TA on track despite slip in Chinese arrivals

TA on track despite slip in Chinese arrivals
By admin


Tourism Australia has said it continues to track at the lower end of its 2020 targets despite a fall in the number of Chinese visitors in the final quarter of 2013.

Figures released this morning show total international arrivals climbed 7% to 1.7 million in the three months to December with spend – regarded as the more critical performance indicator – rising 9% to just over $8b.

Over the full year, arrivals increased 6% to 5.9m with spend by overseas visitors rising 6% to almost $29b.

Managing director John O’Sullivan said much of the growth in the final quarter was driven by the leisure sector and was spread across Tourism Australia’s key markets, including the UK and US.

It demonstrates Tourism Australia’s strategy of following a “balanced portfolio approach”, he said.

China was again singled out for special mention despite a 4% fall in arrivals, a decline likely to be attributed to a clampdown in China on tour operators who offer cheap, but sub-standard tours

“A lot was written late last year about the introduction of China’s new tourism law and the impact clamping down on coercive shopping tours would have on our numbers,” O’Sullivan said. “The good news is that despite Chinese arrivals falling 4% during the quarter (to 144,000), total spend is up 13% and average spend per visitor is up 17%.”

The figures show Chinese tourists spent $946m in the December quarter and $4.8b in the 2013 calendar year, up 16% on 2012.

Nevertheless, the dip in arrivals will concern Tourism Australia which has banked heavily on achieving significant growth from China as it chases its 2020 targets.

Those targets include doubling total overnight expenditure to between $115b and $140b by the start of the next decade. Tourism Australia said it was still tracking at the “lower end” of the range.

Despite a focus on Asia, traditional markets remain critical to achieving its goal and a healthy 12% lift in the December quarter from the UK, with spend soaring 19%, will have buoyed tourism leaders. Arrivals and expenditure from the US also showed solid growth, climbing 11% and 9% respectively.

But Japan remains a weak link with arrivals falling 3% in the quarter to 84,000 with spend tumbling 9%.

The Australian Tourism Export Council (ATEC) heralded the performance from traditional markets.

“China has been a strong focus for the industry for the past few years but we are now seeing a return to good growth in markets including the UK and the US,” managing director Peter Shelley said. “This is a reflection of a more favourable currency exchange, increased confidence in the strength of local economies post the GFC, as well as a release of some pent up demand which has grown over this period.”

ATEC also played down the significance of the fall in Chinese arrivals, arguing the new Chinese tourism laws have had a positive effect on spend.

“While Australia should be focused on growing visitation from China, we must continue to improve both the quality of the experience and the yield within the holiday segment of the market,” Shelley said.

He added that easing the visa process for visitors remained a priority.

Latest News

  • Hotels

Revamped Wailoaloa Beach hotel opens as Crowne Plaza Fiji Nadi Bay Resort & Spa

Crowne Plaza Fiji Nadi Bay Resort & Spa is open and ready for bookings after the first phase of a multi-million-dollar transformation. Part of IHG Hotels & Resorts’ premium collection, the transformation has seen the completion of 106 guestrooms showcasing contemporary interiors reflective of the premium Crowne Plaza brand and is a first for the […]

  • Tourism

Nielsen Data reveals brands spending big to attract Aussie tourists

TripADeal had the biggest outlay of the more than $153 million spent on travel and tourism advertising in Australia in the first quarter of 2024, followed by Virgin Australia and Flight Centre-owned Ignite Travel, new Nielsen Ad Intel data has revealed. And the industry ad spend enjoyed an increase of 8 per cent on the […]

  • Luxury
  • News

Kamalaya Koh Samui clinches clutch of wellness awards

Kamalaya Wellness Sanctuary & Holistic Spa has so far clinched five prestigious awards in 2024, including being inducted into the ‘Hall of Fame’ at the World Spa & Wellness Awards in London. Founders of the Koh Samui sanctuary and spa John and Karina Stewart expressed their heartfelt gratitude for the awards. “We are profoundly honoured […]

  • Partner Content

My journey: Before becoming a travel agent I was… a palliative care nurse 

Australind Travel & Cruise, Travellers Choice member Saibra Twigg reveals her life as paediatric nurse then to palliative care before a career leap to travel agent. How did you become a palliative care nurse?  ST I went straight from school in nursing and initially specialised in paediatrics, working at Perth’s Princess Margaret Hospital for Children. […]

Partner Content

by Travel Weekly

Travel Weekly
  • Destinations
  • News

APT Launches 2025 Asia Adventures

APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]