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Chinese tourists prefer Australia

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Australia is the number one destination Chinese travellers intend to visit in the next few years, a new report has found. The recent Visa PATA Travel Intention Survey found that more than half of the travellers surveyed from mainland China intended to travel to Australia over the next two years. During the year ending March 2010, Australia received 360,000 visitors from China, generating $2.3 billion in economic value. The results reflect Australia’s position as the preferred destination for Chinese travellers, according to Tourism Australia managing director, Andrew McEvoy. "Australia has been at the forefront in destination marketing since becoming the first Western destination to receive approval to host group leisure travellers from China," McEvoy. "Since gaining Approved Destination Status in 1999 the China travel market has grown exponentially for Australia to become one of our top five sources of international travellers." The survey also revealed that the top three attributes that Chinese travellers are looking for in destinations overseas are natural scenery, sunshine and beaches, and new places. McEvoy said Tourism Australia would focus on these attributes in its new There’s Nothing Like Australia campaign to be launched in China next month: "Over the coming year we are doubling our effort in the market and working closely with our airlines partners to ensure that we continue to grow the market further." The campaign will include the interactive online map of Australia featuring 3,200 images and stories provided by Australians that will be translated into Chinese, along with print and cinema advertising. Tourism Australia hopes the campaign with position Australia as an ideal destination for Chinese travellers, says McEvoy. "Early testing of our new campaign in China suggests that it is resonating strongly with Chinese travellers, which will help to convert the desire for travel to Australia in to actual visits," said McEvoy. "For example of those who have seen the new broadcast ad in Shanghai, 90 percent said they were more likely to travel to Australia." Last month the Australian Government announced plans to invest $30 million to market Australia to the dynamic Chinese travel market, which includes increased marketing funds being allocated by Tourism Australia to grow tourism from China.

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