Australia has been gaining popularity among Chinese visitors, who have surpassed New Zealanders to become the top spenders. (Photo provided to China Daily)
Bookings to Australia during the recent Spring Festival holiday roughly doubled over the previous year on China's biggest online travel agency, Ctrip, and many popular travel service providers, such as Lvmama.
The number of individual travelers who prefer in-depth experiences in Australia has significantly increased over the recent years, reports Tongcheng Network Technology, a major online travel agency in Jiangsu province.
Many Chinese agencies have launched more intercity routes for individual travelers to the country.
"Chinese travel attitudes are changing from heavily scripted sightseeing to more unique, personal experiences," Ciobo says.
"And this is very much what our campaigns and marketing activities in China now focus upon."
Australia is known for its diverse natural landscapes. The Great Barrier Reef and wild animals are two must-dos most visitors seek.
But some Chinese agencies have begun to promote less-known destinations.
Beijing-based outbound-travel operator Utour International Travel Service Co signed a deal with Tasmania's tourism authority and sent 100 Chinese visitors to the state during the recent Spring Festival.
The heart-shaped island is virtually unknown among Chinese－so far. It offers national parks, nature reserves and gourmet seafood.
Only a few dozen travelers from the Chinese mainland have visited in recent years, says Utour's publicity officer, Li Mengran.
"We plan to continue to promote Tasmania's uniqueness," Li says.
Tourism Australia Managing Director John O'Sullivan says recent developments will make Australia more accessible and compelling.
"Tourism Australia will continue to market Australia to flexible and independent high-value Chinese travelers, and position Australia as the most desirable and memorable destination on Earth."
Indeed, it seems the coming year will present an opportunity.
