THE STORY SO FAR
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.