Australia tops the bucket list for Chinese luxury travel

According to new research commissioned by Luxperience, Australia is the number one destination of choice for high-end Chinese travellers, as was found in a recent survey conducted by Hong Kong-based market research specialists, Cimigo.
The report found that 97-million Chinese tourists travelled abroad in 2013 and that number is expected to surpass 100 million this year. They spend more on international travel than any other country, spending an estimated US$129 billion in 2014.

“We commissioned Cimigo to find out where high-end Chinese travellers want to go, what they want to do, how much they plan to spend and how their travel plans are formulated,” said Luxperience CEO Lindy Andrews.

“China is clearly a very important market for Luxperience delegates and we hope by commissioning this report we have added value for our buyers and exhibitors.”

The results of the research, revealed last week at the Luxperience Thought Leaders Forum, were enlightening and in some aspects, somewhat surprising.

The results indicate that Chinese travellers are not afraid to travel long distances, with 61 per cent naming Australia as their preferred destination. France ranked second, with 53 per cent naming France as a desired destination, followed closely by the USA and Canada.

The Chinese also have a taste for fine dining and luxury wine experiences with 80 per cent favouring French wine tourism and 34 per cent hoping their next holiday will be a gastronomic delight.

Tourism Australia Managing Director John O’Sullivan said China had emerged as Australia’s most valuable tourism market in recent years.

For further information on the Cimigo Report on Chinese Luxury Travel, contact Deborah Dickson-Smith at

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