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ACTIVATING CHINA - 2020

Released: 2013

China is one of the largest and fastest growing of all inbound markets to Australia. The South Australian Tourism Commission’s Activating China – 2020 strategy, launched in February 2013, illustrates the current Chinese visitation patterns. It outlines the six key focus areas to triple Chinese visitation to South Australia by 2020.


Top insights from the strategy:

  • The Chinese leisure tourism market is large and growing. Both Australia and South Australia are experiencing strong growth, and are projected to grow robustly for the foreseeable future.
  • South Australia had no direct air access to mainland China, until China Southern Airlines started in Dec 2016.
  • Chinese visitation to SA is currently strong for VFR, business and education purpose visitors, with a lower market share of the holiday market.
  • Chinese holiday visitors travel the fastest of any traveller. Travel patterns focus on the East Coast and visit three destinations over eight nights

 In partnership with Fastrak Asian Solutions, we have produced a report and developed a series of guidelines, fact sheets and videos to assist our industry partners in Understanding China.

The Centennial Cellar at Seppeltsfield Wines, Barossa
The Centennial Cellar at Seppeltsfield Wines, The Barossa

Related documents

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  • Summary - ACTIVATING CHINA 2020

    Summary report: Activating China – 2020 Strategy - Released: February 2013

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  • ACTIVATING CHINA - 2020

    Full report: Activating China – 2020 Strategy
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