE MARKET

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1 UNDERSTANDING THE CHINESE MARKET CONSUMER DEMAND Project Market Overview In 2015, China was s second largest inbound market for visitor arrivals and the largest market for total expenditure and visitor nights. 1,024,000 Visitor arrivals 1 (á 22 per cent) The information in this factsheet comes from Tourism s (TA) international consumer research study The Consumer Demand Project (CDP). The CDP was set up in 2012 to look into how global consumers view and what most motivates them to visit. Insights from the CDP have been used extensively to inform and support development of TA s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of n tourism. The research is used to help shape the future marketing of and identify opportunities to make the country s tourism offering more attractive to overseas visitors. Holiday 5 Business 9% Visiting friends & relatives Education 1 Most important factors when selecting a holiday destination Safety and security World class nature Good food and wine Aquatic and coastal Value for money Rich history and heritage Romantic destination Family friendly Spectacular coastal scenery Events or festivals Friendly and open citizens Clean cities, good road infrastructure Ease of obtaining visa Great shopping Quality accommodation 29% 1 45% 41% *2 Average nights stayed $8.3bn Total spend 2 (á 45 per cent) **2 Median nights stayed Read as: of respondents rate world class nature among the top 5 most important factors when choosing a holiday destination. Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. Data refers to an average of Refers to share of arrivals of respective purpose. Sources: 1. Department of Immigration and Border Protection, December Tourism Research, International Visitor Survey, December 2015.

2 AUSTRALIA S POSITION AND OPPORTUNITY Purchase funnel Aspiration Which of the following destinations are you considering travelling to in the next 4 years? Awareness of holiday experiences How aware would you say you are of the holiday experiences on offer in the following destinations? Intention Which of the following destinations are you actively planning to visit for a holiday in the next 2 years? Visitation 000 s of trips in USA (ex. ) Switzerland USA (ex. ) Switzerland 69% 66% 66% 6 62% 61% 60% 59% USA (ex. ) 12% 12% USA* Malaysia Vietnam Indonesia Russia 4,624 2,444 2,188 2,036 1,607 1,225 1,108 1,086 1, Read as: of Chinese consumers are considering travel to in the next 4 years, while are intending to visit in the next 2 years. is ranked #10 for visitation against other out-of-region (OOR) destinations for Chinese travellers. Notes: * is included in US for visitation figures as cannot be separated. Sources: 1. Tourism Economics, September 2015 Opportunity matrix The opportunity matrix is a comprehensive way to showcase the opportunity for n tourism through identifying the key thematic appeals and experience categories. Among the Chinese market, performs strongest with respect to natural beauty, aquatic and coastal and wildlife. Aquatic and coastal experiences have a slightly stronger level of appeal and association with (higher and to the right), while natural beauty experiences are considered most important (larger bubble). Food and wine experiences are also important among this market, but generate lower levels of association with. Association with % of out-of-region travellers* Low Association with High Association with 80 Low Experience Appeal High Experience Appeal Low Association with Low Association with Low Experience Appeal High Experience Appeal Experience appeal % out-of-region travellers* who find experience appealing Aquatic and Coastal Food and Wine City Sport and Adventure History and Culture Natural Beauty Wildlife Size of bubble = Importance for destination choice Read as: Food and wine experiences are important among the Chinese market, and while there is a high level of tested appeal for s food and wine experiences, the unprompted association with these types of experiences is weaker than average. Notes: *Out-of-region travellers refers to consumers travelling outside their region of residence.

3 NATURE AND WILDLIFE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. World class nature not visited visited USA (ex. ) Switzerland 57% 5 47% 45% 39% USA (ex. ) 66% 5 47% % 79% Read as: 57% of respondents who have not visited associate with world class nature. This figure rises to 79% among those who have visited. Unique and interesting wildlife not visited South Africa Kenya Central America North Africa USA (ex. ) 1 12% visited South Africa Kenya USA (ex. ) 26% 86% Read as: of respondents who have not visited associate with unique and interesting wildlife. This figure rises to 86% among those who have visited. Elements of world class nature Most important types of world class nature Remarkable scenery to soak up Developed coastal Engaging with nature Tropical islands and beaches World Heritage status areas Remarkable natural environments Historical, cultural or religious sites Escape to secluded relaxing areas Areas with good visitor infrastructure 11% 11% 7% Historical / cultural / religious Natural remote coastal areas Wilderness / mountain / rainforest areas Wide open inland / outback / desert areas 11% 7% Read as: of respondents said that remarkable scenery to soak up is a key element of world class nature. Read as: of respondents said developed coastal environments are an important type of world class nature.

4 FOOD AND WINE How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Good food and wine not visited visited USA (ex. ) Spain 45% 26% 26% 67% USA (ex. ) Spain 38% 38% 31% 60% 52% 75% Read as: of respondents who have not visited associate with good food and wine. This figure rises to 60% among those who have visited. Current associations with n food and wine Fresh food in pristine environments Fresh seafood Fish and chips on the beach High grade meat and live stock A heritage of food and wine culture Wineries with great food Spectacular outdoor dining Stunning food and wine trails Multicultural food Food and wine events and local festivals 29% 51% 46% 4 Read as: of respondents associate n food and wine with fresh food in pristine environments. Elements of good food and wine Important types of good food and wine Interesting street-food Fresh seafood Fresh local produce A range of multicultural food options 31% A heritage of food and wine culture Natural fruit and vegetables A national style of cooking High grade meat and livestock 8% Award winning restaurants 7% Renowned cheese and dairy Vineyards/winery 1% Award winning wineries Read as: of respondents said interesting street food is a key element of good food and wine. Read as: of respondents said fresh seafood is an important type of good food and wine.

5 AQUATIC AND COASTAL How does rate? Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations. Aquatic and coastal not visited visited USA (ex. ) 65% USA (ex. ) South Africa 50% 86% Read as: of respondents who have not visited associate with aquatic and coastal experiences. This figure rises to 86% among those who have visited. Remote coastal, beach and aquatic locations not visited visited Aquatic wildlife not visited visited USA (ex. ) Central America Sri Lanka Guam 50% USA (ex. ) Mauritius 46% USA (ex. ) 26% Read as: 50% of respondents that have visited associate with Remote coastal, beach and aquatic locations. Developed coastal and beach locations not visited USA (ex. ) 38% visited USA (ex. ) UAE 5 38% Read as: 5 of respondents that have visited associate with developed coastal and beach locations. Read as: of respondents that have visited associate with aquatic wildlife. Tropical islands and locations not visited Mauritius Malaysia Guam visited Mauritius USA (ex. ) Sri Lanka Guam Read as: of respondents that have visited associate with tropical islands and locations.

6 ATTRACTIONS AND EVENTS Attractions and events play a valuable role in attracting visitors to in addition to encouraging visitors to disperse throughout the country and extend their stay. Top 10 n attractions n beaches 62% n wildlife 52% n food and wine The Great Barrier Reef Rainforests/forests and national parks Unspoilt natural wilderness The n climate Island experiences n coastal lifestyle 46% 45% 42% 42% 42% 42% n Aboriginal culture Read as: 62% of respondents indicate n beaches as an appealing n attraction. Leisure events Respondents were asked to what extent they agreed with the following statement: When travelling internationally I always look to time my trip and places visited with an event or festival of interest. 75% No Unsure Yes Read as: 75% of respondents indicate that they always look to time their trip and places visited with an event or festival of interest. Most appealing events to attend overseas Events with the greatest influence on destination choice Natural and wildlife events 67% Food and wine festivals 60% Food and wine festivals 6 Music festivals 59% Family events Religious events Local/ regional events Major sporting events Cultural celebrations Cultural celebrations Arts and entertainment events Natural and wildlife events Music festivals Family friendly events Sporting events Local/ regional events Religious events Arts and entertainment events 52% Read as: 67% of respondents indicate nature and wildlife events as appealing elements when travelling overseas. Read as: 60% of respondents indicate the influence of food and wine festivals on destination choice.

7 PLANNING AND BOOKING INFORMATION SOURCES The following charts highlight the information sources that Chinese consumers use to plan and book their holidays. Preferred sources for early planning and holiday inspiration Online travel agent Travel or guide books Friends or relatives that have been before or live there 29% 31% General internet searching TV programs Online hotel booking site Online travellers' opinions and reviews Online flights booking site Online and social media photos and blogs National tourism website Read as: of respondents indicate online travel agent as a preferred source during the early stages of planning a holiday. Preferred sources for seeking information about Online travel agent National tourism website TV travel programs Travel or guide books Tour operator Online flights booking site Online hotel booking site Brochures Online and social media photos and blogs Online travellers' opinions and reviews Read as: of respondents indicate online travel agent as a preferred source for seeking information about. Preferred sources used to book a holiday to Directly through airline (online) Travel agent (online) Travel agent (telephone or in person) Directly through airline (telephone or in person) Accommodation provider (online) Tour operator (online) 29% Tour operator (telephone or in person) Accommodation provider (telephone or in person) Other travel booking website 8% Other online source 5% Read as: of respondents indicate booking directly through (an) airline (online) as a preferred source when booking a holiday to.

8 RESPONDENT PROFILE Gender Male Female Place of residence Shanghai Beijing Guangzhou Hangzhou Nanjing Shenzhen Shengyang Tianjin Qingdao Suzhou 51% 11% 9% 6% 6% 5% 5% Age Under 24 years years years years years 6% 65+ years 1% Income Under 99, , , , , , , , , ,000 to 399, ,000 to 499,999 7% More than 500,000 8% About the research The Consumer Demand Project (CDP) research is carried out by BDA Marketing Planning, a consultancy who specialise in international demand side strategy development and consumer research. It helps determine the strategic priorities to achieve the Tourism 2020 goal, by providing a comprehensive assessment of s current destination appeal and the latent demand potential. The research is conducted annually across eleven of s key tourism markets: China,, India, Indonesia, Japan, Malaysia,,, South Korea, and USA. Over the last four years, Tourism have spoken to over 60,000 international long-haul travellers via online research panels. Living situation Partner and kids Parents Partner Alone Housemates Single parent Relatives/family Other 1 1% 1% 0% 6 Employment status Work full time Full time student 5% Retired 5% Work part time 2% Looking for work 1% Home duties 0% Other 0% 88% Want to know more? Fact sheets for eleven of s key tourism markets can be accessed at: australia.com/statistics/consumerdemand-research.aspx For more information, please contact: Occupations Professional Manager Clerical and admin Labourer/trade Self-employed Sales worker Community worker Farmer Other 6% 2% 0% 0% 1%

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