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 $376 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, The Barossa
The Centennial Cellar at Seppeltsfield Wines, The Barossa








Due to the current instability within China, as a result of COVID-19, the South Australian Tourism Commission will revisit the China 2025 tourism strategy, and will undertake further consultations with the sector, government and key industry representatives during 2020.



1           Industry Forum Workshop Presentation     24 Oct      
Internal Consultation Workshop Presentation                                   12 Nov
3 Government Consultation Workshop Presentation                         19 Nov            
4 One on ones Workshop Presentation                                   Nov
5 Draft Document for Industry review                                  TBC
6 Final document submitted to SATC Board for approval     TBC 
7 Launch of the China Strategy                                     TBC

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




Summary - Activating China 2020

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

Activating China - 2020

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