China expects more bang for Aussie tourism buck

The 28-year-old has spent three weeks in Australia, visiting -- at the behest of Australian operators -- sights and sounds from Abalone farming in Tasmania to truffle hunting in Canberra.

"Australia is our leading destination. What they have done well is hitting the computer refresh button. So much new to see...and this country gets bigger every time (we come back)."

"But, yes, value for money is still king," he added.

Plawutsky said the food trail is starting to gain traction beyond the big iconic landmarks, as Chinese visitors want to explore nature and its bounty.

"Health and food quality plays a big factor in decision making and Australia, with its clean air and pristine national parks and beaches, is a big attraction. So too are our health products, organic food and wine, which Chinese are prepared to pay a premium for."

It may be surprising to some, but according to Plawutsky, the number one and two favorite activities for high net worth clients are reading and drinking tea.

"We often don't take into account the busy lives of these professionals who really don't get much time off or much time away from crowded cities. When they go on holiday, peace and quiet is what they want."

Recent surveys by TA showed nature-based experiences, bargains and shopping as the top reasons for visiting Australia. The quality of food -- especially Chinese -- but also Western food, figured highly.

With a transitioning economy, also connected to China, easing away from mining toward services, the keystone tourism sector is expected to lead the way.

NSW Minister for Tourism, and Deputy Premier Andrew Stoner, only recently announced the A$110 million Regional Tourism Infrastructure Fund allowing regional NSW destinations to "develop their full potential" and attract visitors beyond just Sydney and the Blue Mountains.

Northern Territory Chief Minister Adam Giles said the territory was committed to increasing the number of visitors to the territory as part of a larger plan to develop Northern Australia.

The Australian Tourism 2020 Strategy estimated by 2020 the value of Chinese tourism in Australia will be between A$7.4 billion and A$9 billion.

But Plawutsky warned officials here not to prematurely count any chickens.

"We must raise our game. Attracting visitors with our country's unique qualities is easy. But meeting our customers expectations, understanding what our customers want, and how they might try to express it...that's something Australian Tourism could really invest in." ($1equals A$1.06 )

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