International
Market Profile
CHINA
International Market Profile
CHINA
MARKET OVERVIEW
The China market has grown
rapidly to become South
Australia’s third largest
inbound source market
and the largest of all
Asian markets.
Travel periods are generally
short in duration with the
majority of nights spent in
capital cities.
South Australia generally
attracts affluent middle
class couples residing in
core cities of Shanghai,
Beijing, Guangzhou and
surrounding areas.
These experienced overseas
visitors travel independently
or in quality customised
small group tours.
KEY SOUTH AUSTRALIAN OVERNIGHT DESTINATIONS
FAST FACTS AND FIGURES
Data is based on a 3 year annual average for the years ending Dec 2014 - Dec 2016
for all purpose visitors.
Holiday
VFR
Business
Other
Total
15,000
10,000
4,000
8,000
36,000
Visits (AUS)
609,000
247,000
72,000
205,000
951,000
Nights (SA)
136,000
283,000
54,000
1,086,000
1,559,000
Nights (AUS)
4,905,000 10,752,000
97% • Adelaide
0
1,231,000 22,821,000 39,709,000
ALOS - Nights (SA)
9
28
14
136
43
ALOS - Nights (AUS)
8
44
17
111
42
Expenditure
$195,000,000
1% • Eyre Peninsula
1% • Adelaide Hills
1% • Barossa
1% • Flinders Ranges & Out back
1% • Murraylands
1% • Fleurieu Peninsula
6% • Limestone Coast
6% • Kangaroo Island
Visits
China
Visits (SA)
South Australia is positioned
as a destination that offers
Australia’s best wine and
dining experiences, coupled
with nature and wildlife
experiences.
20
40
60
80
100
Percentage
LENGTH OF STAY IN SOUTH AUSTRALIA BY AGE GROUP
APPEALING EXPERIENCES
92 days • 15-24 yrs
53 days • 25-34 yrs
Age group
}} Nature and wildlife experiences in Adelaide, Adelaide Hills and Kangaroo Island.
}} Wine capital of Australia (Barossa and iconic brands).
}} Impressive dining experiences in Adelaide and Barossa.
}} Self-drive experiences including Melbourne to Adelaide touring route.
18 days • 35-44 yrs
29 days • 45-54 yrs
SA Target
Audience
14 days • 55-64 yrs
TARGET MARKET PROFILE
KEY THEMES
}} The experience seeker market segments comprised of adults aged 30-59 and are experienced travellers looking for quality and unique experiences.
}} The large number of Chinese students studying in Adelaide and their visiting friends and relatives (VFR) represent an opportunity within the VFR travel market.
}}
}}
}}
}}
}}
}}
12 days • 65+ yrs
Food and wine
Nature and wildlife
Luxury
Coastal
Soft adventure
Shopping
AIR ACCESS
}} C
hina Southern Airlines provides the only direct air access to Adelaide.
}} Airlines which provide direct access to Adelaide with one stopover include Singapore
Airlines, Cathay Pacific, Qantas, Malaysia Airlines, China Eastern Airlines and Air China.
0
40
60
80
Days
Average length of stay is influenced by longer
staying education and VFR sectors.
SEASONALITY
Chinese New
Year Period
14%
MARKET INSIGHTS
12%
10%
Visitors
}} M
ost group tour arrangements are handled by the Chinese inbound tour operators in
Adelaide however Chinese ITOs based in Sydney and Melbourne are critically important
and need to be engaged.
}} The majority of bookings coming through the travel trade are very cost competitive
and the provision of Chinese speaking drivers and guides throughout the journey is
expected.
}} Developing personal relationships with distribution partners is important as well
as quick response times to enquiries, being cost competitive and flexible based on
itinerary requirements.
20
8%
6%
4%
2%
0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Month of arrival in South Australia
Note: Peak travel period to Australia during
Chinese New Year in January/February.
100
International Market Profile
CHINA
VISITOR AGE PROFILE
ACCOMMODATION USED
d
c
e
c
d
e f
f
b
a
b
c
d
e
f
19% • 15-24 yrs
27% • 25-34 yrs
17% • 35-44 yrs
22% • 45-54 yrs
9% • 55-64 yrs
5% • 65+ yrs
b
a
SA Target
Audience
TRAVEL PARTY DESCRIPTIONS
d
e
b
a
b
b
a 56% • Rented house/apartment/
unit/flat
b 21% • Home of friend/relative
c 8% • Hotel/resort/motel/motor inn
d 5% • Homestay
e 5% • Own property
f 6% • Other
a
b
c
d
e
FIRST OR RETURN VISIT
a
c
a
PACKAGE TOURS
a
56% • Unaccompanied
12% • Adult couple
16% • Family group
11% • With friends/relatives
4% • Business
a 95% • Non package tour
b 5% • Package tour
a 42% • First visit
b 58% • Return visit
This data includes Education and VFR purpose sectors.
MARKET INSIGHTS (CONT’D)
}} There is potential to target the Chinese Visiting Friends and Relatives
(VFR) market from Sydney and Melbourne through the travel trade, and
this business can lead to future business from China.
}} Engaging consumers through digital means is critical for successful
consumer promotion, however all western platforms such as Facebook,
Twitter and YouTube are blocked.
}} It requires some effort to establish a presence on digital platforms
particular to China, especially Wechat and Sina Weibo. Therefore
KEY DISTRIBUTION PARTNERS
Key Distribution Partners
Shanghai Ctrip International Travel Service Co Ltd
Beijing Caissa International Travel Service Co Ltd
Beijing CTYS Holding Co Ltd
GZL International Travel Service Ltd
China CYTS Tours Guangzhou Co Ltd
Shenzhen CEPT International Travel Service Ltd
Sichuan CYTS Co Ltd
Shuncheng Holiday
Guangdong Yueqiao
Qingdao Huaqing International
Chinese business is highly competitive and Chinese
travel agents do not contract a single inbound operator,
rather request quotations for each tour from multiple
agents and proceed to book with the inbound tour
operator that provides the most competitive quotation
for that specific tour.
Top Travel Websites
Ctrip.com
operators may wish to leverage existing accounts with large followings
in addition to cooperating with the SATC’s media familiarisation program.
}} Social media and travel advice websites in Chinese are used heavily
during the planning process and bookings are increasingly made online.
}} A translated website is preferable.
}} Free or included Wi-Fi is important.
SOCIAL MEDIA
Douban Site
南澳大利亚旅游局
https://site.douban.com/SouthAustralia/
 SinaWeibo microblog
南澳大利亚旅游局官方新浪微博
http://www.weibo.com/southaustralia
 Youku Video
南澳大利亚旅游局
http://i.youku.com/u/UNTUzMzg5OTky
Tencent Weibo microblog
南澳大利亚旅游局官方腾讯微博
http://t.qq.com/southaustralia
 Wechat
南澳大利亚旅游局
Tencent Video
南澳大利亚旅游局SATC
http://v.qq.com/vplus/cff1f2918
52ec10bdef1e7c7ee68744c/videos
tuniu.com
qunar.com
lvmama.com
mafengwo.cn
qyer.com
Source: International Visitor Survey, Tourism Research Australia, Canberra | Department of Immigration and Citizenship (DIAC) |
VFR = Visiting Friends and Relatives, ALOS = Average Length Of Stay (Nights)
Definition of Package Tour: Where the international airfares plus some other travel component (transport, accommodation, tour) are
paid for before arrival in Australia.
Disclaimer: This summary has been prepared by the South Australian Tourism Commission (SATC) in good faith. While every care
has been taken in preparing the information, the SATC does not represent or warrant that it is correct, complete or suitable for the
purposes for which you wish to use it. By using this information you acknowledge that it is provided by SATC without any responsibility
on behalf of the SATC and agree to release and indemnify the SATC for any loss or damage that you or any third party may suffer as a
result of your reliance on this information.
Produced by the South Australian Tourism Commission April 2017.
CONTACTS
Marketing
Distribution
Michael Seeliger,
[email protected]
Senior Marketing Manager
Eastern Hemisphere,
Adelaide
[email protected]