An introduction of Chinese tourists in Australia – Media Buying Agency | Chinese Advertising Media Agency | Media Buying Services | ConnectX
An introduction of Chinese tourists in Australia
  Experienced marketers and business owners know that it’s easier to create a great marketing campaign and sales strategy if they understand the demographic they want to target well. Studying the local demographic isn’t as difficult as trying to understand a foreign demographic and businesses in the tourism industry often struggle with this. Understanding a tourist demographic from an entirely different culture can be challenging, especially if the culture originates from Asian countries like China or Japan. At ConnectX, we’ve prepared this small guide to help introduce you to the Chinese tourist demographic:  

Group tourists vs. individual tourists

Group tourists and individual tourist have distinct preferences and requirements. It’s necessary to understand how Chinese group tourists and individual tourists differ from one another. Here’s what you need to know:
  • Group tourists have a very structured schedule and usually visit the more popular tourist attractions.
  • Individual tourists have a more flexible schedule and are known to avoid popular tourist sites. They focus on unconventional tourist activities and will rather explore things other tourists haven’t explored before.
  • Tourist groups usually contain middle-aged and elderly travellers who want the security and comfort of travelling in numbers. Groups with higher income travellers are usually smaller in size with up to 12 people and they explore suburb areas in Australia.
  • Individual travellers are usually younger professionals and millenials who like to explore on their own and find groups to be too limiting. Some younger travellers are on a budget and are often referred to as This can be considered a lifestyle choice for younger travellers.
These are just some of the factors that separate group travellers from individual travellers so it’s important to market to them accordingly.    

Demographic difference

Different kinds of travellers will have different expectations and requirements, even if they’re from the same country. Chinese millennials and independent professionals are more adventurous and will look for unconventional experiences. They focus more on experiencing culture and exploring food than on visiting major tourist traps. Older tourists, especially those on their first international trip, will want to explore well-known sights like the Sydney Opera House or the Harbour Bridge. They’ll also be more likely to purchase memorabilia and souvenirs that reflect traditional Australian tourist attractions. Understanding the preferences of these different demographics is the key to creating the best marketing campaign and strategy. Different demographics will need different approaches.    

Purchasing behaviour difference

The purchasing behaviour of Chinese tourists will differ from regular tourists and here are some factors you need to keep in mind:
  • Chinese tourists prefer Australian-made products and will purchase regular items like watches, shoes, clothes, jewellery, etc.
  • They’re more likely to purchase food items as souvenirs and gifts for loved ones at home, which includes candies, chocolates, spices, and even Australian wines. Wines are especially popular with younger independent travellers.
  • Women are more likely to purchase bags, sunglasses, and makeup items from well-known Australian or Western brands available in Australia if they can’t access these brands in China.
  • People belonging to higher income groups will purchase fashion and designer items, and some will invest in artwork and decorative items as well.
  • Chinese tourists will purchase gifts for family members and friends back at home.

District cultural difference (Northern Chinese and Southern Chinese)

There’s a distinct cultural difference between the North Chinese and South Chinese tourist demographic. Northern Chinese population is considered less westernised than South Chinese population. It’s a good idea to explore these differences before creating a marketing campaign. If you want to know more about connecting with Chinese tourists or want help with marketing, contact us at ConnectX Marketing and Advertising or give us a call at (02) 9267 2972. We’ll be happy to help.
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