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CHINA 2025


Activating China was published in 2013 after consultation across the tourism industry. At the time, the South Australian Visitor Economy welcomed 18,000 Chinese visitors, spending $110 million, making it our most valuable market to the state. The plan outlined six key focus areas to triple Chinese visitation to South Australia by 2020. Having followed the strategies outlined in Activating China, Chinese visitation to our state has grown to 66,000 visitors, spending $378 million, surpassing our 2020 targets and making China our top international market.

To build on this momentum, the South Australian Tourism Commission has begun the process of developing the China 2025 Tourism Plan. In consultation with industry it was decided that this plan will run to 2025 and not 2030 like the South Australian Visitor Economy Sector Plan due to the fast moving and evolving nature of the Chinese market.

In partnership with Fastrak Asian Solutions, we produced a report and developed a series of guidelines, fact sheets and videos in 2016 to assist our industry partners in Understanding China.

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


The South Australian Tourism Commission will consult industry, government and key industry representatives over the months of October and November 2019.

Key dates

1           Industry Forum Workshop Presentation     24 Oct      

Internal Consultation Workshop Presentation                              
    12 Nov
Government Consultation Workshop Presentation                    
    19 Nov            
One on ones Workshop Presentation                              
Draft Document for Industry review                             
    Feb 2020
Final document submitted to SATC Board for approval     May 2020 
Launch of the China Strategy                                
    June 2020 

Should you have any questions about the plan please contact Peter Reid, SATC Strategy & Insights Commercial Analyst on 08 8463 4582 or

Related documents

Please see the related items that are available for viewing or download.

  • Summary - ACTIVATING CHINA 2020

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

    (2.58 MB)

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    Full report: Activating China – 2020 Strategy
    Released: February 2013

    (1.70 MB)

    download view