Tourism development of Australia as a sustained preferred destination for Chinese tourists

Mainland China has been acknowledged as one of the major emerging markets by the Australian inbound tourism industry. The Chinese tourism market to Australia has developed dramatically. However, little research has been conducted with regard to the nature of the market and its implications for Australian tourism product suppliers and marketers. Developing previous research which was conducted in 1999, this paper provides updated insights into the nature of this market, further discussion of Australia as a preferred destination for Chinese tourists and an updated analysis of the challenges Australia will be likely to face in the near future to maintain and enhance its attractiveness to Chinese visitors.